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題名 | 品牌知覺、價格促銷與知覺品質對消費者購買意願影響之研究--以服飾零售業為例=A Study of the Relationship among the Brand Awareness, Price Promotion, Quality Perception and Consumer Purchase Intension--A Case Study of the Fashion Textile Retailing |
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作 者 | 廖國鋒; 尤政平; 關友雯; | 書刊名 | 輔仁民生學誌 |
卷期 | 12:1 民95.12 |
頁次 | 頁87-112 |
分類號 | 496.34 |
關鍵詞 | 價格促銷; 品牌知覺; 內部參考價格; 知覺品質; Price promotion; Internal reference price; Brand awareness; Quality perception; |
語文 | 中文(Chinese) |
中文摘要 | 市場飽和的臺灣零售市場,消費活動轉向差異性的符號價值,而非商品的固有價值,商品開發符號的價值。包德利亞爾(1997)認為當商品的符號價值受重視勝於物之價值時,消費者會追求符號的差異性而非商品的實質價值;這可以視為消費者的重點將從物的實質因素轉向為抽象因素。 過往的研究(如Dodds, Monroe and Grewal, 1991; Olson and Jocaby, Olson, 1977)都證實了知覺品質的重要性以及對於消費者在產生知覺價值或是購買意願時的正向影響。本研究擬進一步探討知覺品質中的各項變數對於消費者決策影響。文獻回顧與整合理論基礎後,提出研究架構並推導假設,研究方法採用2×2(折扣促銷高低×知覺品質高低)的二因子實驗設計法,探討在折扣、品牌影響下對消費者的價值與品質知覺的影響,研究結果發現:1.折扣促銷對於內部參考價格呈現負向相關不成立,品牌知覺對於內部參考價格呈現正相關不成立。2.折扣促銷實質因素與抽象因素對於知覺品質呈現負相關不成立;品牌知覺實質因素與抽象因素對於知覺品質呈現正向相關。3.折扣促銷對於知覺價值呈現正向相關成立;內部參考價格對於知覺價值呈現正向相關成立;知覺品質對於知覺價值呈現正向相關部分成立,知覺品質的實質因素對於知覺價值呈現正向相關不成立,知覺品質的抽象因素對於知覺價值呈現正向相關成立。4.知覺價值對於購買意願呈現正向相關不成立。 本研究最後針對上述研究結果提出管理意涵,以提供學術以及業界之參考。 |
英文摘要 | Due to Taiwan’s retail market share is full and limited, the market is changing to a different situation. According to Baudrillard’s (1997) study finding that when the symbolic value of product is more important than the essence value of product. Consumer will looking for the symbolic difference but not the essence value. Past study (Dodds et al, 199; Olson and Jocaby 1972; Olson, 1977) all confirmed that Quality Awareness is an important reason when consumer is aware product’s value or purchase intension. This study will deeply study the different reason of Quality Awareness and how they interactive with consumers’ decision making. According to literature, we set up the structure and hypothesis. Furthermore, the research employs 2×2 experiment design and discusses the consumer’s behavior when the Price Promotion and Brand Awareness is different. The results are as follows: 1. The relationship between Price Promotion and internal Reference Price is significantly negative. The relationship between Brand Awareness and Internal Reference Price is not significant. 2. The relationship between Price Promotion and Quality Perception is not significant and the relationship between Brand Awareness and Quality Perception is Positive significantly. 3. The relationship between Price Promotion and Perceived Value is positive significantly and the relationship between Internal Reference Price and Perceived Value is positive significantly. 4. The relationship between Perceived Value and Purchase Intension is not significant. Finally, we propose some implications of these findings for management practice, academic and future research are discussed. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。