網路購物參考價格與促銷情境對購買意願的影響－廣告代言人為干擾變數之研究

The Effect of On-Line Shopping Referent Price and Promotion Situation on Purchasing Intention-Advertising Spokesperson as Moderator

10.29931/MR.200912.0003

潘明全(Ming-Chuan Pan)

參考價格 ； 促銷情境 ； 廣告代言人 ； 購買意願 ； 網路購物 ； Referent Price ； Promotion Situation ； Advertisement Spokesperson ； Purchasing Intention ； On-line Shopping

行銷評論

6卷4期（2009 / 12 / 01）

529 - 548

繁體中文

本研究採用(2)*(3)*(2)受試者間實驗設計，探討高或低參考價格(2)與限時，限量或限時加限量的促銷情境(3)是否會影響消費者購買意願？並探討不同知名度廣告代言人(2)對消費者購買意願是否會產生干擾效果？研究發現，在網路購物下，高或低的參考價格會影響消費者購買意願；限時，限量或限時加限量的促銷情境亦會影響消費者購買意願。而在參考價格（高或低）或促銷情境（限時，限量或限時加限量）下，不同知名度廣告代言人對消費者的購買意願亦產生干擾效果。

This study used a 2*3*2 between-subjects experimental design to examine the effect of on-line shopping referent price and promotion situation on consumer's purchasing intention. And it also examined the moderating effect of advertising spokesperson (celebrity/non-celebrity). This study found out that reference price (high or low) was significant difference on consumer's purchasing intention. Promotion situations (time limited, amount limited, or time limited and amount limited) was significant difference on consumer's purchasing intention, either. Moreover, this study found out that in reference price (high or low) or promotion situation (time limited, amount limited, or time limited and amount limited), advertisement spokesperson had a moderating effect on consumer’s purchasing intention.

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