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來源文獻資料
摘要
外文摘要
引文資料
題名:
贈品--主產品配適度對消費者的知覺價值與購買意圖影響之研究
書刊名:
交大管理學報
作者:
林陽助
/
陳郡怡
作者(外文):
Lin, Yang-chu
/
Chen, Chiun-yi
出版日期:
2006
卷期:
26:2
頁次:
頁123-154
主題關鍵詞:
知覺價值
;
利益一致
;
配適度
;
Perception value
;
Benefit consistence
;
Fitness
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
10
) 博士論文(
1
) 專書(0) 專書論文(0)
排除自我引用:
10
共同引用:
45
點閱:39
本研究主要的目的在探討贈品與主產品間配適度(互補且利益一致、互補且利益不一致、無配適)、誘因取得時機(立即、延緩)以及贈品主產品品牌評價一致性(皆高、一高一低、皆低),對消費者知覺價值與購買意圖之影響。結果顯示,贈品與主產的互補強度,會比利益一致性更能影響消費者的知覺價侓和購買意圖,也就是說當贈品與主產品的互補強度很大時,其所屬利益類別是否為一致或不一致,對消費者而言已不是那麼重要,消費者並不會因為贈品與主產品所屬利益類別為一致而有較高的知覺價值和購買意圖。而在誘因取得時機方面,消費者還是比較偏好立即取得,因為立即得到贈品所產生的價值會比延緩得到贈品要來的大。另外,當贈品主產品的品牌評價為一致時(皆高或皆低),對消費者而言能產生較高的知覺價值與購買意圖,而當品牌評價高的主產品和品牌評價低的贈品合作時,會顯著降低消費者知覺價值與購買意圖。也就是說,贈品主產品的品牌評價一致性與否,對於整體的促銷效果的影響程度是不同的。
以文找文
The major purpose of this research is to discuss how the fitness of the gift and the product, the timing of the incentive, and the consistence of the brand evaluation between the gift and the product influence consumers’ perception value and purchasing intention. The results show that the complementary strength of the of the gift and the product will have stronger influence on consumers’ perception value and purchasing intention than the consistence of the benefits will do. That is when the strength of the gift and the major product is strong, it doesn’t matter for the consumer whether the types of the benefits are consistent or not. Consumers won’t have better perception value and purchasing intention if the benefit type of the gift and the major product is consistent. As for the timing of the incentives, consumers prefer the instant acquirement because the utility value of the instant acquirement is higher than the delayed acquirement Besides, when the brand evaluation between the gift and the product is consistent, consumers will have higher perception value and purchasing intention. When the product of higher brand evaluation cooperates with the gift of lower brand evaluation, it will lower consumers’ perception value and purchasing intention. That is whether the brand evaluation between the gift and the product is consistent will have different levels of influences on the promotion effects.
以文找文
期刊論文
1.
Aaker, David A.(1973)。Toward A Normative Model of Promotional Decision Making。Management Science,19(6),593-603。
2.
Hiam, Alexander(2000)。Match Premiums to marketing strategies。Marketing News,34(3),12-30。
3.
Blattberg、Wisniewaski, Kenneth J.(1989)。Price-Induced Patterns of Competition。Marketing Science,8(4),81-100。
4.
Chandon, Pierre、Wansink, Brian、Laurent, Gilles(2000)。A Benefit Congruency Framework of Sales Promotion Effectiveness。Journal of Marketing,64(5),65-81。
5.
Dacin, Peter A.、Smith, Daniel C.(1994)。The Effect of Brand Portfolio Characteristic on Consumer Evaluations of Brand Extensions。Journal of Marketing Research,31(3),229-242。
6.
Gaeth, Gary J.、Levin, Irwin P.、Chakraborty, Goutam、Levin, Aron M.(1990)。Consumer Evaluation of Multi-Product Bundles: An Information integration Analysis。Marketing Letters,2(1),47-57。
7.
Harlan, B. A.、Krishna, A.、Lehmann, D. R.、Mela, C.(1995)。Impact of Bundle Type, Price Framing and Familiarity of Purchase Intension for the Bundle。Journal of Business Research,33(3),57-66。
8.
Mela, Carl F.、Gupta, Sunil、Lehmann, Donald R.(1997)。The Long Term Impact of Promotion and Advertising on Consumer Brand Choice。Journal of Marketing,34(3),248-261。
9.
Nord, Walter R.、Peter, Paul(1980)。A Behavior Modification Perspective on Marketing。Journal of Marketing,44(1),36-47。
10.
Rothschild, Michael L.、Gaidis, William C.(1981)。Behavioral Learning Theory: Its Relevance to Marketing and Promotions。Journal of Marketing,45(1),70-78。
11.
Scott, Carol A.(1976)。The Effect of Trial and Incentives on Repeat Purchase Behavior。Journal of Marketing Research,13(4),263-269。
12.
Simonin, B. L.、Ruth, J. A.(1995)。Bundling as a Strategy for New Product Introduction: Effects on Consumer’s Reservation Prices for the Bundle, the New Product, and Its Tie-in。Journal of Business Research,33(2),219-230。
13.
Varadarajan, P. Rajan(1986)。Symbiotic Marketing Revised。Journal of Marketing,50(1),7-17。
14.
Varadarajan, P. Rajan(1985)。Joint Sales Promotion: An Emerging Marketing Tool。Business Horizons,28(5),43-49。
15.
Telser, L. G.(1979)。A Theory of Monopoly of Complementary Goods。Journal of Business,52(2),211-230。
16.
Grewal, D.、Monroe, K. B.、Krishnan, R.(1998)。The effects of price-comparisons advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions。Journal of Marketing,62(2),46-59。
17.
Simonin, Bernard L.、Ruth, Julie A.(1998)。Is a Company Known by the Company It Keeps? Assessing the Feedback Effects of Brand Alliances on Consumer Brand Attitudes。Journal of Marketing Research,35(1),30-42。
18.
Seipel, Carl(1971)。Premiums-Forgotten by Theory。Journalof Marketing,35(2),26-34。
19.
Strang, Roger A.(1976)。Sales Promotion: Fast Growth, Faulty Management。Harvard Business Review,54,1114-1124。
20.
Guiltinan, Joseph P.(1987)。The Price Bundling of Services: A Normative Framework。Journal of Marketing,51(2),74-85。
21.
Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research,20(4),644-656。
22.
Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。
23.
Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing,54(1),27-41。
24.
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。
25.
Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effect of Price, Brand, and Store Information on Buyers' Product Evaluations。Journal of Marketing Research,28(3),307-319。
學位論文
1.
林怡君(2002)。贈品--主產品利益一致性與品牌權益對促銷效果影響之研究(碩士論文)。國立臺灣大學。
延伸查詢
2.
夏心華(1997)。促銷活動與產品涉入對品牌權益影響之研究(碩士論文)。東吳大學。
延伸查詢
3.
王又鵬(1993)。促銷活動對消費者購買行為影響之研究(博士論文)。國立政治大學。
延伸查詢
4.
徐心怡(2000)。消費者促銷知覺價值與促銷偏好程度之研究--產品類別干擾效果之探討(碩士論文)。元智大學。
延伸查詢
5.
黃麗霞(2002)。贈品促銷型式對消費者的知覺價值與購買意願之影響(博士論文)。國立臺灣大學。
延伸查詢
圖書
1.
Shimp, T. A.(1997)。Advertising, Promotion, and Supplemental Aspects Integrated Marketing Communications。Harcourt Brace Chicago:Dryden Press。
2.
Hugh, Davidson J.(1987)。Offensive Marketing: How to Make Your Competitors Follow。Gower Publishing Company Limited。
3.
Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。
4.
Blattberg, Robert C.、Neslin, Scott A.(1990)。Sales Promotion: Concepts, Methods, and Strategies。Prentice Hall。
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