吃硬不吃軟：觸覺資訊對消費者品質預期與折價券使用意圖之影響

Influences of Haptic Information on Consumers' Quality Expectations and Coupon Redemption Intentions

楊俊明(Chun-Ming Yang)

《臺大管理論叢》 24卷1期 (2013/12) Pp. 101-127

https://doi.org/10.6226/NTURM2013.MAY.C04

摘要

實務資料顯示折價券發行量極大，但回收率有待提昇，如何提昇折價券使用意圖成為企業的重要議題。但過去的研究卻未曾探討感官資訊對於折價券使用的影響。本研究以資訊處理觀點探討非診斷性觸覺資訊的折價券紙張挺度如何影響消費者對促銷產品的品質預期與折價券使用意圖。實驗一發現，整體而言挺度較高紙張所印製之折價券會帶來較高的品質預期與折價券使用意圖，但此效果受消費者自發性觸摸需求特質與品牌熟悉度之調節，且品質預期會在特定情況下中介紙張挺度對使用意圖之影響。實驗二則透過操弄認知資源限制，驗證高自發性觸摸需求的消費者會在資訊處理過程中排除與品質判斷無關的觸覺資訊。本研究根據實驗結果提供理論與管理意涵。

關鍵字

觸覺資訊 ； 折價券 ； 品牌熟悉度

並列摘要

The author examines the effects of non-diagnostic haptic information (i.e., the paper stiffness) of promotional coupons on consumers' product quality expectations and coupon redemption intentions. On the basis of the two-stage information processing model, the author proposes that coupons printed on stiff paper will produce higher quality expectation and redemption intentions compared to those printed on soft paper. However, not all consumers or brands are equally affected by such non-diagnostic haptic cues. Results from experiment 1 show that consumers' level of autotelic NFT and brand familiarity moderate the relationship between the paper stiffness and quality expectations. Moreover, quality expectation mediates the effects of the paper stiffness on redemption intention. Further, by restricting cognitive resources, experiment 2 demonstrates that high-autotelic NFT consumers are less affected by the paper stiffness, because they are able to rule out its potential biases in the second stage of information processing. Thus, the findings of this research have both theoretical and managerial implications.

並列關鍵字

haptic information ； coupon ； brand familiarity

參考文獻

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