消費額度、商店形象、品牌評價與促銷利益一致性對贈品知覺價值之影響

The Effect of Accumulated Consuming Threshold, Store Image, Brand Evaluation, and Consistency of Sales Promotion toward Consumers’ Perceived Values of Premiums

張嘉芬(Chia-Fen Chang)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.00906

摘要

市場上供需之間存在著溝通缺口，行銷活動之積極功能便在解決此一溝通缺口。銷售促銷活動(sales promotion)為行銷人員與消費者進行訊息傳達的工具，包括：贈品、抽獎、降價、店內展示、優待券、樣品贈送、商展等。然而Mela, Gupta and Lehman (1997)提出當廠商過份依賴金錢性促銷活動時，長期下將導致消費者價格敏感度的提高，並對其品牌權益造成傷害，因此在競爭日趨激烈下，廠商不該一味依賴金錢性促銷活動，非金錢性促銷活動有其一定重要性。故本研究以滿額禮作為研究對象，探討廠商提供之外部線索對消費者贈品知覺價值推論行為的影響。由於進行滿額送活動的廠商主要可區分為百貨業者與販售單一產品類別業者，隨著廠商的不同，影響消費者推論行為的外部線索亦有所差別。因此在實驗一中，以百貨業者作為研究對象，探討「消費額度門檻」與「商店形象」兩變數對贈品知覺價值的影響；實驗二中則以販售單一產品類別廠商為研究對象，探討「主產品之品牌權益」與「主產品與贈品利益一致性」對贈品知覺價值的影響。
本研究之重要發現包括：
一、 當贈品所對應的門檻較高時，消費者對該贈品的知覺價值會提升。
二、 百貨業者商店形象對同一贈品知覺價值未造成顯著差異，消費者推論贈品知覺價值時商店形象優劣並未產生顯著影響力，推究其原因可能為商店形象組成份子歧異，使得商店形象無法產生顯著的外溢效果而提高贈品價值。
三、 當主產品本身品牌評價高時，可以顯著提高贈品知覺價值，因為當贈品是無品牌時，消費者評估的重點將放在主產品本身，即主產品品牌權益高的促銷效果優於主產品品牌評價低的促銷效果。
四、 贈品和主產品間具有利益一致關係時，贈品的知覺價值最高，顯示廠商在贈品搭配上除成本外尚應以利益一致性做考量依據。

關鍵字

消費者推論行為 ； 消費額度 ； 商店形象 ； 品牌評價 ； 促銷利益一致性 ； 贈品知覺價值

並列摘要

The sales promotion activities are used to satisfy communication gaps between consumers and factories. Some of the more commonly used tools aimed at the final consumer include the gift offers, coupons, competitions and point of purchase materials.
However, Mela, Gupta and Lehman (1997) addressed that if the factories depend on monetary sales promotion tools too much, the consumers’ price sensitivities will increase and the factories’ brand equities will also be hurt. Moreover, past studies almost focused on the issues of coupons or price-off discounts. Premiums are common promotion tools in Taiwan, but related studies are rare.Therefore, the purpose of this thesis is to figure out what makes premiums more effective.
There factories can be divided by number of product category. One is department stores in which there are many kinds of goods and the other is stores where only one kind of good is sold. Therefore, in this thesis, two studies were designed to analyze the important variables of premium promotion.
The purpose of study 1 is to examine whether the accumulating consuming threshold and store image affect the perceived value of the premiums. The purpose of study 2 is to examine whether the brand evaluation can increase the premium’s perceived value and whether the benefits of premium should fit with product.
The thesis has several important conclusions:
1.The perceived value of premium will increase when the accumulating consuming threshold is higher.
2.The perceived value of premium will increase when the brand evaluation of the main product is high, and it will decrease when the brand evaluation of the main product is low.
3.The perceived value of premium will increase when the benefits of premium fit with the main product, and it will decrease when there is no fit relationship.

並列關鍵字

Inference ； Accumulated Consuming Threshold ； Store Image ； Brand Evaluation ； Perceived Value of Premium

參考文獻

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