網路商店促銷廣告對消費者購買意願影響之研究─以嬰童用品為例

A Study of Consumer Purchase Intention from Online Store Promotional Advertisements: An Example from Baby Products

李錦玫(Chin-Mei Lee)

指導教授 ： 楊美雪

國立臺灣師範大學/科技學院/圖文傳播學系在職進修碩士班/碩士(2011年)

摘要

本研究旨在探討網路商店促銷廣告對於消費者購買意願之影響，並分析不同背景變項消費者之間的影響差異。透過網路問卷調查方法，以嬰童用品網路消費者為研究對象，共回收4,866份有效問卷。問卷資料採用描述性統計、獨立樣本t檢定、單因子變異數及雙因子變異數等方法進行統計分析。最後根據研究結果與結論，針對網路商店業者、嬰童用品業者與婦幼產業相關行銷人員、網路購物者與嬰童用品消費者，以及後續研究提出相關具體建議。本研究之重要發現如下：
一、各類促銷廣告宣傳方式對於消費者購買意願的影響，整體趨於中上程度。以「網路媒體廣告宣傳方式」影響高於「非網路媒體廣告宣傳方式」；各構面分別以「網路關鍵字與社群推薦廣告」及「平面DM廣告」影響最高。
二、各類促銷廣告活動方式對於消費者購買意願的影響，整體趨於中上程度。在促銷廣告活動類型以「非價格類型促銷活動」影響高於「價格類型促銷活動」；而在促銷廣告活動情境以「促銷活動呈現方式」影響高於「節慶時機促銷活動」。
三、各構面促銷廣告與不同背景變項消費者對於購買意願具有交互作用影響；以「促銷廣告活動類型」受到的干擾效果最大，其次為「促銷廣告活動情境」，「促銷廣告宣傳方式」受到的干擾效果最小。
四、不同背景變項消費者受到各構面促銷廣告的影響具有顯著差異。整體上，網路商店瀏覽愈頻繁、自用與送禮功能兼具及網路購物金額愈高者，受到的影響就愈大。

關鍵字

電子商務 ； 網路商店 ； 促銷廣告 ； 促銷類型 ； 促銷情境 ； 購買意願

並列摘要

The aim of the research is to discuss the impact of promotional advertisement of online stores on consumers’ purchase intention while analyzing the differences in consumers with different backgrounds. Questionnaire investigation was applied asthe research method and online babyproductconsumers were the research targets. There were 4,866 effective questionnaires returned. Statistical analyses such as descriptive statistics, independent sample ttest, ANOVA and two-way ANOVA were applied to analyze the questionnaires. Specific suggestions were made for online store owners, baby products industryand marketing staff in the maternity industry, online shoppers,babyproductconsumers and follow-up research, according to the research results and conclusions. Importantfindings of the research are:
1. The impact level of all promotional advertisement popularizing methods on the consumers’ purchase intention tends to be above the average. The impact of “Online media advertisement popularization” is higher than “Non-online media advertisement popularization.” For every dimension, the impacts of “Online keywords and recommended advertisements displayed on social network” and “Print DM advertisement” are the highest.
2. The impactlevel of all promotional advertisement activities on the consumers’ purchase intention tends to be above the average. For promotional advertisement activity type, the impact of “Non-price related promotion activity” is higher than “Price-related promotion activity”. For promotional advertisement activitysituation, the impact of “Representation by promotion activity” is higher than “Promotional activity during festivals.”
3. There is interactionbetween promotional advertisement of all dimensions and consumers with different backgroundson the consumers’ purchase intention. Theinterference effect of “Promotional advertisement activity type” is the highest, followed by “Promotional advertisement activity situation” and “Promotional advertisement popularizing methods.”

4. There are significantly different impacts with different background consumers by all dimensions of promotional advertisements. Overall, the impact is proportionally higher for consumers who browse more online shops, purchase for both self-use and gift-purpose and spend more money on online shops.

並列關鍵字

Electronic commerce ； Online shop ； Promotional advertisement ； Promotion type ； Promotion situation ； Purchase intention

參考文獻

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