The study of the relationship among rebate types, rebate effect and consumer purchase intension - the interfering effect of the product's innovativeness

• Main Authors: Jin-yi Tzeng, 曾靜怡
• Other Authors: Wuang, Min-Sun
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/77070160442129283388

碩士 === 輔仁大學 === 應用統計學研究所 === 92 === The rebate promotion sale was very popular in the world. Some Taiwan companies used this way to sale products. Because of different culture and consciousness type, it was hard to know the same promotion method suited different countries or not. Therefore, the purpose of this research is to find out the reaction of rebate promotion sale and the correlation of purchase intension. Besides, this research wants to find out whether there’s difference or not under the interference factor of the product innovation. This research topic focuses on the rebate promotion sale. The research product is the traditional camera and digital camera. The way to collect questionnaire is face to face interview. By the experiment design, the interviewers are divided into eight groups. Each group has 40 questionnaires, the total number is 320. This research takes SPSS as analytical tool, and the analytical methods are Descriptive Statistics, Reliability Analysis, MANOVA and Correlate Analysis. Following are the results of this research: 1. Under the high condition of rebate range, the consumer produced the higher perceived value, worse perceived quality, lower cost risk and lower privacy risk. But, it wasn’t significant for innovative product. 2. Under the condition of collecting less information, the consumer produced lower cost risk, but higher privacy risk. And it wasn’t significant for innovative product. 3. Under lower information privacy, the consumer produced the lower privacy risk. But, it wasn’t significant for innovative product. 4. Discussing the relationship between rebate effect and purchased intension, the perceived quality was positively correlated with purchase intension. In the perceived value aspect, traditional camera and digital camera’s was positively correlated with purchase intension. In the cost risk aspect, only traditional camera’s cost risk was negative correlated with purchase intension. In the aspect of privacy risk, traditional camera and digital camera’s privacy risk was negative with purchase intension.