網路促銷活動對網路店家的成效影響之研究

The Study on the Effects of an Internet Store by Using Sales Promotion Events in the website.

謝朝旭(Chao-Hsu Hsieh)

指導教授 ： 施信佑

國立暨南國際大學/管理學院/經營管理碩士學位學程在職專班/碩士(2013年)

摘要

台灣網路購物發展逐年成長，競爭也越來越激烈，業者無不絞盡腦汁，舉辦不同促銷活動來吸引消費者，然而，網路經營首重經營績效，所以本研究之目的，在於針對不同的促銷方案對經營績效產生的影響，同時也探討品牌知名度及廣告對於不同的促銷活動影響網路經營績效的調節影響程度。最後，希望能提供網路經營業者在進行促銷活動時，針對不同的績效來決定使用哪一種促銷活動。
本研究以消費者實際消費的購買行為作為分析基礎依據，來探討促銷活動對網站經營績效產生之影響。以10家網路經營業者為研究對象，分析其資料為2012年6月至2012年12月每日新增會員數、流量數、銷售額及舊會員訂單數等原始銷售資料。
網站經營績效會因為促銷活動的不同而產生不同的成效，本研究經由探討後所得之主要結論：業者舉辦促銷活動，以折扣促銷對經營績效最有成效，而品牌知名度對促銷活動並無顯著對經營績效有正向的調節效果，打破品牌即是保證的迷思。廣告對於舉辦促銷活動會對經營績效產生非常顯著的正向調節效果，顯示了廣告宣傳的重要性。
促銷目的在於期望藉由促銷活動，帶動人潮流量，藉此將銷售成效極大化。尤其是近年來網路購物產業的發展快速，改變了現代人的消費行為及習慣，有效且正確地運用促銷活動，不斷透過創新的組合，提出不同的促銷方式，以促銷組合方式多樣化，創造新鮮感，以吸引消費者目光及滿足消費者的需求，提升消費慾望，才能提升企業的競爭力及銷售業績。

關鍵字

促銷活動 ； 品牌知名度 ； 廣告 ； 網路經營績效

並列摘要

Taiwan’s online shopping had been developed and is growing up year by year, and there is a violent competition at the online market. Online stores had been struggled to figure out to attract the attention of the consumers by different campaigns. However, online stores focus on the operating performance mainly. This study aims to evaluate the effects of operational performance by various promotion campaigns, and explore the moderate effects on the brand awareness and advertising by the campaigns. After all, this study is available to provide the suggestions of promotion campaigns to obtain the target operational performance for online stores.
This study is an analytical foundation based on the consumer’s purchase behavior of actual consumption, it is used to explore the effects of the operational performance by the promotion campaigns on an online store. 10 online stores are the study targets, and analyze the data of original sales information, such as daily new members, website flows, sales revenue, order from former members, etc from June 2012 to December 2012.
The operational performances on the online store conduct the different effects by various promotional campaigns. This study infers a conclusion after exploring the
above data : if the online stores prefer to have the promotional campaigns for operational performance, discount campaigns on the business are the most effective, there is no significant and positive moderate effects of brand awareness on the promotional campaigns, and it also breakup the myths that brand is guaranteed to success. Advertisings of promotional campaigns had influenced the operational performances with the significant and positive moderated effects, and it indicates the importance of advertising promotion.
The promotions aimed to expect to maximize the sales revenues effetely and helped the website flow via promotional campaigns. In recent years, the online shopping industry is developing rapidly, and changing the consumer behavior and shopping habits of moderns. Using effective and correct promotional campaigns, they are able to create freshness, attract the consumer’s attention and satisfy the needs of consumers by continually providing the innovative, various portfolios and the diversification proposals for enhancing the competitiveness of enterprises and sales revenues.

並列關鍵字

Online promotion effects ； brand awareness ； advertisings ； online operational performance

參考文獻

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