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題名：數量折扣與促銷框架對衝動性購買影響之差異研究
書刊名：管理資訊計算
作者：莊勝雄 引用關係／施坤壽／黃文宏／宋珍誼
作者(外文)：Chuang, Sheng-hsiung／Shih, Kun-shou／Huang, Wen-hung／Song, Zhen-yi
出版日期：2017
卷期：6:特刊2
頁次：頁171-188
主題關鍵詞：數量折扣；促銷框架；衝動性購買；電子商務；框架效應；Quantity discount；Promotion framing；Impulsive buying；E-commerce；Framing effect
原始連結：連回原系統網址new window
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  • 點閱點閱:8
隨著網路購物安全性的完善，行動購物應用程式的便利性，臺灣消費者網路購物行為越來越活躍，依賴度更是逐年加深，網路購物儼然成為了臺灣消費者生活上不可或缺的角色，網路市場上可說是潛藏著無限地商機，而了解網路消費者行為來擬定適當的行銷策略，必然成為了現今重要的課題。本研究為2 (數量折扣：全單位型與遞增型)x2(促銷框架：相對百分比與絕對金額)的實驗設計，以展望理論之觀點來探討相同事件下，以不同的描述方式對於衝動性購買的差異。使用T檢定與MANOVA分析結果下，本研究發現不管使用數量折扣中的全單位型或是遞增型對衝動性購買並不會有顯著差異；在促銷框架中亦然如此，使用絕對金額或是相對百分比，對於消費者的衝動性購買不會有所差異。在人口統計變數上，男性與學生族群對於以往的價格促銷方法上還可見其效果，但現今女性與上班族的網路購買行為上，衝動性購買行為相對比以往的購買決策更為複雜。
With the improvement of online shopping security and the convenience of mobile shopping applications, the consumer online shopping behavior in Taiwan has become more and more active, while the dependence is deepened year by year. Internet shopping has become an indispensable role in Taiwan's consumer life. There are unlimited business opportunities in the online market, and understanding the behavior of online consumers to develop appropriate marketing strategies must become a major issue today. This study is a design of experiments for 2 (quantity discount：all-units discount and incremental discount) x2 (promotion framing：absolute dollars and relative percentage), investigating the same events under the diversity of impulsive buying among the various descriptions from the prospect theory perspective. This study found that there was no significant difference in impulse buying, whether using the all-units discount or the incremental discount by utilizing the T-test and MANOVA to analysis the results. In the promotion framing is also the case, the application of absolute dollars or relative percentage of the consumer's impulsive purchase will not be different. Besides, gender and income will have an impact on impulsive buying. Men in the face of online promotions will have more impulsive purchase than women, and the student groups show more impulsive buying behavior than office workers.
期刊論文
1.Lee, J. A.、Kacen, J. J.(2008)。Cultural influences on consumer satisfaction with impulse and planned purchase decisions。Journal of Business Research，61(3)，265-272。  new window
2.Heath, T. B.、Chatterjee, S.、France, K. R.(1995)。Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence。Journal of Consumer Research，22(1)，90-97。  new window
3.DelVecchio, Devon、Krishnan, H. Shanker、Smith, Daniel C.(2007)。Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice。Journal of Marketing，71(3)，158-170。  new window
4.Amos, C.、Holmes, G. R.、Keneson, W. C.(2014)。A meta-analysis of consumer impulse buying。Journal of Retailing and Consumer Services，21(2)，86-97。  new window
5.Ekeng, A. B.、Lifu, F. L.、Asinya, F. A.(2012)。Effect of demographic characteristics on consumer impulse buying among consumers of calabar municipality, cross river state。Academic Research International，3(2)，568-574。  new window
6.Muruganantham, G.、Bhakat, R. S.(2013)。A Review of Impulse Buying Behavior。International Journal of Marketing Studies，5(3)，149-160。  new window
7.Hardesty, D. M.、Bearden, W. O.(2003)。Consumer evaluations of different promotion types and price presentations: the moderating role of promotional benefit level。Journal of Retailing，79(1)，17-25。  new window
8.Ailawadi, K. L.、Beauchamp, J. P.、Donthu, N.、Gauri, D. K.、Shankar, V.(2009)。Communication and promotion decisions in retailing: A review and directions for future research。Journal of Retailing，85(1)，42-55。  new window
9.Aaker, David A.(1973)。Toward a Normative Model of Promotional Decision-making。Management Science，19(6)，593-603。  new window
10.Dittmar, H.、Drury, J.(2000)。Self-image: is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers。Journal of Economic Psychology，21(2)，109-142。  new window
11.Rook, Dennis W.、Fisher, Robert J.(1995)。Normative Influences on Impulsive Buying Behavior。Journal of Consumer Research，22(3)，305-313。  new window
12.Dawson, S.、Kim, M.(2010)。Cues on apparel web sites that trigger impulse purchases。Journal of Fashion Marketing and Management: An International Journal，14(2)，230-246。  new window
13.Jeffrey, S. A.、Hodge, R.(2007)。Factors influencing impulse buying during an online purchase。Electronic Commerce Research，7(3/4)，367-379。  new window
14.Verhagen, Tibert、Van Dolen, Willemijn(2011)。The influence of online store beliefs on consumer online impulse buying: A model and empirical application。Information & Management，48(8)，320-327。  new window
15.Dholakia, Utpal M.(2000)。Temptation and resistance: An integrated model of consumption impulse formation and enactment。Psychology & Marketing，17(11)，955-982。  new window
16.莊淳淩、田鴻麟、林榮禾(20150300)。展望理論在衝動購買意願的應用及衝動購買傾向與衝動購買意願的關係。行銷評論，12(1)，99-127。new window  延伸查詢new window
17.Ailawadi, K. L.、Lehmann, D. R.、Neslin, S. A.(2001)。Market response to a major policy change in the marketing mix: Learning from Procter & Gamble's value pricing strategy。Journal of Marketing，65(1)，44-61。  new window
18.Benton, W. C.、Park, S.(1996)。A classification of literature on determining the lot size under quantity discounts。European Journal of Operational Research，92(2)，219-238。  new window
19.Choi, C.、Mattila, Anna S.(2014)。The effects of promotion framing on consumers' price perceptions: The moderating role of a personal sense of power。Journal of Service Management，25(1)，149-160。  new window
20.Coley, A.、Burgess, B.(2003)。Gender differences in cognitive and affective impulse buying。Journal of Fashion Marketing and Management: An International Journal，7(3)，282-295。  new window
21.Hausman, A.(2000)。A multi-method investigation of consumer motivations in impulse buying behavior。Journal of Consumer Marketing，17(5)，403-426。  new window
22.Gupta, S.、Heng, X.、Sahu, V.(2009)。Impact of store size on impulse purchase。IUP Journal of Marketing Management，8(1)，7。  new window
23.Dolan, Robert J.(1987)。Quantity discounts: Managerial issues and research opportunities。Marketing Science，6(1)，1-22。  new window
24.Lo, L. Y.-S.、Lin, S.-W.、Hsu, L.-Y.(2016)。Motivation for online impulse buying: A two-factor theory perspective。International Journal of Information Management，36(5)，759-772。  new window
25.Stern, Hawkins(1962)。The Significance of Impulse Buying Today。Journal of Marketing，26(2)，59-62。  new window
26.Chen, Shih-Fen S.、Monroe, Kent B.、Lou, Yung-Chien(1998)。The Effects of Framing Price Promotion Messages on Consumers' Perceptions and Purchase Intentions。Journal of Retailing，74(3)，353-372。  new window
27.Kahneman, Daniel、Tversky, Amos(1979)。Prospect Theory: An Analysis of Decision under Risk。Econometrica: Journal of the Econometric Society，47(2)，263-292。  new window
28.Della Bitta, Albert J.、Monroe, Kent B.、McGinnis, John M.(1981)。Consumer perceptions of comparative price advertisements。Journal of Marketing Research，18(4)，416-427。  new window
會議論文
1.Bitta, A. J. D.、Monroe, K. B.(1981)。A multivariate analysis of the perception of value from retail price advertisements。1980 Annual conference of the ACR Association for Consumer Research。  new window
2.Rook, D. W.、Hoch, S. J.(1985)。Consuming impulses。Association for Consumer Research Fifteenth Annual Conference。  new window
3.Madhavaram, S. R.、Laverie, D. A.(2004)。Exploring impulse purchasing on the internet。The Association for Consumer Research Conference，59-66。  new window
研究報告
1.經濟部商業司(2016)。我國B2C網路商店經營現況研析報告 (計畫編號：III1051-P404-012)。  延伸查詢new window
2.尼爾森。2015年尼爾森虛擬購物行為研究報告。  延伸查詢new window
學位論文
1.張詠筑(2010)。組合價格促銷類型對網路購物之衝動性購買行為影響研究--以女性內衣為例(碩士論文)。輔仁大學，臺北。  延伸查詢new window
2.葉琇娃(2012)。數量折扣：錯失折扣對消費者負面評價之影響(碩士論文)。國立中興大學，台中市。  延伸查詢new window
圖書
1.Shimp, T. A.(1997)。Advertising, Promotion, and Supplemental Aspects Integrated Marketing Communications。Chicago：Harcourt Brace。  new window
2.Kotler, Philip(2000)。Marketing Management。Prentice-Hall。  new window
3.Kotler, Philip、Keller, Kevin Lane(2016)。Marketing Management。Pearson Education Limited。  new window
其他
1.資策會產業情報研究所(20170315)。「網購消費者調查」2016年網購消費平均27715元，https://goo.gl/gox9Ku。  延伸查詢new window
 
 
 
 
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