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    Title: 選擇性產品搭售促銷對消費者選擇影響之研究
    Other Titles: The influence of optional : products bundling promotion on consumer's choice
    Authors: 王盡忠;Wang, Chin-Chung
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-Hua
    Keywords: 搭售促銷;選擇行為;促銷知覺價值;品牌知名度;互補性;Bundling Promotion;Choice Behavior;Promotion Perceived Value;Brand Awareness;Complement
    Date: 2014
    Issue Date: 2015-05-04 09:51:19 (UTC+8)
    Abstract: 選擇性產品不同搭售促銷方式除了廣為網路購物所運用外,更有國內外學者相繼針對搭售促銷方式,進行了相關的研究,但,大多數的研究學者多為致力於探討促銷工具之運用成效,較少同時針對主產品及互補性之搭配品,做出產品品牌與價格間搭售成效之探討。
    本研究主要以探討主產品與搭配品,就其品牌知名度高低與產品價格高低的搭售組合下,透過消費者促銷知覺價值,對消費者選擇行為之影響,因此,採取「配額抽樣」的方式進行抽樣調查,並透過Google網路問卷及紙本問卷進行發放,藉以探討受測者在〝自行選擇〞標的物進行填答下,其結果為何?
    本研究結果顯示,在不同主產品下,消費者選擇不同的搭配品,所產生的促銷知覺價值是不同的,並且選擇搭配品的品牌知名度高低亦會影響促銷知覺價值的高低,此外,在主產品與搭配品就其品牌知名度高低與產品價格高低的搭售組合發現,當主產品品牌知名度愈高時,則消費者愈會選擇品牌知名度較高的搭配品,以及當主產品的促銷價格愈高時,消費者愈會選擇促銷價格愈低的搭配品。
    In addition to products bundling with different sales promotion has widely applied on online shopping, more domestic and foreign experts carried out research of products bundling promotion. However, most of researchers assessed the effectiveness of promotional tools, there are less studies that focus on effective bundling to the product brand, price between the main product and the bundled product in the meanwhile.
    This research mainly studies the products bundling in brand awareness and product bundle pricing for the main product and the bundled product. Further to know how the consumers'' value perceptions to affect on the consumer choice behavior. This research was conducted in quota sampling with online surveys and paper surveys to investigate how the interviewees to answer the survey by choosing the product bundling by oneself.
    This research proves that in different main products, when consumers choose a different mix of products, they will have different promotional perceived value. The level of bundled products brand awareness that they choose also affect the level of promotional perceived value. Furthermore, this research also proves that when the products bundling in brand awareness and product bundle pricing for the main product and the bundled product, the main product brand awareness is higher, the more consumers will choose bundled products with high brand awareness, as well as the main product when its promotional price is higher, the more consumers will choose the lower promotional price bundled products.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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