產品類型與促銷形式對消費者知覺品質、知覺價值與購買意願之影響：以彩妝品與保養品為例

The Effects of Product Types and Promotion Forms on Consumers’ Perceived Quality, Perceived Value and Purchase Intention: Cases of Makeup Products versus Skincare Products

江依庭(YI-TING CHIANG)

指導教授 ： 游志青

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

促銷是行銷業者經常用來吸引消費者購買產品的手法，而近年來針對彩妝品與保養品相比較的促銷研究似乎有限，因此本研究目的為探討不同產品類型下(享樂性商品-彩妝品及功能性商品-保養品)消費者對不同促銷形式的知覺品質、知覺價值與購買意願之關係。本研究透過2 (產品類型：享樂性商品、功能性商品) × 2 (促銷形式：價格折扣、增量促銷)的實驗設計，並對有使用彩妝品及保養品的消費者進行問卷調查，回收有效樣本數共541份，以SPSS 22及SmartPLS 3進行量化分析。實證結果證實了消費者對於享樂性商品(彩妝品)的金錢促銷方案在知覺品質、知覺價值與購買意願方面皆會優於數量促銷方案，反之，功能性商品(保養品)在數量促銷方案上皆會優於金錢促銷方案，亦即代表不同產品類型會有不同促銷偏好的產生。本研究除了探討消費者對於不同產品類型(享樂性及功能性)的促銷偏好對於知覺價值、知覺品質及購買意願之關係外，也證實了知覺價值、知覺品質與購買意願三者之間的關係並不會受產品類型的影響而改變，不論在享樂性產品還是功能性產品上三者皆維持正向影響關係，且知覺價值皆在知覺品質與購買意願間扮演著部分中介的角色。本研究的實證發現提供彩妝品及保養品業者在行銷相關實務上發展策略的應用及作為後續學者研究相關議題時的參考依據。

關鍵字

促銷方案 ； 產品類型 ； 知覺品質 ； 知覺價值 ； 購買意願

並列摘要

Promotion activities are very common in the marketplace; however, there are not many research on promotion of makeup products versus skincare products in recent years. This study plans to investigate consumers’ preferences towards different promotion forms in different product types and examines their perceived quality, perceived value and purchase intentions related to promotion forms preferred. By using a 2 (product type: utilitarian vs. hedonic) x 2 (promotion forms: price discounts vs. bonus packs) scenarios for collecting the date, and the object of this study is the people who are used to purchase makeup products or skincare products. In this study, we used SPSS 22 and SmartPLS 3 to do our experimental analysis after a total of 541 valid questionnaires were collected. This study demonstrate that consumers prefer price discounts to bonus packs for makeup products and the other way around for skincare products. Moreover, consumers show different perceived quality, perceived value and purchase intentions towards different types of product (hedonic & utilitarian) and promotions. This study also demonstrate that perceived value partially mediates the effects between perceived quality and purchase intentions. These findings may provide the cosmetic industry useful suggestions for developing marketing strategies and may also become a valuable reference for the future studies in the related field.

並列關鍵字

Promotion Form ； Product Type ； Perceived Quality ； Perceived Value ； Purchase Intention

參考文獻

蔡璧如、陳冠利(2011)。促銷與通路之組合對消費者知覺價值的影響。管理研究學報。11(1)，131-155。

許士軍(1987)。新加坡消費者對不同來源地產品之知覺及態度。管理評論，6(1)，5-23。

林靈宏(1993)。消費品類別、創新類型與新產品行銷策略關係研究 (未出版之博士論文)。國立政治大學企業管理研究所，台北市。

Aaker, D. A. (1973). Toward a normative model of promotional decision marketing. Management cience, 19(2), 593-603.

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY: The Free Press.