| Summary: | 碩士 === 淡江大學 === 全球華商經營管理數位學習碩士在職專班 === 99 === For businesses that face such a competitive market environment, promotion events are used as one of the means to stimulate consumers to induce their desires to buy the company’s products. The purpose of this research is to improve the difficulties in operating business for digital television service providers by means of studying the differences produced to the brand preference, word of mouth and the desire of continuous usage by different promotion methods. The main purposes of this research are as follows:
1. Under three different types of price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
2. Under three different types of non-price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed; and
3. Under three different types of non-price promotion methods, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
This research adopts a 2x3 Intergroup Experimental Design, which uses two types of promotion methods (price promotion and non-price promotion) multiplying by three types of dependent variables (brand preference, word of mouth and the desire of continuous usage, i.e., six types of promotion content models, to proceed a questionnaire experiment. In the questionnaire experiment, the objects are the currently existing wide-band networking customers of Chunghwa Telecom living in the north of Maoli, and the subject matter is the MOD product of Chunghwa Telecom. By testing the assumption via packaged SPSS softwares such as Analysis of Variance, the difference produced by the promotion method to brand preference, word of mouth and the desire of continuous usage is discussed.
According to the data collected from the questionnaires of various types of promotion contents, a result is produced by analyzing the data to obtain the following assumptions:
1. Different price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
2. Different non-price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
3. Different promotion methods (price promotion and non-price promotion) do produce significant difference to brand preference.
4. Different promotion methods (price promotion and non-price promotion) do not produce significant difference to brand preference, word of mouth and the desire of continuous usage. Specially, according to the experiment, it is realized that non-price promotion is more acceptable to customers.
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