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題名 | 折價券傾向、訂價手法勸服知識、價格意識與品牌忠誠度對折價券兌換意圖的影響=The Effect of Coupon Proneness, Pricing Tactics Persuasion Knowledge, Price Consciousness and Brand Loyalty on Coupon Redemption Intention |
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作者 | 林靜儀; 張秋菊; 陳秀慧; Lin, Ching Yi; Chang, Chiu Chu; Chen, Shiu Hui; |
期刊 | 全球商業經營管理學報 |
出版日期 | 20160900 |
卷期 | 8 2016.09[民105.09] |
頁次 | 頁137-148 |
分類號 | 552.33 |
語文 | chi |
關鍵詞 | 折價券傾向; 訂價手法勸服知識; 價格意識; 品牌忠誠度; 折價券兌換意圖; Coupon proneness; Pricing tactics persuasion knowledge; Price consciousness; Brand loyalty; Coupon redemption intention; |
中文摘要 | 本研究探討消費者心理特質(價格意識、折價券傾向)、訂價手法勸服知識與品牌忠誠度對折價券兌換意圖的影響,進一步檢驗人口統計(包括性別、年齡、教育程度與平均每月支出與職業)對心理特質、訂價手法勸服知識與品牌忠誠度等對折價券兌換意圖的調節作用。本研究採用便利抽樣法,利用網路進行問卷發放,總共回收335份問卷,有效問卷為313份。研究結果顯示折價券傾向與價格意識對折價券兌換意圖有顯著的正向影響,但訂價手法勸服知識與忠誠度等兩項未達顯著水準。檢驗人口統計的調節作用,年齡對價格意識、折價券傾向、訂價手法勸服知識與品牌忠誠度等有顯著的調節效果,但是平均每月支出則無顯著的調節效果。本研究對研究的貢獻有兩點。有關訂價手法勸服知識的研究仍然有限,本研究探討人口統計對訂價手法勸服知識與折價券兌換意圖間關係的調節效果有助於增加對這個研究領域的理解。其次,本研究提出整合架構,結合人口統計特質(性別、年齡、教育程度、平均每月支出及職業等)、心理特質(價格意識、折價券傾向及品牌忠誠度)以及認知層次(訂價手法勸服知識)等三個構面,探討這三個構面對折價券兌換意圖的影響,也有助於提升對影響折價券兌換意圖因素的理解。 |
英文摘要 | The study investigates the direct effect of consumer characteristics including both coupon proneness and price consciousness, pricing tactics persuasion knowledge (PTPK), brand loyalty on coupon redemption intention. Furthermore, this study examines the moderating roles of demographics involving gender, age, education, expenditure per month and occupation on the relationship between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). Through an online survey, this study collected 313 respondents who have ever use coupons to test the hypotheses. The results of PLS showed that price consciousness and coupon proneness positively affected coupon redemption intention. However, PTPK and brand loyalty insignificantly influenced coupon redemption intention. As for the moderating effect of demographics, the results showed that (1) age had a positive moderating effect between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty); (2) expenditure per month had an in significant moderating effect between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). This study makes two contributions to this research stream. First, there is little research on PTPK, examining the moderating effect of demographics on the relationship between PTPK and coupon redemption intention facilitates to broaden the understanding of this research area, second, this study proposed an integrated framework to link three dimensions of demographics, mental characteristics (i.e., price consciousness, coupon proneness and brand loyalty) and cognitive phase (i.e., PTPK), and further discussed the effects of these three dimensions on coupon redemption intention that helps to better understand the studied phenomenon thoroughly. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。