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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87590

    Title: 網路團購折扣幅度, 品牌知名度對顧客再購意願與知覺價值影響之研究以價格敏感度為干擾變項
    Other Titles: The effect on customers' repurchase intention and perceived value by online group-buying discount depth and brand awareness : using price sensitivity as a moderator
    Authors: 陳謙;Chen, Chien
    Contributors: 淡江大學企業管理學系碩士在職專班
    洪英正;張敬珣;Hung, Ying-Cheng;Chang, Ching-Hsun
    Keywords: 折扣幅度;品牌知名度;原價再購意願;知覺價值;價格敏感度;discount depth;Brand Awareness;repurchase intention at the original price;perceived value;price sensitivity
    Date: 2012
    Issue Date: 2013-04-13 11:27:57 (UTC+8)
    Abstract: 2010年以降全球團購龍頭GROUPON市值已超過7300億新台幣,團購同時也風靡45個國家,全台灣至2010年8月份的團購總人次業已突破500萬人次。


    The market value of GROUPON, the world leading group-buying website was over NTD 730 billion in 2010. Group-buying is feverishly popular in 45 countries and the total person-purchase in Taiwan by August, 2010 had exceeded 5 million.
    The concept of brand awareness defined by Aaker (1996) and Keller (1993) as well as the concept of repurchase intention defined by Kotler (1999) are referenced in this study to discuss the effects of discount depth and brand awareness on customers’ repurchase intention and perceived value in this emerging business model. Price sensitivity is also included in the discussion as a moderator.
    We applied snowball sampling in this study on the population engaging in group-buying. Four transactional-situation questionnaires were developed according with the manipulation in discount depth and brand awareness. A total of 226 valid questionnaires were collected, the valid ratio is 80%. The data was then analyzed with statistical methods such as hierarchical logistic regression and ANOVA,etc..
    The following conclusion was derived from our empirical analysis and discussion:
    1.For online group-buying consumers whose perceived value was high, their
    repurchase intention at the original price would be enhanced.
    2. When there was a discount in a food product for online group-buying, consumers didn''t tend to
    repurchase at the original price and their perceived value decreased.
    3. After the brand awareness was increased, the repurchase intention at the original
    price and the perceived value for group-buying consumers were increased.
    4. The effect of discount depth on repurchase intention at the original price for online
    group-buying consumers would not be moderated by price sensitivity.
    5. The repurchase intention at the original price and perceived value were
    significantly different between groups with different brand awareness.
    6. The perceived value for group-buying consumers varied with their position levels
    and industries they worked in.
    In this study, we found the brand awareness is the most important thing for group-buying.
    For companies intend to promote group-buying with a discount strategy, a small discount is recommended because the discount strategy is irreversible. Once a discount is in place, the chance for customers to purchase at the original price is lower.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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