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

Influence of Various Promotion Methods and Brand Awareness on Consumers' Perceived Value and Purchase Intention: An Empirical Study of Sports Shoes

10.6547/tassm.2017.0009

許建民(Chien-Ming Hsu)

價格折扣 ； 免費贈品 ； 心理帳戶 ； 知覺品質 ； price discount ； free gift ； mental account ； perceived quality

臺灣體育運動管理學報

17卷2期（2017 / 12 / 01）

225 - 246

繁體中文

目的：由於市場競爭激烈，許多運動鞋品牌紛紛推出各種促銷活動以提升買氣，然不同的促銷方式對消費者的行為影響是否一致，以及不同促銷方式在納入品牌概念後是否會有不同的效果出現，是本研究所關心的。因此，本研究的目的就在探討不同的促銷方式和品牌知名度對消費者知覺價值與購買意願的影響。方法：採實驗設計，將促銷方式分為價格折扣與免費贈品兩類，另品牌知名度則區分為高、低兩類。以北部地區6所大學選修運動行銷課程之354名學生為研究對象，透過4種不同實驗腳本的設計，並以二因子變異數分析探究所操弄的變項對知覺價值和購買意願的個別與交互作用影響。結果：本研究發現，採用價格折扣促銷比免費贈品有較高的知覺價值與購買意願，另高品牌知名度產品亦較低品牌知名度者有較高的知覺價值與購買意願。至於在交互影響上，高品牌知名度產品採用價格折扣的知覺價值會比免費贈品高，而低品牌知名度產品不論採用何種促銷方式，其知覺價值都是沒有差異的。最後在購買意願的評定上則是沒有交互影響出現。結論：採用不同的促銷方式對消費者的購買行為會有不同的影響，另促銷方式在納入品牌概念後也會對知覺價值產生調節效果。根據上述發現，除提出結果之實務意涵外，也對未來研究的可行性方向提出說明。

Purpose: In an increasingly competitive market, manufacturers of sports shoes adopt a range of promotional activities to attract consumers and encourage them to purchase their products. This study investigated whether different promotional activities affect consumers' psychological perceptions in similar manners and whether brand awareness moderates the influence of such activities. The main study objective was to examine the influence of various promotion methods and brand awareness on consumers' purchasing behaviors. Methods: A 2 × 2 factorial design experiment involving two promotion methods and two types of brand awareness was conducted in this study. A total of 354 samples were collected from students enrolled in elective sports marketing courses at six universities. A two-way analysis of variance was conducted to test the main effects and interaction effects between manipulative variables and dependent variables. Results: The results revealed that the perceived value of and purchase intention toward discounted products were higher than those of and toward free gifts. The higher the awareness of a brand, the higher is the perceived value and consumers' purchase intention toward the brand. Regarding the interaction between promotion methods and brand awareness, perceived value was high when discounts were offered by well-known brands but not little-known brands. The results of the evaluation of the interaction effects of purchase intention were nonsignificant. Conclusion: Different promotional activities may have different levels of influence on consumers' psychological perceptions. Moreover, brand awareness moderates the influence of specific psychological perceptions. Based on these findings, this paper proposes some recommendations for promotional activities. Possible future research directions are also proposed.

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