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    Title: 促銷深度、品牌知名度與產品類型對於消費者購買意願及非計畫性購買之影響效果—以開架式美容化妝品為例
    Authors: 王宇聖
    Contributors: 邱志聖
    王宇聖
    Keywords: 促銷深度
    品牌知名度
    相信品
    經驗品
    非計畫性購買
    開架式美容化妝品
    零售商
    Date: 2013
    Issue Date: 2014-07-14 11:23:29 (UTC+8)
    Abstract: 愛美,是女人的天性。近幾十年來,化妝保養品產業隨著民眾生活水準的提升而蓬勃得發展。在這樣競爭激烈的產業環境中,廠商為了吸引更多消費者來購買產品,隨處可見各式各樣的促銷手法,而本研究希望了解在價格促銷中促銷的深度是否會顯著影響購買意願?另外,品牌知名度往往會影響促銷產品的知覺品質,高知名度品牌往往可以帶給消費者一種令人信賴的感覺,然而,低知名度品牌是否會因促銷而產生的較負面評價?除此之外,不同的產品類型(相信品或經驗品)會使消費者對於產品效果的感知有時間長短上的落差,是否也會使消費者在購買決策上存在著差異?
    除了探討變數對於購買意願的影響外,本研究希望能更進一步從零售商角度切入,了解消費者是否會因為促銷而增加店內互補品的購買意願,以及是否會因為促銷進而增加對於零售店內的整體購買意願。藉此了解零售商與品牌商合作的促銷方案,是否會因為產品類型、促銷深度、品牌知名度三個變數,而產生非計畫性購買之行為。希望藉此能同時給予開架式美容化妝品產業中,不論是品牌商抑或是零售商的行銷人員在進行價格促銷時,做決策時參考的依據。因此本研究採2(促銷深度: 五折、九折)x2(產品種類: 相信品、經驗品)x2(品牌知名度: 高、低)之實驗方法,共分為八組。
    本研究結果證實了與部分假設吻合,在產品類型與促銷效果之假設中,檢驗當產品類型為相信品時,促銷深度越高,購買意願不會越高;而產品為經驗品時,促銷深度越高,購買意願會越高,以個別檢驗的方式測試出此兩個假設結果皆顯著,符合本研究設想之核心,即相信品因為屬於信任的屬性,促銷越多時,可能反而會影響消費者對於產品的知覺品質及其對產品功效的信任感,而不一定會增加其購買意願。而當產品為經驗品時,因產品具有體驗的屬性,促銷深度越高,消費者可能會增加購買來體驗的渴望,進而增加其購買意願。
    除此之外,在產品類型與促銷深度對於喜好度影響的效果上,證明了當產品為相信品時,促銷深度越高,喜好度不會越高的假設成立。但產品為經驗品時,促銷深度越高,喜好度會越高的假設並不成立。另外,在主效果上,當變數為促銷深度,依變數為增加互補品的購買意願及增加零售店內購買的意願之結果皆為顯著,因此可證明促銷得越多,消費者越是願意移轉其消費至增加互補品及整體店內商品的購買。而當變數為產品類型,依變數為增加互補品的購買意願以及增加零售店內購買的意願之結果也皆為顯著。因此符合本研究推論消費者對於相信品的產品,並無法很清楚其是否能確切達成功效,故會傾向同時購買搭配性的互補品以及店內其他的商品,整合性地購買以滿足其對功效的信任感。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    101351013
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101351013
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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