文化大學機構典藏 CCUR:Item 987654321/35765
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/35765


    Title: 性別對品牌社群參與與價格敏感度關係之干擾效果
    The Moderating Effects of Gender on Brand Community Participation and Price Sensitivity
    Authors: 陳莉婷
    Contributors: 國際企業管理學系
    Keywords: 價格敏感度、品牌社群參與、性別
    Date: 2017
    Issue Date: 2017-04-07 10:48:16 (UTC+8)
    Abstract: 價格敏感度的高低，是企業獲得考慮的重要因素之一。當消費者在購買產品時，對價格的反應程度越低，表示消費者對價格變動的是可接受的，有較低的價格敏感度。消費者對價格變動的敏感程度不同，會影響消費者的消費行為。
    本研究動機是在探討品牌社群參與與價格敏感度之間的關係。研究目的是了解性別對品牌社群參與與價格敏感度關係是否存在干擾效果。採取結構式問卷，進行便利性抽樣的方式調查，以中國文化大學的學生為研究對象。總共發出169份問卷，回收有效問卷111份，有效回收率為67.2%。
    根據本研究結果顯示，品牌社群參與不會影響到價格敏感度，若考慮到性別的干擾，研究結果顯示，對價格敏感度是有顯著的影響的，本研假說獲得支持，根據研究結果探討管理意涵及未來研究建議。
    The price sensitivity level is one of the important factors being considered by the enterprises. When the consumers purchase the products, the lower reaction towards the price, which shows the price fluctuation is accepted by the consumers, is related to the lower price sensitivity. The differences of sensitivity on the price fluctuation towards the consumers will effect on the consumers’ consuming behavior.
    The motivation of the study is to investigate the relationship between the brand community participation and the price sensitivity. The purpose of the study is to find out if there is an interference effect on gender towards the brand community participation and the price sensitivity. Adopting the structured questionnaire with the convenience sampling on the students of Chinese Culture University as the thesis study; the study sent out 169 copies, and took back 111 valid copies. The rate of return was 67.2%.
    According to the study, the brand community participation doesn’t influence on the price sensitivity. However, the study shows the interference of gender is of great influ-ence on the price sensitivity. Finally, according to the results, the management implica-tions and the future research suggestions are discussed.
    Appears in Collections:[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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