女性時尚雜誌贈品促銷之研究

長久以來，「贈品」是女性時尚雜誌促銷活動最常被採用的方法之一。因雜誌通常採封模式密閉包裝置放於便利商店或書局的陳列架上，在消費者無法直接讀取內容的狀況下，「贈品」往往是第一時間吸引住消費者目光的要件，多樣化或獨特性的贈品甚至進而引發消費者的購買慾望。過去關於時尚雜誌的研究多半著重於雜誌內容，與贈品促銷的相關研究付之闕如。然本研究認為贈品促銷手法對於雜誌業者而言無蒂相當重要，因為除了雜誌本身內容品質好之外，在雜誌促銷活動中，贈品是最能直接與消費者溝通，吸引消費者對於主產品—「雜誌」產生注意力的原因之一。本研究認為只要能夠適當的運用贈品促銷手法，投其顧客所好必能達到刺激購買時尚雜誌事半功倍的效果。因此本研究深入探討女性時尚雜誌贈品的配適度與消費者購買雜誌意願的相關性。本研究發現當贈品與女性時尚雜誌之間為利益（配適度）一致性時，消費者的購買意願與贈品價值感受相較於無配適時高，且達到統計學上的顯著差異。而贈品本身價值對消費者購買意願亦呈現顯著的正向影響，即當贈品價值越高，消費者購買意願相對較高。本研究歸納女性時尚雜誌贈品促銷活動的確對銷售量影響甚大，於與雜誌配達利益一致及本身價值高的贈品對雜誌購買意願有最顯著相關。

關鍵字

女性時尚雜誌；贈品促銷；贈品價值；利益一致

並列摘要

For female fashion magazines sales advancement, complimentary premium addition is usually one of the commonest methods. Due to the female fashion magazines are usually placed on showcases in either convenience store or bookshops and the magazines are always sealed in package, the diversity and unique of premium characteristic place an important role to catch customers attention, preceding consumer’s purchase intention. In the past, the studies which related to female fashion magazines were focused on the context, and the study for complimentary premium promotion is limited. However, we think in addition to the abundant context of magazines, promotion should also put into serious consideration due to it always attract customers’ attention significantly and directly. Moreover, by interested in the complimentary premium, the customers may increase motivation in purchasing the magazines. Our study focused on the relationship between the complimentary premium promotion and the amount of female fashion magazines sales. We found that the difference of characteristics between premium and magazines influence the total sales amount. When the features between premium and magazines are significantly similar, the total sales amount is greater than which has low correlation. The value of premium itself also correlates with the purchase motivation of the customers. The higher value promotes more customers’ attention. We conclude that complimentary premium promotion do play a key point in female fashion magazine sales. Related characteristics of premium to magazine and high premium value make the most significant effect in more sales amount.