試用品的試用效果研究

The Study on the Effects of Trial Products

賴文祥(Wen-Hsian Lai)；李涵恕(Han-Shu Lee)

試用的特點 ； 試驗結果 ； 口碑 ； 經驗 ； trial characteristics ； trial results ； word of mouth ； experience

育達科大學報

34期（2013 / 04 / 01）

63 - 88

繁體中文

本研究主要目的是希望藉由次級資料文獻理論之整理、實驗設計與初級資料問卷之發放，探討試用品的容量多/寡、試用品附贈贈品有/無、告知產品訊息口耳相傳與使用經驗對於消費者試用效果之影響。本研究以實驗設計來驗證假說，並採2（試用品與附贈贈品之有無）× 2（非價格促銷活動試用品之容量多寡）× 2（產品訊息口耳相傳正負面）之實驗設計，並有8個不同的實驗情境。並以SPSS12.0統計軟體進行統計分析，進行信度與效度分析、敘述性統計分析、單因子變異數分析以及雙因子變異數分析。經由本研究的分析得出本研究結論：在試用品有附贈贈品的情形下，對於試用效果的影響，會使試用商品本身效果評價有所提升，但試用品容量多寡、正負面口耳相傳訊息、先前是否有使用經驗，卻對試用效果沒有顯著影響。

The purpose of this study is done to explore the influence of trying effect to consumers caused by the quantity of samples, gifts, notification and convey of products messages and using experiences, by means of the organizing secondary data and theories, experimental designs and delivery of primary data.This study testifies certain hypothesis by using experimental designs of the 2(existence of trial products and samples) x 2(affirmative or negative sides of product message) x 2 (the quantity of samples in promotions) model, which brings about eight kinds of scenarios.This research results indicated that those trial products with gifts would help the main products gain more values. However, the quantity of trial products, affirmative or negative message conveying and using experiences would achieve nothing to trying effects.

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