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題 名 | 價格促銷、認知價值與商店形象對購買意願影響之研究--以大臺北地區3C連鎖家電為例=The Effects of Price Promotion, Perceived Value and Store Image on Consumers' Purchase Intention--A Case of 3C Chain Home Applicances in Greater Taipei |
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作 者 | 林隆儀; 陳彥芳; | 書刊名 | 管理與資訊學報 |
卷 期 | 10 2005.06[民94.06] |
頁 次 | 頁51-85 |
分類號 | 496.34 |
關鍵詞 | 價格促銷; 認知價值; 商店形象; Price promotion; Perceived value; Store image; |
語 文 | 中文(Chinese) |
中文摘要 | 在持續的經濟不景氣下,消費大眾支出大幅減少,價格促銷是經常被使用的短期銷售誘因工具,主要是用來刺激消費者,以產生較快速或更多特定產品或服務的購買。本文以大臺北地區3C連鎖家電為研究對象,探討價格促銷、認知價值與商店形象對購買意願之影響,針對賣場的消費者以問卷調查法蒐集初級資料,總計發出300份問卷,蒐集到有效問卷270份。所收集的資料利用Cronbach's α檢驗信度,採用變異數分析、LISREL分析等方法驗證研究假說。研究結果發現:(1)不同價格促銷的呈現方式對消費者認知價值有正向的影響效果,(2)商店形象對消費者認知價值有正向的影響效果,(3)消費者認知價值對消費者購買意願有正向的影響效果,(4)認知價值對價格促銷活動、商店形象與購買意願具有中介效果。 |
英文摘要 | In the continuing economic depression, depression, consumer's consumption is obviously reduced. Price promotion is usually a short-term sell cause tools, it stimulates consumers to buy faster and more product or service. The effects of price promotion, perceived value and store image on consumers' purchase intention--a case of 3C chain home appliances in greater Taipei are investigated in this study. 300 questionnaires were distributed and 270 effective samples were collected, Cronbach's α was used to test reliability, ANOVA, LISREL analysis were used to test the hypotheses. The major findings of this study include: (1) The consumer's perceived value was significantly positive affected by different kinds price promotion. (2) The consumer's perceived value was significantly positive affected by store image. (3) The consumer's purchase intention was significantly positive affected by perceived value. (4) We find that the perceived value has mediating effect on the relationship between the price promotion, the store image and the consumers' purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。