博碩士論文 etd-0104107-233123 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 陳士葦(Shih-Wei CHEN) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 95學年第1學期
論文名稱(中) 免費贈品促銷形式對消費者整體評價及知覺操作意圖之影響
論文名稱(英) The Study of The Effect of Free Premium Promotion on Consumers’ Overall Appreciation and Perceived Manipulation Intent
檔案
  • etd-0104107-233123.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    電子論文:校內立即公開,校外一年後公開

    論文語文/頁數 中文/111
    統計 本論文已被瀏覽 5563 次,被下載 3549 次
    摘要(中)   近年來,贈品促銷在各產業中引起不小的騷動。促銷是多種可提供誘因來刺激消費產品或服務的行銷工具所組成的,在這些促銷工具當中,贈品佔有很重要的地位。這是一種非貨幣性的促銷方式,不同於一般所認知在價格上做調整的促銷手法。許多學者認為價格的促銷方式,長期可能對品牌造成負面的影響,而非貨幣性促銷的贈品促銷卻可提供給顧客在利益上的提升,而不是損失的減少。
      雖然在實務上,贈品促銷是一種常見的手法,但目前國內外的相關研究卻相當缺乏。贈品促銷是一種具有多重功能的促銷方式,包括贈品的吸引力、與主產品之間的關聯性、直接或延遲贈品、價格的告知與否及免費或自償贈品等,都是運用贈品促銷時要相當注意的。雖然贈品可避免掉部分價格促銷造成的負面影響,但若運用不當時,還是可能會造成顧客的負面反應。所以本研究除了消費者對於贈品促銷的整體評價外,也試圖以知覺操作意圖來瞭解消費者對於促銷方式背後所隱含的意義。
      本研究以2(吸引力高�低)x 2(配適度高�低)x 2(直接�延遲)x 2(價值告知�無告知)混合實驗設計之方式進行,贈品價值的告知和贈品的直接性作為組間設計(受試者間的設計between-subject factors),而贈品吸引力和贈品配適度則作為組內設計(受試者內的設計within-subjects factors),討論四個贈品自變數分別對顧客反應裡的整體評價和知覺操作意圖之影響。
      研究結果發現:
    1. 贈品吸引力高、配適度高及直接贈品對消費者整體評價都各有顯著的正面影響。
    2. 吸引力與配適度有交互作用,配適度具有調節的效果。
    3. 配適度與價值告知之間對整體評價有顯著的交互作用。
    4. 吸引力、配適度及直接性對整體評價有顯著的交互作用。
    5. 吸引力、配適度及直接性對知覺操作意圖有顯著差異。
    摘要(英) Nowadays premium promotion has caused a stir in many industries. Sales promotion comprises a multitude of marketing tools designed to stimulate the purchase of goods and services by providing an incentive. Among those promotion tools, premium occupies a very important place. It belongs to non-monetary promotion which is different from the monetary one that we generally know. Many experts address that in long term, monetary promotion might have imposed negative impact on their own brand. However, premium promotion is one of non-monetary promotion, and it brings up consumers the “gains”, not the “reduced losses.”
       The academic research on the subject in Taiwan or even in other countries is scarcely seen, although premium-based sales promotions are commonly used on marketing practice. It is a kind of multifunctional promotion tool. For example, attractiveness, the linkage with main product, immediacy, mention of value, and free/self-liquidating product etc. are needed to highly care about. Premium promotion may avoid some negative influences from price promotion. However, if marketers cannot operate premium well, it might still cause some problems. This study does not only discuss Consumers’ Overall Appreciation, but also try to find out Perceived Manipulation Intent beyond consumers.
       This thesis is 2(high/low attractiveness)x 2(high/low perceived fit between the premium and the product)x 2(direct/delayed)x 2(mention/not mention of the premium’s value)mixed experiment design ANOVA. Mentioning the value of the premium and immediacy are between-subject factors and attractiveness and perceived fit between the premium and the product are within-subjects factors. The purpose of this study is the effect of four premium independent variables on Overall Appreciation and Perceived Manipulation Intent of Consumer Reaction.
       The study shows:
    1. High attractiveness, high product-premium fit, and direct premium all have significantly positive effects on consumer’s overall appreciation.
    2. Attractiveness and product-premium fit has an interaction effect on overall appreciation, and fit is like a moderator.
    3. Product-premium fit and mention of value has an interaction effect on overall appreciation.
    4. Attractiveness, product-premium fit, and immediacy has an interaction effect on overall appreciation.
    5. Attractiveness, product-premium fit, and immediacy has statistically significant on perceived manipulation intent.
    關鍵字(中)
  • 知覺操作意圖
  • 整體評價
  • 顧客反應
  • 免費
  • 贈品促銷
  • 關鍵字(英)
  • perceived manipulation intent
  • overall appreciation
  • consumer reactions
  • premium promotion
  • free
  • 論文目次 誌謝……………………………………………………………………………Ⅰ
    論文摘要……………………………………………………………………………II
    英文摘要……………………………………………………………………………III
    目錄………………………………………………………………………………V
    表目錄………………………………………………………………………………VI
    圖目錄……………………………………………………………………………VII
    第一章 緒論……………………………………………………………………1
    第一節 研究背景與動機………………………………………………………………1
    第二節 研究目的………………………………………………………………………3
    第三節 研究範圍與流程…………………………………………………………………4
    第二章 文獻探討…………………………………………………………………6
    第一節 促銷活動………………………………………………………………………6
    第二節 消費者對免費的態度……………………………………………………………13
    第三節 贈品促銷之分類…………………………………………………………………15
    第四節 促銷活動之顧客整體評價和知覺操作意圖……………………………………24
    第五節 贈品促銷與消費者反應…………………………………………………………28
    第三章 研究方法………………………………………………………………37
    第一節 研究架構……………………………………………………………………37
    第二節 研究變項的定義…………………………………………………………………38
    第三節 實驗矩陣研究設計及各變數的衡量說明………………………………………40
    第四節 研究假設之建立…………………………………………………………………42
    第五節 正式問卷前之前測及實驗對象…………………………………………………45
    第六節 正式問卷之前測…………………………………………………………………48
    第四章 資料分析與結果………………………………………………………………52
    第一節 有效問卷之樣本結構……………………………………………………………52
    第二節 信度檢定及因素分析……………………………………………………………54
    第三節 操弄性檢驗………………………………………………………………………56
    第四節 變異數分析………………………………………………………………………57
    第五章 結論與建議……………………………………………………………68
    第一節 研究結論………………………………………………………………………68
    第二節 對行銷理論之涵意………………………………………………………………71
    第三節 研究限制及對後續研究之建議…………………………………………………74
    參考文獻…………………………………………………………………………76
    附錄:問卷……………………………………………………………………82
    參考文獻 一、中文部分
    1. 王旭民,1995。參考價格建構方式、脈絡線索對消費者價格認知的影響,中央大學企研所碩士論文。
    2. 朱家賢,2000。促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究,東吳大學企業管理研究所碩士論文。
    3. 林詩晃,2003。紅利積點活動設計與點贈品偏好之關係-探討「顧客忠誠度」之干擾效果,國立交通大學經營管理研究所碩士論文。
    4. 徐心怡,2000。消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討,元智大學管理研究所碩士論文。
    5. 徐芳盈,2003。消費者對免費與自償贈品促銷組合之選擇意願與影響因素之研究,國立中央大學企業管理研究所。
    6. 張漢宜,2005。「Yahoo!BB網路電話『無料』,NTT冒冷汗」,e天下雜誌,56期。
    7. 陳世耀,2005。「0元消費時代-無料行銷藏什麼好料?」,e天下雜誌,56期。
    8. 陳柏蓁,2004。百貨公司贈品促銷對消費者之影響-以台北市百貨公司為例,國立交通大學管理科學研究所碩士論文。
    9. 黃俊英,1994。企業研究方法,台北:東華書局。
    10. 黃麗霞,2002。贈品促銷型式對消費者的知覺價值與購買意願之影響,國立台灣大學商學研究所博士論文。
    11. 黃麗霞與張重昭,2004。贈品促銷之價格呈現方式對促銷效果之影響,2004管理思維與實務學術研討會,台北:銘傳大學。
    12. 夏心華,1996。促銷活動與產品涉入對品牌權益影響之研究,東吳大學企業管理研究所碩士論文
    13. 劉美琪,1995。促銷管理-理論與實務,台北,正中書局。
    14. 謝宛蓉,2005。「Kitty磁鐵,累積幸福感的0元行銷術」,e天下雜誌,56期。
    二、英文部分
    1. Aaker, D. A. 1973. Toward A Normative Model of Promotional Decision Making. Management Science, 19(6): 593-603.
    2. Beem, E. R. and Shaffer, H. J. 1981. Triggers to Customer Action- Some Elements in a Theory of Promotional Inducement. Marketing Science Institute, 81-106.
    3. Bertrand, K. 1998. Premiums prime the market. Advertising Age’s Business marketing, 83(5), pp.s6
    4. Blattberg, R. C. and Neslin, S. A. 1990. Sales Promotion: Concepts, Methods,and Strategies. New Jersey: Prentice-Hall.
    5. Burton, S. and Lichtenstein, D.R. 1988. The Effects of AD Claims and AD Context on Attitude toward The Advertisement. Journal of Advertising, 17(1): 3-11.
    6. Campbell, L. and William, D. D. 1990. Framing and Sales Promotion : The Characteristics of Good Deal. Journal of Consumer Marketing, 7(4): 25-31.
    7. Chandon, P., Wansink, B. and Laurent, G. 2000. A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64(4): 65 - 81.
    8. d’Astous, A. and Jacob, I. 2002. Understanding consumer reactions to premium-based promotional offers, European Journal of Marketing, Vol. 36 No.11 pp. 1270-86.
    9. d’Astous, A. and Landreville, V. 2003. An experimental investigation of factors affecting consumers’ perceptions of sales promotions. European Journal of Marketing, 37(11/12): 1746-1761.
    10. Diamond, W. D. and Robert, R. J. 1990. The Framing of Sales Promotions: An Approach to classification. Advances in Consumer Research, 17(1): 494-500.
    11. Dickson, P. R. and Sawyer, A. G. 1990. The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing, 54 (3): 42–53.
    12. Dodds, W. B., Monroe, K. B. and Grewal, D. 1991. The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3): 307-319.
    13. Dodson, A., Tybout, A., and Sternthal, B. 1978. The Impact of Deals and Deal Retraction on Brandswitching. Journal of Marketing Research, 15(1): 72-81.
    14. Dommernuth, W. P. 1989. Promotions: Analysis, Creativity and Strategy, 2nd ed. Boston: PWS-Kent Publishing Company.
    15. Eagly, A.H. and Chaiken, S. 1993. Premium incentive show expects 15,000 attendees, Advertising Age’s Business Marketing, Vol. 83 No. 5 p. s2.
    16. Grewal, D., Monroe, K. B. and Krishnan, R. 1998. The Effects of Price-comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2): pp. 46-59.
    17. Guiltinan, J. P. 1987. The Price Bundling of Services: A Normative Framework, Journal of Marketing, Vol. 51 (April), pp.74-85.
    18. Hiam, A. 2000. Match premiums to marketing strategies, Marketing News, Vol.34, September, p.12.
    19. Huff, L. C. and Alden, D. L. 1998. An Investigation of consumer Response to Sales Promotions in Developing Markets: a Three-Country Analysis. Journal of Advertising Research, 38(3): 47-56.
    20. Kaiser, H. F. 1974. An Index of Factorial Simplicity, Psychometrika, 39(1): 31-36.
    21. Kivetz, R. and Simonson, I. 2002. Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards. Journal of Marketing Research, 34(2): 155-170.
    22. Kotler, P. 1998. Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed. New Jersey: Prentice Hall Inc.
    23. Kotler, P. 2000. Marketing Management: Analysis, Planning, Implementation and Control, 10th Edition. New Jersey: Prentice Hall Inc.
    24. Kotler, P. 2003. Marketing Management, 11th edition. New Jersey: Pearson Education Inc.
    25. Lancaster, K. 1971. Consumer Demand: A New Approach. New York: John Wiley & Sons Inc.
    26. Lichtenstein, D.R. and Bearden, W. O. 1989. Contextual Influences on Perceptions of Merchant-Supplier Reference Prices. Journal of Consumer Research, 16(1): 55-66.
    27. Marion, F. M. 1987. A Delphi Analysis of a Definition of Sales Promotion,” Dectoral Dissertation, Memphis State University.
    28. McDonald, C. 1991. Design and Analysis: A Researcher’s Handbook, 3rd ed., Prentice-Hall, Englewood cliffs, NJ.
    29. Mela F. C., Gupta S. and Lehmann D.R. 1997. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice , Journal of Marketing Research , Vol.XXXIV , May , pp.248-261
    30. Meenaghan, T. 1983. Commercial sponsorship, European Journal of Marketing, Vo. 17, pp.5-73.
    31. Monroe, K. B.1990. Pricing: Making Profitable Decision, New York.
    32. Nunnally, J. C. and Bernstein, I. H. 1994. Psychometric Theory. New York: Mc Graw-Hill Inc.
    33. Ogilvy, D. 1963. Confessions of an Advertising Man, 1st ed. New York: Atheneum
    34. Peter, J. P. and Nord, W. R. 1982. A Clarification and Extension of Operant Conditioning Principles in Marketing. Journal of Marketing, 46(3): 102-107.
    35. Prentice, R. M. 1975. The CFB Approach to Advertising/Promotion Spending, in R. A. Strang, ed., The Relationship Between Advertising and Promotion in Brand Strategy, Cambridge, MA: Marketing Science Institute, pp. 75-90.
    36. Quelch, J. A. 1989. Sales Promotion Management. New Jersey: Prentice-Hall, Inc.
    37. Raghubir, P. 2004. Coupons in Context: Discounting Prices or Decreasing Profit. The Journal of Retailing, 80(1): 1-12.
    38. Rao, A.R. and Ruekert, R.W. 1994. Brand alliances as signals of product quality, Sloan Anderson, P. (Eds), Advances in Consumer Research, Vol. 14, Association for Consumer Research, Provo, UT, pp.352-6
    39. Rossiter, J.R. and Percy, L. 1997. Advertising, Communication and Promotion Management, 2nd ed., McGraw-Hill, New York, NY.
    40. Scott, C. A. 1976. The Effects of Trial and Incentives on Repeat Purchase Behavior. Journal of Marketing Research, 13(3): 263-269.
    41. Scott, C. and Yalch, S. 1980. Consumer Response to Initial Product Trial: A Bayesian Analysis. Journal of Consumer Research, 7(1): 32-41.
    42. Scott, D. and Jeffrey, I. J. 1992. Promotion has a negative effect on brand evaluations – or Dose it? Additional Disconfirming Evidence. Journal of Marketing Research, 29(1): 143-148.
    43. Schultz, D. E. and Robinson, W. A. 1989. Sales Promotion Management. Chicago: Crain Book Inc.
    44. Shimp T. A. 1997. Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communication,4th ed
    45. Simonin, B.L. and Ruth, J.A. 1998. Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes, Journal of Marketing Research, Vo. 35 No. 1, pp. 30-42.
    46. Simonson, I., Carmon, Z. and O’Curry, S. 1994. Experimental evidence on the negative effect of product features and sales promotions on brand choice”, Marketing Science, Vol 13 No. 1, pp.23-40.
    47. Strang, R. A. 1976. Sales Promotion: Fast Growth, Faulty Management. Harvard Business Review, 54(4): 115-124.
    48. Telser, L.G. 1979. A Theory of Monoploy of Complementary Goods, Journal of Business, 52, pp211-230.
    49. Varadarajan, P. R., 1985. Joint Sales Promotion: An Emerging Marketing Tool, Business Horizons. September/October: 43-49
    50. Webster, F. E. 1965. The Deal-Prone Consumer. Journal of Marketing Research, 2(2): 186-189.
    51. Winer, R. S. 1986. A Reference Price Model of Brand Choice for Frequently Purchased Products. Journal of Consumer Research, 13(2): 250- 256.
    52. Ya-Hsun, Lo. 2002. The Relationship between the Frequency Program Design and Consumers’ Reward Preferences- “Guilt” as the Moderator for the Effects of Effort Requirements on consumer Rewards Preferences. The Master Thesis of Nation Taiwan Universuty Master of Business Administration
    53. Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3): 2-22.
    口試委員
  • 盧淵源 - 召集委員
  • 趙沛 - 委員
  • 梁慧玫 - 指導教授
  • 黃俊英 - 指導教授
  • 口試日期 2006-06-09 繳交日期 2007-01-04

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫