品牌熟悉度、促銷訊號及認知需求在折扣效果中的干擾角色

The Moderating Roles of Brand Familiarity, Promotion Signal, and Need for Cognition in the Discount Effect

莊世杰(Shin-Chieh Chuang) ； 蘇宏仁(Hung-Jen Su) ； 張佳榮(Chia-Jung Chang)

《輔仁管理評論》 14卷3期 (2007/10) Pp. 1-17

摘要

行銷人員經常經由價格折扣來影響消費者對產品的價格判斷。先前的研究指出，折扣有兩種型式：次數頻繁但幅度不大（亦稱為多頻率折扣策略），或次數少但折扣幅度明顯（深幅度折扣策略）。本研究三個實驗結果發現，深幅度折扣比多頻率折扣較容易導致消費者對該產品有較低的價格認知。並且，此效果將被品牌熟悉度、促銷訊號及認知需求所干擾。

關鍵字

品牌 ； 促銷訊號 ； 認知需求

並列摘要

Consumers' price perception is usually affected by the discounted price that marketers design. Previous research pointed out that discounting is categorized into two types: ”frequent but shallow” discount and ”infrequent but deep” discount. Three experiments in this research indicated that consumers have a lower perceived price toward the ”infrequent but deep” discounted products than the ”frequent but shallow” discounted products. Furthermore, the discount effect is moderated by brand familiarity, promotion signal, and need for cognition (NFC).

並列關鍵字

brand ； promotion signal ； need for cognition

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