週年慶促銷活動對消費者至百貨公司消費行為之研究-以台北市國立大專院校學生為例

Abstract

隨著近年來消費者之消費行為有所改變，如今消費者偏向集中於特定期間內進行消費。本研究旨在探討百貨公司週年慶促銷活動對台北市國立大專院校學生至百貨公司消費之影響。

本研究係以百貨公司週年慶促銷活動為主，並利用哈佛修正模式的消費者決策程序為本研究之架構，進而將前往消費的台北市國立大專院校學生視為主要研究對象，以探討人口統計變數對消費實態、消費動機、資訊來源、商店屬性與促銷活動的關係。有效問卷總計435份，並將收回之有效問卷資料加以整理，再利用SPSS.21.0軟體對數據進行統計分析，透過敘述性統計分析、因素分析、信度與效度分析、單因子變異數分析、卡方檢定及迴歸分析。研究結果顯示，不同的消費者在人口統計變數、消費實態、資料來源、消費動機和促銷活動的重視程度上均有顯著的差異，最後提出相關的後續研究建議。

Recently, consumer behavior has been changed a lot, these day consumer preferring to purchase goods during specific period of time. Hence, this study will focus on the anniversary promotion activities hold by department stores, in order to find out the influence of anniversary promotion activities on consumer.

The revised Howard-Sheth Model’s consumer decision-making process is used in this study and consider as the main research framework. The interviewee of surveys only focused on the National University students, whose university is located in Taipei City. The number of effective survey is 435 copies in total. The statistical software, SPSS.21.0, is used in the study.The study included following analysis methods, such as descriptive statistics, reliability analysis, validity analysis, factor analysis, one-way ANOVA, chi-squared and regression analysis. The result show that there will be significant different on demographic variables and different emphasis level of actual consumption, source of information, motivation of consumption, from anniversary promotion activity.