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標題: 數量門檻、促銷框架、促銷範圍及促銷理由對零售商採行數量折扣策略之影響
Quantity Discount: The Role of Quantity Threshold, Promotion Framing, Promotion Scope and Reasons for Promotion.
作者: 鄭佳萍
Cheng, Chia-Ping
出版社: 行銷學系所
引用: Ailawadi, Kusum L., J.P. Beauchamp, Naveen Donthu, Dinesh K. Gauri, and Venkatesh Shankar (2009), “Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research,” Journal of Retailing, 85 (1), 42-55. Bechwati, Nada Nasr, Rajendra S. Sisodia, and Jagdish N. Sheth (2009), “Developing a model of antecedents to consumers' perceptions and evaluations of price unfairness,” Journal of Business Research, 62(8), 761-767. Campbell, Leland and William Diamond (1990), ‘‘Framing and Sales Promotions: The Characteristics of a Good Deal,'' Journal of Consumer Marketing, 7 (Fall), 25-31. Chen, Shih-Fen S., Kent B. Monroe and Yung-Chien Lou (1998), “The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions,” Journal of Retailing, 74 (3), 353-372. 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在現實生活中,我們經常觀察到零售商對消費者進行數量折扣的促銷手法,例如買一送一、二件五折。數量折扣 (quantity discount) 意指隨著購買數量的增加,消費者支付的單位價格越低,而消費者必需購買特定的數量才能獲得折扣。但實際上消費者可能因為一些原因(例如挑選不到想要的款式、尺寸)無法達到零售商所制定的數量門檻,因而放棄所欲購買的商品。


實驗一為2 (數量門檻:高、低) × 3 (促銷框架:金額折扣、百分比折扣、額外產品促銷) 受測者間因子設計,經由MANOVA分析後,發現當消費者無法獲得數量折扣時:(1) 高數量門檻相較於低數量門檻,會使消費者知覺到較低的促銷策略公平性。;(2) 不同的數量門檻下,消費者對於未獲折扣商品之購買意圖沒有顯著差異;(3) 相較於金額折扣框架與百分比折扣框架,促銷框架為額外產品促銷會使消費者知覺到較低的促銷策略公平性且對零售商有較低的滿意度;(4) 當促銷框架為百分比折扣時,高數量門檻相較於低數量門檻會使消費者知覺到較低的促銷策略公平性。

實驗二為2 (促銷範圍:大、小) × 3 (促銷理由:有解釋-促銷頻率低、有解釋-促銷頻率高、無解釋) 受測者間因子設計,經由MANOVA分析後,發現消費者無法獲得數量折扣時:(1) 促銷範圍大相較於促銷範圍小,會使消費者對零售商有較低的滿意度;(2) 相較於零售商解釋的促銷理由為促銷頻率高時,促銷頻率低會使消費者對於未獲折扣商品之購買意圖較高;(3) 零售商無解釋促銷理由時,促銷範圍大相較於促銷範圍小會使消費者對零售商有較低的滿意度;(4) 零售商解釋的促銷理由為促銷頻率低時,促銷範圍大相較於促銷範圍小會使消費者對於未獲折扣商品之購買意圖較高。
其他識別: U0005-3006201014290900
Appears in Collections:行銷學系所

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