促銷方式、促銷情境對購買意願的影響─購物方式與產品涉入為干擾變數

THE IMPACTS OF PROMOTION TYPE AND PROMOTION SITUATION ON PURCHASING INTENTION─TV/ON-LINE SHOPPING AND PRODUCT INVOLVEMENT AS MODERATORS

吳德君(Te-Chun Wu)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

由於時代的變遷、科技的發達、社會的進步、消費型態改變，推動了虛擬通路的成長，也給忙碌的現代人，提供了很好的消費、購買管道。如何在琳瑯滿目的促銷活動中吸引消費者駐留，進而直接誘使消費者購買產品，就得靠良好的行銷策略。本研究希望瞭解促銷方法與促銷情境對購買意願的影響，其中加入兩個干擾變數-產品涉入(高涉入、低涉入)及購買模式(網路購物、電視購物)來深入探討。
本研究使用2*2*3*2實驗設計的方式，探討促銷方式及促銷情境是否會影響消費者的購買意願。另外，針對加入電視購物/網路購物及產品涉入的干擾效果進行探討。本研究發現：促銷方式與促銷情境對消費者購買意願有顯著的不同，而在在產品涉入的干擾下，促銷方式對購買意願有顯著影響；購物模式的干擾下，促銷情境對購買意願有顯著影響。

關鍵字

促銷方式 ； 促銷情境 ； 產品涉入 ； 無店舖行銷 ； 購買意願

並列摘要

The rapid development of technology has greatly altered consumers’ purchasing patterns. The emergence of virtual marketing channels in particular has endowed busy consumers with the blessing of convenient shopping at home. As today’s consumers are confronted by an onslaught of promotion campaigns on a daily basis, effective marketing strategies are needed to successfully attract buyers. The present study accordingly strives to examine the influences of promotion type and promotion situation on consumers’ purchasing intention, and two moderators - production involvement (high vs. low) and shopping mode (online shopping vs. TV shopping), have been added to facilitate in-depth analysis.
The present study adopts a 2x2x3x2 experiment design to measure the potential influences of promotion types and promotion situations on purchasing intention. Also under analysis are the moderating effects of shopping mode and product involvement. Results of the study indicate that both promotion type and promotion situation report significant influences on consumers’ purchasing intention. Under the moderating effect of product involvement, promotion type shows a significant influence on purchasing intention. Under the moderating effect of shopping mode, on the other hand, promotion situation shows a significant influence on purchasing intention.

並列關鍵字

Non-Store Marketing ； Product Involvement ； Promotion Situation ； Purchasing Intention ； Sales Promotion

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