本校學位論文庫
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于靓漪
葛梅
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
2022
促銷策略與購買意願關係之研究 : 以美團外賣平臺為例
Research on the relationship between promotion strategy and purchase intention : Take MeiTuan as an example
促銷策略 ; 感知促銷價值 ; 購買意願 ; 外賣平臺
Promotion strategy ; perceived promotional value ; purchase intention ; takeaway platform
近年來，隨著我國外賣及配送行業的迅速發展，餐飲外賣市場迅速擴大。這種足不出戶就能享受美味的便利，使外賣訂餐成爲許多居民餐飲消費的主要方式之一。從外賣行業發展歷史來看，促銷刺激一直是各大平臺吸引新用戶和維繫老用戶的重要手段。儅消費者打開外賣軟件，滿減紅包、會員紅包、折扣商品、隨單贈送、滿額贈送、附加服務等各種各樣的促銷提醒就撲面而來。外賣平臺的促銷刺激是如何對消費者發揮作用的？不同促銷策略對消費者的購買意願會產生何種影響？這就需要在外賣平臺促銷刺激情景下對促銷策略的影響機理展開研究。本文以刺激機體理論為基礎展開研究，建立了促銷策略影響機理“促銷策略—感知促銷價值—購買意願”研究框架。研究以美團外賣平臺為研究對象，運用問卷調查、統計分析等方法探討促銷策略、感知促銷價值和購買意願三者閒的關係。研究得出以下結論：結論一：促銷策略與感知促銷價值存在正相關關係；結論二：感知促銷價值與購買意願存在正相關關係；結論三：促銷策略與購買意願存在正相關關係；結論四：感知促銷價值在促銷策略與購買意願之間存在中介作用。研究表明，外賣平臺應合理設計不同類型的促銷策略，讓消費者感知到更强的促銷價值，進而提升消費者購買意願。
In recent years, with the rapid development of Chinese takeaway and delivery industry, the food and beverage takeaway market is rapidly expanding, the convenience of enjoying delicious food without leaving home, so that takeaway ordering has become one of the main ways for many residents to consume food and drink. From the development history of the takeaway industry, promotion stimulation has been an important means to attract new users and maintain the old ones by each platform. When consumers open the takeaway software, a variety of promotional reminders such as full reduction bonus, membership bonus, discounted goods, free with the order, free with the full amount, additional services will come. How does the promotional stimulation of the takeaway platform work for consumers? What impact do different promotional strategies have on consumers' willingness to buy? This requires a study of the mechanism of the impact of promotional strategies in the context of promotional stimulation on the takeaway platform.This paper is based on stimulus mechanism theory and establishes the research framework of "promotional strategy - perceived promotional value - purchase intention". The study takes Meituan's takeaway platform as the research object, and uses questionnaire survey and statistical analysis to explore the relationship between promotional strategy, perceived promotional value and purchase intention. The following conclusions were drawn: Conclusion 1: there is a positive relationship between promotion strategy and perceived promotion value; Conclusion 2: there is a positive relationship between perceived promotion value and purchase intention; Conclusion 3: there is a positive relationship between promotion strategy and purchase intention; Conclusion 4: there is a mediating role of perceived promotion value between promotion strategy and purchase intention.
Research shows that takeaway platforms should reasonably design different types of promotional strategies to allow consumers to perceive stronger promotional value and further enhance consumers' willingness to purchase.
Research shows that takeaway platforms should reasonably design different types of promotional strategies to allow consumers to perceive stronger promotional value and further enhance consumers' willingness to purchase.
2023
中文
77
致 謝 I
摘 要 III
Abstract IV
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1 研究背景 1
1.2研究意義 3
1.2.1 理論意義 3
1.2.2 現實意義 3
1.3研究目標 4
1.4研究方法 4
1.4.1問卷調查法 5
1.4.2統計分析法 5
1.5研究内容 5
第二章 文獻綜述 8
2.1 促銷策略的相關研究 8
2.1.1促銷策略的概念界定 8
2.1.2促銷策略的測量維度 9
2.2感知促銷價值相關研究 11
2.2.1感知促銷價值的概念 11
2.2.2 感知促銷價值的測量維度 12
2.3 購買意願相關研究 14
2.4 各變量之間關係研究 15
2.4.1 SOR理論及模型綜述 15
2.4.2促銷策略與購買意願的相關研究 16
2.4.3促銷策略與感知促銷價值的相關研究 18
第三章 研究設計與方法 23
3.1變量定義 23
3.1.1促銷策略的定義及其測量維度 23
3.1.2感知促銷價值的定義及其測量維度 24
3.1.3購買意願的定義及其測量維度 24
3.2 研究框架與假設 24
3.3 問卷設計 26
3.3.1調查對象 26
3.3.2問卷發放與回收 27
3.3.3問項設計 28
3.4 問卷前測 31
第四章 分析與結果 33
4.1 受訪者基本資料 33
4.2 問卷信度分析 37
4.3 問卷效度分析和因子分析 38
4.4 相關分析 44
4.5 回歸分析 47
4.6 感知促銷價值作爲中介的中介效應分析 55
4.7 假設檢驗結論 56
第五章 結論與建議 59
5.1研究結論 59
5.1.1促銷策略與感知促銷價值存在正相關關係 59
5.1.2感知促銷價值與購買意願存在正相關關係 60
5.1.3促銷策略與購買意願存在正相關關係 61
5.1.4感知促銷價值在促銷策略與購買意願之間存在中介作用 62
5.2研究建議 62
5.3研究局限與展望 66
參考文獻 67
作者簡歷 73
附 錄 74
摘 要 III
Abstract IV
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1 研究背景 1
1.2研究意義 3
1.2.1 理論意義 3
1.2.2 現實意義 3
1.3研究目標 4
1.4研究方法 4
1.4.1問卷調查法 5
1.4.2統計分析法 5
1.5研究内容 5
第二章 文獻綜述 8
2.1 促銷策略的相關研究 8
2.1.1促銷策略的概念界定 8
2.1.2促銷策略的測量維度 9
2.2感知促銷價值相關研究 11
2.2.1感知促銷價值的概念 11
2.2.2 感知促銷價值的測量維度 12
2.3 購買意願相關研究 14
2.4 各變量之間關係研究 15
2.4.1 SOR理論及模型綜述 15
2.4.2促銷策略與購買意願的相關研究 16
2.4.3促銷策略與感知促銷價值的相關研究 18
第三章 研究設計與方法 23
3.1變量定義 23
3.1.1促銷策略的定義及其測量維度 23
3.1.2感知促銷價值的定義及其測量維度 24
3.1.3購買意願的定義及其測量維度 24
3.2 研究框架與假設 24
3.3 問卷設計 26
3.3.1調查對象 26
3.3.2問卷發放與回收 27
3.3.3問項設計 28
3.4 問卷前測 31
第四章 分析與結果 33
4.1 受訪者基本資料 33
4.2 問卷信度分析 37
4.3 問卷效度分析和因子分析 38
4.4 相關分析 44
4.5 回歸分析 47
4.6 感知促銷價值作爲中介的中介效應分析 55
4.7 假設檢驗結論 56
第五章 結論與建議 59
5.1研究結論 59
5.1.1促銷策略與感知促銷價值存在正相關關係 59
5.1.2感知促銷價值與購買意願存在正相關關係 60
5.1.3促銷策略與購買意願存在正相關關係 61
5.1.4感知促銷價值在促銷策略與購買意願之間存在中介作用 62
5.2研究建議 62
5.3研究局限與展望 66
參考文獻 67
作者簡歷 73
附 錄 74
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