大專院校促銷折扣與品牌權益之購買意願探討-以UNIQLO與NET為例

企業要讓銷售量在短期急速增加，促銷活動預期的目標是否就能如期的達到時，需考量企業長期對消費者心中所建立的品牌權益下，和提供的促銷方式及品牌商品而定。本研究是在探討大專院校之學生在品牌服飾進行促銷活動時，不同品牌促銷活動的刺激之下，同時對購買服飾的品牌權益的高低時，所使用的促銷效果存在的差異是否有影響。本研究以UNIQLO及NET兩個品牌使用金錢性促銷及非金錢性促銷兩種不同的促銷活動進行研究，並採用問卷調查的方式來進行資料實證的收集。並以LISREL分析方法，發展品牌類別的品牌權益對知覺價值與購買意願的整體模式。經由研究分析可知，在品牌權益方面，不同品牌之服飾的品牌權益有顯著差異；兩種促銷方式的促銷效果有顯著差異；高品牌權益的促銷效果比低品牌權益之品牌來的高。品牌權益與知覺價值和購買意願關係而言；品牌服飾的品牌權益對金錢性促銷的效果有正向顯著性的影響效果；然而品牌服飾的品牌權益對非金錢性促銷之效果，在知覺價值方面是顯著的正相關效果，則在購買意願方面是顯著的負相關效果。

關鍵字

品牌權益,促銷方式,知覺價值,購買意願

並列摘要

When a company launch a promotion to obtain the intended goal in order to increase sales volume rapidly in a short time, one needs to consider the brand equity those corporations have established in the hearts of consumers in the long term and the ways of promoting themselves. This research is to find out when college students face sales promotions of brand clothing, under different stimulations of different brands, whether they will have differences when the brand clothing they buy has differences in brand equity. We will be using UNIQLO and NET to study monetary and non-monetary sales promotion. We first use questionnaire to collect data, then apply LISREL to analyze the data to develop the complete model of influence on perceived value and purchase intension. From the results, different brands of clothing have substantial differences in brand equity; significant differences also exist in the ways of sales promotion; brands with high brand equity have a better sales promotion effect than brands with lower brand equity. In the sake of brand equity and perceived value, using monetary as a sales promotion tactic has a positive effect on brands with brand equity, but using non-monetary sales promotions have a positive effect in perceived value, but has a negative effect in purchase value.