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題名：試用品之品牌知名度及試用量與品牌認知、品牌態度及購買意願的關係--以資生堂、盛香堂潔面乳為例
書刊名：行銷科學學報
作者：李威龍 引用關係／黎意文
作者(外文)：Lee, Wei-long／Lee, Yi-wen
出版日期：2009
卷期：5:1
頁次：頁79-97
主題關鍵詞：試用品；品牌知名度；品牌認知；品牌態度；購買意願；Free samples；Brand awareness；Brand cognition；Brand attitude；Purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:15
  • 點閱點閱:55
當今行銷文文獻中對於「促銷」議題已研究相當成熟，然多數皆著重於探討促銷方式的差異對企業績效的影響，本研究目的旨在探討試用品特性（試用數量與品牌知名度）與試用效果（品牌認知、品牌態度、購買意願）之關係，有別於過去從企業角度探討行銷策略績效之思維。因此，本文採實驗設計方法，以非價格促銷策略中的試用樣品為主要探討對象，並以試用品數量多寡及品牌知名度高低為自變項，同時考量正／負向的口耳相傳訊息與先前使用經驗做為情境因素，來驗證試用品對消費者購買意願之影響；綜合上述，進行2*2*2組實驗設計分析。本研究結果顯示試用品品牌知名度高低對消費者試用效果是有顯著影響的；但試用量多寡對試用效果不具顯著影響。
It was pretty mature in promotion topics of current marketing literatures; however, most of them were focus on the effect of promotion type on enterprise performance. This paper is mainly discussed in product sample's abilities (trying usage and brand awareness) and trying effects (Brand Cognition, Attitude, and Purchase Intention). This paper is different from the past such as form enterprise position to consider the marketing strategies effects. Therefore, this topic is mainly discussed about the free samples of Non-price promotion. Both of the brand awareness toward trying and the usage trying that are the independence variables; Word-of-Mouth (WOM) is a moderator variable. And then we analyzed whether these factors will affect such as Brand Cognition, Attitude, and Purchase Intention. We have three independence variables such as brand awareness, sample size, and Word-of-Mouth (WOM) effects. Our findings show that free sample's brand awareness can have significant affects on the consumer's attitude. Our findings also demonstrate that consumer's attitude does not have any direct effects on the quantity of trying usage.
期刊論文
1.朱國光、李奇樺(20081200)。影響消費者對自有品牌態度與購買行為相關因素之研究。臺灣企業績效學刊，2(1)，93-117。new window  延伸查詢new window
2.Bagozzi, R. P.、Warshaw, P. R.(1990)。Trying to Consume: Pursuit of Goals in Consumer Behavior。Journal of Consumer Research，17(2)，127-141。  new window
3.Feick, Lawrence F.、Price, Linda L.(1987)。The market Maven: A Diffuser of Marketplace Information。Journal of Marketing，51(1)，83-97。  new window
4.Breckler, Steve J.、Wiggins, Elizabeth C.(1984)。Cognitive Response on Persuasion: Affective and Evaluative Determinants?。Journal of Experimental Social Psychology，27(2)，180-220。  new window
5.李威龍、留淑芳、劉明宗(20051000)。網路口耳相傳訊息數量、訊息方向暨性別對訊息說服效果之影響。行銷科學學報，1(2)，165-201。new window  延伸查詢new window
6.謝依靜、邱瓊惠(20070900)。航空業促銷方案對顧客利益與顧客行為關聯性之研究。顧客滿意學刊，3(2)，1-30。new window  延伸查詢new window
7.Kamins, M. A.、Marks, L. J.(1991)。The Perception of kosheras a third party certification claim in advertising for familiar and unfamiliar brands。Journal of Academy of Marketing Science，19(3)，177-185。  new window
8.Moorthy, Sridhar、Lu, Qiang(2007)。Coupons Versus Rebates。Marketing Science，26(1)，67-82。  new window
9.Farquhar, P. H.(1990)。Managing Brand Equity。Journal of Advertising Research，30(4)，7-12。  new window
10.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
11.Moorman, Christine、Zaltman, Gerald、Deshpande, Rohit(1992)。Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations。Journal of Marketing Research，29(3)，314-328。  new window
12.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
13.呂惠富(20080400)。促銷活動對於運動鞋品牌評價及購買意願之影響。休閒暨觀光產業研究，3(1)，1-14。new window  延伸查詢new window
14.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research，14(3)，350-362。  new window
15.Percy, Larry、Rossiter, John R.(1992)。A model of brand awareness and brand attitude advertising strategies。Psychology and Marketing，9(4)，263-274。  new window
16.Richins, Marsha L.(1983)。Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study。Journal of Marketing，47(1)，68-78。  new window
17.Tversky, Amos、Kahneman, Daniel(1974)。Judgment under Uncertainty: Heuristics and Biases: Biases in judgments reveal some heuristics of thinking under uncertainty。Science，185(4157)，1124-1131。  new window
18.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
19.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
20.Buttle, Francis A.(1998)。Word of mouth: understanding and managing referral marketing。Journal of Strategic Marketing，6(3)，241-254。  new window
會議論文
1.吳姮憓、楊雅君(2009)。電影滿意度、再購意圖與口碑效應--以《海角七號》為例。2009服務業行銷研討會，131-153。  延伸查詢new window
圖書
1.Kotler, Philip(2003)。Marketing Management: Analysis, Planning, Implementation, and Control。New Jersey：Irwin Prentice-Hall。  new window
2.Howard, John A.(1994)。Buyer Behavior in Marketing Strategy。Prentice-Hall Inc.。  new window
3.Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。  new window
圖書論文
1.Roberson, A. S.(1971)。Curriculum building。International Encyclopedia of Education。New York：McMillan。  new window
 
 
 
 
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