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題名 價格促銷形式對實際購買行為之影響研究
The Impact of Pricing Promotion Presentation on Actual Purchasing Behavior
作者 曾建凱
Tseng, Chien-Kai
貢獻者 樓永堅
曾建凱
Tseng, Chien-Kai
關鍵詞 消費者行為
促銷策略
折扣呈現方式
購買行為
價格框架效應
Consumer behavior
Promotional strategy
Discount presentation formats
Purchasing behavior
Price framing effects
日期 2024
上傳時間 4-Sep-2024 14:10:25 (UTC+8)
摘要 本研究探討了折扣券的促銷呈現形式對消費者實際購買行為的影響。透過四項實驗，我們評估了不同形式的促銷策略，包括百分比折扣、絕對金額折扣及兩者的組合，並分析了這些策略對消費行為的影響。實驗涵蓋了單品促銷、多品項促銷及組合商品促銷，並同時探討了這些促銷形式對消費者成為會員後購買行為的影響。 　　研究結果顯示，不同的促銷形式，如百分比折扣相較於金額折扣、折扣相較於加價購，以及在組合商品銷售中主要商品與次要商品的折扣，都未能顯著提升消費者的購買行為。這可能是由於消費者在購買過程中受到多種因素影響，如距離、天氣以及對商品需求的差異。此外，對於享樂型產品，消費者對價格變動的敏感度較低，更注重產品本身帶來的愉悅感受。研究還顯示，買一送一的促銷方式比單純的折扣更具吸引力，這表明促銷訊息的簡單明瞭可能比價格本身更具影響力。 　　然而，本研究的限制在於無法全面捕捉消費者在購買過程中的所有考量因素。消費者距離門市的遠近、交通便利性以及是否確實理解和接收到促銷訊息，都是研究未能完全涵蓋的變數。此外，研究樣本僅限於一家分店的會員，這也限制了結果的普遍性。 　　因此，未來的研究應擴大數據來源，並考慮更多影響消費決策的變數。本研究對實務的意義在於，填補了從購買意圖到實際購買行為之間的空白，未來的研究可進一步探索如何有效影響消費者的實際購買行為。 　　研究結果顯示，價格促銷形式的呈現方式（如百分比折扣或金額折扣，或兩者同時呈現）對消費者購買行為的提升效果並無顯著差異。同樣，價格促銷方向的呈現方式（如加價購或節省金錢）也未顯示出顯著的影響。當進行捆綁銷售時，不同品項間的折扣呈現方式對購買行為的影響也不顯著。然而，贈送主要產品的買一送一券，相較於贈送非主要商品的買一送一券，對促進入會後的首次購買行為有更顯著的效果。
This study investigates how different promotional discount presentations impact consumer purchasing behavior. Through four experiments, we tested the effects of percentage discounts, fixed monetary discounts, a combination of both and "buy x get x free". The experiments covered single-item, multi-item, and bundled promotions and explored how these strategies influence buying behavior after customers become members. The results showed that the way discounts were presented—whether as a percentage, fixed amount, or applied to main or secondary products—did not significantly increase purchases. Factors like distance, weather, and product demand may have played a role. For pleasure-focused products, consumers seemed more influenced by enjoyment than by price. Buy-one-get-one-free promotions were more appealing than simple discounts, suggesting that clear messaging can be more effective than price alone. This study has limitations, including not capturing all factors that influence buying behavior and focusing on a single store's members. Future research should include more data and explore other variables affecting consumer decisions. Overall, the findings indicate that promotional presentation styles had limited impact on increasing purchases behavior. However, buy-one-get-one-free deals on primary products were more effective at driving first-time purchases after membership enrollment than similar deals on secondary products.
參考文獻 中文參考文獻 社團法人台灣連鎖暨加盟協會，(2024)，台灣2023年連鎖品牌總家數及總店數小幅成長 通膨及缺工等壓力，已成為開店經營最大挑戰，社團法人台灣連鎖暨加盟協會， https://www.tcfa.org.tw/announce_detail.asp?id=9207988，擷取日期：2024年 4 月 25 日。 英文參考文獻 Bhatt, S., & Pai, D. R. (2023). Are "buy x get x free" price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721. https://doi.org/10.1108/mip-03-2023-0118 Chandrashekaran, R., & Grewal, D. (2006). Anchoring effects of advertised reference price and sale price: The moderating role of saving presentation format. Journal of Business Research, 59(10-11), 1063-1071. https://doi.org/10.1016/j.jbusres.2006.06.006 Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of Retailing, 74(3), 353-372. https://doi.org/10.1016/S0022-4359(99)80100-6 Diamond, W. D. (1992). Just what is a "dollar's worth"? Consumer reactions to price. Journal of Retailing, 68(3), 254. Gendall, P., Hoek, J., Pope, T., & Young, K. (2006). Message framing effects on price discounting. Journal of Product & Brand Management, 15(7), 458-465. https://doi.org/10.1108/10610420610712847 Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: A consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322. https://doi.org/10.1108/09590550210429522 Hoxha, Y. (2018). The effect of saving format ("%-off" vs. "amount-off") on the change of internal reference price: An empirical study. Współczesna Gospodarka, 9(3), 35-45. Janiszewski, C., & Cunha Jr, M. (2004). The influence of price discount framing on the evaluation of a product bundle. Journal of Consumer Research, 30(4), 534-546. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decisions under risk. Econometrica, 47(2), 263-291. 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. https://doi.org/10.1006/obhd.1998.2804 Liu, H. H., & Chou, H. Y. (2017). The selection of freebies and the preference for freebie promotions—A perspective on item characteristics. Journal of Behavioral Decision Making, 30(2), 420-434. McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). Effects of discount framing in comparative price advertising. European Journal of Marketing, 46(11/12), 1501-1522. https://doi.org/10.1108/03090561211259952 Raghubir, P. (2005). Framing a price bundle: The case of "buy/get" offers. Journal of Product & Brand Management, 14(2), 123-128. https://doi.org/10.1108/10610420510592617 Shimp, T. A. (2000). Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). San Diego, CA: Harcourt College Publishers. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458. https://doi.org/10.1126/science.7455683 Wang, B. (2022). Absolute number heuristic in discount frames. Marketing Intelligence & Planning, 40(7), 871-883. https://doi.org/10.1108/MIP-03-2022-0113 Xia, L., Kukar-Kinney, M., & Monroe, K. B. (2010). Effects of consumers’ efforts on price and promotion fairness perceptions. Journal of Retailing, 86(1), 1-10. https://doi.org/10.1016/j.jretai.2009.10.003 Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). Impulse buying in social commerce: Bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945-973. https://doi.org/10.1108/apjml-08-2019-0495
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363039
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363039
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 曾建凱zh_TW
dc.contributor.author (Authors) Tseng, Chien-Kaien_US
dc.creator (作者) 曾建凱zh_TW
dc.creator (作者) Tseng, Chien-Kaien_US
dc.date (日期) 2024en_US
dc.date.accessioned 4-Sep-2024 14:10:25 (UTC+8)-
dc.date.available 4-Sep-2024 14:10:25 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2024 14:10:25 (UTC+8)-
dc.identifier (Other Identifiers) G0111363039en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153179-
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) 111363039zh_TW
dc.description.abstract (摘要) 本研究探討了折扣券的促銷呈現形式對消費者實際購買行為的影響。透過四項實驗，我們評估了不同形式的促銷策略，包括百分比折扣、絕對金額折扣及兩者的組合，並分析了這些策略對消費行為的影響。實驗涵蓋了單品促銷、多品項促銷及組合商品促銷，並同時探討了這些促銷形式對消費者成為會員後購買行為的影響。 　　研究結果顯示，不同的促銷形式，如百分比折扣相較於金額折扣、折扣相較於加價購，以及在組合商品銷售中主要商品與次要商品的折扣，都未能顯著提升消費者的購買行為。這可能是由於消費者在購買過程中受到多種因素影響，如距離、天氣以及對商品需求的差異。此外，對於享樂型產品，消費者對價格變動的敏感度較低，更注重產品本身帶來的愉悅感受。研究還顯示，買一送一的促銷方式比單純的折扣更具吸引力，這表明促銷訊息的簡單明瞭可能比價格本身更具影響力。 　　然而，本研究的限制在於無法全面捕捉消費者在購買過程中的所有考量因素。消費者距離門市的遠近、交通便利性以及是否確實理解和接收到促銷訊息，都是研究未能完全涵蓋的變數。此外，研究樣本僅限於一家分店的會員，這也限制了結果的普遍性。 　　因此，未來的研究應擴大數據來源，並考慮更多影響消費決策的變數。本研究對實務的意義在於，填補了從購買意圖到實際購買行為之間的空白，未來的研究可進一步探索如何有效影響消費者的實際購買行為。 　　研究結果顯示，價格促銷形式的呈現方式（如百分比折扣或金額折扣，或兩者同時呈現）對消費者購買行為的提升效果並無顯著差異。同樣，價格促銷方向的呈現方式（如加價購或節省金錢）也未顯示出顯著的影響。當進行捆綁銷售時，不同品項間的折扣呈現方式對購買行為的影響也不顯著。然而，贈送主要產品的買一送一券，相較於贈送非主要商品的買一送一券，對促進入會後的首次購買行為有更顯著的效果。zh_TW
dc.description.abstract (摘要) This study investigates how different promotional discount presentations impact consumer purchasing behavior. Through four experiments, we tested the effects of percentage discounts, fixed monetary discounts, a combination of both and "buy x get x free". The experiments covered single-item, multi-item, and bundled promotions and explored how these strategies influence buying behavior after customers become members. The results showed that the way discounts were presented—whether as a percentage, fixed amount, or applied to main or secondary products—did not significantly increase purchases. Factors like distance, weather, and product demand may have played a role. For pleasure-focused products, consumers seemed more influenced by enjoyment than by price. Buy-one-get-one-free promotions were more appealing than simple discounts, suggesting that clear messaging can be more effective than price alone. This study has limitations, including not capturing all factors that influence buying behavior and focusing on a single store's members. Future research should include more data and explore other variables affecting consumer decisions. Overall, the findings indicate that promotional presentation styles had limited impact on increasing purchases behavior. However, buy-one-get-one-free deals on primary products were more effective at driving first-time purchases after membership enrollment than similar deals on secondary products.en_US
dc.description.tableofcontents 摘要 i Abstract ii 目次 iii 表次 v 圖次 vi 第一章　緒論 1 第一節　研究動機 1 第二節　研究背景 2 第二節　研究目的 4 第三節　研究流程 5 第二章　文獻探討與假說推導 6 第一節　框架效應 6 第二節　百分比與絕對金額呈現形式 7 第三節　損失與獲得 10 第四節　買一送一的效應 12 第五節　綁在一起賣，折扣在誰身上有差嗎? 14 第三章　研究方法 15 第一節　觀念性架構與假說 15 第二節　研究變數的操作性定義與衡量 20 第三節　研究設計 21 第四章　研究結果 25 第一節　樣本描述 25 第二節　操弄檢定 28 第三節　價格呈現形式討論 30 第四節　假說驗證整理 35 第五章　結論與建議 36 第一節　結論 36 第二節　建議 37 第三節　研究限制與對未來研究的建議 38 參考文獻 40zh_TW
dc.format.extent 1602527 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363039en_US
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 促銷策略zh_TW
dc.subject (關鍵詞) 折扣呈現方式zh_TW
dc.subject (關鍵詞) 購買行為zh_TW
dc.subject (關鍵詞) 價格框架效應zh_TW
dc.subject (關鍵詞) Consumer behavioren_US
dc.subject (關鍵詞) Promotional strategyen_US
dc.subject (關鍵詞) Discount presentation formatsen_US
dc.subject (關鍵詞) Purchasing behavioren_US
dc.subject (關鍵詞) Price framing effectsen_US
dc.title (題名) 價格促銷形式對實際購買行為之影響研究zh_TW
dc.title (題名) The Impact of Pricing Promotion Presentation on Actual Purchasing Behavioren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文參考文獻 社團法人台灣連鎖暨加盟協會，(2024)，台灣2023年連鎖品牌總家數及總店數小幅成長 通膨及缺工等壓力，已成為開店經營最大挑戰，社團法人台灣連鎖暨加盟協會， https://www.tcfa.org.tw/announce_detail.asp?id=9207988，擷取日期：2024年 4 月 25 日。 英文參考文獻 Bhatt, S., & Pai, D. R. (2023). Are "buy x get x free" price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721. https://doi.org/10.1108/mip-03-2023-0118 Chandrashekaran, R., & Grewal, D. (2006). Anchoring effects of advertised reference price and sale price: The moderating role of saving presentation format. Journal of Business Research, 59(10-11), 1063-1071. https://doi.org/10.1016/j.jbusres.2006.06.006 Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of Retailing, 74(3), 353-372. https://doi.org/10.1016/S0022-4359(99)80100-6 Diamond, W. D. (1992). Just what is a "dollar's worth"? Consumer reactions to price. Journal of Retailing, 68(3), 254. Gendall, P., Hoek, J., Pope, T., & Young, K. (2006). Message framing effects on price discounting. Journal of Product & Brand Management, 15(7), 458-465. https://doi.org/10.1108/10610420610712847 Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: A consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322. https://doi.org/10.1108/09590550210429522 Hoxha, Y. (2018). The effect of saving format ("%-off" vs. "amount-off") on the change of internal reference price: An empirical study. Współczesna Gospodarka, 9(3), 35-45. Janiszewski, C., & Cunha Jr, M. (2004). The influence of price discount framing on the evaluation of a product bundle. Journal of Consumer Research, 30(4), 534-546. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decisions under risk. Econometrica, 47(2), 263-291. 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. https://doi.org/10.1006/obhd.1998.2804 Liu, H. H., & Chou, H. Y. (2017). The selection of freebies and the preference for freebie promotions—A perspective on item characteristics. Journal of Behavioral Decision Making, 30(2), 420-434. McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). Effects of discount framing in comparative price advertising. European Journal of Marketing, 46(11/12), 1501-1522. https://doi.org/10.1108/03090561211259952 Raghubir, P. (2005). Framing a price bundle: The case of "buy/get" offers. Journal of Product & Brand Management, 14(2), 123-128. https://doi.org/10.1108/10610420510592617 Shimp, T. A. (2000). Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). San Diego, CA: Harcourt College Publishers. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458. https://doi.org/10.1126/science.7455683 Wang, B. (2022). Absolute number heuristic in discount frames. Marketing Intelligence & Planning, 40(7), 871-883. https://doi.org/10.1108/MIP-03-2022-0113 Xia, L., Kukar-Kinney, M., & Monroe, K. B. (2010). Effects of consumers’ efforts on price and promotion fairness perceptions. Journal of Retailing, 86(1), 1-10. https://doi.org/10.1016/j.jretai.2009.10.003 Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). Impulse buying in social commerce: Bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945-973. https://doi.org/10.1108/apjml-08-2019-0495zh_TW