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標題: The effects of price information for promotion strategy on product purchase intention
作者: Chu, Ling-Ya
關鍵字: Ru-Shiou Gua
Ming-Shin Huang
出版社: 行銷學系所
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摘要: 近年來便利商店受到外部環境競爭壓力的影響,以至於業者使用越來越多的促銷策略因應競爭對手,其中以價格促銷策略的操作手法更為多元化。消費者在決策過程中面對許多的促銷方式,然而,這些價格資訊往往會影響他們的消費行為,消費者的內部參考價格也會因為價格資訊的影響而改變他們的知覺價值和購買意圖,過去較少深入探討消費者使用特定參考價格實際對消費者的影響力。因此,本研究主要目的在於檢驗當消費者購買便利商店的茶類飲料時,面對兩種促銷方式(以元($)為主的價格促銷與以百分比(%)為主的價格促銷),消費者使用內部參考價格(平均市場價格、合理價格、保留價格)是否會因為品牌忠誠度與購買頻率高低而影響知覺價值進而引發不同程度的購買意圖。 本研究發放1669份問卷,共回收997份有效問卷,採用多變量統計分析方法與結構方程模式,針對12個台灣綠茶品牌作為本次的主要研究對象。研究結果顯示如下: 1.女性較偏好以元為主的價格促銷方式,職業類別的不同對於兩種促銷方式的偏好也不一。 2.不同的價格促銷方式對於消費者的內部參考價格、知覺價值與購買意圖有顯著性的差別影響。 3.消費者使用內部參考價格對知覺價值之影響程度會因品牌忠誠度不同以而有差異,但不會因為購買頻率高低而產生干擾效果。 4.內部參考價格對於不同特性的消費者影響力有所差異,內部參考價格對高低品牌忠誠者之影響程度順序為,平均市場價格>保留價格>合理價格;內部參考價格對高低購買頻率者之影響程度順序為,保留價格>平均市場價格>合理價格。 本研究主要貢獻為根據不同的消費者特性使用內部參考價格做整體性的歸納與分類,並了解消費者內部參考價格在接觸價格資訊時的變化有助於零售業者價格促銷方式的設計與規劃。
In recent years convenience stores have been impacted by competitive pressure under the external environment so that the enterprise''s managers put out various kinds of promotional strategies respond to competitors. Price promotional strategies are diversification on convenience stores. Consumers faced a lots of sale promotion on the process of decision making; however, these price information would affect their consumer behavior. The internal reference price of consumer also is affected by the price information to change their perceived value and purchase intention. Furthermore previous studies have less discussed the actual impact of consumer employee specific reference price. Thus the purpose of this research is to examine that consumer faced two specific price promotional formats (in dollar versus percentage terms) in convenience store. They used internal reference price (average market prices, reasonable prices and reservation prices) whether the moderator variables brand loyalty and purchase frequency affect perceived value causing the different level purchase intention. The model was tested using structural equation model (SEM). The sample size of this survey includes 1669 respondents, 1059(63.35%) were identified as usable. 12 brands of green tea in Taiwan were selected for the study. The results supported that structural models and fit the data. According to the analysis results, first, female prefer the dollar term of price promotion; different occupations were attractive by different price promotion. Second, consumer''s internal reference prices, perceived value and purchased intentions are affected by price promotional framings. Third, different level of brand loyalty would have effect on perceived value. But consumer who has different level of purchase frequency would not have effect on perceived value. Fourth, Internal reference price would effect on the different characteristic consumer. The rank of influence about internal reference price to higher /lower brand loyal customer is that average market price is greater than reservation price, and reservation price is greater than reasonable price. The rank of influence about internal reference price to customers who purchase frequently or infrequently is that reservation price is greater than average market price, and average market price is greater than reasonable price. The key contribution of the research is that the authors generalized and classified the findings according to different characteristics of consumer used internal reference price. Moreover we explored that the change of internal reference price when consumer faced price information to help retailers plan and design the sale promotion.
其他識別: U0005-0906201100554600
Appears in Collections:行銷學系所



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