贈品的可選擇性與贈品品牌的有無對消費者情緒及購買意願之研究－以消費者選擇目標為干擾變數

The Research of Premiums Alternative and With or Without Brand on Consumer's Emotions and Purchase Intention-the Moderating Role of Consumer's Choice Goal

陳念騏(Nien-Chi Cheng) ； 王又鵬(Yu-Peng Wang) ； 徐瑞蓮(Jui-Lien Hsu)

《創新與管理》 6卷1期 (2008/11) Pp. 29-55

https://doi.org/10.30118/JIM.200811.0002

摘要

贈品促銷活動指購買某項產品即附贈一項贈品，甚至更多項以供消費者選擇，是目前市場上最為常見的促銷活動手法。但是當贈品可供選擇時，消費者很可能會因為難以選擇而產生負面情緒，使得呈現出的購買行為會不如廠商所預期。其次，當贈品是否有品牌，在消費者購買時亦會受消費者所注目。過去研究較少針對贈品品牌對消費者情緒做探討，然而消費者正負面情緒的起伏，卻會影響消費者的購買行為則是不爭的事實，本研究為了釐清此議題，特別探討情緒是否會對消費者在主要產品的購買意願上產生影響。再者，消費者面臨贈品選擇時，其對消費者的影響效果，也可能因為消費者本身是一個只接受最好選擇的極大化者，還是只要夠好的選擇即可的差強人意者而有所不同。然而，在贈品促銷活動中，消費者的選擇目標是否會干擾上述關係甚少涉及，本研究係針對上述問題進行探討，並進而期望能對贈品促銷活動的實務運用有所貢獻。本研究的主要目的在於瞭解當廠商決定進行贈品促銷活動後，應如何呈現促銷手法設計之內容，
才能提升消費者正面情緒並進而提升消費者購買意願。最後，希望藉由本研究之研究結果，提供給廠商在日後制定促銷策略之參考。
本研究以3［贈品的可選擇性：可（兩種與七種）與不可（一種）］2［贈品品牌的有無：有與無］＝6組的組間因子設計進行驗證。研究結果顯示當消費者對贈品可以選擇時，則消費者的正面情緒會比不可選擇時為高，負面情緒則會比消費者不可選擇時為低。當贈品有品牌時，消費者的正面情緒會比無品牌時為高，負面情緒則比無品牌時為低。當消費者可對贈品進行選擇（贈品為兩項）且贈品有品牌時，消費者正面情緒會達到最高，負面情緒達到最低。消費者情緒在贈品促銷活動與主要產品購買意願之間具有中介效果，而消費者選擇目標則具有干擾作用。

關鍵字

贈品的可選擇性 ； 贈品品牌的有無 ； 消費者情緒 ； 購買意願 ； 消費者選擇目標

並列摘要

In recent years, owing to the economic repression in Taiwan, marketers adopt different sales promotion tools for sales, hoping to expand its market share. When the marketers put into a lot of resources in the marketing activities in order to attract consumers' attention, how consumer interprets relevant promotion information to make his choice becomes the issue that marketers and researchers concern.
The multiple-choice premiums promotion is not uncommon in Taiwan, but the literatures on this issue are insufficient. Therefore, the purpose of this research is to investigate the influence of sales promotion of multiple-choice premiums on consumer's choice and emotions. Furthermore, there is seldom to examine consumer's choice goal as a moderator. This research conducted an experimental design to find out the above conditions.
Results suggest that when consumer has the chance to choose premiums, positive emotions are higher and negative emotions are lower than consumer has no chance to choose premiums. When the premium with brand, consumer's positive emotions are higher and negative emotions are lower than the premium without brand. When consumer has the chance to choose the premiums with brand, consumer's positive emotions are highest and negative emotions are lowest. Finally, this research also finds that consumer's emotions have the mediating role and consumer's choice goal has the moderating effect.

並列關鍵字

Premiums alternative ； The brand of premiums ； Consumer's emotions ； Purchase intention ； Consumer's choice goal.