促銷組合和價格資訊對消費者購買意願之影響

THE EFFECT OF PROMOTIONAL BUNDLES AND PRICE INFORMATION ON CONSUMERS’ PURCHASE INTENTION

葉柏萱(Po-Hsuan Yeh)

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(2012年)

摘要

本研究分為三個實驗檢驗消費者對於產品促銷組合的購買意願。實驗一採用3 (補充品：非免費品或價格告知的免費品或無價格告知的免費品)*3 (產品：混合產品組合或焦點產品或補充品)的受試者因子設計，和實驗二採用3 (補充品：非免費品或價格告知的免費品或無價格告知的免費品)*3 (產品：焦點產品或混合產品組合或同質產品組合)的受試者因子設計，皆為9個實驗組合，而實驗三採用2 (補充品：價格告知的免費品或無價格告知的免費品)*2 (產品：焦點產品或混合產品組合)*2 (時間：限制或非限制)*2 (公司的動機：明顯或不明顯)的受試者因子設計，即16個實驗組合，來衡量應變項「消費者購買意願」。
本研究結果發現，焦點產品與補充品為價格告知的免費品的混合產品組合一起銷售，其中的焦點產品單獨銷售，消費者的購買意願較高。補充品為價格告知或無價格告知的免費品，消費者的購買意願較低。混合產品組合在補充品為無價格告知的免費品時，消費者的購買意願較高。同質產品組合中包含的相同產品為非免費品，消費者的購買意願較高。判斷困難 (公司提供價格告知或無價格告知的免費品的動機明顯和時間限制)會干擾消費者對於提供價格告知或無價格告知的免費品的購買意願。

關鍵字

補充品 ； 產品類型 ； 時間 ； 公司動機 ； 購買意願

並列摘要

The research under the three experiments examined the consumers’ purchase intention for products bundled together in a promotion. Experiment 1 is a 3 (the supplementary product: nonfreebie vs. the freebie is price informed vs. the freebie is no price informed) *3 (the product: the mixed bundle vs. the focal product vs. the supplementary product) between-subjects design. Experiment 2 is a 3 (the supplementary product: nonfreebie vs. the freebie is price informed vs. the freebie is no price informed) *3 (the product: the focal product vs. the mixed bundle vs. the homogeneous bundle) between-subjects design. There are both nine cells. Experiment 3 is a 2 (the supplementary product: the freebie is price informed vs. the freebie is no price informed) *2 (the product: the focal product vs. the mixed bundle) *2 (time: constraints vs. no constraints) *2 (firm’s motives: salient vs. not salient) between-subjects design. There are sixteen cells to measure dependent variable － the consumers’ purchase intention.
The result of this study indicates the focal product with the mixed bundle which one of the disparate products is the supplementary product as the freebie is price informed sales, the focal product when sold alone has higher purchase intention. The supplementary product as the freebie is price informed or no price informed, the consumers has lower purchase intention. The mixed bundle which one of the disparate products is the supplementary product as the freebie is no price informed, the consumers has higher purchasing intention. The homogeneous bundle with an identical product described as nonfreebie, the consumers has higher purchase intention. The judgment difficulty (the salience of the company’s motive for offering the freebie is price informed or no price informed and time pressure to make a judgment) moderated the effects of the freebie is price informed or no price informed free offer on the consumers’ purchase intention.

並列關鍵字

the supplementary product ； the type of product ； time ； firm’s motives ； purchase intention

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