App等促銷通路、促銷時間對顧客價值與知覺風險之影響－以衝動性購買特質為調節變項

The Impact on Customer Value and Perceived Risk by Promotion Channels like App and Promotion Time - Using Impulsive Buying Trait as the Moderator

陳郁頻(Yu-Ping Chen)

指導教授 ： 洪英正

淡江大學/商管學院/企業管理學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00705

摘要

隨著科技的進步及行動通訊技術3G和4G網路快速發展，在資策會(2014)的調查中，台灣智慧型手機的普及率就達到65.4%，而隨著該市場的擴大，行動App獲得使用者的日益重視。 現今網路上的購物網站就像實體的購物市場一般(Liao, Chu, Chen & Chang,2012)，由於線上購物環境特色使得無論是時間、地點、價格、交易方式對消費者來說都更加彈性，更能提供消費者一個滿足衝動性購買慾望的空間，並使消費者在網路上購買的比例日與俱增(鄭雅嵐，2012)，也正因這些特點，衝動性購買在電子商務裡是普遍的現象(Verhagen & Van Dolen,2011)。 本研究目的為以下三點：1.探討不同的促銷時間性對顧客價值與知覺風險之影響。2.探討不同促銷通路（App、網路、實體店面與旅展）對顧客價值與知覺風險之影響。3.探討衝動性購買特質在促銷時間性、促銷通路（App、網路、實體店面與旅展）與顧客價值、知覺風險之影響上所產生之調節作用。據此以獲取有意義的資訊提供給未來有意要開發或是正在開發行動購物App的企業之參考。 本研究問卷產品為餐券，採取2×3的實驗設計，實驗操弄變數包括2種促銷方式，3種促銷通路。以網路實驗操弄問卷調查的方式蒐集到200份有效問卷，經由各統計分析之後，得到的結論如下： 1.促銷時間的長短對顧客價值與知覺風險都有顯著正向影響。 2.促銷通路對顧客價值與知覺風險做迴歸分析均無顯著影響。 3.衝動性購買特質在促銷時間與促銷通路對消費者顧客價值與知覺風險影響中，具有顯著調節作用，其他皆無顯著影響。 經過本研究結果之發現，衝動性購買特質在實體店面與旅展通路下對消費者知覺風險影響中，是具有調節效果。由此可知你若是一個具有衝動性特質的消費者，在實體店面與旅展通路下比較有知覺風險意識。所以公司可以加強多去開發網路購與App行動購物，這樣可以使具有衝動性特質的消費者降低知覺風險識；另建議給有意要做時間促銷的公司，使用限時促銷，以利增加顧客在購買前對於此產品及服務的預期結果與購買此產品所花成本間之個人認知滿意程度。

關鍵字

促銷通路 ； App ； 促銷時間 ； 限時促銷 ； 顧客價值 ； 知覺風險 ； 衝動性購買特質

並列摘要

With the advancement of technology and the rapid development of mobile communication technologies, 3G and 4G. From the survey of the Taiwan Institute for Information Industry (2014) ,the penetration rate of smart phone has reached 65.4% in 2014, and with the expansion of the market, users pays more attention to App.

Online shop these days is just like a physical store (Liao, Chu, Chen and Chang, 2012). Online shop is more flexible for customers to fulfill their impulsive desires, because there is no time or space limit. Online shopping is gradually becoming popular. (Ya-Lan Cheng,2012)With all these features, impulsive buying behavior is common in e-commerce.

The purposes of this study are to understand: 1. how different promotion time could impact customer value and perceived risk. 2. How different promotion channels(App, Web and physical store) could impact customer value and perceived risk. 3. if impulsive buying trait has any moderating effect on the influence of promotion time and promotion channels to customer value and perceived risk.

We conducted an experiment using a 2x3 factorial design, in which perception of promotion time was divided into limited promotion and non- limited promotion, and promotion channels were divided into 3 channels: App, Web and physical store. We then applied these factors to the design of six types of questionnaires for distribution to consumers. Finally, analysis of the questionnaire results led to the formulation of suggestions regarding marketing in a mobile commerce environment.

Therefore, the purpose of this research is to explore the different promotion time and different promotion channels on consumer purchase dining e-coupons, using impulsive buying trait as the moderator. The experimental design method is employed in this study, and 200 effective samples are collected. Results of this study showed that:
1. There are significant positive influence on customer value and perceived risk by the different promotion time.
2. There are no influence on customer value and perceived risk by the different promotion channels.
3. The impulsive buying trait has a moderator effect on the influence of different promotion time and different promotion channels to customer value and perceived risk.

After the results of this study found that the impulsive buying trait has a moderator effect on the influence of physical store to customer perceived risk. The company could be strengthened through more purchases and development App shopping that can make impulsive buying trait consumers reducing reduce the perceived risk consciousness.

並列關鍵字

Promotional channels ； App ； promotions ； limited-time promotions ； customer value ； perceived risk ； Impulsive Buying Trait

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