臺灣博碩士論文加值系統

促銷是行銷業者經常用來吸引消費者購買產品的手法，而近年來針對彩妝品與保養品相比較的促銷研究似乎有限，因此本研究目的為探討不同產品類型下(享樂性商品-彩妝品及功能性商品-保養品)消費者對不同促銷形式的知覺品質、知覺價值與購買意願之關係。本研究透過2 (產品類型：享樂性商品、功能性商品) × 2 (促銷形式：價格折扣、增量促銷)的實驗設計，並對有使用彩妝品及保養品的消費者進行問卷調查，回收有效樣本數共541份，以SPSS 22及SmartPLS 3進行量化分析。實證結果證實了消費者對於享樂性商品(彩妝品)的金錢促銷方案在知覺品質、知覺價值與購買意願方面皆會優於數量促銷方案，反之，功能性商品(保養品)在數量促銷方案上皆會優於金錢促銷方案，亦即代表不同產品類型會有不同促銷偏好的產生。本研究除了探討消費者對於不同產品類型(享樂性及功能性)的促銷偏好對於知覺價值、知覺品質及購買意願之關係外，也證實了知覺價值、知覺品質與購買意願三者之間的關係並不會受產品類型的影響而改變，不論在享樂性產品還是功能性產品上三者皆維持正向影響關係，且知覺價值皆在知覺品質與購買意願間扮演著部分中介的角色。本研究的實證發現提供彩妝品及保養品業者在行銷相關實務上發展策略的應用及作為後續學者研究相關議題時的參考依據。

Promotion activities are very common in the marketplace; however, there are not many research on promotion of makeup products versus skincare products in recent years. This study plans to investigate consumers’ preferences towards different promotion forms in different product types and examines their perceived quality, perceived value and purchase intentions related to promotion forms preferred. By using a 2 (product type: utilitarian vs. hedonic) x 2 (promotion forms: price discounts vs. bonus packs) scenarios for collecting the date, and the object of this study is the people who are used to purchase makeup products or skincare products. In this study, we used SPSS 22 and SmartPLS 3 to do our experimental analysis after a total of 541 valid questionnaires were collected. This study demonstrate that consumers prefer price discounts to bonus packs for makeup products and the other way around for skincare products. Moreover, consumers show different perceived quality, perceived value and purchase intentions towards different types of product (hedonic & utilitarian) and promotions. This study also demonstrate that perceived value partially mediates the effects between perceived quality and purchase intentions. These findings may provide the cosmetic industry useful suggestions for developing marketing strategies and may also become a valuable reference for the future studies in the related field.

謝詞 I
中文摘要 II
英文摘要 III
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　研究流程 4
第二章　文獻探討 6
第一節　促銷活動 6
第二節　產品類型 11
第三節　知覺品質 14
第四節　知覺價值 15
第五節　購買意願 17
第六節　各變數間的關聯性 19
第三章　研究設計 21
第一節　研究架構 21
第二節　研究假說 22
第三節　研究變數定義與衡量 25
第四節　抽樣設計 26
第五節　問卷設計 28
第六節　分析方法 30
第四章　研究結果 32
第一節　樣本結構及人口統計分析 32
第二節　量表之信度與效度分析 33
第三節　知覺品質及知覺價值與購買意願的比較 35
第四節　知覺品質與知覺價值對購買意願的關係 36
第五節　知覺品質與知覺價值對購買意願之中介效果 39
第五章　結論與研究限制 41
第一節　研究結論 41
第二節　管理意涵 44
第三節　研究限制與未來建議 45
參考文獻 47
附錄一　享樂性產品問卷A 54
附錄二　享樂性產品問卷B 59
附錄三　功能性產品問卷A 64
附錄四　功能性產品問卷B 69
著作權聲明 74

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