贈品促銷之效果：產品配適度與品牌配適度之交互作用

本研究在探討產品配適度和品牌配適度的交互作用如何影響贈品之促銷效果，預期品牌配適度所造成的差異性，將在產品配適度低時後更明顯。本研究採用組間受測者實驗設計的架構，操弄主產品的涉入程度、主產品─贈品的產品配適度和品牌配適度，發展出2*2*2的實驗模型。研究結果發現，不論是高涉入或低涉入的主產品，搭配產品配適度高的贈品皆較產品配適度低的情況有較好的知覺價值；然而，品牌配適度高低對於知覺價值的影響，只有在低涉入的主產品中才成立。另外，不論主產品的涉入程度高低，產品配適度和品牌配適度對於知覺價值的交互作用如預期，只有在配適度低的情況下才有顯著差異。研究結果也發現，消費者對於贈品所抱持的態度，是知覺價值的中介變數。

關鍵字

贈品促銷；促銷效果；產品配適度；品牌配適度；贈品態度

並列摘要

This research explores the interaction effect of category fit and brand fit on the effectiveness of premium-based promotions. It is proposed that the difference of the promotional effectiveness between high and low brand fit was more significant in a low category fit condition than in a high category fit condition. An experiment was conducted where the product involvement, the fit between the premium and the product category, and the fit between the premium and the product brand image were manipulated in a 2*2*2 factorial design. The results confirm the existence of a significant interaction effect between category fit and brand fit in the proposed direction. Additionally, high category-fit premiums were preferred over the low category-fit ones for both high-involvement and low-involvement products. When it came to brand fit, however, high brand-fit premiums were preferred only in the low-involvement product conditions. Furthermore, attitude toward the premiums was identified as a mediator for the category-fit by brand-fit interaction effect.

並列關鍵字

premium-based promotions ； promotional effectiveness ； brand fit ； category fit ； attitude toward the premiums

參考文獻

林陽助、陳郡怡 (2006)，「贈品─主產品配適度對消費者的知覺價值與購買意圖影響之研究」，交大管理學報，第26卷(第2期)，頁123-154。

曾忠蕙 (2010)，「贈品促銷外溢效果的型式與變動之研究」，台灣管理學刊，第10卷(第2期)，頁129-148。

曾忠蕙 (2012)，「贈品促銷中價格訊息的內在評估機制之實證研究」，中山管理學報，第20卷(第3期)，頁945-986。

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贈品促銷之效果：產品配適度與品牌配適度之交互作用

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