手機促銷方式對青少年品牌評價及購買意願之影響

The Impact of Mobile Promotion on Brand Evaluation and Purchase Intention to Teenagers

邱盛傳(Sheng-Chuan Chiu)

指導教授 ： 游雅雯

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

促銷活動是經常被使用的短期銷售誘因工具，被設計用來刺激消費者或經銷商，以產生較快速或更多特定產品或服務的購買。而品牌更是企業的重要資產之一，在行銷管理的領域中扮演了重要的角色，經常是消費者在購買產品時的一項重要依據。本研究以Sony Ericsson品牌手機的促銷活動為例，採用問卷調查法，以青少年為研究對象，目的在瞭解手機促銷活動的不同對青少年品牌評價及購買意願的影響是否有顯著差異。經由pearson積差相關可以得知手機促銷活動與品牌評價及購買意願間都有顯著相關存在，而再經由多元迴歸分析結果得知：
1.手機「促銷方式」對青少年的「品牌評價」有顯著性差異。
2.手機「促銷方式」對青少年的「購買意願」有顯著性差異。
3.「品牌評價」對青少年的「購買意願」有顯著性差異。
最後建議業者在採取價格促銷時，最好儘可能搭配有限制對象條件的促銷活動，才不會因為品牌過於氾濫，而導致品牌評價受到傷害。

關鍵字

促銷方式 ； 品牌評價 ； 購買意願

並列摘要

Promotional activity is often used as a short-term incentive tool, and it’s designed to stimulate consumers or distributors, so that it can quickly generate the purchase intention or generate more and more purchase intention of buying a particular product or service. Besides, the brand is one of the important assets of an enterprise and it also plays an important role in the field of marketing management, so that it became a significant basis for consumers when they are choosing some products. In this research, we select the mobile promotion of Sony Ericsson as an example, and utilize questionnaires to study for teenagers. The purpose of this research is to comprehend that if the difference between mobile promotions could really have a significant impact on teenagers’ brand evaluation and purchase intention. By means of Pearson correlation we can find out that there has a significant correlation between “mobile promotion,” “brand evaluation” and “purchase intention”. And then, by using the “multiple regression” to analyze these data, some conclusions has been made based on our analysis:
1. There has a significant difference between “mobile promotions” and teenagers’ “brand evaluation”.
2. There has a significant difference between “mobile promotions” and teenagers’ “purchase intention”.
3. There has a significant difference between “the brand of mobile” and teenagers’ “purchase intention”.
Finally, we recommend the distributor when they do some goods promotions, they have better to take the target consumer as a restriction, so that it will not interfere the brand evaluation due to the overabundance of the brand.

並列關鍵字

Promotional activity ； Brand evaluation ； Purchase intention

參考文獻

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