The study of the impact of word-of-mouth and promotion type on consumer purchase behavior research :
吳慧玉、note
E-mail: 346471@mail.dyu.edu.tw
ABSTRACT
Due to the gradual increase of the national income of Taiwanese people, the emphasis on consumer products and consuming models have changed greatly in recent years. The users of cosmetic products expand in various age groups. Wearing cosmetics is regarded as an expression of politeness. In addition, the spread of cosmetics knowledge, the rising of education degree, the change of social concepts and the frequent interaction among people increase the need for the cosmetic products. The amount of consumption of the cosmetic products is also increasing continually. How to attract consumers to buy their products can not be ignored.
This study mainly cosmetic products for the study of materials to explore when consumers buy cosmetics, whether because of word of mouth, sales promotion is different, they affect purchase intention significant difference in views. In this study, convenience sampling method for Taichung City conducted a questionnaire survey of women consumers. Issued a total of 400 questionnaires, 302 valid questionnaires, the effective recovery rate of 75.5%.
Statistics analytical methods used in this study include factor analysis, t-test, reliability analysis and regression Analysis etc.
The research induces the result as follows:
1. word-of-mouth is positively correlative with purchase intension of consumer. 2. The promotion type reveal the difference existence to the female cosmetics consumers purchase intension, most has the influence by the monetary promotion type.
3. word-of-mouth for promotions influence consumer buying behavior showed a significant positive impact Keywords : word-of-mouth、promotion type、consumer purchase behavior
Table of Contents 內 容 目 錄
中文摘要．．．．．．．．．．．．．．．．．．．．．iii 英文摘要．．．．．．．．．．．．．．．．．．．．．iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．．v 內容目錄．．．．．．．．．．．．．．．．．．．．．vi 表目錄 ．．．．．．．．．．．．．．．．．．．．．viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．．xi 第一章 緒論．．．．．．．．．．．．．．．．．．1 第一節 研究背景．．．．．．．．．．．．．．． 1 第二節 研究動機．．．．．．．．．．．．．．． 2 第三節 研究目的．．．．．．．．．．．．．．． 4 第四節 研究範圍流程．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．5 第一節 口碑．．．．．．．．．．．．．．．．． 5 第二節 促銷方式．．．．．．．．．．．．．．． 14 第三節 消費者購買行為．．．．．．．．．．．． 23 第四節 文獻探討總結．．．．．．．．．．．．． 27 第三章 研究方法．．．．．．．．．．．．．．．30 第一節 研究架構．．．．．．．．．．．．．．． 30 第二節 研究假設．．．．．．．．．．．．．．． 31 第三節 研究設計與衡量．．．．．．．．．．．． 33 第四節 資料收集與分析．．．．．．．．．．．． 38 第四章 研究結果與資料分析．．．．．．．．．．41 第一節 樣本結構分析．．．．．．．．．．．．． 41
第二節 信度檢定與因素分析．．．．．．．．．． 44 第三節 整體構面變數分析．．．．．．．．．．． 49 第四節 研究假說檢定結果．．．．．．．．．．． 69 第五章 研究結論與分析．．．．．．．．．．．．71 第一節 研究結論．．．．．．．．．．．．．．． 71 第二節 研究建議．．．．．．．．．．．．．．． 73 第三節 研究限制與後續研究建議．．．．．．．． 74 參考文獻．．．．．．．．．．．．．．．．．．．．77 中文部分．．．．．．．．．．．．．．．．．．．． 77 英文部分．．．．．．．．．．．．．．．．．．．． 81 附錄一．．．．．．．．．．．．．．．．．．．．．89 表 目 錄
表 2-1 口碑的定義．．．．．．．．．．．．．．．．． 6 表 2-1 口碑的定義(續) ．．．．．．．．．．．．．．．7 表 2-2 口碑動機類型．．．．．．．．．．．．．．．． 9 表 3-1 口碑?為之衡量問項．．．．．．．．．．．．． 34 表 3-1 口碑?為之衡量問項(續)．．．．．．．．．．．35 表 3-2 促銷方式的衡量及問項．．．．．．．．． ．．．35 表 3-2 促銷方式的衡量及問項(續)．．．．．．．．．．36 表 3-3 消費者購買?為的衡量及問項．．．．．．．．． 37 表 3-4 人口統計變數之問項及選項．．．．．．．．．． 37 表 3-4 人口統計變數之問項及選項(續)．．．．．．．． 38 表 4-1 有效樣本統計分析．．．．．．．．．．．．．． 41 表 4-1 有效樣本統計分析(續)．．．．．．．．．．．．42 表 4-2 化妝品品牌偏好．．．．．．．．．．．．．．． 43 表 4-3 本研究變數 Cronbach`s α 係數表．．．．．．44 表 4-4 各構面之KMO值．．．．．．．．．．．．．．． 45 表 4-5 口碑的因素分析．．．．．．．．．．．．．．． 45 表 4-5-1口碑的因素分析．．．．．．．．．．．．．．． 45 表 4-5-1口碑的因素分析(續)．．．．．．．．．．．．．46 表 4-6 商品促銷活動之因素分析．．．．．．．．．．． 46 表 4-6-1商品促銷活動之因素分析．．．．．．．．．．． 47 表 4-6-1商品促銷活動之因素分析(續)．．．．．．．．．48 表 4-7 購買行為之因素分析．．．．．．．．．．．．． 48 表 4-7-1購買行為之因素分析．．．．．．．．．．．．． 49 表 4-8 口碑方面之平均值．．．．．．．．．．．．．． 50 表 4-9 促銷方式之影響力．．．．．．．．．．．．．． 51 表 4-10 消費者購買行為方式之影響．．．．．．．．．． 52 表 4-11 品牌對消費者購買行為之單因子變異量檢定．．． 53 表 4-12 婚姻對消費者購買行為之獨立樣本t檢定．．．． 54 表 4-13 教育程度對消費者購買行為之單因子變異量檢定．．
．．．．．．．．．．．．．．．．．．．．．．． 54 表 4-13 教育程度對消費者購買行為之單因子變異量檢定(續)
．．．．．．．．．．．．．．．．．．．．．．． 55 表 4-14 職業對消費者購買行為之單因子變異量檢定．．． 55 表 4-15 年齡對消費者購買行為之單因子變異量檢定．．． 56 表 4-16 月所得對消費者購買行為之單因子變異量檢定．． 57 表 4-16 月所得對消費者購買行為之單因子變異量檢定(續)
．．．．．．．．．．．．．．．．．．．．．． 58
表 4-17 每次消費金額對消費者購買行為之單因子變異量檢定 59 表 4-18 價格與非價格促銷方式之變異數比較．．．．．． 59
表 4-19 口碑與購買行為之迴歸模式．．．．．．．．．． 60 表 4-20 口碑與購買行為之迴歸模式．．．．．．．．．． 61 表 4-21 口碑與購買行為之迴歸模式．．．．．．．．．． 61 表 4-22 促銷活動與購買行為之迴歸模式．．．．．．．． 62 表 4-23 促銷活動與購買行為之迴歸模式．．．．．．．． 63 表 4-24 促銷活動與購買行為之迴歸模式．．．．．．．． 63 表 4-25 口碑和促銷活動之迴歸模式．．．．．．．．．． 64 表 4-26 口碑和促銷活動之迴歸模式．．．．．．．．．． 64 表 4-26 口碑和促銷活動之迴歸模式(續)．．．．．．．．65 表 4-27 口碑和促銷活動之迴歸模式．．．．．．．．．． 65 表 4-28 口碑和促銷活動之迴歸模式．．．．．．．．．． 66 表 4-29 口碑、促銷活動與購買行為之逐步迴歸模式．．． 67 表 4-30 口碑、促銷活動與購買行為之逐步迴歸模式．．． 67 表 4-30 口碑、促銷活動與購買行為之逐步迴歸模式(續)．68 表 4-31 口碑、促銷活動與購買行為之逐步迴歸模式．．．68 表 4-32 本研究假設檢定之彙總表．．．．．．．．．．． 69 表 4-32 本研究假設檢定之彙總表(續)．．．．．．．．．70 圖 目 錄
圖 2-1 口碑的重要性．．．．．．．．．．．．．．．． 10 圖 2-2 Quelch 促銷工具 ．．．．．．．．．．．．．．20 圖 2-3 購買者行為模式 ．．．．．．．．．．．．．． 24 圖 2-4 EKB 消費者?為模式．．．．．．．．．．．．．25 圖 3-1 研究架構圖．．．．．．．．．．．．．．．．． 30 REFERENCES
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