請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/42722
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 練乃華(Nai-Hwa Lien) | |
dc.contributor.author | Yen-Lin Chen | en |
dc.contributor.author | 陳彥霖 | zh_TW |
dc.date.accessioned | 2021-06-15T01:20:54Z | - |
dc.date.available | 2011-07-30 | |
dc.date.copyright | 2009-07-30 | |
dc.date.issued | 2009 | |
dc.date.submitted | 2009-07-25 | |
dc.identifier.citation | 參考文獻
一、 中文部分 1. 陳銘慧(2002),「溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響」,國立台灣大學商學研究所博士論文 2. 葉乃綺(2004),「滿額現金回饋促銷行態對非計畫性購買行為之影響」,國立成功大學國際企業研究所碩士論文 二、 英文部分 1. Bagozzi, Richard P., Baumgartner, Hans, Yi, Youjae. (1992). “Appraisal Processes in the Enactment of Intentions to Use Coupons”. Psychology & Marketing, 9(6), 469. 2. Bagozzi, Richard P, and Dholakia, Utpal. (1999). “Goal setting and goal striving in consumer behavior”. Journal of Marketing, 63, 19-32. 3. Beatty, Sharon E, M Elizabeth Ferrell. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. 4. Beem, E. R. and Shaffer, H. J. (1981). “Triggers to Consumer Action- Some Element of a Theory Promotional Inducement. Marketing Science Institute, 81-106. 5. Bellenger, Danny N., Robertson, Dan H., Hirschman, Elizabeth C.. (1978). “Impulse Buying Varies by Product”. Journal of Advertising Research, 18(6), 15. 6. Blattberg, R. C. and Scott A. Neslin. (1998). “A Two-State Mdel of Purchase Incidence and Brand Choice”, Marketing Science, 10(winter), 24-39. 7. Chartrand, Tanya L, Bargh, John A. (1996). “Automatic activation of impression formation and memorization goals: Nonconscious goal priming reproduces effects of explicit task instructions”. Journal of Personality and Social Psychology, 71(3), 464. 8. Chandon, Pierre, Brian Wansink, Gilles Laurent. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81. 9. Davidson, J. H., (1987). “ Offensive Marketing: How to Make Your Competitors Follow”, 2nd ed. English: Gower Publishing Company. 10. Dhar, Sanjay K., Donald D. Morrison, and Jagmonhan S. Raju. (1996). “The Effect of Package Coupons on Brand Choice: An Epilogue on Profits”, Marketing Science, 15(2), 192-203. 11. Gollwitzer, Peter M, Heckhausen, Heinz, Steller, Birgit. (1990). “Deliberative and Implemental Mind-Sets: Cognitive Tuning toward Congruous Thoughts and Information”. Journal of Personality and Social Psychology, 59(6), 1119. 12. Heilman, Carrie M, Nakamoto, Kent, and Rao, Ambar G. (2002). “Pleasant surprises: Consumer response to unexpected in-store coupons”. JMR, Journal of Marketing Research, 39(2), 242-252. 13. Howard, John A. (1977), Consumer Behavior: Application of Theory, New York: McGraw-Hill. 14. Lee, Leonard, and Dan Ariely. 2006. “Shopping Goals, Goal Concreteness, and Conditional Promotions”. Journal of Consumer Research 33, no. 1: 60-70. 15. Piron, F., 1991, “Defing impulse purchasing”, Advances in consumer research, 18, pp. 509-514. 16. Quelch, J. A. (1989), “Sales Promotion Management”. New Jersey: Prentice-Hall Inc. 17. Rook, Dennis W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. 18. Sherman, Elaine, Mathur, Anil, Smith, Ruth Belk. (1997). “Store environment and consumer purchase behavior: Mediating role of consumer emotions.” Psychology & Marketing, 14(4), 361-378. 19. Smith, S. and Schultz, D. E., (2004.) “How to sell more stuff: promotional marketing that really works”. Kaplan Publishing. 20. Stern, H, (1962), “The significance of impulse buying today”, Journal of Marketing, 26(Arial), pp. 59-62. 21. Thompson, Stephanie (1997), “The scoop on Coupons,” Brandweek, 38(Mar 17), pp.34-42. 22. Tversky, Amos, Simonson, Itamar. (1993). “Context-dependent preferences”. Management Science, 39(10), 1179. 23. Valence, G., d’Astous and L. Fortier(1988). “Complusive buying: concept and measurement”. Journal of consumer policy, 11(Sep), pp. 419-433. 24. Raju, J. S., Sanjay K. Dhar and Donald G. Morrison. (1994). “ The effect of Package Coupons on Brand Choice,” Marketing Science, 13(2), 145-164. 25. Weinberg, Peter, Gottwald, Wolfgang. (1982). “Impulsive Consumer Buying as a Result of Emotions”. Journal of Business Research, 10(1), 43. Bagozzi, Richard P, and Dholakia, Utpal. (1999). “Goal setting and goal striving in consumer behavior”. Journal of Marketing, 63, pp.19-32. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/42722 | - |
dc.description.abstract | 在過去文獻中,對於促銷活動的討論集中於不同促銷活動帶給消費者的利益(Chandon, Wansink and Laurent, 1999)、促銷誘因取得時間長短對消費行為影響(Davidson, 1987; Quelch, 1989)或促銷誘因與產品間關聯對消費行為影響(Beem and Shaffer, 1981)。對於無預期性折價訊息對購買行為的影響則研究有限,故本研究將探討此議題。此外消費者進入店內之消費目的亦會影響購買行為,有些消費者進入店內目的僅是瀏覽、蒐尋資訊,沒有購買計畫;有些消費者是具有購買目的才進入店內消費,不同消費目的確定性下消費者的購買行為亦是本研究探討議題之一。
本研究以Lee 與 Ariely的消費目的理論(shopping goals theory)以及Heilman, Nakamoto and Rao的研究「無預期性的折價券對消費者的影響」為理論基礎,推導相關的研究假說,然後以實驗設計方式驗證假說。本研究為購買目的確定性(無購買目的/低/中/高)4 x 折價訊息(限制消費門檻的金錢性折價訊息/限制品牌的金錢性折價)2的組間實驗設計。受測者皆會先透過角色扮演以第三人稱角度瀏覽虛擬購物情境 – 紙本商品目錄,以假想購買情境以及購買決策,並在紙本商品目錄上填寫購買項目與數量以達成購買,最後填寫實驗操弄檢定問卷完成實驗。實驗結果得到以下結論: 1. 相對於消費目的確定性高的消費者,消費目的確定性低的消費者容易因折價訊息,而改變消費行為。 2. 折價訊息類型對消費行為的影響會因目的確定性而有所不同。兩種折價訊息「限制購買品牌的金錢性折價」與「限制消費門檻的金錢性折價」下,低目的確定性消費者較易受到限制品牌折價訊息影響;無消費目的之消費者對限制購買品牌的金錢性折價與限制消費門檻的金錢性折價無顯著差異。 3. 在無預期折價訊息下, 無消費目的的消費者受到折價訊息影響增加消費,非計畫性購買金額高於低、中、高目的確定性消費者。 4. 在無預期折價訊息下,無消費目的的消費者會購買較多與折價商品相關的產品。 | zh_TW |
dc.description.abstract | In the previous literature, the stream of research had focused on 3 different topics. One is what benefit consumers perceive accordingly different types of promotion (Chandon, Wansink and Laurent, 1999), another one is the effects of duration of gaining incentive on consumer behavior (Davidson, 1987; Quelch, 1989), and the other is the effects of relevance between incentive and the product features on consumer behavior (Beem and Shaffer, 1981). There is limited research about the effects of surprised coupon on consumer purchase behavior. Moreover, consumers’ shopping goals will impact consumer behavior as well. Some consumers will go for window shopping without any shopping goal; some have shopping goals. The different purchase behavior under different shopping goal concreteness is also the area which this study wants to explore.
The theoretic basis of this study is constructed on the Lee and Ariely (2006) “shopping goal theory” and Heilman, Nakamoto and Rao(2002) “consumer response to unexpected in-store coupons”, and then conducted the experiment to test hypothesis. Based on the level of goal concreteness (no shopping goal/low/medium/high) and the type of price discount messages (conditioned discount message- when consumption achieve price thread-hold, and consumers can gain X% off versus conditioned discount message – when consumers buy promoted products, they can get X% off.) Respondents will go through following the experiment procedure: (1) Role play to start the mission and manipulated shopping goal concreteness and conditional price discount message. Then, browsing the paper viral shopping environment, and make the buying decision. Finally, write down the buying amount and numbers on the viral DM, and do the manipulation check. Here is to demonstrate the results of the experiment. 1. The higher level of goal concreteness, the more possibility that consumers won’t be influenced by discount messages. 2. The effects of different types promotion will have different results regard to the level of goal concreteness. Under this, low goal concreteness will easily influenced by the conditioned discount messages –limited brand. Consumers without shopping goal didn’t show the deference between 2 types of promotion. 3. Under surprise coupon, consumers without shopping goal will be influenced by price discount message, and the amount is higher than low/medium/high group. 4. Under surprise coupon, consumers bought more products which is related to discount product. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T01:20:54Z (GMT). No. of bitstreams: 1 ntu-98-R96741004-1.pdf: 1823809 bytes, checksum: d4f36ddb825b1f4e1b06328be03a2e85 (MD5) Previous issue date: 2009 | en |
dc.description.tableofcontents | 目錄
口試委員會審定書 誌謝 中文摘要 英文摘要 第一章 緒論 ……………………………………………………………………………………………………….1 第一節 研究動機 ………………………………………………………………………………………..1 第二節 研究目的 ………………………………………………………………………………………..3 第二章 文獻探討 ………………………………………………………………………………………………..4 第一節 消費目的 ………………………………………………………………………………………..4 第二節 非計畫性購買 ………………………………………………………………………………10 第三章 研究架構與設計 …………………………………………………………………………………..15 第一節 研究之觀念性架構 ……………………………………………………………………….15 第二節 實驗設計 ………………………………………………………………………………………16 第三節 抽樣 ………………………………………………………………………………………………22 第四節 前測 ………………………………………………………………………………………………23 第四章 研究結果分析 ………………………………………………………………………………………28 第一節 問卷回收與資料處理 …………………………………………………………………..28 第二節 不同消費目的確定性的消費者對折價訊息的反應 …………………….30 第三節 折價訊息類型與消費目的之適配影響消費行為 ………………………..40 第四節 促銷對非計畫購買行為的影響 ……………………………………………………44 第五節 研究結果總整理 …………………………………………………………………………..47 第五章 結論與建議 ………………………………………………………………………………………….51 第一節 研究結論 ……………………………………………………………………………………51 第二節 討論 ……………………………………………………………………………………………..54 第三節 行銷意涵 ………………………………………………………………………………………55 第四節 研究限制 ………………………………………………………………………………………57 第五節 未來研究建議 ………………………………………………………………………………58 參考文獻…………………………………………………………………………………………………………………..60 附錄一 實驗刺激物…..……………………………………………………………………………………………..63 附錄二 前測問卷…..………………………………………………………………………….……………………..66 圖目錄 【圖】3-1 實驗架構圖 ……………………………………………………………………………………….16 【圖】4-1 不同折價訊息下折價商品之購買數量 ………………………………………………39 【圖】4-2 不同折價訊息下折價商品之消費金額 …………..………………………………….39 【圖】4-3折價訊息下不同消費目的確定性之購買數量 ……..…………………………….45 【圖】4-4折價訊息下不同消費目的確定性之購買金額 ……..…………………………….45 表目錄 【表】2-1 非計畫性購買與衝動性購買之比較 …………………………………………………11 【表】3-1 實驗設計 ……………………………………………………………………………………………16 【表】3-2 前測樣本結構 …………………………………………………………………………………….24 【表】3-3 無差異品牌 ………………………………………………………………………………………..25 【表】3-4 相關產品與犒賞產品 ………………………………………………………………………….26 【表】3-5 藥妝店常購買品項 …………………………………………………………………………....27 【表】4-1 操弄檢定 ……………………………………………………………………………………………29 【表】4-2 折價訊息對消費目的確定性影響 ……………………………………………………..30 【表】4-3 限制品牌的金錢性折價訊息效果 ……………………………………………………..32 【表】4-4 限制品牌的金錢性折價訊息對品牌選擇之影響 ………………………………33 【表】4-5不同消費目的確定性購買品牌之事後檢定 …………………………………......34 【表】4-6 限制消費門檻的金錢性折價訊息效果 ……………………………………………..35 【表】4-7 限制消費門檻的金錢性折價訊息對品牌選擇之影響 ……………………..36 【表】4-8 折價商品之消費狀況 ………………………………………………………………………..37 【表】4-9 不同折價訊息之消費行為 ………………………………………………………………39 【表】4-10 折價訊息類型對無消費目的消費者之影響 ……………………………………40 【表】4-11折價訊息類型對低消費目的確定性消費者之影響 ………………………..41 【表】4-12折價訊息類型對中消費目的確定性消費者之影響 …………………………42 【表】4-13折價訊息類型對高消費目的確定性消費者之影響 …………………………42 【表】4-14不同消費目的確定性消費行為 ………………………………………………………..44 【表】4-15非計畫購買行為 ……………………………………………………………………………….46 【表】4-16折價類型與目的確定性對折價商品花費影響 …………………………………47 【表】4-17折價類型與目的確定性對總消費金額影響 …………………………………….48 【表】4-18 研究假說之檢定結果總表 ……………………………………………………………….49 | |
dc.language.iso | zh-TW | |
dc.title | 消費目的確定性與無預期折價訊息對消費行為的影響 | zh_TW |
dc.title | The effects of shopping goal concreteness and surprised discount message on consumer behavior | en |
dc.type | Thesis | |
dc.date.schoolyear | 97-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 簡怡雯,陳建維 | |
dc.subject.keyword | 消費目的確定性,折價訊息,非計劃性購買,折價券, | zh_TW |
dc.subject.keyword | goal concreteness,discount message,surprised coupon, | en |
dc.relation.page | 68 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2009-07-27 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-98-1.pdf 目前未授權公開取用 | 1.78 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。