促銷方式與促銷情境對消費者購買意願影響之探討 —以e-learning形式為干擾變數

The Impact of Promotion Type and Promotion Situation on Purchasing Intention—e-Learning Forms as Moderator

柳美娟(Mei-Juan Liu)

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(2010年)

摘要

消費者學習市場本身的變化，更深入日常生活的網路學習行為，以及設計精良的購買誘因與促銷情境…等，引發對e-learning市場中的消費者購買行為的研究興趣。Campbell & Diamond (1990)發現貨幣性的促銷最能夠被消費者察覺，進而提高購買意願。而當促銷所提供的誘因較大時，消費者會偏好減價的促銷優惠，也就是說消費者會較喜好購買優惠價格的商品(Diamond,1992)。Inman 等人(1997)的研究發現，促銷活動採取一個限時的方式，能夠提昇促銷的吸引力。消費者希望做出最物超所值的購買決策，因此提高在面對有購買限制條件，例如：限時、限量、優惠價格的促銷活動時的購買意願。而過去在e-learning與購買意願的相關研究及e-learning之購買在促銷情況下的影響，相關方面的研究很少。
故本研究採用(3)*（2）*（2）*（4）受試者間實驗設計，探討在三種不同補習課程背景下(3)，高或低參考價格(2)，與限時的促銷情境(2)是否會影響消費者購買意願？並探討不同e-learning (4)對消費者購買意願是否會產生干擾效果？
研究發現，在三種補習課程的背景下，促銷方式普遍能增加消費者購買意願，但是e-learning於促銷方式及促銷情況對消費者購買意願的影響關係中，並無顯著的干擾效果，本研究推論乃因受測者對四種e-learning的了解不夠所導致，有賴後續研究之補強。

關鍵字

e-learning ； 促銷情境 ； 促銷方式 ； 購買意願

並列摘要

The change of consumer market further into the virtual access of on-line behavior in the daily life and purchase incentive and promotion situation of excellent design triggered an interest in the study of consumer’s purchasing behavior in the e-learning. Campbell & Diamond (1990) found monetary promotion can be the most aware by the consumer to raise purchasing intention. When promotion offered better incentives, consumers prefer the promotion premium at a discount (Diamond, 1992). The study of Inman and so on (1997) found promotion activities to adopt a time limited way can advance attractive promotions. Consumers want to make the most bargain purchasing decisions so he raised purchasing restrictions such as the purchasing intention of time limited, amount limited and premium price at a discount. In the past, relative studies of e-learning and purchasing intention under promotion situation are rare.

This study used 3*2*2*4 between-subjects experimental design to examine the effect of e-learning referent price promotion type and promotion situation on consumer’s purchasing intention. And it also examined the moderating effect of e-learning (four types) of tuition courses (three kinds).

This study found out that promotion type (reference price) was significant difference on consumer’s purchasing intention. But this study could not find out a significant moderating effect on consumer’s purchasing intention in promotion type (reference price) or promotion situation (time limited). Conclusions above were inferred that subjects could not distinguish four types e-learning very much.

並列關鍵字

e-Learning ； Referent Price ； Promotion type ； Promotion Situation ； Purchasing Intention.

參考文獻

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