- 學位論文
贈品促銷深度對消費者認知與整組產品態度的影響之研究
A Research of Consumers’ Perception and Attitude about Gift Promotion Depth
摘要
本研究以贈品價格為導向，配合著主產品的價格而調整該贈品的價格深度，另外，在產品間的配適度與贈品品牌知名度的干擾中，對於購買上的影響，可能也是一項值得探討的議題。 因此，對贈品促銷深度、促銷組合配適度、贈品品牌知名度、贈品價格合理性認知與整組產品態度之關係，採行實驗法，以一項實驗－4（贈品促銷深度）x2（促銷組合配適度）=8組組間因子設計進行一項主題架構的探討，並利用敘述統計、信、效度分析與變異數分析進行操弄檢定，最後以迴歸分析法來進行驗證。其主要發現結果如下： 一、消費者在贈品價格合理性的認知、對整組產品態度上，會受贈品深度不同而影響，並且會呈現負向關係。 二、促銷組合配適度，對贈品促銷深度與贈品價格合理性認知間的關係，造成干擾。 三、贈品品牌知名度，對贈品促銷深度與贈品價格合理性認知間的關係，無顯著的干擾效果。 四、促銷組合配適度，對贈品促銷深度與整組產品態度間的關係，造成干擾效果。 五、贈品品牌知名度，對贈品促銷深度與整組產品態度間的關係，造成干擾效果。
並列摘要
The purpose of this paper was to analyze and compare the impacts of the gift promotion depth, the fitness of the gift and the product, and the brand awareness on consumers’ reasonableness perception and product attitude. Therefore, this research adopted 4*2 between-subject experimental. Various statistics, such as: descriptive statistics, reliability and validity analysis, ANOVA, spearman correlation analysis and regression analysis were used to test hypotheses. The results of this study revealed that: 1. Gift promotion depth showed negative relationship with reasonableness perception and with product attitude. 2. Product promotion fit played a moderator role between the relationship of gift promotion depth and reasonability perception of gift price. 3. Brand awareness of gift had no moderating effect on the relationship between gift promotion depth and reasonableness perception of gift price. 4. Product promotion fit played a moderator role between the relationship of gift promotion depth and product attitude. 5. Brand awareness of gift played a moderator role between the relationship of gift promotion depth and product attitude.