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The Fitness effect between Product Category and online sales promotion strategies on consumers’ purchase intention, perceived risk and perceived quality---the moderating effect of brand awareness
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CORD Conference Proceedings 8: V8-337.||摘要:||
隨著網路使用人口日漸攀升，網際網路已成了一個商家進行產品推銷策略的渠道。因此，此研究主要為探討不同的網絡促銷策略與不同產品的配適效果對消費者購買意願、知覺品質與知覺風險的影響。此外，也探討了品牌知名度是否對於促銷－知覺品質間產生調節效果。為達到此目的，本研究採用了6(價格促銷/折價券/免運/贈品/競賽&抽獎/產品保證) x 2(搜尋品/經驗品) x 2(高知名度品牌/低知名度品牌)的受試者間實驗設計。
Along with the information explosion and the increase of Internet users, Internet has been considered as a new channel for companies to implement their sales promotion activities. However, while promotions could help increase the sales of products, it is extremely important to apply suitable promotion strategies to different kinds of products because improper promotion strategy might not help the sales of product or even degrade the promoted product. This study seeks to offer insight into how the fitness of popular online promotions across product categories influences consumers’ purchase intention, quality perception, and risk. Moreover, brand awareness was expected to moderate the relationship between promotion and consumers responses. To achieve this objective, a 6 (promotion: price-discount / coupon / free shipping / free gift / contest & sweepstakes / product warranty) x 2 (product: search / experience products) x 2 (brand: well-known / fictitious brand) between-subjects factorial design experiment was conducted.
The majority participants were 1270 college students. The results revealed that the fitness level of promotion strategies across SEC-product have significant main effect on consumers’ purchase intention, perceived quality and perceived risk. Specifically, free gift promotion strategy with search products could generate higher purchase intention, and lower level of perceived risk. In addition, brand awareness has successfully played a moderating role in the relationship between promotion strategy and consumers’ perceived quality. The research finding suggested that, compared with famous brands, unknown brands have to pay more attention in choosing appropriate promotion strategies.
This study aims to investigate the fitness effect of promotions across products, and further provide e-retailers with suggestions in choosing marketing strategies that could better increase consumers’ purchase intention, perceived quality and lower consumer’s perceived risk
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