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題 名 | 消費者使用折價券之消費行為研究=A Study on Consumer Coupon-Use Behavior |
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作 者 | 李皇照; 盧佩鋒; | 書刊名 | 國立中興大學臺中夜間部學報 |
卷 期 | 3 1997.11[民86.11] |
頁 次 | 頁407-434 |
分類號 | 496.34 |
關鍵詞 | 促銷工具; 折價券; 消費行為; Promotional tool; Coupon; Consumer behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 折價券已漸成為臺灣地區連鎖零售商店主要的促銷活動工具。 然而,儘管折價券 重要性與日俱增,行銷人員對於消費者折價券使用的相關行為了解卻不多。本研究旨在探討 消費者對折價券的認知、使用和評價,並藉變異數分析檢定不同消費組群間折價券消費行為 的差異性,同時運用機率模式估測消費者特徵、生活型態、和購物行為類型等變項,對消費 者折價券消費行為的影響效果。 |
英文摘要 | Couponing has become an increasingly significant promotional took for chain-store retailers in Taiwan. In spite of the magnitude and importance of retailers' couponing activity, little is known by marketers specifically about consumer coupon-use behavior. The main objective of this paper is to analyze consumer's perception, usage and assessment on coupon promotions. ANOVA is utilized to examine the differences of coupon-use behavior among various consumer groups. A probit model is also employed to determine the relative impact of various factors, including consumer characteristics, life-style, and type of purchasing behavior, that influence consumer coupon-use behavior. |
本系統中英文摘要資訊取自各篇刊載內容。