組合價格促銷類型對網路購物衝動性購買行為影響研究－以女性內衣為例

The Influences of Price Bundling Promotion Types on Online Impulsive Purchase Behavior-An Example of Women's Underwear

廖國鋒(Gou-Fong Liaw) ； 張詠筑(Yung-Chu Chang)

《輔仁民生學誌》 17卷2期 (2011/07) Pp. 25-43

https://doi.org/10.29440/FJJHE.201107.0002

摘要

組合價格促銷是零售商常採用的行銷策略之一，產品透過組合價格促銷可以提高消費者的購買數量或增加消費者的購買意願。而在消費者的購買決策過程中，當產品的實際價格低於消費者的知覺價格時，容易提高消費者的購買意願。因此，當產品組合的促銷價格與原購買價格之間的落差引起消費者的知覺節省並進而引發消費者的衝動性購買行為是扮演著組合產品促銷策略成功與否的關鍵性因素。因此，瞭解消費者對於產品組合的內容偏好在實務上具有實質的行銷意涵。過去的相關研究對於組合促銷對衝動性購買的影響因素多所著墨，但僅止於實體通路上，對於虛擬通路的探討卻鮮少有相關研究。故本研究的重點在於探討在網路商店的產品組合促銷中，其產品的組合方式（替代或互補）、產品訊息內容（感性或理性）、價格差異幅度（價差大或價差小）影響消費者知覺節省的程度和衝動性購買意願間之關聯。本文試圖由理論模型的建立以及實證資料的分析，驗證各構念間的關聯性，以提供未來零售商行銷決策之參考。

關鍵字

網路購物 ； 組合促銷 ； 組合價格促銷 ； 衝動性購買 ； 知覺節省

並列摘要

Price bundling promotion is one of the marketing strategies for marketing. By price bundling promotion, consumer tends to either buy more or be more willing to make the decision of buying. While consumer finds the real price is lower than the perceived one in the purchasing process, consumers are more willing to buy. Therefore, consumer's perceived saving due to the price gap between the price bundling price and the original price would in turn lead to impulse buying behavior. The entire process plays deciding factor in the success of the price bundling strategies. Hence, understanding consumer's inclination for the content of price bundling makes successful marketing business.In the past, there were researches of the influence on impulse buying due to price bundling, but most of the researches were limited to break-and-stores and there were only few on virtual stores. There this paper intended to find the deciding factors in the links between perceived saving and impulse buying. The deciding factors include the combination of the products (substitute or complement), product message (sensibility or rationality), and price gap (large or small). According to the results of this paper, I hope that I could get some kinds of relationship to these variables and offer some managerial implications to retails.

並列關鍵字

impulse buying ； on line shopping ； bundling ； perceived saving