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題名 促銷表達方式和平台介面設計對購買意願影響之研究-以網購平台上三家快消品牌為例
How Promotion Approaches and User Interface Designs Affect Purchasing Intentions -The Cases of Three FMCG Brands作者 黃繡申
Huang, Hsiu-Shen貢獻者 于卓民
Yu, Zhuo-Min
黃繡申
Huang, Hsiu-Shen關鍵詞 線上電商
前景理論
確定效應
損失趨避
價格促銷和非價格促銷
框架理論
單位效果
促銷表達方式
介面設計
Online retail
Prospect theory
Certainty effect
Loss aversion
Monetary promotion and Nonmonetary Promotion
Framing effect
Unit effect
Promotion approaches
User interface desgin日期 2018 上傳時間 5-七月-2018 16:52:18 (UTC+8) 摘要 電商的崛起為人類帶來全新的購物體驗，其便利性和商品低廉的價格使大部分的消費者紛紛轉往線上消費。對品牌商來說，要從傳統的實體店鋪轉往線上商城進行銷售形成必然的趨勢，但不同的消費場景所需的銷售技能不同。尤其是促成購買的「促銷手法」在沒有沒有銷售員介紹、解說、推薦的情況下，是否還能順利和消費者溝通，並達到理想的促銷效果呢？此外，線上場景搭建的是電商平台而非實體店鋪，因此平台成了品牌商和消費者溝通的窗口，介面設計也會影響到促銷表達方式的成效，因此本研究將一併探討促銷表達方式和平台介面設計對購買意願的影響。在促銷表達方式上，透過搜集中國最大電商平台－天貓商城上三大快消品牌（寶潔、聯合利華、歐萊雅）分別於雙十二、時事活動、年貨節和日常不同的促銷手法，並透過探討前景理論 (Prospect Theory)、確定效應(Certainty Effect)、損失趨避(Loss Aversion)、價格促銷(Monetary Promotion)和非價格促銷(Nonmonetary Promotion)、框架理論(Framing Effect)和單位效果(Unit Effect)等文獻資料，協助品牌商在學術探討消費者心理之後，通過觀察頂尖品牌商的實務做法，進而從中整理出「高性價比之品牌」、「擁有明星商品之品牌」、以及「高端定位之品牌」，各自適合的線上促銷表達方式。在平台介面設計上，參考唐納諾曼Donald A. Norman的著作設計的心理學–設計的基本原則當中的兩大設計目標、操作者行為的七個階段和六個設計的基本原則，嘗試分析中國最大電商平台的介面設計之所以能順利溝通促銷、方便瀏覽和完成下單的原因。本研究提供欲進入線上商城的品牌商促銷表達方式的實務建議，並提供搭建銷售平台的廠商更多提升使用者體驗的線索。
The rising of E-commerce has brought a brand new shopping experience to the consumers. The convenience of the service and the low price of the products have attracted more and more consumers to shop on line. Therefore, the mindset of running an online shop has become an unavoidable trend to the vendors nowadays. However, the way of communicating sales promotion in the scene of physical retail is very different from that of the scence of online retail. How do online retailers effectively communicate the sales promotion to the consuners without the clerks? Is there any rule to be followed? Also, the first touchpoint with the consumers online is the user interface (UI). The design of it could hugely affect the efficiency of different promotion approaches as well. As a result, this study sheds light on both the different way of promotion approaches online and the rules of user interface design.On the effect of promotion approaches, first, the research method is by collecting different approaches on three biggest FMCG brand, Procter & Gamble, Unilever and L`Oréal, on the T-Mall at different promoting periods, including Double Twelve, Winter Olympics, Chinese New Year and Regular Days. Second, I review literatures, including Prospect Theory, Certainty Effect, Loss Aversion, Monetary Promotion and Nonmonetary Promotion, Framing Effect and Unit Effect, to help vendors have a better understanding on consuming psychology. Third, by applying the literatures knowledges on the practice of three first-tier brands in real situation, I generate three types of vendors and the promotion approaches suiting every each of them.On the user interface design, the study references The Design of Everyday Things by Donald A. Norman to analyze the user interface design of T-Mall, the biggest online shopping platform in China, to find out the rules it applies.This study provides vendors who are interested in establishing online retial platform the practical advices of communicating sales promotions online and the clues of designing the user interface with good user experience.參考文獻 一、 中文文獻尼爾森(2017)。新零售，中國電商的新戰場。Wesley (2005)。設計的心理學 – 行動的七個階段。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/04/30/design-psychology-the-7-steps-of-action/Wesley (2005)。設計的心理學 – 設計的基本原則。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/05/24/design-psychology-the-principle-of-design/Wesley (2005)。設計的心理學 – 預設用途與指意。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/05/29/design-psychology-affordance-and-signifiers/Wesley (2005)。設計的心理學 – 對應性、回饋、使用侷限。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/06/12/design-psychology-mapping-and-feedback-and-constraints/Wesley (2005)。設計的心理學 – 概念模型。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/07/07/design-psychology-conceptual-model/王雨晴. (2012)。 精细可能性模型——劝说沟通的有用框架. 重庆电子工程职业学院学报, 21(4), 83-85。王雅玄. (2012)。內容分析法. 社會科學研究方法新論, 205。楊孝濚. (1989)。內容分析. 社會及行為科科學研究法下冊 (頁 809-831). 臺北市: 東華。二、英文文獻Ahuvia, A. (2001). Traditional, Interpretive, and Reception Based Content Analyses: Improving the Ability of Content Analysis to Address Issues of Pragmatic and Theoretical Concern. Social Indicators Research, 54(2), 139-172.Bei, L.-T., Chen, E. Y., & Widdows, R. (2004). Consumers` online information search behavior and the phenomenon of search vs. experience products. Journal of Family and Economic Issues, 25(4), 449-467.Berelson, B. (1952). Content analysis in communication research.Biswas, D., & Biswas, A. (2004). The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web? Journal of Interactive Marketing, 18(3), 30-45.Campbell, L., & Diamond, W. D. (1990). Framing and Sales Promotions: The Characteristics of a ″Good Deal ″. Journal of Consumer Marketing, 7(4), 25-31.Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of law and economics, 16(1), 67-88.Donovan, R. J., & Jalleh, G. (2000). Positive versus negative framing of a hypothetical infant immunization: the influence of involvement. Health Education & Behavior, 27(1), 82-95.Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research.Hoekman Jr, R. (2010). Designing the obvious: A common sense approach to web & mobile application design: Pearson Education.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: proxy for a price cut? Journal of Consumer Research, 17(1), 74-81.Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk Handbook of the fundamentals of financial decision making: Part I (pp. 99-127): World Scientific.Kreul, L. M. (1982). Magic numbers: psychological aspects of menu pricing. Cornell Hotel and Restaurant Administration Quarterly, 23(2), 70-75.Krippendorf, K. (1980). Content analysis. Beverly Hills. CA: Sage. Livingstone, S., & Green, G.(1986). Television advertisements and the portrayal of gender. British Journal of Social Psychology, 25, 149154.Krishna, A., Briesch, R., Lehmann, D. R., & Yuan, H. (2002). A meta-analysis of the impact of price presentation on perceived savings. Journal of Retailing, 78(2), 101-118.Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational behavior and human decision processes, 76(2), 149-188.Maheswaran, D., & Meyers-Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing research, 361-367.Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.Nielsen, J. (1994). Usability engineering: Elsevier.Norman, D. (2013). The design of everyday things: Revised and expanded edition: Basic Books (AZ).Pandelaere, M., Briers, B., & Lembregts, C. (2011). How to make a 29% increase look bigger: The unit effect in option comparisons. Journal of Consumer Research, 38(2), 308-322.Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.Pulizzi, J., & Barrett, N. (2009). “Get Content Get Customers”-Turn Prospects into Buyers with Content Marketing. Management Case, 98.Shirai, M., & Bettman, J. R. (2005). Consumer expectations concerning timing and depth of the next deal. Psychology & Marketing, 22(6), 457-472.Sinha, I., & Smith, M. F. (2000). Consumers` perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257-275.Stiving, M., & Winer, R. S. (1997). An empirical analysis of price endings with scanner data. Journal of Consumer Research, 24(1), 57-67.Tversky, A., & Kahneman, D. (1986). Rational choice and the framing of decisions. Journal of business, S251-S278.Von Neumann, J., & Morgenstern, O. (1944). Theory of games and economic behavior. Bull. Amer. Math. Soc, 51(7), 498-504. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
1053630351資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053630351 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.advisor Yu, Zhuo-Min en_US dc.contributor.author (作者) 黃繡申 zh_TW dc.contributor.author (作者) Huang, Hsiu-Shen en_US dc.creator (作者) 黃繡申 zh_TW dc.creator (作者) Huang, Hsiu-Shen en_US dc.date (日期) 2018 en_US dc.date.accessioned 5-七月-2018 16:52:18 (UTC+8) - dc.date.available 5-七月-2018 16:52:18 (UTC+8) - dc.date.issued (上傳時間) 5-七月-2018 16:52:18 (UTC+8) - dc.identifier (其他 識別碼) G1053630351 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118410 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 1053630351 zh_TW dc.description.abstract (摘要) 電商的崛起為人類帶來全新的購物體驗，其便利性和商品低廉的價格使大部分的消費者紛紛轉往線上消費。對品牌商來說，要從傳統的實體店鋪轉往線上商城進行銷售形成必然的趨勢，但不同的消費場景所需的銷售技能不同。尤其是促成購買的「促銷手法」在沒有沒有銷售員介紹、解說、推薦的情況下，是否還能順利和消費者溝通，並達到理想的促銷效果呢？此外，線上場景搭建的是電商平台而非實體店鋪，因此平台成了品牌商和消費者溝通的窗口，介面設計也會影響到促銷表達方式的成效，因此本研究將一併探討促銷表達方式和平台介面設計對購買意願的影響。在促銷表達方式上，透過搜集中國最大電商平台－天貓商城上三大快消品牌（寶潔、聯合利華、歐萊雅）分別於雙十二、時事活動、年貨節和日常不同的促銷手法，並透過探討前景理論 (Prospect Theory)、確定效應(Certainty Effect)、損失趨避(Loss Aversion)、價格促銷(Monetary Promotion)和非價格促銷(Nonmonetary Promotion)、框架理論(Framing Effect)和單位效果(Unit Effect)等文獻資料，協助品牌商在學術探討消費者心理之後，通過觀察頂尖品牌商的實務做法，進而從中整理出「高性價比之品牌」、「擁有明星商品之品牌」、以及「高端定位之品牌」，各自適合的線上促銷表達方式。在平台介面設計上，參考唐納諾曼Donald A. Norman的著作設計的心理學–設計的基本原則當中的兩大設計目標、操作者行為的七個階段和六個設計的基本原則，嘗試分析中國最大電商平台的介面設計之所以能順利溝通促銷、方便瀏覽和完成下單的原因。本研究提供欲進入線上商城的品牌商促銷表達方式的實務建議，並提供搭建銷售平台的廠商更多提升使用者體驗的線索。 zh_TW dc.description.abstract (摘要) The rising of E-commerce has brought a brand new shopping experience to the consumers. The convenience of the service and the low price of the products have attracted more and more consumers to shop on line. Therefore, the mindset of running an online shop has become an unavoidable trend to the vendors nowadays. However, the way of communicating sales promotion in the scene of physical retail is very different from that of the scence of online retail. How do online retailers effectively communicate the sales promotion to the consuners without the clerks? Is there any rule to be followed? Also, the first touchpoint with the consumers online is the user interface (UI). The design of it could hugely affect the efficiency of different promotion approaches as well. As a result, this study sheds light on both the different way of promotion approaches online and the rules of user interface design.On the effect of promotion approaches, first, the research method is by collecting different approaches on three biggest FMCG brand, Procter & Gamble, Unilever and L`Oréal, on the T-Mall at different promoting periods, including Double Twelve, Winter Olympics, Chinese New Year and Regular Days. Second, I review literatures, including Prospect Theory, Certainty Effect, Loss Aversion, Monetary Promotion and Nonmonetary Promotion, Framing Effect and Unit Effect, to help vendors have a better understanding on consuming psychology. Third, by applying the literatures knowledges on the practice of three first-tier brands in real situation, I generate three types of vendors and the promotion approaches suiting every each of them.On the user interface design, the study references The Design of Everyday Things by Donald A. Norman to analyze the user interface design of T-Mall, the biggest online shopping platform in China, to find out the rules it applies.This study provides vendors who are interested in establishing online retial platform the practical advices of communicating sales promotions online and the clues of designing the user interface with good user experience. en_US dc.description.tableofcontents 表目錄 iv圖目錄 v第壹章 緒論 6第一節 研究背景與動機 6第二節 研究問題與目的 7第三節 研究流程與章節簡介 7第貳章 文獻探討 9第一節 促銷表達方式之文獻回顧 9一、比較預期效用理論和前景理論 10二、確定效應 10三、損失趨避 12四、價格促銷和非價格促銷 15五、框架理論 18六、單位效果 21第二節 平台介面設計之文獻回顧 22第參章 研究方法 30第一節 研究對象與資料來源 30第二節 分析架構 31第三節 分析方法－內容分析法 32第肆章 資料分析 35第一節 促銷內容分析：寶潔 35第二節 促銷內容分析：聯合利華 49 第三節 促銷內容分析：歐萊雅 61第四節 平台介面設計分析：天貓商城 73第伍章 結論與建議 79第一節 研究結論與建議 79第二節 研究限制與後續研究建議 85參考文獻 86 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053630351 en_US dc.subject (關鍵詞) 線上電商 zh_TW dc.subject (關鍵詞) 前景理論 zh_TW dc.subject (關鍵詞) 確定效應 zh_TW dc.subject (關鍵詞) 損失趨避 zh_TW dc.subject (關鍵詞) 價格促銷和非價格促銷 zh_TW dc.subject (關鍵詞) 框架理論 zh_TW dc.subject (關鍵詞) 單位效果 zh_TW dc.subject (關鍵詞) 促銷表達方式 zh_TW dc.subject (關鍵詞) 介面設計 zh_TW dc.subject (關鍵詞) Online retail en_US dc.subject (關鍵詞) Prospect theory en_US dc.subject (關鍵詞) Certainty effect en_US dc.subject (關鍵詞) Loss aversion en_US dc.subject (關鍵詞) Monetary promotion and Nonmonetary Promotion en_US dc.subject (關鍵詞) Framing effect en_US dc.subject (關鍵詞) Unit effect en_US dc.subject (關鍵詞) Promotion approaches en_US dc.subject (關鍵詞) User interface desgin en_US dc.title (題名) 促銷表達方式和平台介面設計對購買意願影響之研究-以網購平台上三家快消品牌為例 zh_TW dc.title (題名) How Promotion Approaches and User Interface Designs Affect Purchasing Intentions -The Cases of Three FMCG Brands en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻尼爾森(2017)。新零售，中國電商的新戰場。Wesley (2005)。設計的心理學 – 行動的七個階段。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/04/30/design-psychology-the-7-steps-of-action/Wesley (2005)。設計的心理學 – 設計的基本原則。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/05/24/design-psychology-the-principle-of-design/Wesley (2005)。設計的心理學 – 預設用途與指意。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/05/29/design-psychology-affordance-and-signifiers/Wesley (2005)。設計的心理學 – 對應性、回饋、使用侷限。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/06/12/design-psychology-mapping-and-feedback-and-constraints/Wesley (2005)。設計的心理學 – 概念模型。DESIGNING BY LEARNING。2018年5月19日取自https://heywesley.wordpress.com/2015/07/07/design-psychology-conceptual-model/王雨晴. (2012)。 精细可能性模型——劝说沟通的有用框架. 重庆电子工程职业学院学报, 21(4), 83-85。王雅玄. (2012)。內容分析法. 社會科學研究方法新論, 205。楊孝濚. (1989)。內容分析. 社會及行為科科學研究法下冊 (頁 809-831). 臺北市: 東華。二、英文文獻Ahuvia, A. (2001). Traditional, Interpretive, and Reception Based Content Analyses: Improving the Ability of Content Analysis to Address Issues of Pragmatic and Theoretical Concern. Social Indicators Research, 54(2), 139-172.Bei, L.-T., Chen, E. Y., & Widdows, R. (2004). Consumers` online information search behavior and the phenomenon of search vs. experience products. Journal of Family and Economic Issues, 25(4), 449-467.Berelson, B. (1952). Content analysis in communication research.Biswas, D., & Biswas, A. (2004). The diagnostic role of signals in the context of perceived risks in online shopping: do signals matter more on the web? Journal of Interactive Marketing, 18(3), 30-45.Campbell, L., & Diamond, W. D. (1990). Framing and Sales Promotions: The Characteristics of a ″Good Deal ″. Journal of Consumer Marketing, 7(4), 25-31.Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. The Journal of law and economics, 16(1), 67-88.Donovan, R. J., & Jalleh, G. (2000). Positive versus negative framing of a hypothetical infant immunization: the influence of involvement. Health Education & Behavior, 27(1), 82-95.Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of advertising research, 24(5), 33-41.Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research.Hoekman Jr, R. (2010). Designing the obvious: A common sense approach to web & mobile application design: Pearson Education.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: proxy for a price cut? Journal of Consumer Research, 17(1), 74-81.Kahneman, D., & Tversky, A. (1979). 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