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題名：贈品促銷型式對消費者的知覺價值與購買意願之影響
作者：黃麗霞 引用關係
作者(外文)：Huang, Li-shia
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：張重昭
學位類別：博士
出版日期：2002
主題關鍵詞：促銷；贈品；訊息建構；組合商品；品牌聯盟；sales promotion；premium；message frameing；bundling products；brand alliance
原始連結：連回原系統網址new window
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促銷是推廣組合當中一個很重要的工具，雖然說促銷已是一個探討已久的課題，但是多年來國內外對於促銷的研究多半是關於折扣和折價券等金錢性的促銷工具，對於直接贈品的相關研究很少。再加上贈品促銷的手法千變萬化，型態稍有不同，對消費者的購買意願就有很大的影響。於是本文以贈品促銷工具為研究對象，探討各種贈品促銷的型式對消費者的購買意願之影響。
本文囊括了贈品促銷的多項重要變數，並分為三個部份來進行分析。第一個部份旨在研究贈品本身是否應和產品的性質相配合，以及加入贈品的可選擇性(好禮多選一)是否會增加贈品促銷的吸引力。研究結果顯示，當贈品和產品配適程度是互補的型態時，消費者的知覺價值和購買意願會顯著高於配適程度為利益一致時和無配適的狀況。此外，加入贈品的可選擇性的確會增加贈品促銷的吸引力。
第二部份目的在於了解贈品本身的品牌會不會對促銷有所影響，和主產品的品牌之間如何搭配，以及其間是否會有交互作用。這部份採用2(主產品品牌權益高vs.低)*4(贈品品牌：和主產品不同的低權益品牌vs.無品牌vs.同主產品的品牌vs.和主產品不同的高權益品牌)實驗設計，研究結果顯示，主產品和贈品的主效果及交互效果都存在。表示贈品品牌權益的不同，對於高低權益的主產品之購買意願的影響程度是不同的。
第三部份探討贈品和主產品之間的價格應該如何呈現，例如對廠商來說，以同樣的價錢來賣A和B兩產品，可以用三種不同的方式建構訊息：一是贈品(買A送B)、二是組合(A和B合買)，三是自償贈品(買A再加多少錢買B)。這三方式在何種情況下比較具有吸引力是此部份的重點。這部份採用3(訊息建構方式)*2(產品本身價格高vs.低)*2(促銷誘因幅度大vs.小)*2(是否明確標示配塔品的價格)的實驗設計，研究結果顯示，當產品是很高的價位例如國外旅遊，且誘因規模很小時，採用贈品的建構方式比組合好；當產品是很低的價位如便當，且誘因規模很大時，採用組合的方式比贈品好；至於自償在各種情況下都是購買意願都是比較低的。
Sales promotion plays a very important role in the promotion mix. However, past studies almost focused on the issues of coupons or price-off discounts. Premiums are common promotion tools in Taiwan, but related studies are rare. The purpose of this thesis is to figure out what makes premiums more effective.
In this thesis, three studies were designed to analyze the important variables of premium promotion. The purpose of study 1 is to examine whether the benefits of premium should fit with product. The fitness between premium and product is categorized into three levels: complementarity, benefit-congruency, and no-fitness. The results show that consumers’ perceived values and purchase intensions are highest when the relationship between premium and product are complementary. Besides, options can increase the attractiveness of premium promotion.
The purpose of study 2 is to understand the impact of brand on premium promotion. A 2(the brand evaluation of product: high vs. low)*4(the brand evaluation of premium: another lowly-evaluated brand vs. no brand vs. the same with product vs. another highly-evaluated brand) experiment was designed to clarify this issue. The results show that the main effects of product and premium and the interaction effect between them are all significant.
The main purpose of study 3 is to discuss the message framing of premium and product. From the point of a seller, it’s the same to sell product A and B in three ways: one is framing the product B as a freebie, another is framing product A and B as a bundle, and the other is framing product B as a self-liquidating premium. These three ways could have different promotion effects on consumers. A 3(message framing) * 2(price levels of products) * 2(incentive magnitudes) * 2(the existence of price tag on product B) experiment was designed to examine these effects on promotion. The results show that consumers’ perceived values and purchase intensions are lowest when B is framed in self-liquidating premium. Freebie is better than bundle when the price level of product is very high and the incentive is low; and bundle is better than freebie when the price level of product is very low and the incentive is high.
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