價格促銷對網路購買意願之影響─以顧客滿意度作為中介變項

The Impact of Price Promotion on Purchase Intention of Internet－The Mediation Effects of Customer Satisfaction

顧大緯(Da-Wei Gu)

指導教授 ： 王居卿

淡江大學/商管學院/企業管理學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00074

摘要

網際網路使用量日益驟增，而網路購物已成為很多企業主要的經營商場，蘊含著龐大的商機與利潤。本研究旨在探討價格促銷對網路購買意願之影響，並以顧客滿意度作為中介變項。本研究使用問卷調查法，以便利抽樣方式針對台灣地區購物網站之消費者為抽樣對象，去進行實證分析。問卷發放期間為2018年2月至2018年4月，共計發放220份問卷，最終回收之有效問卷為201份。本研究採用SPSS 22統計軟體作為分析工具，本研究以因素分析、相關分析、信度分析及層級迴歸分析等方法進行資料的分析。研究結果發現價格促銷之內容一致性、折扣獨特性對其網路購買意願與顧客滿意度，皆有顯著正向影響，而價格促銷之呈現方式程度對其網路購買意願與顧客滿意度有顯著正向影響。除了上述研究發現之外，本研究之具體發現如下：
1. 價格促銷對網路購買意願有顯著正向之影響。
2. 價格促銷對顧客滿意度有顯著正向之影響。
3. 顧客滿意度對網路購買意願有顯著正向之影響。
4. 顧客滿意度在價格促銷與網路購買意願之間具有中介效果。

關鍵字

網路購物 ； 價格促銷 ； 顧客滿意度 ； 網路購買意願

並列摘要

Internet usage has been increasing rapidly, and online shopping has become a major shopping mall for many companies, involving huge business opportunities and profits. The purpose of the study is to investigate the effect of price promotions on purchase intentions of internet, and uses the customer satisfaction as an mediating variable. In this study, a questionnaire survey was used to collect data through convenience sampling from the shopping websites in Taiwan. The questionnaires were issued during the period from February 2018 to April 2018. A total of 220 questionnaires were issued, and the final number of valid questionnaires was 201. In the study, SPSS 22 statistical software was used as an tool to analyze the data. This study analyzes the data by factor analysis, correlation analysis, reliability analysis, and hierarchical regression analysis. The results of the study found that the content consistency of the price promotion and the uniqueness of the discount had a significant positive effect on their purchase intentions of internet and customer satisfaction. The presentation method had a significant impact on both purchase intentions of internet and customer satisfaction. In addition to the above findings, some concrete findings of the study are as follows:

1.Price promotion has a significant positive impact on
purchase intention of internet.
2.Price promotion has a significant positive impact on
customer satisfaction.
3.Customer satisfaction has a significant positive impact
on purchase intention of internet.
4.Customer satisfaction has mediating effect on the
relationship between price promotion and purchase
intention of internet.

並列關鍵字

Online shopping ； Price promotion ； Purchase intention of internet ； Customer satisfaction

參考文獻

參考文獻

一、中文部分

王哲彥（2012）。旅遊產品價格促銷對涉入程度與品牌效應之研究。世新大 學觀光學研究所碩士論文。

王怡舜、湯宗益（2002）。數位產品網路行銷之顧客滿意度量表建構模式。 中華管理學報，3(2)，47-63。

方世榮（2003）。行銷學（第三版）。台北市：三民書局。