- 學位論文
價格折扣深度與價格折扣型式對消費者知覺價值以及購買意願之影響
THE EFFECTS OF PRICE DISCOUNT DEPTH AND PRICE DISCOUNT TYPES ON CONSUMERS’ PERCEIVED VALUE AND PURCHASE INTENTIONS
摘要
台灣地區便利商店密度依2007年公佈之調查數據顯示居全球之冠，平均不到2700人就有1家便利商店，故其在台灣的生活圈中佔有重要的地位，繼統一超商2005年在台灣掀起一片Kitty磁鐵蒐集狂潮，創下單月業績93.8億元的歷史新高，國內其他連鎖超商也陸續跟進，推出各式各樣的促銷活動及附加服務，期望能在這競爭的市場中保有一席之地。 各家便利商店的促銷方式發展至今，其促銷方式之主軸不外乎滿額贈品、折扣及抽獎遊戲等。由於過去的研究顯示，如果要在短時間內達到刺激銷售能力的結果，使用以價格為基礎的宣傳促銷方式，已是一個漸增的趨勢，本研究使用了2×2×2受試者間實驗設計，來探討不同價格折扣深度 (高、低) 及不同價格折扣型式對消費者知覺價值與購買意願之影響，及價格水準 (高、低) 的干擾效果。 研究結果指出，(1)便利商店商品價格折扣深度對消費者之知覺價值有顯著差異，但對購買意願並無顯著之差異。(2)便利商店商品價格折扣之型式不同，對消費者的知覺價值及購買意願有顯著的影響。(3)便利商店商品價格水準在價格折扣深度及價格折扣型式對消費者知覺價值及購買意願的干擾效果並無顯著的影響。 然而透過平均數的趨勢分析，便利商店低價位商品採用百分比型式之高深度降價促銷，消費者會有較高的知覺價值及購買意願。
並列摘要
The density of convenience stores in Taiwan ranked as number one in the world showed from the survey data of 2007, average of 2,700 persons per convenience store. Therefore, convenience stores occupied an important position in the lifestyle of Taiwan people. After the fad of Kitty magnet collection which started by the President Chain Store Corporation; 7 eleven; at 2005, it created recorded high of 9.38 billions dollars of business in one month. Other convenience stores followed the footstep by campaigning varieties of promotions and additional services and hoped to preserve its position in this competitive market. Up to the present, the majority of the promotions developed by each convenience store were gift with purchased for over certain amount, discount, or draws. Based on previous researches, it indicated that the promotion based on price incentive; the current trend; can stimulate the sales power in short time. This study used 2x2x2 experimental design to investigate the influence on customer perceived value and purchase intention due to discount size (high or low) and type of price discount with interaction factor on the price level (high or low). Results were as follow: (1) there was significant difference in customer perceived value and no significant difference in purchase intention due to different level of discount size (high/low) in convenience stores; (2) there was significant difference in customer perceived value and purchase intention due to different discount type in convenience stores; and (3) the interaction effect of different price level (high/low) under different discount size (high/low) and discount type (percentage off/cash rebate) make no significant difference in customers perceived value and purchase intentions. Besides, through the mean average analysis, the convenience store should implement percentage off price promotion on products which have lower price in order to make customers have higher perceived value and purchase intention.
參考文獻
延伸閱讀
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