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    题名: APP品質認知對消費者體驗價值的影響 : 促銷活動與限制性促銷為干擾變數
    其它题名: The influence of APP's quality cognition on consumers' experience value : promotions and restrictive promotions as moderation variables
    作者: 陳麗妃;Chen, Li-Fei
    贡献者: 淡江大學企業管理學系碩士在職專班
    黃曼琴
    关键词: App;Experience Value;Promotional Activities;restrictive promotions;促銷活動;限制性促銷;體驗價值
    日期: 2017
    上传时间: 2018-08-03 14:50:12 (UTC+8)
    摘要: 隨著新世紀的來臨,且行動通訊技術快速發展下,行動裝置已經逐漸普及,幾乎人人都擁有行動裝置。在此趨勢發展下,自己也逐漸成為行動裝置重度使用者,尤其特別喜愛APP電商購物;也因外部趨勢持續發展,便利超商業態十分看好此商機的未來發展,並於近幾年期間積極經營,希望能夠滿足消費者需求,所以在此環境趨勢下,希望藉此研究能更了解電商經濟下的消費者心理。
    本研究對象以有網購經驗者為主來探討。希望了解有網購經驗者對於便利商店網購APP的體驗價值感受,另以促銷活動及限制性促銷為干擾變項,探討研究是否對消費者體驗價值產生正向影響。
    In new generation, mobile technology is rapidly developing. Gradually mobile device becomes popularity; everyone have mobile device. In the trend, people become a serious user, especially online pre-order by APP.
    Because external trend is continually developing, the business of convenient store is optimistic for online shopping in the future. Hope to meet consumer demand. In the few years, the business actively focuses on customer satisfaction approaching. For the trend, the study will further try to realize the consumer psychology by electrical business.
    In this study, the sampling object is real online consumer experience after online shopping APP of convenience store. Moreover, the activity and restriction promotion is interference effect and whether the consumers experience is positive.
    显示于类别:[企業管理學系暨研究所] 學位論文

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