價格促銷策略對消費者再購行為影響之研究

The Study of the Impact of Price Promotion Strategy on Consumer Repeat Purchase Behavior

王又鵬(Yu-Peng Wang) ； 黃俊英(Jun-Ying Huang) ； 洪順慶(Shun-Ching Horng)

《管理評論》 13卷2期 (1994/07) Pp. 49-85

https://doi.org/10.6656/MR.1994.13.2.CHI.49

摘要

本研究主要探討價格促銷型式、降價幅度以及品牌熟悉度對於品牌評價與再購行為的影響。本研究以實踐學院非管理科系390位學生為對象，並以2×2×2的事後加控制組實驗室實驗進行研究。主要的統計分析方法包括多變量變異數分析以及類別數據線性模式。結果發現(1)不論是消費者熟悉度高或低的品牌進行價格促銷，價格促銷策略都對消費者的再購行為沒有影響。(2)不論是消費者熟悉度高或低的品牌進行價格促銷，價格促銷策略都對消費者的促銷品牌評價沒有影響。(3)消費者對促銷品牌的評價，不會影響其再購行為。

關鍵字

價格促銷策略 ； 品牌熟悉度 ； 品牌評價 ； 再購行為 ； 理論驗證

並列摘要

This study attempts to discover the impact of price promotion type, discount level and brand familiarity on brand evaluation and repeat purchase. 390 students were randomly assigned to a 2×2×2 after only with control group laboratory experiment. A MANOVA and CATMOD are used to analyze the collected data. The major findings are: (1) The price promotion strategy (the combination of price promotion type and discount level) has no effect on repeat purchase of promoted brand for both familiar and unfamiliar buyers of the brand (2) The price promotion strategy also has no effect on brand evaluation of promoted brand for both familiar and unfamiliar buyers of the brand (3) Brand evaluations have no effect on repeat purchase of promoted brand.

並列關鍵字

Price Promotion Strategy ； Brand Familiarity ； Brand Evaluation ； Repeat Purchase ； Theory Testing