中華電信MOD促銷方式與顧客持續使用意願之關係研究

The Study of Relationships among Promotion Types and Customer’s Constant Purchase Retention of Chunghwa Telecom MOD

楊金庫(Chin-Ku Yang)

指導教授 ： 黃曼琴

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00124

摘要

促銷活動是現今企業因應市場競爭環境，用來刺激消費者誘發購買該公司商品意願的一種手段。本研究希望藉由探討不同促銷方式對品牌偏好、口碑與持續使用意願之間的差異，改善目前數位網路電視業者所面臨的經營困境。研究主要目的為：
一、探討在3種不同價格促銷內容下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
二、探討在3種不同非價格促銷內容下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
三、探討在價格與非價格促銷方式下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
本研究採2x3的組間實驗設計，分別以2種促銷方式(價格促銷、非價格促銷)x3種依變數(品牌偏好、口碑與持續使用意願)之6種促銷內容模型進行問卷實驗，以苗栗以北之中華電信現有寬頻網路客戶為實驗對象，用中華電信MOD產品為標的，透過變異數分析等套裝資料分析軟體(SPSS)驗證所提出之假設，探討促銷方式對品牌偏好、口碑與持續使用意願的差異程度。
經由各種促銷內容的實驗回收問卷資料，分析結果獲得以下結論：
一、不同的價格促銷方式對品牌偏好、口碑與持續使用意願無顯著差異。
二、不同的非價格促銷方式對品牌偏好、口碑與持續使用意願無顯著差異。
三、不同的促銷方式(價格促銷/非價格促銷)對品牌偏好有顯著差異。
四、不同的促銷方式(價格促銷/非價格促銷)對口碑與持續使用意願無顯著差異；但實驗發現非價格促銷較受顧客青睞。

關鍵字

促銷 ； 品牌偏好 ； 口碑 ； 持續使用意願

並列摘要

For businesses that face such a competitive market environment, promotion events are used as one of the means to stimulate consumers to induce their desires to buy the company’s products. The purpose of this research is to improve the difficulties in operating business for digital television service providers by means of studying the differences produced to the brand preference, word of mouth and the desire of continuous usage by different promotion methods. The main purposes of this research are as follows:
1. Under three different types of price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
2. Under three different types of non-price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed; and
3. Under three different types of non-price promotion methods, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
This research adopts a 2x3 Intergroup Experimental Design, which uses two types of promotion methods (price promotion and non-price promotion) multiplying by three types of dependent variables (brand preference, word of mouth and the desire of continuous usage, i.e., six types of promotion content models, to proceed a questionnaire experiment. In the questionnaire experiment, the objects are the currently existing wide-band networking customers of Chunghwa Telecom living in the north of Maoli, and the subject matter is the MOD product of Chunghwa Telecom. By testing the assumption via packaged SPSS softwares such as Analysis of Variance, the difference produced by the promotion method to brand preference, word of mouth and the desire of continuous usage is discussed.
According to the data collected from the questionnaires of various types of promotion contents, a result is produced by analyzing the data to obtain the following assumptions:
1. Different price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
2. Different non-price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
3. Different promotion methods (price promotion and non-price promotion) do produce significant difference to brand preference.
4. Different promotion methods (price promotion and non-price promotion) do not produce significant difference to brand preference, word of mouth and the desire of continuous usage. Specially, according to the experiment, it is realized that non-price promotion is more acceptable to customers.

並列關鍵字

promotion ； brand preference ； word of mouth ； the desire of continuous usage

參考文獻

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