促銷類型對線上消費者購買意願之影響

隨著線上購物的普及化，有越來越多的研究要如何促銷才能刺激線上消費者的購買意願，本研究主要分兩個實驗，過去的研究曾指出消費者對不同的促銷類型會產生不同的購買決策。本文延伸過去的研究進一步探討消費者認知價值、產品類型與品牌熟悉度對促銷類型的線上消費者購買意願之影響。本研究分為實驗一與實驗二。實驗一：2×（促銷類型：增量促銷／價格折扣）×2（消費者認知價值：功利型／享樂型）。實驗二：2×（促銷類型：增量促銷／價格折扣）×2（產品類型：搜尋品／體驗品）×2（品牌熟悉度：高／低）。實驗三：2×（促銷類型：增量促銷／價格折扣）×2（品牌熟悉度：高／低）。實驗一、實驗二與實驗三共有12組。本實驗於網路上蒐集482有效樣本進行研究，並採用ANOVA進行統計分析，以驗證本研究推到之假設。研究結果顯示，消費者對價格折扣促銷相較於增量促銷會有更高的購買意願。此外，當消費者認知價值為功利型時，消費者偏好價格折價；而消費者認知價值為享樂型時，消費者偏好增量促銷。最後，本研究發現搜尋品使用價格折扣促銷會使消費者有更高的購買意願。本研究的結果可以提供給企業作為參考，並製定一個良好的促銷計劃，以刺激消費者購買意願。

關鍵字

促銷類型；消費者認知價值；產品類型；品牌熟悉度；購買意願

並列摘要

The rising popularity of online shopping has driven. Scholars to investigate how different promotional formats motivates online purchasing intention, and decisions. This study adapts the extant literature to investigate the effects of consumer value perceptions, product type, and brand familiarity on online purchasing intention through two experimental designs. Experiment Ⅰ manipulates 2(promotional formats: bonus pack / price discount) × 2(consumer value perceptions: utilitarian value / hedonic value). Experiment Ⅱ manipulates 2(promotional formats: bonus pack / price discount) × 2(product type: search product / experience product). Experiment Ⅲ manipulates the influence of 2(promotional formats: bonus pack / price discount) × 2(brand familiarity: high / low) on the purchasing intention. Based on 12 experimental groups, and 482 valid samples. This study found that utilitarian consumer prefer price discounts, while hedonic consumer prefer bonus pack. Further, the search for products with price discounts increases the purchase intention. This study offers promotion strategies for firms to stimulate online consumer purchase intention.

並列關鍵字

Promotional formats ； Consumer value perceptions ； Product type ； Brand familiarity ； Purchases intention

參考文獻

Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.

Google Scholar

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.