信用卡促銷策略對消費者知覺價值與購買意願之影響－以衝動性購買特質為干擾變數

The Effect of Credit Card Promotion Strategies on Consumer's Perception Value and Purchase Intent-Impulsivity Traits as a Moderator

10.6338/JDA.200802_3(1).0004

洪淑玲(Shu-Lin Hung)；陳儀庭(Yi-Ting Chen)；譚宜行(Yi-Xing Tan)

促銷策略 ； 知覺價值 ； 購買意願 ； 消費者衝動性特質 ； Promotion Strategy ； Perception Value ； Purchase Intent ； Impulsivity Traits

Journal of Data Analysis

3卷1期（2008 / 02 / 01）

51 - 71

繁體中文

本研究主要在探討信用卡促銷策略之誘因工具與取得時機分類對消費者知覺價值與購買意願的影響。促銷工具分為金錢性、非金錢性；誘因取得時機分為立即取得、遲緩取得。研究中採用2x2實驗設計將促銷策略分為四類，藉以探討不同的促銷策略，對消費者知覺價值與購買意願影響。最後，探討不同衝動性購買特質的消費者，對於促銷策略影響知覺價值、購買意願之干擾效果。本研究的重要發現與結論有四點：一、不同的促銷活動設計，會影響消費者知覺價值與購買意願。二、不同衝動性購買特質，對促銷活動設計在消費者知覺價值與購買意願有其干擾效果。三、「低衝動型」購買特質的消費者，對於促銷活動設計（金錢立即、金錢遲緩、非金錢立即、非金錢遲緩），其知覺價值與購買意願並無顯著差異。

This research explores the effect of credit card promotion strategies on the consumer's perception value and purchase intent. An overall 2 (promotion tools: monetary versus non-monetary) ×2 (fulfillment timing: timely versus late fulfillment) repeated measure ANOVA is conducted. To sort out 4 common credit card promotion strategies performed by the bankers, we discuss how the different promotion activities impact the consumer's perception value and purchase intent. In addition, we investigate the effect of ”the consumer with impulsive trait” as a moderator. The conclusions of the research are:.1. The different promotion activities would impact customer's perception value and purchase intent.2. The different impulsivity traits would interfere in the customer's perception value and purchase intent.3. The effect of the customers with low impulsive trait for the promotion strategies (immediate monetary, late monetary, immediate non-monetary or late non-monetary) on the customer's perception value and purchase intent is not significant.

1. Beatty, S. E.,Ferrell, M. E.(1998).Impulse Buying: Modeling Its Precursors.Journal of Retailing,74(2),169-191.
2. Campbell, L.,Diamond, W.D.(1990).Framing and Sales Promotions: The Characteristics of A Good Deal.Journal of Consumer Marketing,7(4),25-31.
3. Chen, Shih-Fen 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),353-374.
4. Cobb C. J.,Hoyer, W.D.(1986).Planned versus Impulse Purchase Behavior.Journal of Retailing,62(Winter),67-81.
5. Dodds, B.W.,Monroe, K.B.,Grewal, D.(1991).The effects of Price, Brand, and Store Information on Buyers' Product Evaluation.Journal of Marketing Research,7(2),5-19.
6. Engel, J.F.,Blackwell, Roger D.,Miniard, Paul W.(1995).Consumer Behavior.New York:The Dryden Press.
7. 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.Journal of Marketing,62,46-59.
8. Kotler, P.(2000).Marketing Management: Analysis, Planning, Implementation and Control.New Jersey:pretice Hall Inc.
9. Loudon, D.L.,Bitta, A.J.D.(1988).Consumer Behavior: Concepts and Applications.New York:McGraw-Hill.
10. Marion, F.M.(1987).Memphis State University.
11. Mowen, C.J.(1990).Consumer Behavior.New York:Macmillan.
12. Quelch, J.A.(1989).Sales Promotion Management.Englewood Cliffs, N. J.:Prentice-Hall, Inc..
13. Rook, D.W.(1987).The Buying Impulse.Journal of Consumer,14(Sep),189-199.
14. Rook, D.W.,Hoch, S.J.(1985).Consuming Impulses.Advance in Consumer Research,12,23-27.
15. Shimp, T.A(1993).Promotion Management and Marketing Communications.Chicago, IL:Dryden Press.
16. Stern, H.(1962).The Significance of Impulse Buying Today.Journal of Marketing,26,59-62.
17. Weinberg, P.,Gottwald, W.(1982).Impulsive Consumer Buying as a Result of Emotions.Journal of Business Research,10(1),43-57.
18. Weun, S.,Jones, M.A.,Beatty, S.E.(1998).Development and Validation of the Impulse Buying Tendency Scales.Psychological Reports,82,1123-1133.
19. Wood, M.(1998).Socio-economic Status, Delay of Gratification, and Impulse Buying.Journal of Economic Psychology,19(June),295-320.
20. Youn, S. H.(2000).Graduate School of The University of Minnesota.
21. Zeithaml, V.A.(1988).Consumer Perceptions of price, Quality, and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(July),2-22.
22. 王玟茵(2004)。碩士論文(碩士論文)。國立高雄第一科技大學行銷與流通管理系。
23. 石芳珊(2004)。碩士論文(碩士論文)。南華大學傳播管理研究所。
24. 林詩晃(2002)。碩士論文(碩士論文)。國立交通大學經營管理研究所。
25. 邱皓政(2006)。社會與行為科學的量化研究與統計分析。台北:五南。
26. 徐心怡(2000)。碩士論文(碩士論文)。元智大學管理研究所。
27. 陳淑萍(2002)。碩士論文(碩士論文)。國立交通大學管理科學系。
28. 黃麗霞(2002)。博士論文(博士論文)。國立臺灣大學商學研究所。
29. 楊國樞編(1992)。社會及行為科學研究法。台北:東華書局。
30. 葉及綺(2002)。碩士論文(碩士論文)。國立成功大學國際企業研究所。
31. 謝安田(1998)。企業研究方法論。台北:文化大學商學院。