贈品促銷對消費者知覺影響之研究

The Effect of Gift Promotion on Consumers’Perception

王建輯(Chien-Chi Wang)

指導教授 ： 曾忠蕙

亞洲大學/管理學院/國際企業學系碩士班/碩士(2009年)

摘要

本研究依據DelVecchio,Krishnan, and Smith(2004)的觀點，以贈品促銷深度為主軸，探討贈品促銷深度對於消費者知覺價值之間的關係和贈品促銷深度對於贈品價格合理性之間的關係，以及主產品與贈品互補性與認知需求對上述關係中的干擾效果，以台中某私立大學部學生為研究對象，採用便利抽樣將問卷分為10%、20%、80%、90%四組贈品促銷深度並搭配贈品互補性高與低的兩組，總共為八種版本，每種版本發放出30份，共發放240份問卷，扣除無效問卷4份，總共回收236份有效問卷，回收率為98.33%。所蒐集到的問卷採用迴歸分析分析進行實證研究假設，實證結果發現，(1)贈品促銷深度與贈品價格合理性之間呈現負向關係。(2)產品組合互補性在贈品促銷深度與贈品價格合理性之間產生顯著的干擾效果。(3)贈品促銷深度與產品組合的知覺價值之間呈現負向關係(4)產品組合互補性在贈品促銷深度與產品組合知覺價值之間產生顯著的干擾效果。

關鍵字

贈品促銷深度 ； 價格合理性 ； 知覺價值 ； 互補性 ； 認知需求

並列摘要

This study based on the Delvecchio’s ,Krishanan’s, and Smith’s (2004) point of view and focus on gift promotion depth. To probe the relationship of gift promotion depth and perceived product value. However, to probe the relationship of gift promotion depth and complimentary gift price, too. The moderating effect of complementarity of main products and gifts, and need for cognition. The research was to investigate on students of a private university in Taichung. Convenient sampling method was used. The questionnaire was divided into 10%, 20%, 80%, 90% of gift promotion depth and two groups of high and low complementarity of products and gifts. Eight versions of questionnaires were issued, and 30 sets of questionnaire of each version are distributed. 240 questionnaires in total were distributed and 236 effective samples were collected, deleting 4 invalid questionnaires. The effective respond rate was 98.33%. Regression analysis was used to analyze research hypotheses. The major findings were as following:(1)The relationship between gift promotion depth and the complimentary gift price rationality was negative. (2) Complementarity of product and gift played a moderating role between the relationship of gift promotion depth and gift price reasonableness. (3) gift promotion depth and perceived product value had a negative relation.(4) Complementarity of product and gift played a moderating role between the relationship of gift promotion depth and product perceived value.

並列關鍵字

Gift Promotion Depth ； Price Reasonableness ； Perceived Value ； Complementarity ； Need for Cognition

參考文獻

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