過去的研究較少探討搭售促銷下,主產品與搭配品之品牌與價格搭售之成效。本研究主要探討主產品與搭配品在品牌知名度高低與產品價格高低的搭售組合下,透過消費者促銷知覺價值,對消費者搭配品選擇行為之影響。本研究採取配額抽樣方式進行抽樣調查,並透過Google網路問卷進行發放,針對有使用網路購物的消費者且年齡介於20 歲以上至65 歲以下之上班族群,一共回收486 份有效問卷。研究結果顯示在不同的搭售組合下,所產生的促銷知覺價值是不同的;搭配品的品牌知名度高低及價格高低會影響促銷知覺價值;當主產品品牌知名度高時,消費者會傾向選擇品牌知名度較高的搭配品,以增加搭售促銷之知覺價值;主產品的價格的高低也會影響消費者對搭配品的選擇。
Most of previous studies less focus on the effectiveness of brand and price on optional-bundle promotion between main product and bundled product. This paper studies how the brand awareness and price of the main product and bundled products influence on consumers’ bundled products choice behavior and perceived value of optional-bundle promotion. This study targeted online shopping consumers with age range from 20 to 65, conducted online survey with quota sampling to collect 486 usable questionnaires. This research founds that consumers have different promotional perceived value under different main products go with the different bundled products; the level of brand awareness and price of bundled products do affect the bundle promotional perceived value. Furthermore, this research also founds that when the main product has high awareness, consumers incline to choose bundled product with high brand awareness; the level of price for the main product also influence the choice of bundled products.