消費意象在行銷交易中的力量---以Bobbi Brown彩妝保養品行銷活動為例

魔鬼藏在細節裡，除了是管理作業上的經典名句，其實也適用於商品的行銷活動中。商品行銷文宣的細微差異會喚起不同程度的消費意象(consumption-imagery)，進而影響消費評價( Aydınoğlu & Krishna, 2019)。只有純文字的行銷文案，要引起消費者的消費意象，比有圖片的行銷更難推行，但現在電話、簡訊、Line、電視跑馬橫幅的普遍，使得純文字的行銷文案有時是勢在必行。沒有圖像的行銷文案，消費者交易的效益必須靠消費者自行想像。如果主購商品與配購商品有更多的關聯，更能喚起消費者意象( Aydınoğlu & Krishna, 2019)。Aydınoğlu & Krishna (2019)以服飾為例，購買牛仔褲第二件五折，及購買指定牛仔褲搭配指定襯衫五折，以主購商品與配購商品的關聯性來說明消費意象的差異性，其主購與配購商品皆為同一品牌的商品。然而，當行銷的主購與配購商品，其一為品牌商品另一則為品牌延伸的產品，會如何影響消費意象進而影響消費評價的研究仍尚闕如。本研究以Bobbi Brown推出的行銷活動為例，「你的型，我來照」：「500元拍證件照(含髮型、彩妝、及攝影設計師造型)送Bobbi Brown彩妝保養品(主購與品牌關聯性弱，配購與品牌有直接關聯性)」，及「你的型，我來造」：「買500元Bobbi Brown彩妝保養品送證件照(含髮型、彩妝、及攝影設計師造型) (主購與品牌有直接關聯性，配購與品牌關聯性弱)」，探討何者較能引起消費者的消費意象，進而提升消費者對產品或品牌的態度。研究結果顯示，在「你的型，我來照」的活動中，消費意象部分中介關聯性與消費意願的正向關係；在「你的型，我來造」的活動中，消費意象完全中介關聯性與消費意願的正向關係。「你的型，我來照」吸引老顧客的參與，較無法開發新的客群。

關鍵字

關聯性；消費意象；消費意願；彩妝保養品

並列摘要

The devil is hidden in the details. In addition to being a classic phrase in management operations, it is also applicable to the marketing activities of commodities. Subtle differences in product marketing literature can evoke different levels of consumption-imagery, which in turn affects consumer evaluations (Aydınoğlu & Krishna, 2019). Only text-only marketing copy, to arouse consumers' consumption image, is more difficult to implement than marketing with pictures, but now the popularity of telephone, SMS, Line, and TV marquee banners makes plain-text marketing copy sometimes imperative. Without graphic marketing copy, the benefits of consumer transactions must be imagined by consumers themselves. If the main purchase item is more related to the purchase item, it can evoke the image of consumers (Aydınoğlu & Krishna, 2019). Aydınoğlu & Krishna (2019) took clothing as an example, buying 50% off the second pair of jeans, and 50% off when buying specified jeans and matching specified shirts, and illustrated the difference in consumption imagery based on the correlation between the main product and the matching product. The purchased and ordered products are all products of the same brand. However, the research on how to influence the consumption image and then the consumption evaluation is still lacking when the main purchase and distribution products of the marketing are one of the brand products and the other is the product of the brand extension. This study takes the marketing campaign launched by Bobbi Brown as an example, "I'll take a photo of your style": "500 dollars for ID photo (including hairstyle, make-up, and photography designer styling) to send Bobbi Brown make-up and skin care products (main purchase and The brand is weak, and the purchase is directly related to the brand)”, and “I will create your style”: “Buy 500 dollars Bobbi Brown makeup and skin care products to get ID photos (including hairstyles, makeup, and photography designer styling) ) (the main purchase is directly related to the brand, and the distribution is weakly related to the brand)” to explore which one is more likely to arouse the consumer’s consumption image, thereby enhancing the consumer’s attitude towards the product or brand. The research results show that in the activity of " I'll take a photo of your style ", the consumption image partially mediates the positive relationship between the correlation and consumption willingness; in the activity of " I will create your style ", the consumption image is completely mediating The positive relationship between relevance and willingness to consume. " I'll take a photo of your style " attracts the participation of old customers and is less able to develop new customer groups.