南華大學機構典藏系統:Item 987654321/17859
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/17859


    题名: 啤酒促銷服務人員、產品品牌權益、消費者知覺價值對消費者購買行為之影響
    其它题名: The Influence of Beer Promotion Girls, Brand Equity and Customer Perceived Value on Consumers' Purchasing Behavior
    作者: 吳鶴聲
    Wu, Ho-sheng
    貢獻者: 企業管理系管理科學碩博士班
    藍俊雄;范惟翔
    关键词: 消費者知覺價值;品牌權益;消費者行為;推廣促銷
    Brand Equity;Consumer Purchasing Behavi;Sales Promotion and Marketing;Consumer Perceived Value
    日期: 2012
    上传时间: 2015-01-06 15:58:25 (UTC+8)
    摘要: 　　台灣的啤酒市場年消費量大約520百萬公升，消費額約新台幣410多億元，市場商機無限，尤其台灣啤酒文化與消費者通路的改變，使即飲通路的需求迅速竄升中，更是兵家必爭之地。本研究以啤酒促銷服務人員、產品品牌權益與消費者知覺價值於餐飲通路對消費者購買行為的影響程度作為探討主軸。　　　本研究針對啤酒商派駐啤酒促銷服務人員之餐飲店的消費者為研究的對象；經實證結果顯示，（1）啤酒促銷服務人員與產品品牌權益對消費者購買行為與消費者知覺價值皆有顯著的正向關係。（2）消費者知覺價值對消費者購買行為具有顯著的正向關係。（3）啤酒促銷服務人員與產品品牌權益會透過消費者知覺價值的中介效果影響消費者購買行為。所以業者派駐啤酒促銷服務人員至餐飲店推銷產品確實有其吸引力與價值。
    　　Every year approximately 520,000,000 liters of beer is consumed in Taiwan, which presented a market of 41 billion NTD. The market of beer continues to grow, particularly alongside the new changes of the distribution channel as well as the beer-drinking culture in Taiwan. As the demand grows, the distribution venues become the battlefield of many beer suppliers, competing for a better share of the market. It is the objective of this research to investigate the influence of the Promotion Girls （PGs）, the brand equity and the consumer perceived value of the distribution channels on the consumer’s purchasing behavior.　　　This research centers on the consumers in the restaurants and eateries where PGs are deployed, and the results of the 217 questionnaires show: （1）the work of PGs and brand equity has noticeable and direct influence on the consumer perceived value; （2）the consumer perceived value has noticeable inference on the consumer purchasing behavior; （3）PGs and brand equity can influence the consumer purchasing behavior through affecting the consumer perceived value. It proves that deploying PGs to promote sales at restaurants and eateries is an effective marketing strategy.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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