贈品促銷策略對於知覺價值與購買意願探討以智慧型手機為例

Taking Premium Promotion Strategy to Investigate the Intention on the Perceived Value

張魁峯(Kuei-Feng Chang)；張俊彥(Chun-Yen Chang)

知覺價值 ； 購買意願 ； 贈品促銷策略 ； Perceived value ； Purchase intention ； Promotion strategy

育達科大學報

39期（2014 / 12 / 01）

39 - 57

繁體中文

隨著消費者每天平均使用手機的次數頻繁，且對於手機的依賴性逐漸提高，因此，對於選購智慧型手機時，會考量諸多因素。促使現今手機市場的競爭日劇激烈，也間接影響了電信業者之相關行銷策略。本研究主要探討消費者對於智慧型手機購買之因素，進而探討在知覺價值與購買意願關係中可能會有影響的促銷策略，並以贈品為例。而本研究之結果發現贈品促銷策略在知覺價值與購買意願之關係中並無顯著效果。而在管理意涵上，本研究認為，業者在贈品促銷策略方面，對於電信業者來說，贈品促銷不會是消費者購買智慧型手機的主因。因此，若要提升消費者之購買意願，則不能只著重表面，更須了解消費者之實質需求。

Since the consumer's dependence and use frequency of mobile phone are rises, so when consumer buy smart phone, they will consider many factors that result in competition of the mobile phone market intense and affect the marketing Strategy of telecom companies. The purpose of this study is to investigate the factors of consumer buy smart phone. The present research project describes the development of premium promotion strategy that can be used in affect of perceived value to purchase intention. The main findings of this study demonstrate the premium promotion strategy is not useful in affect of perceived value to purchase intention. In terms of meaning of management, the research shows that the premium promotion strategy is not main factor of consumer to buy smart phone in telecom companies, if the firm want to promote the purchase intention of consumer, the firm should be to know the real demand factors of consumer.

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