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題名 贈品品質優劣對主產品及贈品之品牌態度影響研究
The effect of gift quality on brand attitude of main product and gift作者 曾宜苹
Tseng, Yi-Ping貢獻者 樓永堅
曾宜苹
Tseng, Yi-Ping關鍵詞 贈品行銷
品牌聯盟
外溢效果
期望失驗
Gift promotion
Brand alliance
Spillover effect
Disconfirmation paradigm日期 2019 上傳時間 7-Aug-2019 17:11:07 (UTC+8) 摘要 在消費市場中使用贈品作為促銷手段已經越來越常見，有越來越多的品牌及通路商開始以「贈品」作為行銷活動的主軸，將行銷活動的重點放在如何凸顯贈品的價值，並以此提高消費者的購買意願，可見贈品行銷的重要性不容小覷。而過去關於贈品的研究多著重在主產品與贈品應該如何搭配，贈品促銷中的價格訊息以及贈品的價值選擇等等。對於消費者在使用贈品之後，贈品品質的優劣如何影響促銷組合中的主品牌及贈品品牌著墨較少。因此本研究欲探討在不同的品質情境下，消費者對於促銷組合中的產品以及其品牌的態度有何變化，而這樣的變化又如何影響到消費者的滿意度以及再購意願，研究結果提供主產品廠商及贈品廠商在進行聯合促銷時的策略建議。本研究以球鞋做為主產品、藍芽耳機作為贈品，透過2（主品牌知名度高、低）x2（贈品品牌知名度高、低）x2（贈品品質優、劣）的實驗設計，針對台北某大學的學生進行實體問卷調查，採用便利抽樣並隨機發放八組問卷，回收有效樣本共191份。經統計分析後發現，品牌知名度對於品牌喜愛度與產品知覺品質有顯著影響，且贈品品質優劣會影響主品牌、贈品品牌的喜愛度以及主產品與贈品的知覺品質。若贈品品質佳，對贈品品牌及贈品本身皆有正面的影響，而該效果也會外溢到主品牌及主產品上；但在贈品品質不佳時，以贈品本身所受到的負面影響較大，主產品受到的影響並不顯著。且消費者在歸因贈品品質佳的功勞以及贈品品質不佳的責任時，會將歸因的對象集中在贈品品牌身上，值得注意的是，若贈品搭配的主品牌知名度較高，則消費者會認為高知名度主品牌也有功勞；但在贈品品質不佳的責任歸因上卻較不會認為高知名度的主品牌也需負責任。
In the consumer market, gifts are a common way of promotion. More and more brands and distributors regard “gifts” as the core of marketing activities by highlighting the value of gifts in advertising. It can be seen that the importance of gift marketing cannot be underestimated. In the past, research on gifts has focused on how the main products and gifts should be matched, the price information in gift promotions, and how the value of gifts should be chosen. The related topics on how the quality of the gift affects the main and gift brands in the promotion portfolio are less mentioned. Therefore, this study is to explore how consumers` attitudes toward the products in the promotion portfolio and their brands change in different gift qualities, and how such changes affect consumer satisfaction and repurchase intention. The result of research can provide strategic advice for major product manufacturers and gift manufacturers when conducting joint promotions.In this research, the sneaker is the main product, and the Bluetooth headset is used as gifts. Through an experimental design of 2 (high/low brand awareness of the main brand) x2 (high/low brand awareness of the gift brand) x2 (good/bad quality of the gift), this research is targeted at college students, using convenient sampling and randomly distributing eight groups of questionnaires, a total of 191 valid samples were collected. After data analysis, it is found that brand awareness has a significant impact on brand preference and product perception quality, and the performance of the gift will affect consumers` preference for the main brand, the gift brand and the perceived quality of the main product and the gift. When the quality of the gift is good, it will have a positive impact on the gift brand and the gift itself, and the effect will spill over to the main brand and the main product. However, when the gifts are not performing well, the negative impact of the gifts themselves is relatively large, and the main products are less affected. And when respondents judge the merits and the responsibility of the gift quality, they will focus on the gift brand. It is worth noting that if the main brand of the gift is well-known, the respondents will think that the main brand also has credit, but in the attribution of negative responsibility, it is not considered that the well-known main brand is also responsible.參考文獻 一、中文部分1. 周欣穎（2003），贈品促銷型式對消費者知覺價值及購買意願影響之研究，國立交通大學經營管理研究所碩士論文2. 王薏婷（2004），免費贈品促銷的互補性與價值貶低效果，國立高雄大學亞太工商管理學系碩士班碩士論文3. 卓玟沁（2005），消費罪惡感對顧客滿意度與再購意願之影響—以產品種類與贈品種類為干擾變數，靜宜大學企業管理學系碩士論文4. 曾忠蕙（2007），贈品促銷深度與品牌形象對知覺價值與價格知覺的影響效果與外溢效果之研究，國立政治大學企業管理研究所博士論文5. 曾忠蕙（2010），贈品促銷外溢效果的形成與變動研究，台灣管理學刊，第10卷2期，頁129-1486. 冒守信（2017），品牌知名度對消費者購買意願之影響：以消費品類別之知覺價值為干擾變數，國立彰化師範大學企業管理學系行銷與流通管理碩士論文7. 詹佩真（2016），集點贈品品牌置入與消費者品牌關係之探究，淡江大學國際行銷碩士在職專班碩士論文8. 黃慧新、劉瓊嬬（2014），期望失驗與定錨點概念下之網路口碑之動態性效果研究，行銷科學學報，第10卷1期，頁17-409. 許筑婷（2013），贈品促銷之效果：產品配適度與品牌配適度之交互作用，國立臺灣大學商學研究所碩士論文10. 魏聖忠（2004）累積滿意度邊際微調模型之研究—消費者失驗之觀點，國立政治大學企業管理研究所博士論文11. 陳冠仰、陳柏元、戴有德、巫立宇（2016）知覺品質、知覺價值與行為意圖關係之研究—交易成本觀點，台大管理論叢，第27卷第1期，頁191-22412. 林宏曄（2011）智慧型手機新聞類APP之滿意度與購買意願研究-以《蘋果日報》為例，國立政治大學廣播電視學研究所碩士論文13. 張淑青（2007）價格知覺對顧客滿意之影響—同化與對比效果的探索，朝陽商管評論，第6卷第1期，頁47-7614. 林素吟、丁學勤（2001）品質屬性對滿意度的影響：近年來典範研究的回顧，遠東學報，第19期，頁216-22415. 閻秀樺（2016）品牌知名度對消費者對品牌聯盟態度與外溢效果影響之研究，國立政治大學企業管理研究所碩士論文16. 袁愛亭（1999），從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管理學研究所碩士論文17. 郭盈吟（2004），主要產品與贈品在不同比值與品牌權益搭配下對贈品宣告價值的打折認知、知覺價值與購買意願的影響─以涉入程度為干擾變數，實踐大學企業管理研究所碩士論文18. 李怡芳（2006），新產品品牌聯盟對消費者購買意願影響之研究，國立臺灣科技大學企業管理系碩士論文19. 許涵茜（2000），品牌經驗與聯合品牌策略關聯之研究，國立東華大學國際企業學系碩士論文 二、英文部分1. 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Olson, Jerry C. (1977), “Price as an Informational Cue: Effects in Product Evaluation,” in Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennet, eds. New York: North Holland Publishing Company, pp.267-28615. Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, 17 (November), pp460-469.16. Park, C. W., Jun, S. Y., & Shocker, A. D. (1996), “Composite Branding Alliances: An Investigation of Extension and Feedback Effects,” Journal of Marketing Research, 33(4), pp.453-466.17. Rao, A. R., & Ruekert, R. W. (1994), “Brand alliances as signals of product quality,” Sloan Management Review, 36(1), pp.87-97.18. Simonin, B. L., & Ruth, J. A. (1998), “Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitude,” American Marketing Association, 35, pp.30-42.19. Sweeney, J. C., & Soutar, G. N. (2001), “Consumer perceived value: The Development of A Multiple Item Scale,” Journal of Retailing, 77(2), pp203-22020. Varadarajan, P. R. (1985), “Joint Sales Promotion: An Emerging Marketing Tool,” Business Horizons, 28, pp.43-4921. Voltolato, N. L., & Unnava, H. R. (2006), “Spillover of Negative Information on Brand Alliances,” Journal of Consumer Psychology, 16(2), pp.196-20222. Washburn, J. H. (1999), “An evaluation of co-branding: Its effects on brand equity, SEC attribute performance, and the moderating role of product trial,” Unpublished 9942832, Saint Louis University, United States -- Missouri.23. Yadav, M.S. (1994), “How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment,” The Journal of Consumer Research, 21(2), pp.342-35324. Zeithaml, V. A. (1988), “Consumer perceptions of price, quality and value,” Journal of Marketing, 52, pp.28-32 三、網路資料部分1. 贈品行銷的重點當然是「贈品」啊！－動腦新聞https://www.brain.com.tw/news/articlecontent?ID=44109#kPe0l3ix2. 台灣藍牙耳機市場調查與市場概況https://www.techteller.com/trend/bluetooth_earphone_survey/3. EOLembrain東方快線研究部http://www.eolembrain.com/Latest_View.aspx?SelectID=2874. 全聯Bodum集點兌換活動宣傳貼文https://www.facebook.com/pxmartchannel/videos/2277250018963422/5. 全聯近年集點換購活動成效－工商時報https://www.chinatimes.com/newspapers/20190104000359-260204?chdtv6. 跟全聯學零售店促銷－經理人雜誌https://www.managertoday.com.tw/articles/view/53917 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363014 資料類型 thesis dc.contributor.advisor 樓永堅 zh_TW dc.contributor.author (Authors) 曾宜苹 zh_TW dc.contributor.author (Authors) Tseng, Yi-Ping en_US dc.creator (作者) 曾宜苹 zh_TW dc.creator (作者) Tseng, Yi-Ping en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-Aug-2019 17:11:07 (UTC+8) - dc.date.available 7-Aug-2019 17:11:07 (UTC+8) - dc.date.issued (上傳時間) 7-Aug-2019 17:11:07 (UTC+8) - dc.identifier (Other Identifiers) G0106363014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125054 - 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) 106363014 zh_TW dc.description.abstract (摘要) 在消費市場中使用贈品作為促銷手段已經越來越常見，有越來越多的品牌及通路商開始以「贈品」作為行銷活動的主軸，將行銷活動的重點放在如何凸顯贈品的價值，並以此提高消費者的購買意願，可見贈品行銷的重要性不容小覷。而過去關於贈品的研究多著重在主產品與贈品應該如何搭配，贈品促銷中的價格訊息以及贈品的價值選擇等等。對於消費者在使用贈品之後，贈品品質的優劣如何影響促銷組合中的主品牌及贈品品牌著墨較少。因此本研究欲探討在不同的品質情境下，消費者對於促銷組合中的產品以及其品牌的態度有何變化，而這樣的變化又如何影響到消費者的滿意度以及再購意願，研究結果提供主產品廠商及贈品廠商在進行聯合促銷時的策略建議。本研究以球鞋做為主產品、藍芽耳機作為贈品，透過2（主品牌知名度高、低）x2（贈品品牌知名度高、低）x2（贈品品質優、劣）的實驗設計，針對台北某大學的學生進行實體問卷調查，採用便利抽樣並隨機發放八組問卷，回收有效樣本共191份。經統計分析後發現，品牌知名度對於品牌喜愛度與產品知覺品質有顯著影響，且贈品品質優劣會影響主品牌、贈品品牌的喜愛度以及主產品與贈品的知覺品質。若贈品品質佳，對贈品品牌及贈品本身皆有正面的影響，而該效果也會外溢到主品牌及主產品上；但在贈品品質不佳時，以贈品本身所受到的負面影響較大，主產品受到的影響並不顯著。且消費者在歸因贈品品質佳的功勞以及贈品品質不佳的責任時，會將歸因的對象集中在贈品品牌身上，值得注意的是，若贈品搭配的主品牌知名度較高，則消費者會認為高知名度主品牌也有功勞；但在贈品品質不佳的責任歸因上卻較不會認為高知名度的主品牌也需負責任。 zh_TW dc.description.abstract (摘要) In the consumer market, gifts are a common way of promotion. More and more brands and distributors regard “gifts” as the core of marketing activities by highlighting the value of gifts in advertising. It can be seen that the importance of gift marketing cannot be underestimated. In the past, research on gifts has focused on how the main products and gifts should be matched, the price information in gift promotions, and how the value of gifts should be chosen. The related topics on how the quality of the gift affects the main and gift brands in the promotion portfolio are less mentioned. Therefore, this study is to explore how consumers` attitudes toward the products in the promotion portfolio and their brands change in different gift qualities, and how such changes affect consumer satisfaction and repurchase intention. The result of research can provide strategic advice for major product manufacturers and gift manufacturers when conducting joint promotions.In this research, the sneaker is the main product, and the Bluetooth headset is used as gifts. Through an experimental design of 2 (high/low brand awareness of the main brand) x2 (high/low brand awareness of the gift brand) x2 (good/bad quality of the gift), this research is targeted at college students, using convenient sampling and randomly distributing eight groups of questionnaires, a total of 191 valid samples were collected. After data analysis, it is found that brand awareness has a significant impact on brand preference and product perception quality, and the performance of the gift will affect consumers` preference for the main brand, the gift brand and the perceived quality of the main product and the gift. When the quality of the gift is good, it will have a positive impact on the gift brand and the gift itself, and the effect will spill over to the main brand and the main product. However, when the gifts are not performing well, the negative impact of the gifts themselves is relatively large, and the main products are less affected. And when respondents judge the merits and the responsibility of the gift quality, they will focus on the gift brand. It is worth noting that if the main brand of the gift is well-known, the respondents will think that the main brand also has credit, but in the attribution of negative responsibility, it is not considered that the well-known main brand is also responsible. en_US dc.description.tableofcontents 摘要 IAbstract II謝誌 III目次 IV圖次 VI表次 VII第一章 緒論 9第一節 研究動機 9第二節 研究背景 11第三節 研究目的 14第四節 研究流程 15第二章 文獻探討與假說推導 16第一節 品牌知名度 16第二節 贈品促銷中的品牌聯盟關係 18第三節 失驗典範與滿意度及再購意願 22第三章 研究方法 25第一節 觀念性架構與假設 25第二節 研究變數的操作性定義與衡量 27第三節 研究設計 30第四章 研究分析與結果 33第一節 樣本描述 33第二節 信度與效度分析 34第三節 操弄檢定 37第四節 品牌喜愛度 38第五節 知覺品質 53第六節 滿意度及再購意願 62第七節 消費者對主品牌及贈品品牌的態度及行為 72第八節 假說驗證整理 77第五章 結論與建議 79第一節 研究結果 79第二節 結論與建議 82第三節 研究限制 84參考文獻 85一、中文部分 85二、英文部分 87三、 網路資料部分 90附錄 91正式問卷（版本一） 91正式問卷（版本二） 99正式問卷（版本三） 106正式問卷（版本四） 113正式問卷（版本五） 120正式問卷（版本六） 127正式問卷（版本七） 134正式問卷（版本八） 141 zh_TW dc.format.extent 10516500 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363014 en_US dc.subject (關鍵詞) 贈品行銷 zh_TW dc.subject (關鍵詞) 品牌聯盟 zh_TW dc.subject (關鍵詞) 外溢效果 zh_TW dc.subject (關鍵詞) 期望失驗 zh_TW dc.subject (關鍵詞) Gift promotion en_US dc.subject (關鍵詞) Brand alliance en_US dc.subject (關鍵詞) Spillover effect en_US dc.subject (關鍵詞) Disconfirmation paradigm en_US dc.title (題名) 贈品品質優劣對主產品及贈品之品牌態度影響研究 zh_TW dc.title (題名) The effect of gift quality on brand attitude of main product and gift en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分1. 周欣穎（2003），贈品促銷型式對消費者知覺價值及購買意願影響之研究，國立交通大學經營管理研究所碩士論文2. 王薏婷（2004），免費贈品促銷的互補性與價值貶低效果，國立高雄大學亞太工商管理學系碩士班碩士論文3. 卓玟沁（2005），消費罪惡感對顧客滿意度與再購意願之影響—以產品種類與贈品種類為干擾變數，靜宜大學企業管理學系碩士論文4. 曾忠蕙（2007），贈品促銷深度與品牌形象對知覺價值與價格知覺的影響效果與外溢效果之研究，國立政治大學企業管理研究所博士論文5. 曾忠蕙（2010），贈品促銷外溢效果的形成與變動研究，台灣管理學刊，第10卷2期，頁129-1486. 冒守信（2017），品牌知名度對消費者購買意願之影響：以消費品類別之知覺價值為干擾變數，國立彰化師範大學企業管理學系行銷與流通管理碩士論文7. 詹佩真（2016），集點贈品品牌置入與消費者品牌關係之探究，淡江大學國際行銷碩士在職專班碩士論文8. 黃慧新、劉瓊嬬（2014），期望失驗與定錨點概念下之網路口碑之動態性效果研究，行銷科學學報，第10卷1期，頁17-409. 許筑婷（2013），贈品促銷之效果：產品配適度與品牌配適度之交互作用，國立臺灣大學商學研究所碩士論文10. 魏聖忠（2004）累積滿意度邊際微調模型之研究—消費者失驗之觀點，國立政治大學企業管理研究所博士論文11. 陳冠仰、陳柏元、戴有德、巫立宇（2016）知覺品質、知覺價值與行為意圖關係之研究—交易成本觀點，台大管理論叢，第27卷第1期，頁191-22412. 林宏曄（2011）智慧型手機新聞類APP之滿意度與購買意願研究-以《蘋果日報》為例，國立政治大學廣播電視學研究所碩士論文13. 張淑青（2007）價格知覺對顧客滿意之影響—同化與對比效果的探索，朝陽商管評論，第6卷第1期，頁47-7614. 林素吟、丁學勤（2001）品質屬性對滿意度的影響：近年來典範研究的回顧，遠東學報，第19期，頁216-22415. 閻秀樺（2016）品牌知名度對消費者對品牌聯盟態度與外溢效果影響之研究，國立政治大學企業管理研究所碩士論文16. 袁愛亭（1999），從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管理學研究所碩士論文17. 郭盈吟（2004），主要產品與贈品在不同比值與品牌權益搭配下對贈品宣告價值的打折認知、知覺價值與購買意願的影響─以涉入程度為干擾變數，實踐大學企業管理研究所碩士論文18. 李怡芳（2006），新產品品牌聯盟對消費者購買意願影響之研究，國立臺灣科技大學企業管理系碩士論文19. 許涵茜（2000），品牌經驗與聯合品牌策略關聯之研究，國立東華大學國際企業學系碩士論文 二、英文部分1. 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(1988), “Consumer perceptions of price, quality and value,” Journal of Marketing, 52, pp.28-32 三、網路資料部分1. 贈品行銷的重點當然是「贈品」啊！－動腦新聞https://www.brain.com.tw/news/articlecontent?ID=44109#kPe0l3ix2. 台灣藍牙耳機市場調查與市場概況https://www.techteller.com/trend/bluetooth_earphone_survey/3. EOLembrain東方快線研究部http://www.eolembrain.com/Latest_View.aspx?SelectID=2874. 全聯Bodum集點兌換活動宣傳貼文https://www.facebook.com/pxmartchannel/videos/2277250018963422/5. 全聯近年集點換購活動成效－工商時報https://www.chinatimes.com/newspapers/20190104000359-260204?chdtv6. 跟全聯學零售店促銷－經理人雜誌https://www.managertoday.com.tw/articles/view/53917 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900639 en_US
