促銷傾向對品牌權益、知覺價值與購買意願關聯性之研究

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Title:	促銷傾向對品牌權益、知覺價值與購買意願關聯性之研究
Other Titles:	A study of the relationship among brand equity, perceived value and purchase intension under different deal proneness
Authors:	張詩敏;Chang, Shih-min
Contributors:	淡江大學企業管理學系碩士班李月華;Lee, Yueh-hua
Keywords:	品牌權益;促銷傾向;知覺價值;購買意願;Brand Equity;Deal Proneness;Perceived Value;Purchase Intension
Date:	2005
Issue Date:	2010-01-11 03:59:06 (UTC+8)
Abstract:	在競爭如此激烈、且變化多端的環境中，餐飲業者無不致力於尋求各種新興的行銷策略或戰術。然而，這些許許多多的作法似乎使得行銷活動變得太過複雜、太多術語了。到底餐飲業者如何才能將廣泛的行銷功能凝聚在一起？而行銷過程中最重要的單一目標又為何？Al Ries & Raura Ries（1998）相信，那就是「建立品牌」。　　廣義而言，「品牌權益」（brand equity）即為品牌所具有的附加價值，透過品牌權益的建構與創造，餐飲業者才能真正獲得品牌所獨有的價值。當餐飲業者追求短期銷售量增加時，進行促銷活動，是否就會達到所預期的目標，需考慮餐飲業者長期經營下在消費者心中所建立的品牌權益，和所採取的促銷方式而定。本文主要在探討企業進行促銷活動時，面對消費者不同的促銷傾向，消費者在受到不同促銷誘因的刺激下，同時考慮所面對的餐飲業者品牌權益的高低時，所產生的促銷知覺價值與購買意願是否會有存在差異。本研究並且應用LISREL分析方法，發展消費品的品牌權益影響知覺價值與購買意願的整體模式。　　本研究根據前測結果，以咖啡店為餐飲業的研究對象，根據文獻資料彙整結果，將促銷傾向分為價格促銷傾向及非價格促銷傾向，並分別以現金折扣及加量不加價促銷作為實證的促銷工具，採用問卷調查方式進行實證資料的蒐集。　　實證結果發現，在品牌權益方面，不同咖啡店的品牌權益有顯著差異；無論在價格或是非價格促銷傾向下，高品牌權益的促銷知覺價值高於低品牌權益之品牌；高品牌權益的促銷購買意願高於低品牌權益之品牌。　　就品牌權益、知覺價值與購買意願三者關係而言，高品牌權益在價格與非價格促銷傾向下，對促銷知覺價值與購買意願皆有顯著的正向影響效果；低品牌權益在價格與非價格促銷傾向下，對促銷知覺價值與購買意願也有顯著的正向影響效果。 In the fierce competitive environment,companies all seek new marketing strategies or tactics.However,these methods make marketing activities become too complicated,Al Ries and Raura Ries believe"brand building"can integrate all marketing activities. Brand equity is the added value of a brand.Company can obtain the value of a brand by building brand equity. When a business pursues the short-term sales, and proceeds promotion,we should consider the fitiness of firms''long term brand equity in the consumer''s image in order to reach the promotion goal in the long, also to select a way to prompt and right type of consumer goods for consumers.This research mainly aims to discuss about when a business proceed a promotion,and consumers are affect those different promotion of buying goods,and then considering higher or lower brand equity of consumer goods, whether the result of producing goods would affect by promotion or not.This research then applies LISREL to analyze the brand equity of consumer goods''development affecting the perceived value and purchase intension. According to the empirical data, this study finds that,for the brand equity, the brand equity between different coffee shops have significant influence; for the promotion, two different ways of promotion have significant influence; higher brand equity of coffee shop’s promotion is better than lower brand equity of coffee shop; the brand equity of Starbucks''promotion is better than lower brand equity of promotion coffee shop. There is positive impact under the price deal proneness and non-price deal proneness among brand equity,perceived value and purchase intension, on the higher brand equity;the lower brand equity also exists positive impacts to the effect of price deal proneness and non-price deal proneness.
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