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Title: 思維模式解釋水平與效期框架之適配對優惠券兌換的影響
The effect of congruency between construal level of mind-sets and redemption window frames on coupon redemption
Authors: 鍾欣
Zhong, Xin
Contributors: 林穎青
Zhong, Xin
Keywords: 優惠券
Construal level
Framing effect
Date: 2017
Issue Date: 2017-05-01 11:27:27 (UTC+8)
Abstract: 作為行銷的主要推廣工具之一,優惠券可同時使商家和消費者獲益,可謂是一個雙贏的行銷手法。然而在實務上,優惠券的總體發放數量巨大,但整體兌換率卻極低,如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者,市面上林林總總的優惠券層出不窮,例如「好友分享券」與「買一送一券」;使用效期的表述亦有多種方式,例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考,優惠券上這些看似可隨意混用的文字訊息,也許在不知不覺中影響著消費者的思維模式,並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。
As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people's realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior.
By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b).
The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research.
Reference: 中文文獻
楊俊明(2013)。吃硬不吃軟: 觸覺資訊對消費者品質預期與折價券使用意圖之影響。臺大管理論叢,24,101-127。

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