政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120332

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政大機構典藏 > 傳播學院 > 傳播學院傳播碩士學位學程 > 學位論文 > Item 140.119/120332

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题名:	消費者思維方式對促銷類型之促銷效果之影響 The effect of thinking style on the promotion effect of promotion type
作者:	姚穎
贡献者:	張卿卿姚穎
关键词:	促銷類型不確定促銷思維方式性別產品態度
日期:	2018
上传时间:	2018-10-01 12:23:03 (UTC+8)
摘要:	過去促銷類型的學術研究多是專注於確定促銷，關於不確定促銷的研究較為稀少，而在這為數不多的不確定促銷研究中，又多聚焦於確定內容不確定價格的不確定促銷，相對忽略了在實務應用中相當常見的確定價錢不確定內容的不確定促銷（具價的神祕贈品）。因此，本研究將以具價的神祕贈品做為不確定促銷的類型，以三個自變項：促銷類型：確定促銷／不確定促銷、思維方式：理性思維／經驗思維、性別：男性／女性，探討消費者的不同思維方式及性別是否會影響促銷類型的促銷效果（包含產品態度及購買意願）。研究結果證實，不論消費者的思維方式是傾向「理性思維」或是「經驗思維」，其對「確定促銷」的「產品態度」皆高於「不確定促銷」，其「購買意願」則是沒有顯著差異；而「男性」及「女性」的「思維方式」沒有顯著差異；「女性」對「確定促銷」的「產品態度」高於「不確定促銷」，「購買意願」沒有顯著差異；「男性」則是對兩種促銷類型的「產品態度」及「購買意願」都沒有顯著差異；而「思維方式」與「性別」對於促銷類型的促銷效果，皆不會產生顯著調節效果。
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描述:	碩士國立政治大學傳播學院傳播碩士學位學程 105464012
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0105464012
数据类型:	thesis
DOI:	10.6814/THE.NCCU.COMM.036.2018.F05
显示于类别:	[傳播學院傳播碩士學位學程] 學位論文

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