Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22985
標題: 消費者對零售促銷之態度與行為研究-以包裝食品為例
Consumer's Attitude and Behavior to Retailers' Promotion - A Case of Package Food
作者: 張志豪
Chang, Chih-Hao
關鍵字: 消費者行為;http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2108200610025400;態度;銷售促進
出版社: 行銷學系
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摘要: 
促銷活動已成為零售業界一項重要且普遍用於與消費者溝通的方式。消費者外顯的購買行為,也會受到個人對促銷活動態度所影響,瞭解消費者對促銷活動之態度與反應嚴然成為重要的課題。本研究採用問卷調查方式,在北部與中部地區過去三個月內曾經以折價卷、加值包或特價等促銷方式購買包裝食品的消費者為受訪對象,利用立意抽樣蒐集研究樣本,共計獲得358份有效樣本。透過統計分析方法,探討促銷類型和消費者基本特性對於促銷活動態度因素以及行為反應的影響。
本研究實證結果發現:(一)不同促銷類型無法影響消費者對促銷活動的態度構面;(二)促銷反應類型對調查地區和促銷類型與促銷行為反應類型具有關聯性;(三)「認知-情感-意圖」態度三因素間具有正向的因果關係;(四)促銷態度會對促銷反應類型有所影響;(五)消費者基本特性會影響其對促銷活動的態度。
URI: http://hdl.handle.net/11455/22985
其他識別: U0005-2108200610025400
Appears in Collections:行銷學系所

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