题名

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

并列篇名

Discount Level, Promotional Type, and Brand Awareness on Consumers' Brand Evaluation and Purchase Intention…An Empirical Study of Handsets

DOI

10.29735/SJEB.200912.0001

作者

林陽助(Yang-Chu Lin)；李宜致(Yi-Chih Lee)；林吉祥(Steven C.H. Lin)；林婉婷(Wan-Ting Lin)

关键词

折扣幅度 ； 促銷方式 ； 品牌知名度 ； 品牌評價 ； 購買意願 ； discount level ； promotional type ； brand awareness ； brand evaluation ； purchase intention

期刊名称

東吳經濟商學學報

卷期/出版年月

67期（2009 / 12 / 01）

页次

1 - 46

内容语文

繁體中文
中文摘要

廠商為了吸引更多的消費者來購買產品，隨處可見各式各樣的促銷手法。在眾多的促銷手法當中，「折價券」是最常被運用且最直接讓消費者感受到「價格不平等優勢」的方式之一。此外，品牌知名度往往會影響促銷產品的知覺品質，由於，消費者對於高知名度品牌有較多的產品知識，因此，高知名度品牌會往往帶給他們一種令人信賴之感覺，反之，若低知名度品牌是否會因折價所產生的負面評價更為強烈呢？因此，本研究亦將品牌知名度納入該研究架構之干擾變數。 為探討以上問題，本研究利用實驗設計的方式，來蒐集資料，以分析折扣幅度、促銷方式與品牌知名度對品牌評價及購買意願之影響，本研究所得之重要結論如下： 1．消費者在面對降價活動時，在高折價幅度下，會使消費者對於產品的整體評價產生懷疑，進而帶來負面的品質知覺；但其所感知到的價格犧牲較少，會認為知覺價值較高，因此會進一步提升購買的意願。 2．促銷方式的不同並不會影響消費者在對折扣幅度高低時所產生的價值知覺。 3．廠商品牌知名度高，會減低消費者面對折扣幅度高所帶來的負面知覺品質。 4．品牌知名度高低並不會影響消費者在面對不同折扣幅度時的價值知覺及購買意願。
英文摘要

In order for vendors to draw customers and encourage them to buy a product, all kinds of promotional methods are available. Among the many promotional methods, ”coupon” is one of the most commonly seen and the most direct way to make customers feel ”positional advantage over price. In addition, brand awareness often affects the perceived quality for a promotional product. Since customers have better product knowledge for brands with high brand awareness, therefore, these products are often more ”trustworthy” than others. On the contrary, ”Will brands with low brand awareness be viewed more negatively when they are discounted?” so, brand awareness is incorporated as a moderating variable in this study. To discuss the problems above, an experimental design method is adopted. Data is collected to analyze effects of discount level, promotional type, and brand awareness on brand evaluation and purchase intention. The results obtained are summarized as follows: 1. Customers tend to have negative perceived quality toward a product that has a high discount level; however, customers tend to have positive perceived value and purchase intention toward a product that has a low discount level. 2. Different promotional method does not affect customers' perceived value for different discount level. 3. High brand awareness will diminish customers' negative perceived quality brought by high discount level. 4. The level of brand awareness does not affect the perceived value and the purchase intention when dealing with different discount level.
主题分类 社會科學 > 經濟學
社會科學 > 財金及會計學
参考文献
  1. Aaker, D. A.(1996).Measuring brand equity across products and markets.California Management Review,38(3),102-120.
  2. Aaker, D. A.(1973).Toward a Normative Model of Promotional Decision Marketing.Management Science,19(6),593-603.
  3. Alba, J.W.,C.F. Mela,T.A. Shimp,J.E. Urbany(1999).The Effect of Discount Frequency and Depth on Consumer Price Judgments.Journal of Consumer Research,26(2),99.
  4. Assael, H.(1992).Consumer Behavior and Marketing Action.Boston:PWSKENT.
  5. Beem, E. R.,H.J. Shaffer(1981).Triggers to Customer Action: Some Elements in a Theory of Promotional Inducement.Marketing Science Institute.
  6. Belch, G.,M. Belch(2003).Advertising and promotion: An integrated marketing communications perspective.Boston, MA:Irwin.
  7. Berkowitz, E. N.,J.R. Walton(1980).Contextual Influences on Consumer Price Responses: An Experimental Analysis.Journal of Marketing Research,17(2),349-358.
  8. Briesch, R. A.,K. Pradeep,P.K.Chintagunta,R.L. Matzkin(2002).Semiparametric Estimation of Brand Choice Behavior.Journal of the American Statistical Society,97(1),973-982.
  9. Campbell, L.,W.D. Diamond(1990).Framing and Sales Promotion: The Characteristics of A Good Deal.Journal of Consumer Marketing,7(4),25-31.
  10. Chen, S-F S.,K. B.Monroe,Y.C. Lou(1998).The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions.Journal of Retailing,74(1),353-372.
  11. Davis, S.,J. J. Inman,L. McAlister(1992).Promotion Has a Negative Effect on Brand Evaluations-or Does It?.Journal of Marketing Research,21(1),143-148.
  12. Della, B.J.,K. Albert,B. Monroe,John M.,McGinnis, J.M(1981).Consumer Perceptions of Comparative Price Advertisements.Journal of Marketing Research,18(1),416-427.
  13. Diamond, W. D.(1990).Schemas Determing the Incentive Value of Sates Promotions.Psychology and Marketing,7(3),163-175.
  14. Dodds, W. B.,K. B. Monroe,D. Grewal(1991).Effects of Price, Brand and Store Information on Buyers' Product Evaluations.Journal of Marketing Research,28(1),307-319.
  15. Dodson, J. A.,A.M. Tybout,B. Sternthal(1978).Impact of Deals and Deal Retraction on Brand Switching.Journal of Marketing Research,15(1),72-81.
  16. Ehrenberg, A. S. C.,P. Charlton(1991).An Analysis of Simulated Brand Choice.Journal of Advertising Research,13(1),145-159.
  17. Engel, J. F.,R.D. Blackwell,P.W. Miniard(1984).Consumer Behavior.Hwa-Tai Bookstore.
  18. Folkes, V.,R.C. Wheat(1998).Consumers' Price Perception of Promoted Products.Journal of Retailing,3(1),317-328.
  19. Fornell, C.,W.T. Robinson(1985).Sources of Market Pionrer Advantages in Consumer Goods Industries.Journal of Marketing Research,22(3),305-317.
  20. Fry, J N.,.H. McDougall(1974).Consumer Appraisal of Retail Price Advertisement.Journal of Marketing,38(1),64-74.
  21. Gallarza, M.G.,G.S. Irene(2006).Value dimensions, perceived value, satisfaction and loyalty an investigation of university students' travel behaviour.Tourism Management,27(1),437-452.
  22. Gamble, A.,G.T. Charlton,R. Ranyard(2002).Euro-illusion: psychological insights into price evaluations with a unitary currency.Eur Psychol,7(1),302-311.
  23. Garretson, J, A.,K. E. Clow(1999).The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry.Journal of Service Marketing,13(1),59-70.
  24. Grewal, D.,R. Krishnan,J. Baker,N. Borin(1998).The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions.Journal of Retailing,74(1),331-352.
  25. Gupta, S.(1988).Impact of Sales Promotions on When, What, and How Much to Buy.Journal of Marketing Research,25(1),342-353.
  26. Hardesty, D.M.,W. O. Bearden(2003).Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level.Journal of Retailing,79(1),17-25.
  27. Hartley, S. W.,J. Cross(1988).How Sales Promotion Can Work Forand Against You.Journal of Consumer Marketing,5(3),35-42.
  28. Heilman, C. M.,D. Bowman,G.P. Wright(2000).The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market.Journal of Marketing Research,37(2),139-155.
  29. Herr, P. M.(1989).Priming Price: Prior Knowledge and Context Effects.Journal of Consumer Research,16(1),67-75.
  30. Hoyer, W. D.,S. P. Brown(1990).Effects of brand awareness on choice for a common, repeat-purchase product.Journal of Consumer Research,17(2),141-148.
  31. Hsu, T.H,Y. S. Wang,S.C.Wen(2006).Using the decomposed theory of planned behavior to analyze consumer behavioral intentio2n towards mobile text message coupons.Journal of Targeting,14(4),309-326.
  32. Kamins, M. A.,L. J. Marks(1991).The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar & unfamiliar Brands.Journal of Academy of Marketing Science,91(3),177-185.
  33. Keller, K. L.(1993).Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.Journal of Marketing,57(1),1-22.
  34. Keller, K.L.(2002).Branding and Brand Equity.Handbook of Marketing.
  35. Kim, C. K.,A. M. Lavack(1996).Vertical brand extensions: Current research and managerial implications.Journal of Product & Brand Management,5(6),24-37.
  36. Kopalle, P. K.,D.R. Lehmann(2006).Setting Quality Expectations When Entering a Market: What Should the Promise Be?.Marketing Science,25(1),8-24.
  37. Kotler, P.(2000).Marketing Management: Analysis, Planning, Implementation and Control.NJ:Prentice Hall.
  38. Laurent, G.,J. N. Kapferer,F. Roussel(1995).The underlying structure of brand awareness scrores.Marketing Science,14(3),170-179.
  39. Lemon, K.N.,S. M. Nowlis(2002).Developing Synergies Between Promotions and Brands in Different Price-Quality Tiers.Journal of Marketing Research,36(1),171-185.
  40. Macdonald, E. K,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.
  41. Malhotra N. K.(1993).Marketing Research: An Applied Orientation.New Jersey:Englewood Cliffs.
  42. Martin, M.,K. B.Monroe(1994).Perceived Price Fairness: A New Look at an Old Construct.Advances in Consumer Research,21(1),75-78.
  43. Mazumdar, T. S. P.Raj,I. Sinha(2005).Reference Price Research: Review and Propositions.Journal of Marketing,69(1),84-102.
  44. Monroe, K. B.(1990).Pricing: Making Profitable Decisions.McGraw-Hill Publishing Company.
  45. Monroe, K.B.,A.Y. Lee(1999).Remembering Versus Knowing: Issues in Buyers' Processing of Price Information.Journal of the Academy of Marketing Science,27(2),207-225.
  46. Moore, D. J.,R. W. Olshavsky(1989).Brand Choice and Deep Price Discounts.Psychology and Marketing,6(1),181-196.
  47. Quelch, J. A.(1989).Sales Promotion Management.Prentice Hall College Div..
  48. Raghubir, P.(1998).Coupon Value: A Signal for Price.Journal of Marketing Research,35(1),316-324.
  49. Raghubir, P.(2004).Coupons in context: discounting prices or decreasing sales?.Journal of Retailing,80(1),1-12.
  50. Raghubir, P.,C. Kim(1999).When Do Price Promotion Affect Pretrial Brand Evaluations?.Journal of Consumer Research,36(2),211-222.
  51. Rao, A. R.,K. B. Monroe(1988).The moderating effect of prior knowledge on cue utilization in product evaluations.Journal of Consumer Research,15(2),253-264.
  52. Richardson, P. S.,A. S. Dick,A. K. Jain(1994).Extrinsic and extrinsic cue effect on perceptions of store brand quality.Journal of Marketing Research,58(4),28-36.
  53. Roberts, J. H.,J. M. Lattin(1991).Development and testing of a model consideration set composition.Journal of Marketing Research,28(4),429-440.
  54. Rothschild, M. L.,W. C. Gaidis(1981).Behavior Learning Theory: Its Relevance to Marketing and Promotions.Journal of Marketing,45(1),70-78.
  55. Scoot, C. A.,R. F. Yalch(1980).Consumer Responseto Initial Product Trial: A Bayesian Analysis.Journal of Consumer Research,7(1),42-41.
  56. Shen, Y.,C. Chi,J. Chen(2007).A new perspective on the effects of price promotions in Taiwan: a longitudinal study of a Chinese society.International Journal of Consumer Studies,31(4),385-390.
  57. Steenkamp, J. B. E. M.(1990).Conceptual Model of the Quality Perception Process.Journal of Business Research,21(1),309-333.
  58. Thaler, R.M.(1985).Mental accounting and consumer choice.Marketing Science,4(1),199-215.
  59. Zeithaml, V. A.(1988).Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(1),2-22.
  60. 王又鵬(1993)。博士論文(博士論文)。國立政治大學企研所。
  61. 吳萬益、林清河(2000)。企業研究方法。台北:華泰書局。
  62. 周宇貞(1999)。東吳大學企業管理研究所。
  63. 洪國輝(2001)。碩士論文(碩士論文)。台灣大學商學研究所。
  64. 黃尹嬿(2005)。碩士論文(碩士論文)。大葉大學設計研究所。
  65. 龐立超(2004)。耐久性産品外部線索對顧客購買意願影響之研究。大葉大學，國際企業管理學系碩士在職專班。
被引用次数
  1. 許建民(2017)。促銷方式、品牌知名度對消費者知覺價值與購買意願影響之研究─以運動鞋為例。台灣體育運動管理學報，17(2)，225-246。
  2. 賴永僚、盧廷峻、陳世朋、張志銘、高文揚(2017)。運動用品店促銷方式對消費者非計畫性購買影響之研究－以商店氣氛為干擾變數。運動與遊憩研究，11(4)，90-103。
  3. 李月華、王盡忠(2017)。選擇性搭售組合之品牌及價格配適對消費者選擇行為之影響。輔仁管理評論，24(2)，19-44。
  4. 蕭至惠(2013)。操弄懷舊情愫真能為旅遊產品增值？。戶外遊憩研究，26(1)，31-68。
  5. 蕭至惠、蔡進發(2015)。旅遊產品促銷價格建構方式對消費者知覺之影響：以促銷深度與認知需求為干擾變數。行銷評論，12(1)，1-26。
  6. 鍾政偉、陳桓敦、林佳穎(2012)。品牌知覺、廣告效果與關係品質對購買意願影響之研究。Journal Of Data Analysis，7(5)，137-158。
print cancel