本研究主要在探討信用卡促銷策略之誘因工具與取得時機分類對消費者知覺價值與購買意願的影響。促銷工具分為金錢性、非金錢性;誘因取得時機分為立即取得、遲緩取得。研究中採用2x2實驗設計將促銷策略分為四類,藉以探討不同的促銷策略,對消費者知覺價值與購買意願影響。最後,探討不同衝動性購買特質的消費者,對於促銷策略影響知覺價值、購買意願之干擾效果。本研究的重要發現與結論有四點:一、不同的促銷活動設計,會影響消費者知覺價值與購買意願。二、不同衝動性購買特質,對促銷活動設計在消費者知覺價值與購買意願有其干擾效果。三、「低衝動型」購買特質的消費者,對於促銷活動設計(金錢立即、金錢遲緩、非金錢立即、非金錢遲緩),其知覺價值與購買意願並無顯著差異。
This research explores the effect of credit card promotion strategies on the consumer's perception value and purchase intent. An overall 2 (promotion tools: monetary versus non-monetary) ×2 (fulfillment timing: timely versus late fulfillment) repeated measure ANOVA is conducted. To sort out 4 common credit card promotion strategies performed by the bankers, we discuss how the different promotion activities impact the consumer's perception value and purchase intent. In addition, we investigate the effect of ”the consumer with impulsive trait” as a moderator. The conclusions of the research are:.1. The different promotion activities would impact customer's perception value and purchase intent.2. The different impulsivity traits would interfere in the customer's perception value and purchase intent.3. The effect of the customers with low impulsive trait for the promotion strategies (immediate monetary, late monetary, immediate non-monetary or late non-monetary) on the customer's perception value and purchase intent is not significant.