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題名：價格促銷策略對消費者再購行為影響之研究
書刊名：管理評論
作者：王又鵬／黃俊英／洪順慶 引用關係
出版日期：1994
卷期：13:2
頁次：頁49-85
主題關鍵詞：價格促銷策略；品牌熟悉度；品牌評價；再購行為；理論驗證；Price promotion strategy；Brand familiarity；Brand evaluation；Repeat purchase；Theory testing
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(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:630
  • 點閱點閱:19
本研究主要探討價格促銷型式、降價幅度以及品牌熟悉度對於品牌評價與再購行為的影響。本研究以實踐學院非管理科系390位學生為對象，並以2×2×2的事後加控制組實驗室實驗進行研究。主要的統計分析方法包括多變量變異數分析以及類別數據線性模式。結果發現(1)不論是消費者熟悉度高或低的品牌進行價格促銷，價格促銷策略都對消費者的再購行為沒有影響。(2)不論是消費者熟悉度高或低的品牌進行價格促銷，價格促銷策略都對消費者的促銷品牌評價沒有影響。(3)消費者對促銷品牌的評價，不會影響其再購行為。
This study attempts to discover the impact of price promotion type, discount level and brand familiarity on brand evaluation and repeat purchase. 390 students were randomly assigned to a 2×2×2 after only with control group laboratory experiment. A MANOVA and CATMOD are used to analyze the collected data. The major findings are: (1) The price promotion strategy (the combination of price promotion type and discount level) has no effect on repeat purchase of promoted brand for both familiar and unfamiliar buyers of the brand (2) The price promotion strategy also has no effect on brand evaluation of promoted brand for both familiar and unfamiliar buyers of the brand (3) Brand evaluations have no effect on repeat purchase of promoted brand.
期刊論文
1.Farquhar, Peter H.(1989)。Managing Brand Equity。Marketing Research，1(3)，24-34。  new window
2.Lammers, H. Bruce(1991)。The Effect of Free Samples on Immediate Consumer Purchase。Journal of Consumer Marketing，8(2)，31-37。  new window
3.Scott, Carol A.(1976)。The Effects of Trial and Incentives on Repeat Purchase Behavior。Journal of Marketing Research，13，263-269。  new window
4.Shoemaker, Robert W.、Shoaf, F. Robert(1977)。Repeat Rates of Deal Purchases。Journal of advertising Research，17(2)，47-53。  new window
5.Ehrenberg, A. S. C.、Charlton, P.(1973)。An Analysis of Simulated Brand Choice。Journal of Advertising Research，13(1)，21-33。  new window
6.Winer, Russell S.(1986)。A Reference Price Model of Brand Choice for Frequently Purchased Products。Journal of Consumer Research，13(2)，250-256。  new window
7.Bawa, Kapil、Shoemaker, Robert W.(1987)。The Effects of a Direct Mail Coupon on Brand Choice Behavior。Journal of Marketing Research，24(4)，370-376。  new window
8.Biswas, Abhijit、Blair, Edward A.(1992)。Contextual Effects of Reference Prices in Retail Advertisements。Journal of Marketing，55，1-12。  new window
9.Chakraborty, Goutam、Cole, Catherine(1991)。Coupon Characteristics and Brand Choice。Psychology and Marketing，8(3)，145-159。  new window
10.Charlton, P.、Ehrenberg, A. S. C.(1976)。An Experimentation in Brand Choice。Journal of Marketing Research，13，152-160。  new window
11.Cheong, K. J.(1993)。Observations: Are Cents-Off Coupons Effective?。Journal of Advertising Research，33(2)，73-78。  new window
12.Davis, Scott、Inman, J. Jeffrey、McAlister, Leigh(1992)。Promotion Has a Negative Effect on Brand Evaluations-Or Does It? Additional Disconfirming Evidence。Journal of Marketing Research，29(1)，143-148。  new window
13.Dodson, Joe A.、Tybout, Alice M.、Sternthal, Brian(1978)。Impact of Deals and Deal Retraction on Brand Switching。Journal of Marketing Research，15(1)，72-81。  new window
14.Doob, Anthony N.、Carlsmith, J. Merrill、Freedman, Jonathal L.、Landauer, Thomas K.、Soleng, Tom Jr.(1969)。Effect of Initial Selling Price on Subsequent Sales。Journal of Personality and Social Psychology，11(4)，345-350。  new window
15.Fornell, Claes、Robinson, William T.、Wernerfelt, Birger(1985)。Consumption Experienceand Sales Promotion Expenditure。Management Science，31(9)，1084-1105。  new window
16.Gabor, A.、Granger, C. W. J.(1985)。Price as an Indicator of Quality: Report on an Enquiry。Economica，33，43-70。  new window
17.Gestner, E.(1985)。Do Higher Prices Signal Higher Quality?。Journal of Marketing Research，22(2)，209-215。  new window
18.Guadagni, P. M.、Little, J. D. C.(1983)。A Logit Model of Brand Choice Calibrated on Scanner Data。Marketing Science，2(3)，203-238。  new window
19.Jacobson, Robert、Obermiller, Carl(1990)。The Formation of Expected Future Price: A Reference Price for Forward- Looking Consumers。Journal of Consumer Research，16(4)，420-432。  new window
20.Jones, J. Morgan、Zufryden, Fred S.(1981)。Relating Deal Purchases and Consumer Characteristics to Repeat Purchase Probability。Journal of Market Research Society，23(2)，84-99。  new window
21.Kahn, Barbara、Louie, Therese A.(1990)。Effects of Retraction of Price Promotions on Brand Choice Behavior for Variety Seeking and Last-Purchase-Loyal Consumers。Journal of Marketing Research，17，279-289。  new window
22.McConnell, J. Douglas(1968)。The Development of Brand Loyalty: An Experimental Study。Journal of Marketing Research，5，13-19。  new window
23.Neslin, Scott A.、Shoemaker, Robert W.(1989)。An Alternative Explanation for Lower Repeat Rates After Promotion Purchases。Journal of Marketing Research，26(2)，205-213。  new window
24.Rothschild, Michael L.、Gaidis, William C.(1981)。Behavioral Learning Theory: The Relevance to Marketing and Promotions。Journal of Marketing，45，70-78。  new window
25.Sawyer, Alan G.(1975)。Demand Artifacts in Laboratory Experiments in Consumer Research。Journal of Consumer Research，1，20-30。  new window
26.Scitovsky, Tibor(1945)。Some Consequences of the Habit of Judging Quality by Price。Review of Economic Studies，12(32)，100-105。  new window
27.Sherif, Muzafer、Hovland, Carl(1953)。Judgmental Phenomena and Scales of Attitude Measurement: Placement of Items with Individual Choice of Number of Categories。Journal of Abnormal and Social Psychology，48(1)，135-141。  new window
28.Urbany, J. E.、Bearden, W. O.、Weilbaker, D. C.(1985)。The Effects of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search。Journal of Consumer Research，15，95-110。  new window
29.Mayhew, Glenn E.、Winer, Russell S.(1992)。An empirical analysis of internal and external reference prices using scanner data。Journal of Consumer Research，19(1)，62-70。  new window
30.Lattin, James M.、Bucklin, Randolph E.(1989)。Reference Effects of Price and Promotion on Brand Choice Behavior。Journal of Marketing Research，26(3)，299-310。  new window
31.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science，4(3)，199-214。  new window
研究報告
1.Tellis, Gerard J.(1990)。Do Deals Increase, Decrease. Or Have No Effect on Brand Repurchases?。University of Southern California。  new window
學位論文
1.Yim, Chi Kin(1989)。Price Expectations and Optimal Sales Promotion Policies(博士論文)。Purdue University。  new window
2.Crawford, John Edward(1988)。An Analysis of the Effects of Price Changes and Information Content of Purchase Incentives on Brand Switching Behavior and Market Share(博士論文)。University of Alabama。  new window
3.Ortmeyer, Gwendolyn Kay(1986)。A Model of Consumer Response to Promotion(博士論文)。Stanford University。  new window
圖書
1.丁興祥、李美枝、陳皎眉(1989)。社會心理學。國立空中大學。  延伸查詢new window
2.李美枝(1981)。社會心理學。台北：大洋出版社。  延伸查詢new window
3.黃俊英(1992)。行銷研究。台北：華泰書局。  延伸查詢new window
4.楊國樞(1992)。社會及行為科學研究法。台北：東華書局。new window  延伸查詢new window
5.顏月珠(1991)。統計學。台北：三民書局。  延伸查詢new window
6.Assael, Henry(1992)。Consumer Behavior and Marketing Action。Boston, Massachusetts：Kent Publishing Company。  new window
7.Monroe, K. B.(1979)。Pricing: Marking Profitable Decisions。New York：McGraw-Hill。  new window
8.Spence, A. M.(1974)。Marketing Signaling。Cambridge, MA：Harvard University Press。  new window
9.林清山(1983)。多變項分析統計法。台北：東華書局。  延伸查詢new window
10.林清山(1992)。心理與教育統計學。東華書局。  延伸查詢new window
11.張春興、楊國樞(1991)。心理學。臺北：三民。  延伸查詢new window
12.Jacoby, Jacob、Chestnut, Robert W.(1978)。Brand Loyalty: Measurement and Management。John Wiley and Sons。  new window
圖書論文
1.Cole, Catherine、Chakraborty, Goutam(1987)。Laboratory Studies of Coupon Redemption Rates and Repeat Purchase Rate。AMA. Educators' Proceedings。Chicago：American Marketing Association。  new window
2.Klein, Noreen M.、Oglethorpe, Janet E.(1987)。Cognitive Reference Points in Consumer Decision Making。Advances in Consumer Research。Association for Consumer Research。  new window
 
 
 
 
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