Please use this identifier to cite or link to this item:
標題: 探討不同產品與線上促銷策略間的配適效果對於消費者購買意願、知覺風險與知覺品質之影響,-以品牌知名度為調節變數
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
作者: 黃乙庭
Huang, Yi-Ting
關鍵字: 產品類別;online sales promotion strategies;網路促銷;知覺品質;購買意願;SEC-product categories;perception of quality;purchase intention;perceived risk;brand awareness
出版社: 科技管理研究所
引用: Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of brand name, New York: Free Press. Aaker, D. A. (1996). "Measuring Brand Equity Across Products and Markets." California Management Review 38(3): 102-120. Aaker, D. A. and K. L. Keller (1990). "Consumer Evaluations of Brand Extensions." Journal of Marketing 54(1): 27-41. Alexander, N. and C. Mark (1998). "The evolution of retailer, banker and customer relationships: a conceptual framework." International Journal of Retail & Distribution Management 26(6): 225-236. Anderson, E. W. and M. W. Sullivan (1993). "THE ANTECEDENTS AND CONSEQUENCES OF CUSTOMER SATISFACTION FOR FIRMS." Marketing Science 12(2): 125-143. Axelsson, K. (2008). "Exploring Relationships between Products Characteristics and B2C Interaction in Electronic Commerce." Journal of Theoretical and Applied Electronic Commerce Research 3(2): 1-17. Bauer (1960). Consumer Behavior as Risk Taking. Dynamic Marketing for a Changing World, American Marketing Association. Beem, E. R. and H. J. Shaffer (1981). Triggers to Customer Action-Some Elements in a Theory of Promotional Inducement., Marketing Science Institute,. Boulding, W. and A. Kirmani (1993). "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?" Journal of Consumer Research 20(1): 111-123. Brush, T. H. and K. W. Artz (1999). "Toward a contingent resource-based theory: The impact of information asymmetry on the value of capabilities in veterinary medicine." Strategic Management Journal 20(3): 223-223. Campbell, L. and W. D. Diamond (1990). "Framing and Sales Promotions: The Characteristics of a ''Goo." The Journal of Consumer Marketing 7(4): 25-25. Carman, J. M. (1990). "Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions." Journal of Retailing 66(1): 33. Carmody (2001). Online Promotions: Winning Strategies and Tactics”, Mosheim: John Wiley & Sons. Chan, C. C. H., C.-B. Cheng, et al. (2011). "Pricing and promotion strategies of an online shop based on customer segmentation and multiple objective decision making." Expert Systems with Applications 38(12): 14585-14591. Chandon, P., B. Wansink, et al. (2000). "A Benefit Congruency Framework of Sales Promotion Effectiveness." Journal of Marketing 64(4): 65-81. Chandran, S. and V. G. Morwitz (2006). "The Price of "Free"-dom: Consumer Sensitivity to Promotions with Negative Contextual Influences." Journal of Consumer Research 33(3): 384-392. Chaudhuri, A. (1998). "Product class effects on perceived risk: The role of emotion." International Journal of Research in Marketing 15(2): 157-168. Chen, S.-F. S., K. B. Monroe, et al. (1998). "The Effects of Framing Price Promotion Messages on Consumers'' Perceptions and Purchase Intentions." Journal of Retailing 74(3): 353-372. Chiou-Wei, S.-Z. and J. J. Inman (2008). "Do Shoppers Like Electronic Coupons?: A Panel Data Analysis." Journal of Retailing 84(3): 297-307. Citrin, A. V., D. E. Stem Jr, et al. (2003). "Consumer need for tactile input: An internet retailing challenge." Journal of Business Research 56(11): 915-922. Close, A. G. and K.-K. Monika (2010). "Beyond buying: Motivations behind consumers'' online shopping cart use." Journal of Business Research 63(9–10): 986-992. Coltman, T., T. M. Devinney, et al. (2001). "E-Business: REVOLUTION, EVOLUTION, OR HYPE?" California Management Review 44(1): 57-86. Cox, D. F. (1967). Risk taking and information handling in consumer behavior, Division of Research, Graduate School of Business Administration, Harvard University. Cunningham, S. M. (1967). The Major Dimensions of Perceived Risk ,in Risk Taking and Information Handling in Consumer Behavior. Boston, Havard University Press. Darby, M. and E. Karni (1973). "Free Competition and the Optimal Amount of Fraud." Journal of Law and Economics 16: 67-88. Darke, P. R. and C. M. Y. Chung (2005). "Effects of pricing and promotion on consumer perceptions: it depends on how you frame it." Journal of Retailing 81(1): 35-47. den, P., D. V. and L. Joseph (1999). "Consumer Acceptance of the Internet as a Channel of Distribution." Journal of Business Research 45(3): 249-256. Dennis, C., F. Tino, et al. (2005). "Sale the 7 Cs: teaching/training aid for the (e-)retail mix." International Journal of Retail & Distribution Management 33(3): 179-193. Derbaix, C. (1983). "Perceived risk and risk relievers: An empirical investigation." Journal of Economic Psychology 3(1): 19-38. Dodds, W. B., K. B. Monroe, et al. (1991). "Effects of Price, Brand, and Store Information on Buyers'' Product Evaluations." Journal of Marketing Research (JMR) 28(3): 307-319. Frischmann, T., O. Hinz, et al. (2012). "Retailers'' Use of Shipping Cost Strategies: Free Shipping or Partitioned Prices?" International Journal of Electronic Commerce 16(3): 65-88. Garretson, J., A and E. C. Kenneth (1999). "The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry." Journal of Services Marketing 13(1): 59-72. Gerstner, E. (1985). "Do Higher Prices Signal Higher Quality?" Journal of Marketing Research (JMR) 22(2): 209-215. Gilbert, D. C. and N. Jackaria (2002). "The efficacy of sales promotions in UK supermarkets: a consumer view." International Journal of Retail & Distribution Management 30(6): 315-322. Girard, T. and P. Dion (2010). "Validating the search, experience, and credence product classification framework." Journal of Business Research 63(9-10): 1079-1087. Girard, T., P. Korgaonkar, et al. (2003). "Relationship of Type of Product, Shopping Orientations, and Demographics with Preference for Shopping on the Internet." Journal of Business & Psychology 18(1): 101-120. Girard, T., R. Silverblatt, et al. (2002). "Influence of Product Class on Preference for Shopping on the Internet." Journal of Computer-Mediated Communication 8(1): 0-0. Grewal, D., R. Krishnan, et al. (1998). "The effect of store name, brand name and price discounts on consumers'' evaluations and purchase intentions." Journal of Retailing 74(3): 331-352. Grewal, D., R. Krishnan, et al. (1998). "The Effects of Store Name, Brand Name and Price Discounts on Consumers'' Evaluations and Purchase Intentions." Journal of Retailing 74(3): 331-352. Grewal, D., J. L. Munger, et al. (2003). "The influence of Internet-retailing factors on price expectations." Psychology & Marketing 20(6): 477-493. Hofacker, C. F. (1998). Internet marketing, Digital Springs (Dripping Springs, TX). Hoyer, W. D. and S. P. Brown (1990). "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product." Journal of Consumer Research 17(2): 141-148. Hsieh, Y.-C., H.-C. Chiu, et al. (2005). "Maintaining a committed online customer: A study across search-experience-credence products." Journal of Retailing 81(1): 75-82. Hsu, C.-H. (1998). Study of Sales Promotion Models on the Internet, National Sun Yat-sen University. Ian, P. and P. Sui Meng (2000). "Factors influencing the types of products and services purchased over the Internet." Internet Research 10(2): 102-113. Innis, D. E. and H. R. Unnava (1991). "The Usefulness of Product Warranties for Reputable and New Brands." Advances in Consumer Research 18(1): 317-322. Jacoby, J. and L. Kaplan (1972). The Components of Perceived Risk, Proceedings of the Third Annual Conference of the Association for Consumer. Jedidi, K., C. F. Mela, et al. (1999). "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18(1): 1-22. Kamins, M. A. and L. J. Marks (1991). "The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar or Unfamiliar Brands." Journal of Academy Marketing Science. 19(3): 177-177. Kiang, M. Y., T. S. Raghu, et al. (2000). "Marketing on the Internet — who can benefit from an online marketing approach?" Decision Support Systems 27(4): 383-393. Klein, L. R. (1998). "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods." Journal of Business Research 41(3): 195-203. Korgaonkar, P., E. Becerra, et al. (2010). "Product classifications, consumer characteristics, and patronage preference for online auction." Journal of Retailing and Consumer Services 17(4): 270-277. Korgaonkar, P., R. Silverblatt, et al. (2004). "Hispanics and Patronage Preferences for Shopping From the Internet." Journal of Computer-Mediated Communication 9(3): 00-00. Kotler, P. (2003). Marketing management., Prentice Hall. Leavitt, H. J. (1954). "A Note on Some Experimental Findings About the Meaning of Price." Journal of Business 27(July): 205-210. Leo, R. V. (2002). "Product characteristics and Internet shopping intentions." Internet Research 12(5): 411-426. Lin, C.-H., P.-H. Wu, et al. (2007). "Price as a quality or sacrifice cue: Role of goal orientation." Asian Journal of Social Psychology 10(3): 179-187. Lin, Y.-C., Y.-C. Lee, et al. (2009). "折扣幅度、促銷方式與品牌知名度對消費者品牌評價及購買意願之影響-以行動電話為例." 東吳經濟商學學報(67): 1-46. Lutz, N. A. (1989). "Warranties as signals under consumer moral hazard." RAND Journal of Economics (RAND Journal of Economics) 20(2): 239-255. Macdonald, E. K. and B. M. Sharp (2000). "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication." Journal of Business Research 48(1): 5-15. McCarthy, J. E. and J. W. D. Perreault (1984). Basic Marketing, Homewood, Illinois : Richard D. Irwin. Mitra, K., C. R. Michelle, et al. (1999). "An examination of perceived risk, information search and behavioral intentions in search, experience and credence services." Journal of Services Marketing 13(3): 208-228. Moon, J., D. Chadee, et al. (2008). "Culture, product type, and price influences on consumer purchase intention to buy personalized products online." Journal of Business Research 61(1): 31-39. Moore, D. J. and R. W. Olshavsky (1989). "Brand Choice and Deep Price Discounts." Psychology & Marketing (1986-1998) 6(3): 181-181. Neelamegham, R. and D. Jain (1999). "Consumer Choice Process for Experience Goods: An Econometric Model and Analysis." Journal of Marketing Research (JMR) 36(3): 373-386. Nelson, P. (1970). "Information and Consumer Behavior." Journal of Political Economy 78(2): 311. Nelson, P. (1974). "Advertising as Information." Journal of Political Economy 82(4): 729. Ostrom, A. and D. Iacobucci (1995). "Consumer trade-offs and the evaluation of services." Journal of Marketing 59(1): 17. Park, M. and J. L. Sharron (2009). "Brand name and promotion in online shopping contexts." Journal of Fashion Marketing and Management 13(2): 149-160. Paul, N. B. and E. P. James (1995). "Using information situations to guide marketing strategy." Journal of Consumer Marketing 12(2): 19-27. Peterson, R. A. (1995). "Relationship Marketing and the Consumer." Journal of the Academy of Marketing Science 23(4): 278-281. Peterson, R. A., S. Balasubramanian, et al. (1997). "Exploring the Implications of the Internet for Consumer Marketing." Journal of the Academy of Marketing Science 25(4): 329-346. Prentice, R. M. (1975). The CFB Approach to Advertising/Promotion Spending, " in The Relationship Between Advertising and Promotion in Brand Strategy, Cambridge: Marketing Science Institute,. Raghubir, P. (1998). "Coupon Value: A Signal for Price?" Journal of Marketing Research 35(3): 316-324. Rao, A. R. and K. B. Monroe (1989). "The Effect of Price, Brand Name, and Store Name on Buyers'' Perceptions of Product Quality : An Integrative Review." Journal of Marketing Research (JMR) 26(3): 351-357. Robert, B. E., G. M. Franklin, et al. (1995). "Advertising and information: an empirical study of search, experience and credence goods." Journal of Economic Studies 22(2): 33-43. Roselius, R. (1971). "Consumer Rankings of Risk Reduction Methods." Journal of Marketing 35(1): 56-61. Shampanier, K., N. Mazar, et al. (2007). "Zero as a Special Price: The True Value of Free Products." Marketing Science 26(6): 742-757. Shimp, T. A. and W. O. Bearden (1982). "Warranty and Other Extrinsic Cue Effects on Consumers'' Risk Perceptions." Journal of Consumer Research 9(1): 38-46. Shugan, S. M. (1980). "The Cost Of Thinking." Journal of Consumer Research 7(2): 99-111. Siems, F., G. S. Kraus, et al. (2008). Customer Satisfaction Models and the Integration of Price Perceptions – A New Managerial Approach and an Empirical Demonstration. Sonal, K. and V. Preeta (2005). "Practices, Perceptions and Avenues of Net-Based Promotions." Electronic Commerce Research 5(3-4): 401-424. Stephen, S. P. and C. Cindy (1997). "The influence of brand recognition on retail store image." Journal of Product & Brand Management 6(6): 373-387. Stigler, G. J. (1961). "The Economics of Information." Journal of Political Economy 69(3): 213-225. Suri, R. and K. B. Monroe (2003). "The Effects of Time Constraints on Consumers'' Judgments of Prices and Products." Journal of Consumer Research 30(1): 92-104. Tan, S. J. (1999). "Strategies for reducing consumers’ risk aversion in Internet shopping." Journal of Consumer Marketing 16(2): 163-180. Teng, L. (2009). "A comparison of two types of price discounts in shifting consumers'' attitudes and purchase intentions." Journal of Business Research 62(1): 14-21. Thakor, M. V. and L. P. Katsanis (1997). "A model of brand and country effects on quality dimensions: Issues and implications." Journal of International Consumer Marketing 9(3): 79-100. TWNIC (2012). Taiwan Network Information Center. Van den Poel, D. and J. Leunis (1999). "Consumer Acceptance of the Internet as a Channel of Distribution." Journal of Business Research 45(3): 249-256. Wang, X. and Z. Yang (2010). "The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image." Journal of Global Marketing 23(3): 177-188. Zeithaml, V. A. (1988). "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence." Journal of Marketing 52(3): 2-22. Zeithaml, V. A., L. L. Berry, et al. (1996). "The Behavioral Consequences of Service Quality." Journal of Marketing 60(2): 31-46. Zhao, L. and J. Wen (2010). "The effectiveness of online sales promotion under different shopping experience." CORD Conference Proceedings 8: V8-337.
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
其他識別: U0005-1707201312490900
Appears in Collections:科技管理研究所

Show full item record

Google ScholarTM


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.