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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87318

    Title: 價格折扣與限制性促銷對知覺品質和購買意願之影響
    Other Titles: The influence of price discount and restricted promotion on perceivedquality and purchase intention
    Authors: 朱冠宇;Chu, Guan-Yu
    Contributors: 淡江大學國際企業學系碩士班
    曾忠蕙;Tseng, Chung-Hui
    Keywords: 促銷活動;限制性促銷;人格特質;知覺品質;購買意願;Promotion;Restricted Promotion;Personality;Perceivedquality;Purchase Intention
    Date: 2012
    Issue Date: 2013-04-13 10:57:19 (UTC+8)
    Abstract: 隨著時代的演進,促銷的手法也不斷地推陳出新,市面上有許許多多的促銷活動,在仔細比對之後,不難發現有些促銷活動是很類似的,本研究特地從常見的促銷活動中選出「打五折」與「加一元多一件」來探討,並且將「限時促銷」和「限量促銷」也納入考量範圍當中,以「人格特質-嚴謹性」及「產品購買頻率」為干擾變數,衡量消費者對商品的「知覺品質」、「購買件數」會否有顯著的差異。
    With the evolution of marketing strategies, the way of promotion keeps constantly innovative. Although some promotional activities in market are similar, it is not sure whether their effects are the same. In order to discuss this topic, this study specifically chooses two promotional types-- “fifty % off” and “one more dollar, get another piece” from the common promotional activities. In addition, “limited-time promotion” and “limit-quality promotion” are also included into consideration. Moreover, “personality traits – conscientiousness” and “purchase frequency” are the moderators of the study to measure if there are significant difference in “perceived-quality” or “purchase intention”.
    Subjects of this study are undergraduate and graduate collage students in Taipei. By the pre-test, we select two product as the experimental products—cleaner and hair gel. The formal experiment is designed into eight groups respectively with 2 (promotional type) x 2 (limit-time or limit-quality) x 2 (purchase frequency). The formal questionnaire was designed to measure “personality traits – conscientiousness” , “perceive-quality” and “purchase intention”.
    After the hypothesis testing, we found promotional type (ie.“one more dollar, get another piece” and “fifty % off”) showed a significant different effect on perceive-quality” and “purchase intention.” But, there was no difference in the effect of “limited-time promotion” and “limit-quality promotion”. Even “personality traits – conscientiousness” and “purchase frequency” both showed moderating effect between promotional type (ie. “one more dollar, get another piece” and “fifty % off”) and purchase intention.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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