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題名 促銷深度、品牌知名度與產品類型對於消費者購買意願及非計畫性購買之影響效果—以開架式美容化妝品為例 作者 王宇聖 貢獻者 邱志聖
王宇聖關鍵詞 促銷深度
品牌知名度
相信品
經驗品
非計畫性購買
開架式美容化妝品
零售商日期 2013 上傳時間 14-Jul-2014 11:23:29 (UTC+8) 摘要 愛美，是女人的天性。近幾十年來，化妝保養品產業隨著民眾生活水準的提升而蓬勃得發展。在這樣競爭激烈的產業環境中，廠商為了吸引更多消費者來購買產品，隨處可見各式各樣的促銷手法，而本研究希望了解在價格促銷中促銷的深度是否會顯著影響購買意願?另外，品牌知名度往往會影響促銷產品的知覺品質，高知名度品牌往往可以帶給消費者一種令人信賴的感覺，然而，低知名度品牌是否會因促銷而產生的較負面評價?除此之外，不同的產品類型(相信品或經驗品)會使消費者對於產品效果的感知有時間長短上的落差，是否也會使消費者在購買決策上存在著差異? 除了探討變數對於購買意願的影響外，本研究希望能更進一步從零售商角度切入，了解消費者是否會因為促銷而增加店內互補品的購買意願，以及是否會因為促銷進而增加對於零售店內的整體購買意願。藉此了解零售商與品牌商合作的促銷方案，是否會因為產品類型、促銷深度、品牌知名度三個變數，而產生非計畫性購買之行為。希望藉此能同時給予開架式美容化妝品產業中，不論是品牌商抑或是零售商的行銷人員在進行價格促銷時，做決策時參考的依據。因此本研究採2(促銷深度: 五折、九折)x2(產品種類: 相信品、經驗品)x2（品牌知名度: 高、低）之實驗方法，共分為八組。 本研究結果證實了與部分假設吻合，在產品類型與促銷效果之假設中，檢驗當產品類型為相信品時，促銷深度越高，購買意願不會越高；而產品為經驗品時，促銷深度越高，購買意願會越高，以個別檢驗的方式測試出此兩個假設結果皆顯著，符合本研究設想之核心，即相信品因為屬於信任的屬性，促銷越多時，可能反而會影響消費者對於產品的知覺品質及其對產品功效的信任感，而不一定會增加其購買意願。而當產品為經驗品時，因產品具有體驗的屬性，促銷深度越高，消費者可能會增加購買來體驗的渴望，進而增加其購買意願。 除此之外，在產品類型與促銷深度對於喜好度影響的效果上，證明了當產品為相信品時，促銷深度越高，喜好度不會越高的假設成立。但產品為經驗品時，促銷深度越高，喜好度會越高的假設並不成立。另外，在主效果上，當變數為促銷深度，依變數為增加互補品的購買意願及增加零售店內購買的意願之結果皆為顯著，因此可證明促銷得越多，消費者越是願意移轉其消費至增加互補品及整體店內商品的購買。而當變數為產品類型，依變數為增加互補品的購買意願以及增加零售店內購買的意願之結果也皆為顯著。因此符合本研究推論消費者對於相信品的產品，並無法很清楚其是否能確切達成功效，故會傾向同時購買搭配性的互補品以及店內其他的商品，整合性地購買以滿足其對功效的信任感。 參考文獻 Aaker, D. A. (1996), “Measuring brand equity across products and markets.” California Management Review, 38, No.3, pp. 102-20.Aaker, David A. (1973), “Toward A Normative Model of Promotional Decision Making.” Management Science ,Vol.19,No.6:593-603Ajzen, I. and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior: Englewood Cliffs, NJ: Prentice Hall.Arnould, E., Price, L., and Zinkhan, G. (2004), Consumers (2nd ed.) Boston : McGraw-Hill/IrwinBeem, E. R. and H.J. Shaffer (1981), “Triggers to Customer Action: Some Elements in a Theory of Promotional Inducement.” Marketing Science Institute, pp.81-106.Belch, G., and M. Belch (2003), “Advertising and promotion: An integrated marketing communications perspective”, 6th edition, Boston, MA: Irwin/McGraw-Hill.Bell, D. R., Chiang, J. W., and Padmanabhan, V. (1999). The decomposition of promotional response: An empirical generalization. Marketing Science, 18(4), 504–26.Bennett, R., Härtel, C. E. J. (2005), and McColl-Kennedy, J. R., “Experience as a Moderator of Involvement and Satisfaction on Brand Loyalty in a Business-to-Business setting.＂Industrial Marketing Management, 34（1）:97-107Briesch, R. A., K. Pradeep, P.K.Chintagunta, and R.L. Matzkin (2002), “Semiparametric Estimation of Brand Choice Behavior.” Journal of the American Statistical Society, 97, No.1, pp. 973-82.Chen, S-F S., K. B.Monroe, and Y.C. Lou (1998), “The Effects of Framing Price Promotion Messages on Consumers` Perceptions and Purchase Intentions.” Journal of Retailing, 74, No.1, pp.353-72.Chiou, Jyh-Shen. (2000), "Antecedents and moderators of behavioral intention: differences between US and Taiwanese students." Genetic, Social, and General Psychology Monographs, Vol. 126Cronbach, L. (1951). “Coefficient alpha and the internal structure of tests.”Darby, M. R., and E. Karni (1973), “Free Competition and the Optimal Amount of Fraud,” Journal of Law and Economics, Vol.16, pp.67-86.Devon DelVecchio, H. Shanker Krishnan, and Daniel C. Smith (2007), “Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice.” The Journal of Marketing, Vol. 71 (July 2007), 158–170Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand and Store Information on Buyers’ Product Evaluations.” Journal of Marketing Research, 28, No.1, pp.307-19.Engel, J. F., R.D. Blackwell, and P.W. Miniard(1984), “Consumer Behavior, 6th edition, Hwa-Tai Bookstore.”Engel, J., M. Warshaw, and T. Kinnear (1994), “Promotional Strategy, 8th ed., USA, Pinnaflex Educational Resources, Inc.”Garretson, J, A. and K. E. Clow (1999), “The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry.” Journal of Service Marketing, 13, No.1, pp.59-70.Goldsmith, Kelly, and On Amir. (2010), "Can uncertainty improve promotions?" Journal of Marketing Research 47.6 (2010): 1070-1077.Grewal, D., R. Krishnan, J. Baker, and N. Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions.” Journal of Retailing, 74, No.1, pp.331-52.Guiltinan, Joseph P. (1987), “The Price Bundling of Services: A Normative Framework”, Journal of Marketing. Chicago: Vol. 51, Iss. 2; pp. 74-85 Apr.Harlam, Bari A., Aradhna Krishna, and Carl Mela (1995), “Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle,” Journal of Business Research, Vol.33, pp. 57-66.Heilman, C. M., D. Bowman, and G.P. Wright (2000), “The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market.” Journal of Marketing Research, 37, No.2, pp.139-55.Hirschman, E. and M. Holbrook (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, 46(3), pp.92-101.Hoyer, W. D. and S. P. Brown (1990), “Effects of brand awareness on choice for a common, repeat purchase product.” Journal of Consumer Research, 17, No.2, pp. 141-8.Hoyer, W. D. and S. P. Brown (1990), “Effects of brand awareness on choice for a common, repeat-purchase product.” Journal of Consumer Research, 17, No.2, pp. 141-8.Hsu, T.H, Y. S. Wang, and S.C. Wen (2006), “Using the decomposed theory of planned behavior to analyze consumer behavioral intentio2n towards mobile text message coupons.” Journal of Targeting, 14, No. 4, pp. 309-26.Kopalle, P. K. and D.R. Lehmann (2006), “Setting Quality Expectations When Entering a Market: What Should the Promise Be?” Marketing Science, 25, No.1, pp.8-24.Kitchen, Philip J (1993), “Maketing Communication Renaissance.” International Journal of Advertising, Eastbourne, Vol. 12, pp 367-386Kotler, P. (2000), Marketing Management: Analysis, Planning, Implementation and Control, 10th Edition, .NJ: Prentice HallKotler, Philip (1997), Marketing Management: Analysis, Planning, Implementation, and Control, NJ: Prentice-Hall.Macdonald, E. K and B. M. Sharp (2000), “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product：A replication.” Journal of Business Research 48, No.1, pp.5-15.Macdonald, E. K and B. M. Sharp (2000), “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product：A replication.” Journal of Business Research 48, No.1, pp.5-15.Monroe, K.B. and A.Y. Lee (1999), “Remembering Versus Knowing: Issues in Buyers’ Processing of Price Information.”, Journal of the Academy of Marketing Science, 27, No. 2, pp.207-25.Nelson, Philip (1970), “Advertising as information,” Journal of Political Economy, Vol.81, July/August, pp.729-754.Raghubir, P. and C. Kim (1999), “When Do Price Promotion Affect Pretrial Brand Evaluations?” Journal of Consumer Research, 36, No.2, pp.211-22.Raju, J. S. (1992). The effect of price promotions on variability in product category sales. Marketing Science, 11(3), 207–220\\Rock, D. and S. Hoch (1985), “Consuming Impulses”, Advances in Consumer Research, 12, pp.23-27.Rosenberg, M.J.andJ. C. Hanland (1960), “Low Commitment Consumer Behavior.” Journal of Abnormal and Social Psychology, Vol.2, November: 367-372.Shen, Y., C. Chi, and J. Chen (2007), “A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society.” International Journal of Consumer Studies, 31, No.4, 385-90.Stern, H. (1962), “The significance of impulse buying today”, Journal of Marketing, 26(April), pp.59-62Varadarajan, P Rajan (1986), “Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspective”, Journal of Marketing. Chicago: Vol. 50, pp. 61-73.Walter, C. G. (1978), “Consumer Behavior：An Integrated Framework. New York：Richard D. Inuin Inc”, 487-549Walters, R. G. (1991), “Assessing the impact of retail price promotions on product substitution, complementary purchase, and interstore sales displacement. The Journal of Marketing”, 17-28.王又鵬. (1993). 促銷效果對消費者購買行為影響之研究. 國立政治大學企研所博士論文李郁文. (2002). 消費者在商店內之商品選購決策研究–以個人用品店購買開架式保養品為例. 政治大學企業管理研究所學位論文林妙雀、黃麗霞、蔡雅雯. (2007). 消費者對搜尋品、體驗品及相信品品牌線索偏好之研究林陽助, 李宜致, 林吉祥, 林婉婷. (2009). 折扣幅度, 促銷方式與品牌知名度對消費者品牌評價及購買意願之影響—以行動電話為例. 東吳經濟商學學報, (67), 1-46.邱志聖. (2010). 策略行銷分析：架構與實務應用 三版. 智勝文化.邱志聖. (2012). 行銷研究 實務與理論應用 三版. 智勝文化.徐維鴻. (2006). 兩搭配性產品之單期最佳訂價與訂購量. 國立成功大學工業與資訊管理研究所碩士論文許素鳳. (2010). 網路書店美容保健商品購買意願影響因素之研究. 大同大學事業經營所學位論文.彭建彰、呂旺坤著(2011). 品牌行銷與管理(二版). 華泰出版社鄭慈千. (2013). 化妝保養品市場新趨勢研究. 臺北城市大學學報第36期 描述 碩士
國立政治大學
國際經營與貿易研究所
101351013
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101351013 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.author (Authors) 王宇聖 zh_TW dc.creator (作者) 王宇聖 zh_TW dc.date (日期) 2013 en_US dc.date.accessioned 14-Jul-2014 11:23:29 (UTC+8) - dc.date.available 14-Jul-2014 11:23:29 (UTC+8) - dc.date.issued (上傳時間) 14-Jul-2014 11:23:29 (UTC+8) - dc.identifier (Other Identifiers) G0101351013 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67439 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 101351013 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 愛美，是女人的天性。近幾十年來，化妝保養品產業隨著民眾生活水準的提升而蓬勃得發展。在這樣競爭激烈的產業環境中，廠商為了吸引更多消費者來購買產品，隨處可見各式各樣的促銷手法，而本研究希望了解在價格促銷中促銷的深度是否會顯著影響購買意願?另外，品牌知名度往往會影響促銷產品的知覺品質，高知名度品牌往往可以帶給消費者一種令人信賴的感覺，然而，低知名度品牌是否會因促銷而產生的較負面評價?除此之外，不同的產品類型(相信品或經驗品)會使消費者對於產品效果的感知有時間長短上的落差，是否也會使消費者在購買決策上存在著差異? 除了探討變數對於購買意願的影響外，本研究希望能更進一步從零售商角度切入，了解消費者是否會因為促銷而增加店內互補品的購買意願，以及是否會因為促銷進而增加對於零售店內的整體購買意願。藉此了解零售商與品牌商合作的促銷方案，是否會因為產品類型、促銷深度、品牌知名度三個變數，而產生非計畫性購買之行為。希望藉此能同時給予開架式美容化妝品產業中，不論是品牌商抑或是零售商的行銷人員在進行價格促銷時，做決策時參考的依據。因此本研究採2(促銷深度: 五折、九折)x2(產品種類: 相信品、經驗品)x2（品牌知名度: 高、低）之實驗方法，共分為八組。 本研究結果證實了與部分假設吻合，在產品類型與促銷效果之假設中，檢驗當產品類型為相信品時，促銷深度越高，購買意願不會越高；而產品為經驗品時，促銷深度越高，購買意願會越高，以個別檢驗的方式測試出此兩個假設結果皆顯著，符合本研究設想之核心，即相信品因為屬於信任的屬性，促銷越多時，可能反而會影響消費者對於產品的知覺品質及其對產品功效的信任感，而不一定會增加其購買意願。而當產品為經驗品時，因產品具有體驗的屬性，促銷深度越高，消費者可能會增加購買來體驗的渴望，進而增加其購買意願。 除此之外，在產品類型與促銷深度對於喜好度影響的效果上，證明了當產品為相信品時，促銷深度越高，喜好度不會越高的假設成立。但產品為經驗品時，促銷深度越高，喜好度會越高的假設並不成立。另外，在主效果上，當變數為促銷深度，依變數為增加互補品的購買意願及增加零售店內購買的意願之結果皆為顯著，因此可證明促銷得越多，消費者越是願意移轉其消費至增加互補品及整體店內商品的購買。而當變數為產品類型，依變數為增加互補品的購買意願以及增加零售店內購買的意願之結果也皆為顯著。因此符合本研究推論消費者對於相信品的產品，並無法很清楚其是否能確切達成功效，故會傾向同時購買搭配性的互補品以及店內其他的商品，整合性地購買以滿足其對功效的信任感。 zh_TW dc.description.tableofcontents 第一章 緒論 5 第一節 研究動機 5 第二節 研究目的 6 第三節 研究程序 7第二章 文獻探討 8 第一節 促銷效果 8 第二節 品牌知名度 9 第三節 產品類型 10 第四節 消費者購買意願 12 第五節 互補性商品促銷效果 13 第六節 整體店內購買促銷效果 14 第七節 研究概念 16 第八節 研究假設 19第三章 研究設計 20 第一節 變數的定義與衡量 20 第二節 實驗設計 23 第三節 問卷設計與資料蒐集 24 第四節 研究工具的信度與效度分析 32第四章 研究結果 33 第一節 整體分析架構 33 第二節 正式問卷分析結果 34第五章 結論與建議 47 第一節 研究結果與討論 47 第二節 行銷意涵與建議 49 第三節 研究限制與未來建議 51參考文獻 53附錄 57 前測問卷一 57 前測問卷二 61 正式問卷 65 zh_TW dc.format.extent 1735164 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101351013 en_US dc.subject (關鍵詞) 促銷深度 zh_TW dc.subject (關鍵詞) 品牌知名度 zh_TW dc.subject (關鍵詞) 相信品 zh_TW dc.subject (關鍵詞) 經驗品 zh_TW dc.subject (關鍵詞) 非計畫性購買 zh_TW dc.subject (關鍵詞) 開架式美容化妝品 zh_TW dc.subject (關鍵詞) 零售商 zh_TW dc.title (題名) 促銷深度、品牌知名度與產品類型對於消費者購買意願及非計畫性購買之影響效果—以開架式美容化妝品為例 zh_TW dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Aaker, D. 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