便利商店收集點數兌換之促銷行為之研究-以高雄岡山區為例

Studying on Convenience Store's Concentration Promotion Behavior-Taking Gangshan District of Kaohsiung as an Example

莊子緯(Tzu-Wei Chuang)

指導教授 ： 李建興

義守大學/管理學院/管理碩博士班/碩士(2021年)

摘要

這項研究的目的是調查影響消費者在促銷傳播活動中的行為相關因素，首先收集有關國內外有關消費促銷活動的消費者行為與消費者價值等相關文獻，並構建文獻綜述研究工具。本文獲得的研究結果在相關討論中總結了影響消費者行為對促銷和交流活動的消費價值，包括功能價值、情感價值和社會價值。結果顯示在H1的部份，不同性別之消費價值在三種價值構面上都沒有達到顯著差異、不同年齡之消費價值在三種價值構面都有達到顯著差異，但經Scheffe比較，結果發現在功能性價值構面及社會性價值構面達到顯著差異、不同學歷之消費價值在三種價值構面均達到顯著差異，經Scheffe比較，結果發現在社會性價值構面方面、不同職業之消費價值在三種價值構面均達到顯著差異、不同月均可支配所得之消費價值在三種價值構面上均達到顯著差異；結果顯示在H2的部份，不同參與次數在收集點數兌換之消費價值僅在社會性價值構面呈現顯著差異；結果顯示在H3的部份，不同再參與收集點數兌換意願之消費價值僅在社會性價值構面呈現顯著差異達到顯著差異。

關鍵字

收集點數之兌換 ； 消費者行為 ； 消費價值

並列摘要

The purpose of this research is to investigate the factors that affect consumer behavior in promotional communication activities. First, collect relevant literature on consumer behavior and consumer value related to consumer promotion activities at home and abroad, and build a literature review research tool. The research results obtained in this article summarized the consumption value that influences consumer behavior on promotion and communication activities in related discussions, including functional value, emotional value and social value. The results show that in the part of H1, the consumption value of different genders did not reach significant differences in the three value dimensions, and the consumption value of different ages reached significant differences in the three value dimensions. There are significant differences between the sexual value and social value dimensions, and the consumption value of different educational backgrounds has reached significant differences in the three value dimensions. After Scheffe's comparison, it is found that in terms of social value, the consumption value of different occupations is in three types. Significant differences are achieved in the value dimensions, and the consumption value of the disposable income in different months has reached a significant difference in the three value dimensions; the results show that in the H2 part, the consumption value of different participation times in the collection of points is only in society There is a significant difference in the aspect of sexual value; the results show that in the part of H3, the consumption value of different willingness to participate in the exchange of points is only shown a significant difference in the aspect of social value to reach a significant difference.

並列關鍵字

set point exchange ； consumer behavior ； consumption value

參考文獻

一、中文部份

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