- 學位論文
參考價格與促銷情境對消費者購買意願的影響－以電視、網路購物及廣告代言人為干擾變數
THE IMPACTS OF REFERENT PRICE AND PROMOTION SITUATION ON PURCHASING INTENTION － TV/ONLINE SHOPPING AND ADVERTISING SPOKERSPERSON AS MODERATORS
摘要
科技的發展加上消費者市場本身的形變；諸如，虛擬市場規模逐漸擴大、需求種類益增的老人市場、更加忙碌而掌握採購權的女性族群、隨著時代變遷而與時俱進的消費知覺與購買行為、更深入日常生活的購物虛擬通路，以及設計精良的購買誘因與促銷情境…等，引發學生對這樣高度變化與多元化的市場中的消費者購買行為的高度研究興趣。 本研究採用（2）x （3）x（2）x（2）實驗設計對研究假說進行驗證。探討高參考價格與低參考價格（2）誘因與限時，限量以及限時加限量（3）的促銷情境是否會影響消費者購買意願？並探討電視、網路購物兩項干擾變數（2）對消費者購買意願是否會產生干擾效果？以及不同知名度代言人（2）之干擾變數對消費者購買意願是否會產生干擾效果？ 商品廣告代言人仍然是商品促銷活動對消費者購買意願具影響力的促銷因素之ㄧ，然而當進入電視或網路的購物模式時，廣告代言人對消費者購買意願的干擾效果，影響不顯著。透過電視或網路這樣的環境時，即是進入了ㄧ個價格透明，比價快速，資訊豐富，消費價格與商品更高的知覺環境中，代言人的魅力，被可輕易操控的選台器或發達的搜尋軟體淹沒。廣告代言人對於新世代的消費族群，無法發揮其在其他通路上所呈現的加倍效果。建議企業管理者考慮進入電視、網路購物這個銷售通路時採取廣告代言人促銷策略時，宜更加審慎。
並列摘要
The development of technology and the transformation of consumer market; such as the scale of virtual market has gradually expanded, the demand types have increased in the market for old people, the female groups which are more busy and control the purchasing power, the consuming consciousness and the purchasing behavior have progressed along with time vicissitude, the virtual channels of shopping penetrate even more deeply, as well as the excellent design for purchasing inducement and promotion situation, and so on; highly motivate my research interest on consumers purchasing behavior in this greatly changing and diversified market. This study adopts (2) x (3) x (2) x (2) experimental design to clarify the research hypotheses. The suggestion by the researcher is that the business managers should take the second consideration using the advertisement spokesperson as the promotion strategy when through the TV shopping/Online shopping channels.