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    题名: 便利商店促銷贈品收藏行為之研究-以7-ELEVEN為例
    The study of collecting behavior on collectable premiums: a case of 7-ELEVEN
    作者: 王雅芬
    Wang, Ya Fen
    贡献者: 陳建維
    王雅芬
    Wang, Ya Fen
    关键词: 贈品集點活動
    知覺風險
    知覺價值
    日期: 2010
    上传时间: 2011-09-29 16:37:08 (UTC+8)
    摘要: 7-ELEVEN 便利商店於2005年4月成為台灣第一個推出來店消費滿額送Hello Kitty 造型磁鐵的促銷活動，此舉不僅使7-ELEVEN的來客率與客單價增加，亦造成了一股收集Kitty磁鐵的風潮，大眾瘋狂收集便利商店促銷贈品的熱潮一直延燒至今，也使得其他便利商店業者跟進推出滿額送贈品活動，為的就是要瓜分這個市場所帶來的的龐大商機。縱使便利商店業者推出的贈品促銷活動門檻越來越高，卻能持續吸引大眾目光，藉此本研究想進一步瞭解贈品促銷活動吸引消費者的地方何在，消費者對風險感受程度的不同，如何影響其對此促銷活動的價值感，對其收藏行為是否有任何影響？

    本文研究架構包含贈品獲得方案、知覺風險與知覺價值、收藏行為等之間的互相關係，本研究以問卷調查及統計分析，探討上述變數與消費者促銷贈品收藏行為的關係。

    研究結果顯示消費者選擇加價購方案相較於選擇免費送方案者，由於「加價」對消費者或社會大眾而言並非免費獲得之贈品，故在自我或他人肯定自己參與便利商店贈品集點活動之認同感上較差。因為免費送方案與加價購方案間互為替代關係，故當消費者認為選擇免費送方案的金錢、時間等風險程度較高時，便傾向選擇加價購方案，反之則傾向選擇免費送方案。對於收藏行為-目標形成、資訊搜尋、收集動機、管理、挑戰、收集努力而言，主要的關鍵影響因素在於便利商店推出之贈品集點活動能獲得社會大眾好評，以及消費者面臨不同門檻方案之選擇其感受之價值孰高孰低。
    參考文獻: 一、中文部分
    1.王又鵬，1993，促銷活動對消費者購買行為影響之研究，國立政治大學企業管理研究所博士論文。
    2.朱甯興，1982，學習團體:理論與技術，台北市:桂冠圖書股份有限公司。
    3.尚．布希亞，1997，物體系，林志明譯，時報文化出版。
    4.莊麗娟，1999，物質主義傾向、消費價值觀與產品涉入對收藏行為影響之研究，元智大學管理研究所碩士論文。
    5.葉銘壠，2010，連鎖式便利商店的促銷活動對經營績效影響之探討-以7-ELEVEN及全家便利商店為例，南台科技大學企業管理研究所碩士論文。
    二、英文部分
    1.Aaker, D. A. 1973. Toward A Normative Model of Promotional Decision Making. Management Science, 19(6), pp. 593-603.
    2.Bauer, R. A. 1960. Consumer behavior as risk taking, Dynamic Marketing for a Changing World, Edited by American Marketing Association, pp. 389-398, Chicago, IL.
    3.Beem, E. R. and Shaffer, H. J. 1981. Triggers to customer action- Some elements in a theory of promotional inducement. Cambridge, MA: Marketing Science Institute, pp. 81-106.
    4.Belk, R. W. 1995. Collecting as luxury consumption: Effects on individuals and households. Journal of Economic Psychology, 16(3), pp. 477-490.
    5.Brissert, M. and Nowicki, S. 1973. Internal versus external of reinforcement
    and reaction to intrustration. Journal of Abnormal and Social Psychology, 25,
    pp. 35-59.
    6.Campbell, L. and Diamond, W. D. 1990. Framing and Sales Promotions: The Characteristics of A Good Deal, Journal of Consumer Marketing, 7(4), pp.
    25-31.
    7.Cox, D. F. 1967. Risk handing in consumer behavior-an intensive study of two cases. In: Cox, D. F. (Ed.), Risk Taking and Information Handing in Consumer Behavior, Harvard University Press, Boston, MA, pp. 34-81.
    8.Cunningham, S. M. 1967. The major dimension of perceived risk. In Donald F. Cox (Ed.), Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, pp. 82-108.
    9.Dowling, G. R. and Staelin, R. 1994. A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21, pp. 119-134.
    10.Formanek, R. 1991. Why they collect: Collectors reveal their motivations. Journal of Social Behavior and Personality, 6, pp. 275-286.
    11.Jacoby, J. and Kaplan, L. B. 1972. The components of perceived risk. Proceedings of the third annual conference, Ann Arbour, MI, Association for Consumer research, pp. 382-393.
    12.Kotler, P. 2000. Marketing management: Analysis, Planning, Implementation and Control, 10th Edition. New Jersey: Prentice Hall Inc.
    13.Kotler and Keller. 2001. A framework for marketing management, 4th Edition. New Jersey: Prentice Hall Inc.
    14.Laurent, G. and Kapferer J-N. 1985. Measuring consumer involvement profiles. Journal of Marketing Research, 22(2), pp. 41-53.
    15.Nunnally, F. C. 1978. Psychometric Theory, New York: McGraw-Hill.
    16.Petrick, J. F. 2002. Development of A multi-dimensional scale for measuring perceived value of a service. Journal of Leisure Research, 34(2), pp. 119-136.
    17.Roselius, T. 1971. Consumer rankings of risk reduction methods. Journal of Marketing, 35, pp. 56-61.
    18.Rotter, J.B. 1966. Generalized expectancies for internal versus external of reinforcement, Psychological Monographs, 80, pp. 1-28.
    19.Rychman, R. M. and Sherman, M.F. 1973. Relationship between self-esteem and internal-external control for man and woman. Psychology Reports, 32, pp. 1100-1106.
    20.Schultz, Don E., William A. Robinson and Lisa A. Petrison. 1993. Sales Promotion Essentials, 2nd Edition, NTC Business Books, Illinois, USA.
    21.Sweeney, J. C. and Soutar, G. N. 2001. Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), p.203.
    22.Thaler R. 1985. Mental Accounting and Consumer Choice. Marketing Science, 4, pp.199-244.
    23.William, D. M. and Brandon, S. 2004. Collectors and collecting: A social psychological perspective. Leisure Sciences, 26, pp. 85-97.
    24.Wood, Charles M. and Lisa K. Scheer. 1996. Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer Research, 23, pp. 399-404.
    25.Zeithaml, V. A. 1988. Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, pp. 2-22.
    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    99351005
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099351005
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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