網路團購折扣幅度、品牌知名度對顧客再購意願與知覺價值影響之研究以價格敏感度為干擾變項

The Effect on Customers' Repurchase Intention and Perceived Value by Online Group-Buying Discount Depth and Brand Awareness － Using Price Sensitivity as a Moderator

陳謙(Chien Chen)

指導教授 ： 洪英正 ； 張敬珣

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.01164

摘要

2010年以降全球團購龍頭GROUPON市值已超過7300億新台幣，團購同時也風靡45個國家，全台灣至2010年8月份的團購總人次業已突破500萬人次。
透過學者Aaker(1996)與Keller(1993)定義的品牌知名度，與Kotler(1999)定義的再購意願文獻用以探討這新興商業模式之折扣幅度、品牌知名度對顧客再購意願與知覺價值影響之研究並以價格敏感度為干擾變項進行探討。
本研究針對團購族群以滾雪球方式進行抽樣，並以不同折扣幅度與高低品牌知名度操弄為四種情境式問卷，共回收有效問卷226份，再以階層邏輯迴歸與ANOVA等統計方法分析之。

問卷結果經實證分析與討論後，所得之結論如下：
一、網路團購消費者之知覺價值良好則會增強其原價再購意願。
二、網路團購美食一但有所折扣後，消費者則不傾向原價再購且其知覺價值下降　
三、提高品牌知名度後，能提升團購消費者原價再購意願與其知覺價值。
四、折扣幅度對網路團購消費者原價再購意願之影響不會受到價格敏感度之干擾。
五、不同之品牌知名度對原價再購意願與知覺價值皆有顯著差異。
六、團購消費者之職階與從事產業在知覺價值上有顯著差異

本研究發現品牌知名度至上，對廠商而言若需以折扣為團購促銷策略，則建議採取微幅折扣方式，因為折扣為一不歸路，一旦推出，顧客將難以原價進行交易。
關鍵詞：折扣幅度；品牌知名度；原價再購意願；知覺價值；價格敏感度

關鍵字

折扣幅度 ； 品牌知名度 ； 原價再購意願 ； 知覺價值 ； 價格敏感度

並列摘要

The market value of GROUPON, the world leading group-buying website was over NTD 730 billion in 2010. Group-buying is feverishly popular in 45 countries and the total person-purchase in Taiwan by August, 2010 had exceeded 5 million.
The concept of brand awareness defined by Aaker (1996) and Keller (1993) as well as the concept of repurchase intention defined by Kotler (1999) are referenced in this study to discuss the effects of discount depth and brand awareness on customers’ repurchase intention and perceived value in this emerging business model. Price sensitivity is also included in the discussion as a moderator.
We applied snowball sampling in this study on the population engaging in group-buying. Four transactional-situation questionnaires were developed according with the manipulation in discount depth and brand awareness. A total of 226 valid questionnaires were collected, the valid ratio is 80%. The data was then analyzed with statistical methods such as hierarchical logistic regression and ANOVA,etc..
The following conclusion was derived from our empirical analysis and discussion:
1.For online group-buying consumers whose perceived value was high, their
repurchase intention at the original price would be enhanced.
2. When there was a discount in a food product for online group-buying, consumers didn't tend to
repurchase at the original price and their perceived value decreased.
3. After the brand awareness was increased, the repurchase intention at the original
price and the perceived value for group-buying consumers were increased.
4. The effect of discount depth on repurchase intention at the original price for online
group-buying consumers would not be moderated by price sensitivity.
5. The repurchase intention at the original price and perceived value were
significantly different between groups with different brand awareness.
6. The perceived value for group-buying consumers varied with their position levels
and industries they worked in.
In this study, we found the brand awareness is the most important thing for group-buying.
For companies intend to promote group-buying with a discount strategy, a small discount is recommended because the discount strategy is irreversible. Once a discount is in place, the chance for customers to purchase at the original price is lower.

並列關鍵字

discount depth ； brand awareness ； repurchase intention at the original price ； perceived value ； price sensitivity

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