促銷方式與產品類型對促銷效果的影響－以健康及垃圾食品為例

THE INFLUENCE OF PRODUCT TYPE AND PROMOTION TYPE ON PROMOTION EFFECT：USING VIRTUE FOOD AND VICE FOOD AS AN EXAMPLE

詹佳雯(Jia-Wen Jhan)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

食品種類對於身體健康考量的影響，已成為國內消費者重要的購物決策依據。因此，在種類眾多的行銷活動上，是什麼樣的食品促銷形式能讓消費者注意、採納並提高消費意願，為本研究欲探討之問題。
本研究試圖藉由產品種類、促銷類型及涉入程度，探索影響促銷效果的知覺品質、知覺交易價值、知覺獲得價值及購買意願。本研究採2 (健康食品、垃圾食品) x 3(價格折扣、數量增額、捐贈活動)，共 6 種不同的實驗情境組合進行實驗設計施測。
在樣本回收分析得知，產品類型及促銷類型存在兩兩交互作用。當產品類型為健康食品時，搭配數量增額的促銷方式對於促銷效果的知覺獲得價值及購買意願最為顯著。當產品類型為垃圾食物時，搭配捐贈活動的促銷方式對於知覺品質、知覺交易價值及購買意願最為有效。此外，在主效果的部分，高涉入程度有助提升知覺品質、知覺交易價值、知覺獲得價值及購買意願此四者促銷效果。

關鍵字

促銷方式、知覺價值、涉入程度

並列摘要

The type of food for the impact of health considerations, has become an important shopping decision-making basis for domestic consumers. However, among the numerous marketing activities, what kind of them can make consumer to feel credible and adoptable,. What kind of them can stimulate consumer’s purchase intention? Above questions is discussed in this research.
In this study, we will explore the perceived quality , perceived transaction value, perceived acquisition value and purchase intention of promotion effect through three determinants: product type, promotion type and involvement. This research is randomly assigned to one of each experimental manipulation in a 2(virtue food vs. vice food) x3(price discount, bonus pack and donation activities). With 6 subjects designed in this research.
Results of our experiment reveal that there is factors interaction between the product type and promotion type. When the product type is virtue food, perceived acquisition value and purchase intention increase if the promotion type is bonus pack. When the product type is vice food, perceived quality, perceived transaction value and purchase intention increase if the promotion type is donation activities. Besides, the high involvement can enhance perceived quality, perceived transaction value, perceived acquisition value and purchase intention of promotion effect.

並列關鍵字

Sales Promotion, Perceived Value, Involvement

參考文獻

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