消費享受程度與再購意願：購買使用之間時間延遲與促銷框架的影響

The Enjoyment of consumption and Repurchase Intention: The Influences of Delay between Choice and Consumption and Promotion Framing

張仁豪(Jen-Hao Chang)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.02857

摘要

目前市場上促銷的形式十分多元，廠商利用不同的促銷框架影響消費者的購物行為，然而過去相關研究多著重於消費者購物當下，然而產品的消費體驗非只限於購物的當下，購後使用滿意與否，將影響消費者的再購行為；日常生活中也常出現買到產品後並未立刻使用的情形，產生購買與使用間的時間落差，然而過去研究在此一方面較為缺乏。故本研究旨在針對購物與使用時間延遲情境下，不同的促銷框架對於整體消費體驗享受程度與再購意願的影響，並進一步檢視可能的中介效果，亦檢視先付款與後付款，這兩種不同的延遲方式下對於消費者享受程度的影響。
本研究共包含兩項實驗皆採組間受測的方式，實驗一以促銷框架類型(無折扣/價格折扣/增量折扣)、購買與使用延遲與否(延遲/非延遲)為自變數，消費享受程度、再購意願為應變數，發展出3X2的實驗設計架構，檢視在延遲與否下不同促銷框架對消費者的影響。實驗二則以促銷框架類型(無折扣/價格折扣/增量折扣)、付款先後(先付款/後付款) 為自變數以消費享受程度、再購意願為應變數，發展出3X2的實驗設計架構，檢視不同延遲形態下促銷框架對消費者的影響。研究結果發現:

一、增量折扣所帶給消費者正面情緒強度較強，在延遲情形下相較於無折扣、價格折扣有較高的享受程度與再購意願。
二、影響消費者享受程度的中介變數為促銷方案划算程度，顯示促銷方案所帶來的衝擊及正面心情強度越強，越能提升享受程度。
三、在延遲的情況下，無折扣時消費者偏好先行付款，價格折扣與增量折扣下，先付款與後付款對於消費者而言無異。

關鍵字

促銷框架 ； 購買與使用時間延遲 ； 享受程度 ； 再購意願 ； 付款時機

並列摘要

The forms of promotion are diverse in today’s market, and consumers’ shopping behavior tends to be influenced by the wide variations in promotion framing advertisement published by manufacturers. In the past, related studies mostly focused on the purchase moment; however, the consumption experience of products is not limited to the moment of purchasing, and consumers’ repurchase behavior is often affected by their usage satisfaction with the products after purchase. Furthermore, it is often that the products are not used immediately after purchase, which results a delay between choice and consumption, but research in this area is also unavailable in past studies. On this account, this study attempts to explore the influence of promotion framing on consumers’ enjoyment in their overall consumption experience and their repurchase intention, and further examines the possible mediating effects. This study also explores how the delay situation with the two different ways of payment—advance payment and payment after delivery—would affect the degree of enjoyment of consumers.
The study including two experiments and both are adopted within subject design. The first experiment conducted in this study was a 3(different promotion framing)X2(delay between choice and consumption) experiment to test the influencing on the enjoyment and repurchase intention. The second experiment was a 3(different promotion framing)X2(payment timing) experiment to test the influencing on the enjoyment and repurchase intention in different delay condition. The result of the study as below:

1. Incremental quantity discounts give consumers a strong positive emotional intensity, and consumers tend to have a higher degree of enjoyment and repurchase intention when there are price discounts in the delay situation compared to no discount.
2. The mediating variable that affects the degree of enjoyment of consumers is the degree of cost-effective of the promotion programs, showing that the stronger the intensity of the impacts and positive emotions that the promotion programs can bring, the higher the enjoyment that the consumers can feel.
3. In delay situation, consumers prefer advance payment if there is no discount; however, if there are price discounts and incremental quantity discounts, consumers find no differences between advance payment and payment after delivery.

並列關鍵字

Promotion framing ； delay between choice and consumption ； enjoyment ； repurchase intention ； payment timing

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