促銷工具對百貨公司化妝保養品試用與再購行為之影響分析

The Effects of Promotional Tools on Product Trial and Repurchase behavior-A Case Study of Cosmetics and Skincare Products

方珍玲(Chen-Ling Fang) ； 盧珀芳(Po-Fang Lu) ； 王俊豪(Jiun-Hao Wang)

《行銷評論》 6卷3期 (2009/09) Pp. 369-390

https://doi.org/10.29931/MR.200909.0002

摘要

根據廣告雜誌的統計，化妝保養品類的廣告預算支出是成長最快速的產業之一，且觀察國內消費者購買百貨公司化妝保養品的習慣發現，消費者通常會親自至專櫃進行產品試用後再進行購買。而在企業運用的這些各式各樣促銷工具裡，工具對消費者產品試用及再購行爲之影響確實有其重要性。另一方面，由於愈來愈多男性消費者開始重視個人保養，國內男性化妝保養品市場規模亦呈現成長趨勢，爲了解男女兩性在化妝保養品購買行爲之差異，有需要進一步分析研究。
本研究即針對百貨公司化妝保養品專櫃經常使用的六種促銷工具進行研究。除了分析個別促銷工具對產品試用及再購行爲之影響效果，更以產品試用爲中介變數，了解促銷工具是否透過產品試用而影響再購行爲。另外，本研究也進行分析兩性在購買行爲上是否存有差異。實證分析之資料收集採問卷調查法，有效樣本數爲475份，並以區別分析及相關分析法進行資料分析。
研究發現以下四項結果：一、免費試用品、滿額贈禮及雜誌廣告這三種促銷工具對產品試用行爲之影響最重要；二、人員推銷此種促銷工具對再購行爲之影響最重要；三、產品試用在促銷工具與再購行爲間具有中介效果；四、雖然在態度上兩性對促銷工具之偏好無差異存在；但在實際行爲上，兩性對促銷工具之偏好確實有差異存在。

關鍵字

促銷工具 ； 產品試用 ； 再購

並列摘要

According to Advertisement magazine, cosmetics and skincare products is one of the fastest-growing industries in marketing expenditure. We found consumers who usually went to department stores to try products before purchasing. This research will find out which kinds of promotional tools have significant effect on product trial and repurchase behavior. In addition, there are many men starting to use cosmetic and skincare products. Thus, this research needed to know the differences between men and women of their purchase behavior in the cosmetics and skincare products.
In this study, we discussed six kinds of promotional tools that to be used most often in the department stores, then we analyze the effect of every promotional tool on consumers purchase behavior. With 475 samples, we conduct data with discriminate and correlation analysis.
As a result, we found the following results: 1. Free sample, premium and magazine advertising have significant important influence on product trial behavior; 2. Salesman promotion has significant important influence on repurchase behavior; 3. Product trial is the key role as intervening variable between promotional tools and repurchase; 4. Though the attitude of promotional tools, there are no differences between men and women, there are significant difference in the behavior of promotional tools obviously.

並列關鍵字

Promotional tools ； Product trial ； Repurchase

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