頁籤選單縮合
題名 | 價格促銷與顧客知覺價值之研究--以西式速食業為例=Price Promotion and Customer Perceived Value--Base on the Western Fast Food Industry |
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作者 | 劉財龍; 李耀奎; Liu, Tsai-lung; Lee, Yao-kuei; |
期刊 | 大仁學報 |
出版日期 | 20070900 |
卷期 | 31 2007.09[民96.09] |
頁次 | 頁43-67 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 價格促銷; 顧客知覺價值; 西式速食店; Price promotion; Customer perceived value; Western fast food restaurant; |
中文摘要 | 為補足先前研究探討價格促銷對顧客知覺價值影響之缺口,本研究之目的旨在針對價格促銷與顧客知覺價值等議題做較深入之文獻探討,期望找到重要構面,並推論此二構念間之關係。本研究針對國內知名西式速食業者之顧客隨機抽樣進行實證調查,回收麥當勞與肯德基等二家西式速食店之顧客問卷共400份,研究結果發現:(1)西式速食店之價格促銷一致性對顧客知覺獲得價值有顯著正向影響,對顧客知覺交易價值則無顯著影響;(2)西式速食店之價格促銷折扣幅度對顧客知覺獲得價值無顯著影響,但促銷折扣幅度愈大顧客知覺交易價值也愈高;(3)西式速食店之價格促銷愈具獨特性,愈會增進顧客知覺獲得價值與知覺交易價值;(4)西式速食店進行折扣、直接降價、折價券、二件合購優惠等四種不同價格促銷呈現方式,對顧客知覺獲得價值與知覺交易價值都有顯著差異影響,及(5)西式速食店芝價格促銷訊息內容愈具正向聯想時,愈會增進顧客知覺獲得價值與知覺交易價值。據此,本研究對國內西式速食店業者提出經營管理策略之相關建議:(1)建立無法使競爭對手模仿之獨特性,(2)運用不同價格促銷呈現方式鎖定不同顧客族群之消費,及(3)淡化價格導向之價格促銷訊息內容等。希望研究結果可做為國內西式速食業者實務經營之參考,亦可作為相關學術研究之參考。 |
英文摘要 | To bridge the gap of past studies in the impact of price promotion on customer perceived value, a review of the related literature of price promotion and customer perceived value was conducted in order to identify key dimensions and to hypothesize their relationships. Empirical analysis was then performed based on the sample data of 400 questionnaires collected from customers of McDonald and Kentucky Fried Chicken restaurants in Taiwan. The results revealed that: (1) the consistent price promotion, provided by western fast food restaurants, had a positive impact on customer obtainable value, but has no significant influence on customer transaction value; (2) there was no significant relationship between price discount range and customer obtainable value, but the greater the price discount, the higher the customer transaction value; (3) the uniqueness of price promotion would positively increase the customer obtainable value and transaction value; (4) different methods of price promotion (i.e., price discount, direct price cut, coupon, and combinative benefit for two products) had significantly different impact on customer obtainable value and transaction value; (5) the more positive information content of price promotion would lead to a higher customer obtainable value and transaction value. In addition, implications of the study results to the strategic management for domestic western fast food restaurants were as follows: (1) restaurants needed to build a unique mechanism so that it's hard for competitors to imitate, (2) restaurants needed to use different present methods of price promotion to increase purchase intention for different customers group, and (3) restaurants needed to reduce pricing orientation's promotion information. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。