促銷活動、促銷誘因對消費者購買意願之影響-探討訊息架構之干擾角色

THE EFFECTS OF SALES PROMOTION AND PROMOTION INCENTIVES ON CONSUMERS’ PURCHASE INTENTIONS—THE MODERATING ROLE OF MESSAGE FRAMING

張毓茹(Yu-Ju Chang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2005年)

摘要

本研究使用2 × 2 × 2實驗設計的方式，探討促銷方式及促銷誘因是否會影響消費者的購物意願。另外，針對訊息架構的干擾效果進行探討。本研究發現促銷類型對於消費者購物意願之影響確實會受到訊息正反性之干擾，不論在正或反面訊息情況下進行促銷，促銷類型均會對消費者購買意願造成影響。在正面訊息情況下，非金錢促銷之消費者購買意願會高於金錢促銷之消費者購買意願；反面訊息情況下，非金錢促銷之消費者購買意願會低於金錢促銷之消費者購買意願。

關鍵字

促銷方式 ； 促銷誘因 ； 訊息架構 ； 購買意願

並列摘要

This study conducted 2 × 2 × 2 experimental design, including two independent variables (sales promotion and promotion incentive) and one moderator (message framing) ,and discussed their effect on consumers’ purchase intentions. The researcher found that different types of sales promotion practice do have an effect on the consumer’s motivation to buy the product, no matter if the promotion contains positive or negative message. Under the positive side, the consumers under non-monetary promotion will have a larger motivation and determination to buy the product when compare to the consumers who are under the monetary promotion practice. On the negatively messaged side, the consumers under non-monetary promotion will have a little or no motivation to buy the product when compare to the consumer who are under the monetary promotion practice.

並列關鍵字

Consumers’ Purchase Intentions ； Message Framing ； Promotion Incentive ； Sales Promotion

參考文獻

Keegan, Warren J. Global Marketing Management (NJ: Prentice-Hall, Inc, 1989).

Ben-Zur, H. and S. I. Breznitz. “The Effect of Time Pressure on Risky Choice Behavior. ” Acta Psychologica 47(1981):89-104.

Brock, T. C. Implication of Commodity Theory for Value Change, (NY: Academic Press, 1968).

Campbell, L. and W. D. Diamond. “Framing and Sales Promotion: The Characteristics of a Good Deal.” Journal of Consumer Marketing7, no.4 (1990): 25-31.

Chandon, Pierre, Brian Wansink, and Gilles Laurent. “A Benefit Congruency Framework of Sales Promotion Effectiveness.” Journal of Marketing 64 October 2000:65-81.