Please use this identifier to cite or link to this item:
標題: 免運門檻、產品折扣、促銷框架與促銷類型對消費者線上購物之影響
The Impact of Threshold-based Free Shipping Method, Product Discount, Promotional Framing and Promotion Type on Consumers' Online Purchase Behavior
作者: Yu-Tzu Pai
關鍵字: 滿額免運費方案;產品折扣;促銷框架;促銷類型;Threshold-based free shipping;Product discount;Promotional framing;Promotion type
引用: Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business Research, 55(9), 775-783. Becerril-Arreola, R., Leng, M., & Parlar, M. (2013). Online retailers' promotional pricing, free-shipping threshold, and inventory decisions: A simulation-based analysis. European Journal of Operational Research, 230(2), 272-283. Boone, T., & Ganeshan, R. (2013). Exploratory analysis of free shipping policies of online retailers. International Journal of Production Economics, 143(2), 627-632. Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a'Good Deal'. Journal of consumer marketing, 7(4), 25-31. Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81. Chen, S.-F. S., Monroe, K. B., & Lou, Y.-C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of Retailing, 74(3), 353-372. Darke, P. R., & Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47. Della Bitta, A. J., & Monroe, K. B. (1980). A multivariate analysis of the perception of value from retail price advertisements. Advances in consumer research, 8(1), 161-165. Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 416-427. Diamond, W. D., & Sanyal, A. (1990). The effect of framing on the choice of supermarket coupons. Advances in consumer research, 17(1), 488-493. Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: the effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309. Frisch, D. (1993). Reasons for framing effects. Organizational Behavior and Human Decision Processes, 54(3), 399-429. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (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., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing, 46-59. Hamilton, R. W., & Srivastava, J. (2008). When 2+ 2 is not the same as 1+ 3: Variations in price sensitivity across components of partitioned prices. Journal of Marketing Research, 45(4), 450-461. Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level. Journal of Retailing, 79(1), 17-25. Harlam, B. A., Krishna, A., Lehmann, D. R., & Mela, C. (1995). Impact of bundle type, price framing and familiarity on purchase intention for the bundle. Journal of Business Research, 33(1), 57-66. Kahneman, D., & Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives. Psychological review, 93(2), 136-153. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291. Kalwani, M. U., & Yim, C. K. (1992). Consumer price and promotion expectations: an experimental study. Journal of Marketing Research, 90-100. Koukova, N. T., Srivastava, J., & Steul-Fischer, M. (2012). The effect of shipping fee structure on consumers' online evaluations and choice. Journal of the Academy of Marketing Science, 40(6), 759-770. Krishna, A., Briesch, R., Lehmann, D. R., & Yuan, H. (2002). A meta-analysis of the impact of price presentation on perceived savings. Journal of Retailing, 78(2), 101-118. Leng, M., & Becerril‐Arreola, R. (2010). Joint Pricing and Contingent Free‐Shipping Decisions in B2C Transactions. Production and Operations Management, 19(4), 390-405. Lewis, M. (2006). The effect of shipping fees on customer acquisition, customer retention, and purchase quantities. Journal of Retailing, 82(1), 13-23. Lewis, M., Singh, V., & Fay, S. (2006). An empirical study of the impact of nonlinear shipping and handling fees on purchase incidence and expenditure decisions. Marketing Science, 25(1), 51-64. Manning, K. C., & Sprott, D. E. (2007). Multiple unit price promotions and their effects on quantity purchase intentions. Journal of Retailing, 83(4), 411-421. Monroe, K. B. (1973). Buyers' subjective perceptions of price. Journal of Marketing Research, 70-80. Palazon, M., & Delgado‐Ballester, E. (2009). Effectiveness of price discounts and premium promotions. Psychology & Marketing, 26(12), 1108-1129. Raghubir, P., Inman, J. J., & Grande, H. (2004). The three faces of consumer promotions. California Management Review(46), 23-42. Raju, J. S. (1992). The effect of price promotions on variability in product category sales. Marketing Science, 11(3), 207-220. Sinha, I., & Smith, M. F. (2000). Consumers' perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257-275. 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. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214. Walters, R. G., & Bommer, W. (1996). Measuring the impact of product and promotion-related factors on product category price elasticities. Journal of Business Research, 36(3), 203-216. Yi, Y., & Yoo, J. (2011). The long‐term effects of sales promotions on brand attitude across monetary and non‐monetary promotions. Psychology & Marketing, 28(9), 879-896. Zhou, B., Katehakis, M. N., & Zhao, Y. (2009). Managing stochastic inventory systems with free shipping option. European Journal of Operational Research, 196(1), 186-197.
Online stores often employ threshold-based free shipping strategy to attract consumers. For example, the famous brand, Tokichoi offers 'Buy NT$399, free shipping' and Orange Bear provides 'Buy NT$800, free shipping'. Threshold-based free shipping method is when customers' purchase quantity reaches or exceeds a minimum quantity required by retailers; consumers will be offered free shipping service. When employing threshold-based free shipping method, retailers will set different threshold levels based on their capability. Some of the stores decide to use high level of threshold-based free shipping strategy because of the shipping cost. They cannot compensate the cost when employing free shipping method or low level of threshold-based free shipping strategy. However, using high level of threshold-based free shipping strategy will reduce consumers' purchase intention. Therefore, this paper attempts to examine how to not reduce consumers' purchase intention under the condition of employing high level of threshold-based free shipping strategy.
This research conducts 3 studies to examine how price discount (high and low), promotional framing (buy one, get one free and buy 2, get 50% off) and promotion type (monetary and nonmonetary) influence consumers' purchase intention toward threshold-based free shipping strategy. The results indicate that consumers have higher purchase intention when retailers offer low level of threshold-based free shipping method than high level of threshold-based free shipping method. However, this effect will disappear under certain conditions which means that consumers' purchase intention will have no significant differences toward low and high level of threshold-based free shipping strategy. First condition is providing high product discount. Second is providing buy one, get one free rather than buy 2, get 50% off. The final one is nonmonetary condition. It means that when retailers employ these three promotional strategies, even if they provide high threshold level method, consumers' purchase intention will not reduce. We infer that these three strategies can shift consumers' referent and drive their attention away from shipping fees and thereby influence consumers' purchase intention.
Threshold-based free shipping method is an important strategy for online retailers. Nevertheless, previous literatures did not provide suggestions for retailers how to maintain their order incidence when employing high level of threshold-based free shipping strategy. This research provides three moderators that will shift consumers' attention away from shipping fees and influence their purchase intentions when facing threshold-based free shipping strategy. These findings can assist retailers who can only use high level of threshold-based free shipping strategy to maintain the order incidence through providing high product discount, buy one get one free and nonmonetary promotion.

本研究透過三個實驗探討當廠商設置滿額免運費策略時,不同高低的免運費門檻搭配產品折扣(高、低)、促銷框架(買一送一、兩件五折)、促銷類型(金錢性促銷、非金錢性促銷),會如何影響消費者對滿額免運費方案的購買意願。研究結果指出,滿額免運費方案以免運費門檻低相較於門檻高,會使消費者有較高的購買意願,但是此效果在幾種情況下會消失,亦即消費者對高低門檻的購買意願無顯著差異,(1) 高產品折扣 (如五折),(2) 買一送一之促銷框架,而非兩件五折 (3)非金錢性促銷 (如贈品),換言之,廠商若採用此三種促銷策略,即使提供高門檻情境,消費者的購買意願亦不會降低。本研究推論可能是因為參考點的移轉以及消費者會以促銷的本質來決定將促銷交易視為獲利亦或是減少損失,使消費者轉移對運費注意力,並因而改變其購買意願。
滿額免運費方案在實務上是相當重要的策略,然而過去卻無文獻提出如何解決廠商在採用高門檻的策略時,亦能維持其訂單發生率,而本篇研究提出3個調節變數會使消費者在面對滿額免運費策略時,轉移其對運費注意力,而改變其購買意願。實務上,本研究幫助僅能使用高門檻滿額免運費方案之廠商,透過使用高產品折扣、買一送一之促銷框架或是若廠商無法長期提供高成本金錢性促銷,本研究發現非金錢性促銷 (如贈品),皆可以使消費者不降低其購買意願,並維持訂單發生率。
Rights: 同意授權瀏覽/列印電子全文服務,2017-07-24起公開。
Appears in Collections:行銷學系所

Files in This Item:
File SizeFormat Existing users please Login
nchu-104-7102044021-1.pdf2.78 MBAdobe PDFThis file is only available in the university internal network    Request a copy
Show full item record

Google ScholarTM


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