價格促銷、品牌熟悉度與消費者知覺促銷利益對品牌評價的影響－以台北市連鎖便利商店促銷活動為例

The Effects of Price Promotion, Brand Familiarity, and Consumers' Perceived Benefits of Sale Promotion on Brand Evaluation-A Case of Convenience Chain Store in Taipei City

林隆儀(Long-Yi Lin) ； 鄭博升(Po-Sheng Cheng)

《行銷評論》 2卷4期 (2005/12) Pp. 523-554

摘要

本研究以台北市連鎖便利商店為例，探討價格促銷、品牌熟悉度與消費者知覺促銷利益對品牌評價的影響，並了解消費者知覺促銷利益在不同品牌熟悉度下是否有差異。採用便利抽樣方式並以問卷為衡量工具，由訪員在五大連鎖便利商店門外，針對走出店門並且有購買飲料產品的消費者進行訪問，共計蒐集到400份有效問卷。
本研究之前測以成對樣本t檢定確認高、低品牌熟悉度的代表產品，正式問卷蒐集的資料利用Cronbach's α係數檢驗信度，運用變異數分析、迴歸分析驗證假說。研究結果發現：(1)不同的價格促銷對消費者知覺促銷利益有正向影響。(2)消費者對高品牌熟悉度產品比低品牌熟悉度產品的知覺促銷利益更高。(3)消費者知覺促銷利益對品牌評價有正向影響效果。(4)消費者知覺促銷利益在價格促銷活動與品牌評價間存在有中介影響效果。(5)消費者知覺促銷利益在低品牌熟悉度與品牌評價間存在有中介影響效果，高品牌熟悉度時中介效果並不顯著。

關鍵字

價格促銷 ； 品牌熟悉度 ； 消費者知覺促銷利益 ； 品牌評價

並列摘要

This study focus on convenience chain stores of Taipei city, try to explore the effects of price promotion, brand familiarity and consumer's perceived benefits of sales promotion on brand evaluation. Also try to understand consumer's perceived benefits of sales promotion under different level of brand familiarity. By using convenience sampling, the respondents who bought beverages, come from convenience store was asked, after questionnaires survey, we collected 400 effective samples.
In order to test the hypotheses, t-test, ANOVA and stepwise multiple regression were used. The following results were found: (1) Different kind of price promotion was significantly positive effect on consumer's perceived benefit of sales promotion. (2) Consumer perceived more benefits of sales promotion from higher brand familiarity product than lower one. (3) Consumer's perceived benefits of sales promotion had a positive effect on brand evaluation. (4) Consumer's perceived benefits of sales promotion had mediating effect on the relationship between price promotion and brand evaluation. (5) Consumer's perceived benefits of sales promotion had mediating effect on the relationship between lower brand familiarity and brand evaluation, but no mediating effect on higher brand familiarity.

並列關鍵字

Price Promotion ； Brand Familiarity ； Consumer's Perceived Benefit of Sale Promotion ； Brand Evaluation

參考文獻

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