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促销方式对消费者知觉价值及购买意愿之影响-以百货公司及购物中心週年庆为例

【中文摘要】:在现今日趋激烈的市场竞争下,各家业者为了提升销售量、吸引消费者,无不努力规划可以促进买气的各项活动,促销的重要性日益突显。近年来百货业者竞争日趋激烈,为了吸

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引消费者不断推出优惠的週年庆促销方案,但究竟什幺样的促销活动最吸引消费者目光,对消费者的知觉价值及购买意愿又会产生什幺影响。本研究欲探究的研究目的为:探讨百货公司及购物中心业者进行週年庆促销活动时,在不同的促销方式下,对消费者购买意愿及知觉价值的影响;研究不同的消费者购物类型与促销方案偏好与选择之间的关係;分析不同的人口统计变数与促销方案偏好与选择之间的关係;最后则是希望透过此研究了解消费者对于百货公司及购物中心促销活动的看法。
本研究透过整理五种週年庆促销活动,并根据研究目的发展问卷,透过纸本问卷及网路问卷进行发放问卷蒐集资讯,并针对至百货公司及购物中心週年庆消费的消费者进行研究,藉由SPSS统计软体进行统计分析,藉此

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了解消费者对于週年庆促销活动的偏好与感受。
本研究共蒐集404份有效样本,经由数据分析及统整后,本研究获得以下结论:
一、当消费者面对不同的促销方案其知觉价值及购买意愿也不同。
二、价格促销活动的购买意愿高于非价格促销。
三、消费者的促销活动偏好与人口统计变数之间有关係。
四、不同的消费者购物类型有不同的促销偏好。
【英文摘要】:Nowadays, market competition become more and more intense. Enterprises have different sales promotion to improve market sales and to attract consumers. Department store industry face increasing competition in recent years. They have to figure out the most efficiency sales promotion to attract consumers in annual sale.
By this research, we can get the information about which annual sales is most attractive for consumers. And we can also explore the relationship among sales promotion, perspective value and consumer purchasing intention. The main objectives are as follows:
1. To explore whether different sales promotion campaigns have different effect on consumer purchasing intention and perceived value in department store industry.
2. To study the relationship between different consumer shopper typology and the preference of sales promotion campaigns.
3. To analyze the relationship between population statistic valuables and the preference of sales promotion campaigns.
4. To understand the consumers’ view towards sales promotion campaigns in department store industry.
In this research, I collected five kinds of annul sales and developed questionnaire. I released paper questionnaire and on-line questionnaire, and surveyed people who ever went

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to annual sales of department stores and shopping mall. And I used the SPSS analysis software to get some information. In this study, I collected 404 sample, and after analyzed the questionnaire data, I have some findings as follows:
1.Consumers have different purchasing intention and perspective value when they face different sales promotion campaigns.
2.The purchasing intention of price-oriented promotions is higher than non-price oriented promotions.
3.There have a relationship between preference of sales promotion campaigns and population statistic valuables.
4.Different consumer shopper typology have different preference of sales promotion.
【参考文献】:

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  • 网页
  • 1. GO Survey 趋势调查小组,2010,「百货战国时代来临」,
  • http://www.gosurvey.com.tw/gosurvey/consumerTrend.do?sn=12b803129b9000005a35
  • 2. 行政院主计处 http://www.dgbas.gov.tw/mp.asp?mp=1
  • 其他
  • 1.陶福媛,2012,「百货业微利时代来临,不折扣就不消费」,联合报,11月20日
  • 来源:中山大学;作者:林思颖
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