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題名 | 餐廳折價卷折扣深度對顧客再消費意願之影響:品牌形象為干擾變項=The Influence of Restaurant Coupons Discount Depth on Re-consumption Willingness of Customers: Brand Image as Moderating Variable |
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作者 | 萬金生; 陳淑玲; 林美蘭; 吉冠馹; | 書刊名 | 觀光休閒學報 |
卷期 | 18:3 2012.12[民101.12] |
頁次 | 頁259-279 |
分類號 | 496.5 |
關鍵詞 | 品牌形象; 折扣深度; 折價卷; 再消費意願; Brand image; Discount depth; Coupon; Re-consumption willingness; |
語文 | 中文(Chinese) |
中文摘要 | 消費者的再消費意願常會受到折價卷折扣深度之影響,且消費者在選購產品或服務時亦會受到品牌形象的影響。本研究針對餐廳折價卷,檢驗其折扣深度是否會影響顧客的再消費意願,並探討餐廳折價卷之折扣深度影響顧客的再消費意願是否受到餐廳品牌形象的干擾,分別以實驗室實驗和場域實驗兩種實驗探討之。實驗均採取二因子組間設計,自變項為折扣深度,品牌形象為調節變項,依變項為再消費意願。實驗室實驗的結果顯示品牌形象的確會干擾折扣深度與再消費意願之關係。為檢驗本實驗之外在效度,再進行場域實驗,實證結果亦得到與實驗室實驗相同之結論,本研究之結果有助於餐廳在提供促銷時之重要參考。 |
英文摘要 | The discount depth of coupons often impacts consumers' re-consumption willingness. Besides, when buying products or services, brand image is considered an important factor that influences the consumers' purchasing decisions. This study employed two experiments, the laboratory experiment and field experiment, to explore if the discount depth affects the consumers' re-consumption willingness and if the brand image moderates the result. A two-factor factorial design was adopted by the laboratory and field experiments. The result of the laboratory experiments indicated that the brand image will moderate the relationship between the discount depth and the consumers' re-consumption willingness. This study also employed field experiments and the empirical results were the same as those of the laboratory experiments. Hence, the findings of this study are useful for restaurants when making promotion decisions. |
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