促銷形式對消費者購買意願之研究 顏珮如、莊銘國
E-mail: 342116@mail.dyu.edu.tw
摘 要
隨著時代環境的變遷，人際關係互動密切，化妝保養除了自我追求美感，也被視為一種禮貌的表現。且近幾年來使用化妝 品的年齡層愈趨下降，年輕消費族群占整體消費者的比例也逐年增加，使得化妝保養品的銷售量逐年攀升。本研究將促銷 形式中的「價格促銷」及「贈品促銷」納入研究設計中，想從中了解價格與贈品兩種促銷形式對消費者的購後失調及再購 意願是否造成顯著的影響。本研究透過便利性抽樣進行問卷調查，此次問卷發放共回收514 份，回收率為78.4%。本研究 使用SPSS 與AMOS 統計軟體，採結構方程模式(SEM)來進行實證研究。
關鍵詞 : 促銷方式(the way of sales promotion)，購後失調(postpurchase dissonance)，再購意願(repurchase intention) 目錄
中文摘要 ．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．
．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．
．．．．．．．．．． vii 圖目錄 ．．．．．．．．．．．．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．
．．．． 1 第一節 研究背景與．．．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第 三節 研究範圍．．．．．．．．．．．．．．． 4 第四節 研究流程．．．．．．．．．．．．．．． 4 第二章 文獻探討
．．．．．．．．．．．．．．． 6 第一節 促銷形式．．．．．．．．．．．．．．． 6 第二節 購後失調．．．．．．
．．．．．．．．． 9 第三節 消費者滿意度．．．．．．．．．．．．． 13 第四節 再購意願．．．．．．．．．．．．
．．． 15 第五節 變異數間關聯性之探討．．．．．．．．． 16 第三章 研究方法．．．．．．．．．．．．．．． 20 第 一節 研究架構．．．．．．．．．．．．．．． 20 第二節 操作性定義與衡量方法．．．．．．．．． 21 第三節 抽樣方 法．．．．．．．．．．．．．．． 24 第四節 資料分析方法．．．．．．．．．．．．． 26 第四章 資料分析．．．．
．．．．．．．．．．． 29 第一節 描述性統計分析．．．．．．．．．．．． 29 第二節 人口統計變數與個構面之關係
．．．．．． 32 第三節 問卷量表信效度分析．．．．．．．．．． 35 第四節 結構方程模式分析．．．．．．．．．．
． 39 第五章 研究結論與建議．．．．．．．．．．．． 45 第一節 研究結論．．．．．．．．．．．．．．． 45 第二節 研究限制與建議．．．．．．．．．．．． 46 參考文獻 ．．．．．．．．．．．．．．．．．． 49 附錄 研究問卷A．．
．．．．．．．．．．．．．．62 表目錄 表 2- 1 促銷定義之相關研究整理．．．．．．．．7 表 2- 2 顧客滿意度定義．
．．．．．．．．．．．14 表 3- 1 勞動力人口比例．．．．．．．．．．．．24 表 3- 2 前測問卷信度分析．．．．．．
．．．．．25 表 4- 1 人口統計樣本統計敘述．．．．．．．．．29 表 4- 2 性別對各變項之t 檢定分析．．．．．．．32 表 4- 3 婚姻對各變項之t 檢定分析．．．．．．．33 表 4- 4 各變項分析．．．．．．．．．．．．．．34 表 4- 5 信度分析
．．．．．．．．．．．．．．．36 表 4- 6 驗證性因素分析．．．．．．．．．．．．37 表 4- 7 區別效度暨相關係數．
．．．．．．．．．38 表 4- 8 測量模型之變數．．．．．．．．．．．．41 表 4- 9 理論結構模式之路徑係數與假說驗證
．．．42 表 4- 10 檢測顧客滿意度是否具有中介效果．．． 44 圖目錄 圖 1-1 研究流程圖 ．．．．．．．．．．．．．．5 圖 2-1 消費者購後行為模式．．．．．．．．．． 11 圖 3-1 本研究之觀念性架構．．．．．．．．．． 20 圖 4-1 結構關 係模式路徑圖．．．．．．．．．． 39 圖 4-2 路徑分析圖．．．．．．．．．．．．．． 41
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