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研究生: Patchalita Surapurk
Patchalita Surapurk
論文名稱: Examining Promotion Strategies: Uncovering the Impact on Customer Loyalty through Perceived Promotional Value
Examining Promotion Strategies: Uncovering the Impact on Customer Loyalty through Perceived Promotional Value
指導教授: 安卡爾
Karl Akbari
口試委員: 葉穎蓉
Ying-Jung Yeh
何建韋
Chien-Wei Ho
學位類別: 碩士
Master
系所名稱: 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 93
外文關鍵詞: PWYW, referral program, discount promotion, coupon promotion, perceived promotional value
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  • CHAPTER 1: INTRODUCTION 1 CHAPTER 2: LITERATURE REVIEW 4 2.1 Online shopping 4 2.2 Loyalty 5 2.3 Sales promotion 5 2.3.1 Price Discount Promotion 9 2.3.2 Coupon or Discount Code Promotion 10 2.3.3 Referral program 11 2.3.4 Pay-What-You-Want (PWYW) 13 2.4 Perceived Promotional Values (PPVs) 15 2.4.1 Perceived quality 18 2.4.2 Engagement 20 2.4.3 Social value: Pro-social behavior 20 2.4.4 Favorable attitude 22 2.4.5 Effort 24 2.5 Research question and Hypothesis Development 26 CHAPTER 3: RESEARCH METHOD 32 3.1 Research Framework 32 3.2 Research Design 32 3.3 Questionnaire Design 33 3.4 Measurement Items 36 3.5 Data Collection 39 3.5.1 Questionnaire 39 3.5.2 Colearna Collaboration 39 3.6 Data Analysis 41 CHAPTER 4: RESULT 43 4.1 Descriptive analysis for demographic characteristics 43 4.2 Reliability and Construct Validity 45 4.3 Correlation Analysis 46 4.4 Testing the proposed hypotheses 46 4.4.1 The effects of promotions and PPVs on loyalty 46 4.4.2 Economic performance analysis 51 4.4.3 Data from Colearna 52 CHAPTER 5: DISCUSSION 56 5.1 Summary of the results 56 5.2 Discussion 56 5.3 Theoretical implications 61 5.4 Managerial implications 62 5.5 Limitation and Future study 64 REFERENCE 66 APPENDIX A 73 APPENDIX B 81

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