促銷傾向在價格意識、旅遊知識與購買行為之中介機制探討：以旅展為例_

:::

詳目顯示

第 1 筆 / 總合 1 筆

/1頁

來源文獻資料
摘要
外文摘要
引文資料

題名：	促銷傾向在價格意識、旅遊知識與購買行為之中介機制探討：以旅展為例
書刊名：	餐旅暨觀光
作者：	李慈慧／翁振益
作者(外文)：	Li, Tzu-hui／Wong, Jehn-yih
出版日期：	2012
卷期：	9:3
頁次：	頁113-131
主題關鍵詞：	促銷傾向；價格意識；旅遊知識；旅展；Deal proneness；Tourist knowledge；Price consciousness；Travel fair
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:32

台灣近年來各地旅展舉辦次數與頻率日益密集，而在旅展的促銷環境中，儼然有如零售市場的最低價策略。過去關於商展的研究大多為參展者的目標或參展績效，關於旅遊產品展覽，以消費者為探討對象的研究非常少。促銷傾向（Deal proneness）的概念首先由Webster Jr.（1965）提出，研究消費者回應促銷的傾向。本研究探討在旅展環境中，消費者的價格意識及旅遊知識，與促銷傾向、購買意願間之關係，並進一步探討價格意識與旅遊知識對此關係之影響。本研究在2011年高雄國際旅展中抽樣738位參觀者，以結構方程模式，探索這些變數間之關係。本研究除確認價格意識與旅遊知識兩個變數在旅展行銷環境的重要外，分別就價格意識與旅遊知識、經由促銷傾向對於購買行為的中介效果的檢驗，結果皆達到顯著水準。顯見消費者的促銷傾向，在旅展環境中，將會影響購買行為。

以文找文

In recent years, Taiwan has more opportunity to host international travel fairs. Due to competition between exhibitors and their additional knowledge towards marketing their products during trade shows, this body of literature attracts additional attention. In the past, literature on trade shows is focused mainly on exhibitors. In comparison, fewer studies focus on non-industrial consumers' buying behavior during tourism trade shows. In this research it examines the relationships among consumers' deal proneness, tourist knowledge, price consciousness, and their purchase intention. 738 travel fair visitors participated in this research and the data was analyzed through structural equation modeling method. In the context of travel fair, this study's results demonstrate price consciousness and tourist knowledge are important factors when examining tourists' purchase behavior during travel fairs. The implications of this study are discussed within the tourism and trade fair literature.

以文找文

期刊論文
1.	Kerin, R. A.、Cron, W. L.(1987)。Assessing Trade Show Functions and Performance: An Exploratory Study。Journal of Marketing，51(3)，87-94。
2.	Gopalakrishna, S.、Lilien, G. L.、Williams, D. J、Sequeira, K. I.(1995)。Do Trade Shows Pay Off?。Journal of Marketing，59(3)，75-83。
3.	Wakefield, K. L.、Barnes, James H.(1996)。Retailing Hedonic Consumption: A Model of Sales Promotion of a Leisure Service。Journal of Retailing，72(4)，409-427。
4.	Park, C. W.、Lessig, V. P.(1981)。Familiarity and Its Impact on Consumer Decision Biases and Heuristics。Journal of Consumer Research，8(2)，223-231。
5.	Lichtenstein, Donald R.、Netemeyer, Richard G.、Burton, Scot(1990)。Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-transaction Utility Theory Perspective。Journal of Marketing，54(3)，54-67。
6.	Monroe, K. B.、Guiltinan, J. P.(1975)。A path-analytic exploration of retail patronage influences。Journal of Consumer Research，2(1)，19-28。
7.	Lichtenstein, D. R.、Netemeyer, Richard G.、Burton, Scot(1995)。Assessing the domain specificity of deal proneness: A field study。Journal of Consumer Research，22(3)，314-326。
8.	Webster, Frederick E. Jr.(1965)。The "Deal-Prone" Consumer。Journal of Marketing Research，2(2)，186-189。
9.	Park, C. Whan、Mothersbaugh, David L.、Feick, Lawrence(1994)。Consumer Knowledge Assessment。Journal of Consumer Research，21(2)，71-82。
10.	Shimp, Terence A.、Kavas, Alican(1984)。The theory of reasoned action applied to coupon usage。Journal of Consumer Research，11(3)，795-809。
11.	Blattberg, Robert C.、Neslin, Scott A.(1989)。Sales promotion: The long and the short of it。Marketing Letters，1(1)，81-97。
12.	Chen, Shih-Fen S.、Monroe, Kent B.、Lou, Yung-Chien(1998)。The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions。Journal of Retailing，74(3)，353-372。
13.	Torkzadeh, Gholamreza、Koufteros, Xenophon、Pflughoeft, Kurt(2003)。Confirmatory analysis of computer self-efficacy。Structural Equation Modeling: A Multidisciplinary Journal，10(2)，263-275。
14.	Spence, Michael(1973)。Job Market Signaling。The Quarterly Journal of Economics，87(3)，355-374。
15.	Burton, Scot、Lichtenstein, Donald R.、Netemeyer, Richard G.、Garretson, Judith A.(1998)。A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates。Journal of the Academy of Marketing Science，26(4)，293-306。
16.	Kirmani, Amna、Rao, Akshay R.(2000)。No pain, no gain: A critical review of the literature on signaling unobservable product quality。Journal of Marketing，64(2)，66-79。
17.	Rao, Akshay R.、Qu, Lu、Ruekert, Robert W.(1999)。Signaling Unobservable Product Quality through a Brand Ally。Journal of Marketing Research，36(2)，258-268。
18.	Sinha, Indrajit、Batra, Rajeev(1999)。The Effect of Consumer Price Consciousness on Private Label Purchase。International Journal of Research in Marketing，16(3)，237-251。
19.	Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。
20.	Rao, Akshay R.、Monroe, Kent B.(1988)。The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations。Journal of Consumer Research，15(2)，253-264。
21.	Alford, Bruce L.、Biswas, Abhijit(2002)。The Effects of Discount Level, Price Consciousness, and Sale Proneness on Consumers' Price Perception and Behavior Intention。Journal of Business Research，55(9)，775-783。
22.	Lichtenstein, Donald R.、Ridgway, Nancy M.、Netemeyer, Richard G.(1993)。Price Perceptions and Consumer Shopping Behavior: A Field Study。Journal of Marketing Research，30(2)，234-245。
23.	Herbig, Paul、Palumbo, Fred、O'Hara, Brad(1996)。Differences in trade show behavior between manufacturers and service-oriented firms。Journal of Professional Services Marketing，14(2)，55-78。
24.	Smith, Timothy M.、Hama, Kazuyo、Smith, Paul M.(2003)。The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events。Journal of Business & Industrial Marketing，18(4/5)，403-418。

會議論文
1.	Lutz, Richard J.、Reilly, Patrick J.(1973)。An Exploration of the Effects of Perceived Social and Performance Risk on Consumer Information Acquisition393-405。

圖書
1.	Hawkins, I.、Best, R. J.、Coney, K, A.(1999)。Consumer Behavior: Implications for Marketing Strategy。
2.	Getz, Donald(1991)。Festivals, Special Events, and Tourism。New York, NY：Van Nostrand Reinhold Company。
3.	Monroe, Kent B.(1990)。Pricing : Marketing Profitable Decisions。McGraw-Hill Publishing Company。

其他
1.	曾雅英(2006)。2006年臺北國際旅展觀眾滿意度之研究。延伸查詢
2.	萬宗益(2007)。時間限制壓力與知覺價值對消費者購買意向之影響--以國際旅展為例。延伸查詢
3.	陶宗怡(2009)。價格知覺向度對旅遊紀念品價值意識之影響。延伸查詢
4.	李慈慧(2011)。高雄市旅行公會國際旅展消費者行為研究計劃。延伸查詢
5.	傅宗豪(2005)。廠商參展目的促銷方法與績效之研究--以2005台北旅展為例。延伸查詢
6.	葉青(2009)。旅遊風險知覺與旅客猶豫不決之關係：兼論旅遊知識之調節效果。延伸查詢
7.	Abhijit Biswas, Chris Pullig, Mehmet I.Yagci, & Dwane H.Dean(2002)。Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image.。
8.	Aviv Shoham,(1992)。Selecting and Evaluating Trade Shows.。
9.	Bell, David R. & Lattin, James M.(1998)。Shopping Behavior and Consumer Preference for Store Price Format: Why "Large Basket" Shoppers Prefer EDLP.。
10.	Bello, Daniel C.(1992)。Industrial Buyer Behavior at Trade Shows Implications for Selling Effectiveness.。
11.	Berger, Ida E. & Mitchell, Andrew A.(1989)。The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship.。
12.	Berne, Carmen & Garcia-Uceda, Ma Esperanza(2007)。Targeting efficiencies among trade show nonattendees.。
13.	Bradley S. O'Hara and Paul A. Herbig(1993)。Trade shows: what do the exhibitors think? A personal selling perspective。
14.	Bradley S. O’Hara(1993)。Evaluating the Effectiveness of Trade Shows: A Personal Selling Perspective.。
15.	Caroline M. Henderson(1994)。Promotion Heterogeneity and Consumer Learning: Refining the Deal-Proneness Construct.。
16.	Christina Kokosalakis, Gaynor Bagnall, Martin Selby, & Steve Burns(2006)。Place image and urban regeneration in Liverpool.。
17.	Daniel C. Bello and Gloria J. Barczak(1990)。Using industrial trade show to improve new product development。
18.	David J. Telfer(1999)。Travel Technology, 98 Conference and Trade Show: moving the travel trade into the next generation。
19.	Devon DelVecchio(2005)。Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value.。
20.	Dogan Gursoy, & Erdogan Gavcar,((2003)。Internaional Leisure Tourists’ Involvement Profile。
21.	Donald R. Lichtenstein, Scot Burton, & Richard G. Netemeyer(1997)。An Examination of Deal Proneness Across Sales Promotion Types: A Consumer Segmentation Perspective.。
22.	Donald R. Lichtenstein, Scot Burton, & Richard G. Netemeyer,(1997)。Psychological Correlates of a Proneness to Deals: A Domain-Specific Analysis.。
23.	(2010)。Euro Fair statistics。
24.	F. H. Rolf Seringhaus & Philip J. Rosson(2001)。Firm Experience and International Trade Fairs.。
25.	Frederick E. Webster Jr.(1965)。The 'Deal-Prone' Consumer.。
26.	Garry L. Lilien(1983)。A Descriptive Model of the Trade-Show Budgeting Decision Process.。
27.	Hans Pechtl(2004)。Profiling intrinsic deal proneness for HILO and EDLP price promotion strategies.。
28.	Henderson, Caroline M(1987)。Sales Promotions segmentation: Refining the Deal-Proneness Construct, working paper, Amos Tuck School of business Administration。
29.	Hutt, M. D., & Speh, T. W.(2001)。Business marketing management。
30.	Jamdes M. Carman(1968)。Evaluation of Trade Show Exhibitions.。
31.	Jim Blythe(2002)。Using trade fairs in key account management.。
32.	Jiwoong Shin(2005)。The Role of Selling Costs in Signaling Price Image.。
33.	John F. Tanner Jr.(1994)。Adaptive Selling at Trade Shows.。
34.	John F. Tanner Jr.(2002)。Leveling the playing field: factors influencing trade show success for small companies.。
35.	Joydeep Srivastava & Nicholas Lurie(2001)。A Consumer Perspective on Price-Matching Refund Policies: Effect on Price Perceptions and Search Behavior.。
36.	Jyh-Shen Chiou(2000)。Antecedents and Moderators of Behavioral Intention: Differences Between U.S. and Taiwanese Students.。
37.	Kare Hansen(1999)。Trade show performance: a conceptual framework and its implications for future research.。
38.	Kent B. Monroe & Joseph D. Chapman(1987)。Framing Effects on Buyers' Subjective Product Evaluations.。
39.	Konikow, R. B.(1983)。How to Participate Profitably in Trade Shows。
40.	Li Ling-yee(2006)。Relationship learning at trade shows: Its antecedents and consequences.。
41.	Linda G. Schneider & Imran S. Currim(1991)。Consumer purchase behaviors associated with active and passive deal-proneness。
42.	Marnik G. Dekimpe, Pierre Francois, Srinath Gopalakrishna, Gary L. Lilien, & Christophe Van den Bulte(1997)。Generalizing about trade show effectiveness: A cross-national comparison.。
43.	Nazmi Kozak(2005)。The Expectations of Exhibitors in Tourism, Hospitality, and the Travel Industry: A Case Study on East Mediterranean Tourism and Travel Exhibition.。
44.	Olson, Jerry C.,(1977)。Price as an Information Cue: Effects in Product Evaluation.。
45.	Paul Herbig, Bradley O’Hara & Frederick A. Palumbo(1998)。Trade shows: who, what, why。
46.	R. Bruce Money & John C Crotts(2003)。The effect of uncertainty avoidance on information search, planning and purchase of international travel vacations.。
47.	Rajiv Lal & Ram Rao(1997)。Supermarket competition: The case of every day low pricing.。
48.	Robert M. Schindler,(1989)。The Excitement of Getting a Bargain: Some Hypotheses Concerning the Origins and Effects of Smart-Shopper Feelings.。
49.	Stephen J. Hoch, Xavier Dreze, & Mary E. Park(1994)。EDLP, Hi-Lo, and margin arithmetic.。
50.	Suzette Cavanaugh(1976)。Setting Objectives and Evaluating the Effectiveness of Trade Show Exhibits.。
51.	Timothy M. Smith, Srinath Gopalakrishna & Paul M. Smith,(2004)。The complementary effect of trade shows on personal selling.。
52.	Timothy M. Smith, Srinath Gopalakrishna, & Paul M. Smith(1999)。Trade show synergy enhancing sales force efficiency。
53.	Tung-Zong Chang & Albert R. Wildt(1996)。Impact of Product Information on the Use of Price as a Quality Cue.。
54.	Ulku Yuksel, & Ranjit Voola(2010)。Travel trade shows: exploratory study of exhibitors' perceptions。
55.	Valerie Kijewski, Eunsang Yoon & Gary Young(1993)。How Exhibitors Select Trade Shows.。
56.	Vincent-Wayne Mitchell, Fiona Davies, Luiz Moutinho, & Vassiliades Vassos(1999)。Using Neural Networks to Understand Service Risk in the Holiday Product.。
57.	Wu Jinlin & Huang Xiaoqin(2004)。E-commerce and exhibition industry go hand in hand- The ideal combination in new century.。

推文
推薦
引用網址
引用嵌入語法
轉寄

top

:::

相關期刊
相關論文
相關專書
相關著作
熱門點閱

1.	醜食知多少？小學生對醜食的認知與接受度

1.	旅展消費者價格意識與購買意願之關係：兼論促銷傾向之調節效果
2.	服務品質、企業社會責任認知、顧客－公司認同與顧客忠誠之探討

無相關書籍

無相關著作

無相關點閱

QR Code

臺灣人文及社會科學引文索引資料庫系統

詳目顯示

臺灣人文及社會科學引文索引資料庫