促銷策略對消費者購買意願之影響-以直效行銷及產品種類為干擾效果之探討

THE MODERATING EFFECT OF DIRECTING MARKETING AND PRODUCT TYPES ON THE CUSTOMER’S PURCHASING INTENTION OF PROMOTION STRATEGY

陳芊妤(Chien-Yu Chen)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

本研究採四因子組間實驗設計，為參考價格 ｘ產品種類 ｘ促銷情境 ×直效行銷的實驗設計。
此外，我們同時也檢驗直效行銷的干擾效果對產品種類產生的影響。這個結果指出參考價格對於消費者的購買意願有顯著的影響，直效行銷對參考價格之消費者購買意願的交互作用有顯著的差異，即指直效行銷具有干擾效果。

關鍵字

促銷情境 ； 參考價格 ； 購買意願 ； 電視購物 ； 產品種類 ； 網路購物

並列摘要

In this study, we used a reference prices* promotion situations* product types * shopping mode between-subjects experiment design to examine the effect of reference prices and promotion situations on purchasing intention. In addition, we also examined the moderating effect of TV/Online Shopping and product types. The results indicate that the reference prices significantly affect consumer’s purchasing intention. The interaction effects of reference prices and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product types have not the moderating effect.

並列關鍵字

purchasing intention. ； promotion situations ； product types ； Online shopping ； reference prices ； TV shopping

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