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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/84501


    Title: 促銷活動對消費者購買行為影響之研究
    Authors: 王又鵬
    Contributors: 黃俊英
    洪順慶

    王又鵬
    Date: 1993
    Issue Date: 2016-04-14 14:01:09 (UTC+8)
    Abstract: 台灣近年來由於經濟不景氣與市場競爭激烈,促使廠商競相採行各種促銷活動來吸引消費者的購買,但是有關促銷活動的研究卻仍十分缺乏。其次,根據研究者個案訪談發現,許多廠商皆視降價促銷為不得己的手段,因此針對價格促銷進行研究有助於廠商疑慮的澄清。再者,促銷活動的效果雖多以銷售量來加以衡量,但是促銷在影響銷售量之前,首先則是影響消費者行為,故探討促銷活動對消費者行為的影響顯然較為直接且重要。最後,促銷對消費者再購行為影響的問題,由於存在著不同的觀點,使得此一問題一直是學術研究者爭論的焦點,也是實務界關心的重點,值得進行探討。
    Description: 博士
    國立政治大學
    企業管理學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002000803
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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