促銷訊息對消費者購買意願之影響

The Effects of Price Promotion Framing Messages on Consumer Purchase Intention

鄭若淇(Ruo-Chi Cheng)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100913

摘要

促銷通常是廠商用來增加銷售的有效策略。本研究使用網路問卷的方式檢驗假設，研究分成3(折扣促銷方式-一次折扣與連續折扣(先高折扣、先低折扣)2產品價格(高價格與低價格)一共六組實驗設計，以研究促銷訊息對於購買意願的影響。一共217份有效問卷。 在折扣框架效果上，如果消費者較注重第一次折扣的訊息，則會使得第二次的折扣訊息無法受到充分的評估，因此第一個折扣訊息效果會大於第二次折扣資訊。本篇研究探討框架折扣效果、順序效果和在不同價格產品上，對消費者知覺價值和購買意願的影響。在促銷情境下，低價產品容易受到折扣初始效果的影響，而高價格產品容易受到近因效果的影響。

關鍵字

順序效果 ； 購買意願 ； 價格促銷

並列摘要

Promotion has been a useful strategy of many merchants to increase store sales. A 3 (price promotion framing: single discount / multiple discounts- large discount first and small discount last / multiple discounts- small discount first and large discount last ) * 2 (price level of product: low / high) experimental design is conducted to investigate the effects of price promotion framing messages on consumer purchase intention. The experiment involved a total of 217 subjects. If the consumers anchor their evaluations on the first discount presented to them, and insufficiently adjust the evaluation based on the second discount, then the first discount has more weight than the second discount. This research investigated the effects of price promotion framing, order effect and product price level on consumers purchase intention. This study found that message order and price level influence message persuasion: under situational price promotion, low-price product exhibited primacy effects and high-price product exhibited recency effects.

並列關鍵字

Purchase intention ； Order effect ； Price promotion framing

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