促銷活動認知對消費者購買意願之影響 : 以品牌評價、品牌熟悉度、通路特性為干擾變項

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 學位論文 > Item 987654321/105370

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题名:	促銷活動認知對消費者購買意願之影響 : 以品牌評價、品牌熟悉度、通路特性為干擾變項
其它题名:	The effect of sales promotion cognition on consumer’s purchasing intention : the moderating effect of brand evaluation, brand familiarity, and distribution channel characteristic
作者:	李雅娟;Li, Ya-Chuan
贡献者:	淡江大學企業管理學系碩士班楊立人;張雍昇;Yang, Li-Jen;Chang, Yung-Sheng
关键词:	促銷活動;購買意願;品牌評價;品牌熟悉度;通路特性;the moderating effect of brand evaluation;brand familiarity;distribution channel characteristic
日期:	2014
上传时间:	2016-01-22 14:54:22 (UTC+8)
摘要:	促銷可能增加消費者的購買意願的重要影響因素。本研究的主要目的是了解促銷的認知和消費者的購買意願之間的關聯。本研究還調查了促銷的認知和消費者的購買意願之間的關係並以品牌評價，品牌熟悉度以及通路特性做為調節作用。本研究採用問券調查為基礎的研究方法，問券調查數據於2015年2月至3月份完成，總計有效樣本數共202份。這些分析表明銷售推廣的認知，對消費者的購買意圖顯著積極的影響。本研究結果還表明，通路特性對促銷的認知和消費者的購買意願之間的關係的調節作用。 Sales promotion an important influential factor that may increase consumer’s purchasing intention. The primary purpose of this study was to examine the association between sales promotion cognition and consumer’s purchasing intention. This study also investigated the moderating effect of brand evaluation, brand familiarity, and distribution channel characteristics in the relationship between sales promotion cognition and consumer’s purchasing intention. To address the primary aim, a questionnaire-based survey was used. The data were collected between February and March 2015. A total of 202 valid questionnaires were analyzed. These analyses suggest that sales promotion cognition has a significant positive influence on consumer’s purchasing intention. The results also indicate that distribution channel characteristics have a moderating effect on the relationship between sales promotion cognition and consumer’s purchasing intention.
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