消費者對免費與自償贈品促銷組合之選擇意願與影響因素之研究

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徐芳盈(Fang-Ying Hsu) 查詢紙本館藏

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論文名稱

消費者對免費與自償贈品促銷組合之選擇意願與影響因素之研究

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摘要(中)

「附送贈品」一向是一種很吸引消費者注意的促銷方式，選擇一個好贈品對於促銷的成功與否具有關鍵之地位。贈品依取得成本來分，可區分為免費式贈品（free）與自償式贈品（self- liquidated）。本研究欲探討的促銷組合為一組「免費贈品 + 自償贈品」二選一的贈品組合，企圖了解消費者在「免費獲得」和「加錢換更好」的贈品中如何取捨，免費的一定較佳？加點錢換的一定更好？取決的方向和因素為何？如何選擇和組合贈品，以有效達到促銷成本之最低？
另外，商店形象好壞、主產品價位、贈品本身互補性以及消費者本身風險嫌惡程度等因素又會如何影響消費者在面對此佔促銷方案的選擇意願？為了解以上問題，本研究將利用實驗問卷之設計與分析來探討消費者在不同情境或因素下，選擇的意願與願意加錢換自償贈品之金額將會有何不同的變化，以下為本研究之結論：
一、免費與自償贈品之品牌知名度有顯著之影響。免費贈品品牌為不知名、自償贈品品牌為知名時消費者願意加錢換自償贈品之金額較高。
二、免費贈品品牌為不知名時，贈品本身的互補性高低對消費者選擇意願沒有顯著影響。
三、對風險嫌惡程度高者，贈品本身的互補性高低對消費者選擇意願沒有顯著影響。
四、最好的組合為一組互補性高的贈品，免費贈品品牌為不知名、自償贈品品牌為知名品牌；考慮搭配之主產品時，商店形象較差的商店只適合搭配高價位之主產品。

關鍵字(中)

★ 贈品品牌
★ 商店形象
★ 風險嫌惡程度
★ 贈品互補性

關鍵字(英)

論文目次

目錄
第一章緒論………………………………………………………………1
第一節研究背景與動機…………………………………………………1
第二節研究目的與問題…………………………………………………3
第三節研究流程…………………………………………………………4
第二章文獻探討…………………………………………………………5
第一節促銷活動之理論基礎……………………………………………5
第二節品牌知名度 ……………………………………………………12
第三節商店形象 ………………………………………………………16
第四節產品/贈品互補性………………………………………………19
第五節知覺風險 ………………………………………………………20
第六節研究架構 ………………………………………………………26
第七節研究假設推論 …………………………………………………27
第三章研究方法 ………………………………………………………35
第一節實驗設計 ………………………………………………………35
第二節變數定義與操弄 ………………………………………………37
第三節前測設計與結果 ………………………………………………39
第四節正式問卷設計 …………………………………………………45
第四章研究結果與分析 ………………………………………………46
第一節分析工具與方法 ………………………………………………46
第二節信度分析 ………………………………………………………46
第三節假說驗證 ………………………………………………………47
第五章結論與建議 ……………………………………………………60
第一節研究結論 ………………………………………………………60
第二節實務建議 ………………………………………………………61
第三節研究限制和未來研究方向 ……………………………………63
參考文獻 …………………………………………………………………65
附錄一前測問卷 ………………………………………………………71
附錄二正式問卷 ………………………………………………………78
表目錄
表2-1：各種推廣活動之功能與效果 ………………………………………………6
表2-2：各種促銷方式之推廣功能比較……………………………………………11
表2-3：商店形象之構面與相關屬性………………………………………………17
表2-4：互補型態與實例……………………………………………………………19
表2-5：降低風險策略之相關研究結果整理………………………………………25
表3-1：本研究實驗矩陣……………………………………………………………36
表3-2：前測商店形象之結果………………………………………………………40
表3-3：贈品互補性之前測…………………………………………………………42
表3-4：贈品吸引力之前測…………………………………………………………42
表3-5：「記憶卡」品牌知名度之前測……………………………………………44
表3-6：「子母機無線電話」品牌知名度之前測…………………………………44
表4-1：風險嫌惡程度構面之信度分析……………………………………………47
表4-2：多變量變異數分析結果……………………………………………………47
表4-3：免費贈品品牌之ANOVA結果 ………………………………………………48
表4-4：自償贈品品牌之ANOVA結果 ………………………………………………49
表4-5：免費贈品品牌*贈品互補性之ANOVA結果 ………………………………50
表4-6：不同免費贈品品牌與贈品互補性之願意支付金額………………………51
表4-7：贈品互補性*風險嫌惡程度之ANOVA結果 … ……………………………52
表4-8：贈品互補性*主產品價位之ANOVA結果 …………………………………53
表4-9：免費贈品品牌* 自償贈品品牌*風險嫌惡程度欲檢證之假設簡述 ……54
表4-10：免費贈品品牌*自償贈品品牌*風險嫌惡程度之ANOVA結果 …………54
表4-11：免費贈品品牌*商店形象*主產品價位欲檢證之假設簡述 ……………55
表4-12：免費贈品品牌*商店形象*主產品價位之ANOVA結果 …………………55
表4-13：自償贈品品牌*商店形象*主產品價位欲檢證之假設簡述 ……………56
表4-14：自償贈品品牌*商店形象*主產品價位之ANOVA結果 …………………56
表4-15：本研究假說驗證結果彙整 ………………………………………………57
圖目錄
圖1-1 本研究流程圖…………………………………………………………………4
圖2-1 各種促銷方式消費行為之複雜性比較 ……………………………………10
圖2-2：產品品牌集合關係圖………………………………………………………13
圖2-3：品牌相對差異………………………………………………………………14
圖2-4：本研究之研究架構…………………………………………………………26
圖4-1：免費贈品品牌對願意支付金額的影響 …………………………………49
圖4-2：自償贈品品牌對願意支付金額的影響……………………………………49
圖4-3：不同贈品品牌組合對願意支付金額的影響………………………………50
圖4-4：免費贈品品牌與贈品互補性對願意支付金額的影響……………………51
圖4-5：不同風險嫌惡程度與贈品互補性對願意支付金額之影響………………52
圖4-6：不同贈品互補性與主產品價位對願意支付金額之影響 ………………53
圖4-7：不同免費贈品品牌、商店形象與主產品價位對願意支付金額之影響…56

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2003-7-13

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