以情緒與決策觀點探討：在價格促銷下，預期情緒對購買意願之行動影響評估

Emotions and Decision Making: Price Promotion the Influence of Anticipated Emotions and Purchase Intention on Action Evaluations

林菁真(Ching-Chen Lin) ； 王淑治(Shu-Chih Wang) ； 甘唐沖(Tang-Chung Kan) ； 吳慈榕(Tzu-Jung Wu)

《管理實務與理論研究》 2卷3期 (2008/09) Pp. 68-84

https://doi.org/10.29916/JMPP.200809.0005

摘要

近年來全球經濟不景氣，民眾消費意願低落，企業爲了能夠提升銷售量，無不努力構思可以促進買氣的方法，其中價格促銷常被用來刺激買氣。當消費者面臨價格促銷時，心理層面扮演著重要的角色，進而影響消費者的決策行爲，尤其消費者做決策時，會因個人內心對價格促銷的渴望參與程度及參與到與否，而造成情緒差異（此一情緒即爲預期情緒），所引發對決策造成深淺不同的影響。有鑑於目前預期情緒與購買意願探討議題還不多，且尚無研究將價格促銷與預期情緒及購買意願做一連結，因此本研究在此加以探討。本研究透過情境實驗法的方式，進行抽樣後，研究結果發現，消費者在面對不同的價格促銷類型時，皆會產生高度渴望參與的慾望，並引發影響，若消費者渴望參與價格促銷且能夠參與到此促銷，則會產生高度正面預期情緒；若消費者渴望參與卻無法參與時，會產生高度負面預期情緒，且此一預期情緒會進而再影響到購買意願。此外，研究結果也發現，消費者在產生正、負面預期情緒後，皆會對購買意願產生正向相關的影響。因此，當企業採用價格促銷時，消費者對此策略產生渴望參與的預期情緒且有購買意願時，表示企業促銷策略相當成功，短期能提昇銷售量，長期更能提昇競爭力。

關鍵字

價格促銷 ； 預期情緒 ； 目標－渴望情緒 ； 購買意願

並列摘要

Suffering from the economic downturn, consumers have become more and more conservative with their spending budgets recently. Under this circumstance, those enterprises who would like to increase their sales are expected to conduct various ”special offer events” to boost consumers' buying needs, and price promotion event is the most popular and effective marketing strategy. Price promotion strategy will have effects on consumers' psychological thinking and thus change their purchase intention. And the level of such effects will depend on how individuals' anticipated emotions differentiates resulting from the desire and participation willing when realizing the events take place. We employee ”scenario experiments” methods as our analysis tool, and focus on restaurant customers as the samples. We discover that all of the consumers will have diverse levels of anticipated participating emotions when experiencing different kinds of price promotion events. Those who have greater desire of price promotion events and can have access to the events will have highly positive anticipated emotions; on the other hand, those who have greater desire but do not have access to the events will be expected to have highly negative anticipated emotions, moreover, such anticipated emotions will further influence their purchase intention. In addition, we notice that both positive and negative anticipated emotions will have positive correlated effects with consumers purchasing willing. In other words, consumers will have desire for enterprises to hold price promotion events and such desire will increase or stimulates their short term purchasing willing. Enterprises could utilize these events to build up their long term competitive advantages.

並列關鍵字

Price promotion ； anticipated emotions ； purchase intention

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