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題名：促銷與通路之組合對消費者知覺價值的影響
書刊名：管理研究學報
作者：蔡璧如 引用關係／陳冠利
作者(外文)：Tsai, Pi-ju／Chen, Guan-li
出版日期：2011
卷期：11:1
頁次：頁131-155
主題關鍵詞：促銷工具；促銷工具給予時機；通路型態；知覺價值；Types of promotions；Timing of incentives；Types of channels；Perceived value
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:45
  • 點閱點閱:124
本研究旨在探討不同促銷方案在不同通路型態推出時，對消費者知覺價值的影響。採實驗設計的方式，以2（促銷工具）×2（促銷工具給予時機）×2（通路型態）共八組實驗組合來驗證假設。研究結果顯示，消費者對金錢性促銷以及立即性促銷產生的知覺價值較高，但金錢性促銷或立即性促銷，在實體通路或虛擬通路中推出時，消費者所產生的知覺價值並未達到顯著差異。此外，消費者對於非金錢性促銷在虛擬通路推出時所產生的知覺價值顯著高於非金錢性促銷在實體通路中推出時所產生的知覺價值，而對延緩性促銷在虛擬通路推出時所產生的知覺價值顯著高於延緩性促銷在實體通路推出時所產生的知覺價值。
The purpose of research is to examine the effect of promotion types between differentchannels on consumers’ perceived value. A 2×2×2 factorial design experiment involving twokinds of promotions (monetary & non monetary), the timing of incentives (immediate &delayed), and types of channels(physical channel & virtual channel) was conducted to test the proposed hypotheses. The first result indicates that consumers will have better perceived value when meeting monetary promotion or immediate promotion. The second one indicates that when nonmonetary promotion is used in virtual channel, consumers will have better perceived value than used on physical channel. The last one indicates that when delayed promotion is used on virtual channel, consumers will have better perceived value than used on physical channel.
期刊論文
1.盧瑞陽、余朝權、王政忠(200609)。網路促銷策略、網路使用者特性與網路長短期促銷效果之關係分析--以旅遊網站為例。電子商務研究，4(3)，305-325。new window  延伸查詢new window
2.Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。  new window
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4.Baker, Walter L.、Lin, Eric、Marn, Michael V.、Zawada, Craig C.(2001)。Getting prices right on the Web。The McKinsey Quarterly，10(2)，54-63。  new window
5.Davis, I.、McAlister, L.(1992)。Promotion has a negative effort on Br& evaluations or does it? Additional disconfirming evidence。Journal of Marketing Research，29(1)，143-148。  new window
6.Moynagh, M.、Worsley, R.(2001)。Tomorrow's consumer: The shifting balance of power。Journal of Consumer Behavior，1(3)，293-301。  new window
7.Sertan, K.、Nermin, E.、Gloria, P. T.(2007)。The performance implications of designing multiple channels to fit with strategy and environment。Journal of Marketing，71(4)，195-211。  new window
8.吳淑鶯、詹琇如(200903)。實體與網路通路型態在消費者行為及滿意度關係上之影響效果--以女性保養品為例。顧客滿意學刊，5(1)，149-174。new window  延伸查詢new window
9.李元恕、王佳綾(200312)。語意線索的價格促銷建構方式對消費者認知與購買意圖的影響。大葉學報，12(2)，45-54。new window  延伸查詢new window
10.周善瑜、蕭櫓(200504)。網路興起對品牌競爭廠商獨家與共同經銷決策影響之研究。管理學報，22(2)，205-224。new window  延伸查詢new window
11.林孟璋、莊世杰、陳貴英(200412)。網路零售業顧客忠誠度之研究。行銷評論，1(2)，111-133。new window  延伸查詢new window
12.林宜靜、陳禎祥、曾倫崇(200609)。產品類型與實虛通路型態對顧客價值、顧客滿意度與忠誠度之影響。顧客滿意學刊，2(2)，121-159。new window  延伸查詢new window
13.林陽助(200601)。促銷贈品設計對知覺價值和購買意願影響之研究。管理研究學報，6(1)，111-151。new window  延伸查詢new window
14.張愛華、陳仁惠、張馨云(200601)。主題廣告、促銷活動與品牌層級之綜效研究。管理與系統，13(1)，15-46。new window  延伸查詢new window
15.Chandon, Pierre、Wansink, Brian、Laurent, Gilles(2000)。A Benefit congruency framework of sales promotion effectiveness。Journal of Marketing，64(4)，65-81。  new window
16.Campbell, L.、Diamond, W. D.(1990)。Framing and Sales Promotion: The Characteristics of Good Deal。Journal of Consumer Marketing，7(4)，25-31。  new window
17.Dodds, W. B.、Monroe, K. B.(1990)。The Effect of Brand and Price Information on Subjective Product Evaluations。Advances in Consumer Research，12(1)，85-91。  new window
18.So, May W. C.、Sculli, Domenic(2002)。The Role of Trust, Quality, Value, and Risk in Conducting E-business。Industrial Management & Data Systems，102(8/9)，503-512。  new window
19.Burke, Raymond R.(1997)。Do You See What I See? The Future of Virtual Shopping。Journal of the Academy of Marketing Science，25(4)，352-360。  new window
20.林陽助、陳郡怡(200612)。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。交大管理學報，26(2)，123-154。new window  延伸查詢new window
21.林隆儀、鄭博升(20051200)。價格促銷、品牌熟悉度與消費者知覺促銷利益對品牌評價的影響--以臺北市連鎖便利商店促銷活動為例。行銷評論，2(4)，523-553。new window  延伸查詢new window
22.Peterson, Robert A.、Balasubramanian, Sridhar、Bronnenberg, Bart J.(1997)。Exploring the Implication of the Internet for Consumer Marketing。Journal of the Academy of Marketing Science，25(4)，329-346。  new window
23.李元恕(20070500)。定價組合策略對消費者認知與購買意願之影響。輔仁管理評論，14(2)，93-111。new window  延伸查詢new window
24.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
25.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
26.Van Den Poel, Dirk、Leunis, Joseph(1999)。Consumer Acceptance of the Internet as a Channel of Distribution。Journal of Business Research，45(3)，249-256。  new window
27.Blattberg, R. C.、Wisniewski, K. J.(1989)。Price-Induced Patterns of Competition。Marketing Science，8(4)，291-309。  new window
28.Nord, Walter R.、Paul, Peter(1980)。A Behavior Modification Perspective on Marketing。Journal of Marketing，44(2)，36-47。  new window
29.Grewal, Dhruv、Monroe, Kent B.、Krishnan, R.(1998)。The Effects of Price-comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions。Journal of Marketing，62(2)，46-59。  new window
30.Strader, T. J.、Shaw, M. J.(1999)。Consumer Cost Differences for Traditional and Internet Markets。Internet Research，9(2)，82-92。  new window
31.Kukar-Kinney, M.、Grewal, D.(2006)。Consumer Willingness to Claim a Price-matching Refund: A Look into the Process。Journal of Business Research，59(1)，11-18。  new window
32.Sweeney, J. C.、Soutar, G. N.、Johnson, L. W.(1999)。The Role of Perceived Risk in the Quality-value Relationship: A Study in a Retail Environment。Journal of Retailing，75(1)，77-105。  new window
33.Vijayasarathy, L. R.、Jones, J. M.(2000)。Print and Internet catalog shopping: assessing attitudes and intentions。Internet Research-Electronic Networking Applications and Policy，10(3)，191-202。  new window
34.Beem, Eugene R.、Shaffer, H. Jay(1981)。Triggers to customer action-some elements in a theory of promotional inducement。Marketing Science Institute，27，81-106。  new window
會議論文
1.Geden, K.、Neslin, S. A.(1996)。The Effects of Price Versus Sampling Promotions on Short-Term Sales and Brand Loyalty。Association of Consumer Research's 1996 Conference。San Antonio。  new window
2.洪淑玲、陳儀庭、譚宜行(2007)。信用卡促銷策略對消費者知覺價值與購買意願之影響--以衝動性購買特質為干擾變數。  延伸查詢new window
學位論文
1.邱婉晴(2005)。台灣壽險業顧客知覺價值量表之研究(碩士論文)。龍華科技大學，桃園縣。  延伸查詢new window
2.陳姵文(2004)。不同促銷方式對消費者知覺價值與購買意願之影響--以旅遊產業為例(碩士論文)。國立交通大學。  延伸查詢new window
3.葉乃綺(2004)。滿額現金回饋促銷型態對非計劃性購買行為之影響(碩士論文)。國立成功大學，台南市。  延伸查詢new window
4.陳瑩郿(2003)。價格促銷呈現方式對消費者商店選擇之影響--以連鎖藥妝店為例(碩士論文)。國立交通大學，新竹縣。  延伸查詢new window
5.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new window
圖書
1.Rogers, E. M.(2003)。Diffusion of innovations。New York：Free Press。  new window
2.Nunnally, J. C.(1978)。Psychometric Theory。New York：McGraw-Hill。  new window
3.Kotier, P.(2003)。Marketing management: Analysis, planning, implementation, and control。New Jersey：Prentice-Hall。  new window
4.Shimp, Terence A.(1997)。Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications。Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications。Harcourt Brace, FL：The Dyden Press。  new window
5.Hugh, Davidson J.(1987)。Offensive Marketing: How to Make Your Competitors Follow。England：Gower Publishing Company Limited。  new window
6.Dommermuth, W. P.(1989)。Promotion: Analysis, creativity and strategy。Boston, Massachusetts：PWS-Kent Publishing Company。  new window
7.Monroe, Kent B.(1990)。Pricing : Marketing Profitable Decisions。McGraw-Hill Publishing Company。  new window
8.Coughlan, Anne T.、Anderson, Erin、Stern, Louis W.、El-Ansary, Adel I.(2001)。Marketing Channels。Prentice-Hall。  new window
9.Blattberg, Robert C.、Neslin, Scott A.(1990)。Sales Promotion: Concepts, Methods, and Strategies。Prentice Hall。  new window
 
 
 
 
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