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題名 | 集點兌換商品於消費價值與收藏行為之研究=A Study on Products Exchanging by Coupon Collecting for Consumption Value and Collection Behaviors |
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作者 | 陳啟雄; 陳兵誠; | 書刊名 | 科技學刊. 人文社會類 |
卷期 | 22:2 2013.12[民102.12] |
頁次 | 頁135-150 |
分類號 | 496.34 |
關鍵詞 | 消費價值; 收藏行為; 商品; 兌換; Consumption value; Collecting behavior; Merchandise; Exchange; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討集點兌換商品於消費價值與收藏行為之研究。首先,經由文獻分析探討及實地觀察,深入了解集點兌換商品方式及其行銷活動形式,並從設計行銷的角度,透過案例深度訪談調查,依紮根理論方法,利用質性研究資料分析軟體 NVivo9.0找出重要之編碼,進而建構出消費者於集點兌換商品收藏行為模式,與探討消費者於商品消費價值、收藏行為與品牌行銷之因素。研究結果發現: 1. 業者應以「顧客至上」的經營服務理念,並專注消費者所認同的商品象徵意義以達成促銷的目的; 2. 建立多元化訊息交流平台,擴增與他人相互交流機會,藉此達到商品行銷推廣並增加曝光率; 3. 「商品符號價值」與「功能價值」會藉由消費者之認知以提高購買意願; 4. 消費者於「兌換商品之消費價值」與「兌換商品之收藏行為」二面向,經編碼後由十五大構面組成; 5. 消費者於「集點兌換商品收藏行為模式」,經研究歸納由十二個階段構成。 |
英文摘要 | The purpose of this study was to explore products exchanging by coupon collecting for consumption value and collection behaviors. First, by studying literature reviews and conducting field observations, we could understand the methods of coupon collecting for exchanging products, and their formats of marketing activities in depth. Then, from a design marking point of view, by doing in-depth interviews, and based on Grounded theory method, we used qualitative data analysis software NVivo 9.0 to identify important decoding, and then constructed consumers’ collecting behaviors model of coupon collecting and exchanging to discuss the factors of consumers’ toward product consumption value, collection behaviors, and brand marketing. The results showed that: 1. In order to achieve the purpose of promotion, the industry should base on the business service concept of “customer first,” and focus on the symbolic meaning of consumers’ identification with products; 2. Establish a diversified information exchange platform, and amplify mutual exchange opportunities with other customers to reach the purpose of promoting products and to increase the visibility; 3. Consumers’ awareness of the “symbolic value of goods” and “functional value” can raise their willingness of buying products; 4. Consumers’ two aspects of the “consumption value of exchanging goods” and “collecting behavior of goods exchange” are composed by 15 dimensions after decoding. 5. Consumers’ “collecting behaviors process model of coupon collecting” are composed by 12 stages after conducting method of induction. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。