吃硬不吃軟：觸覺資訊對消費者品質預期與折價券使用意圖之影響_

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題名：	吃硬不吃軟：觸覺資訊對消費者品質預期與折價券使用意圖之影響
書刊名：	臺大管理論叢
作者：	楊俊明
作者(外文)：	Yang, Chun-ming
出版日期：	2013
卷期：	24:1
頁次：	頁101-127
主題關鍵詞：	觸覺資訊；折價券；品牌熟悉度；Haptic information；Coupon；Brand familiarity
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:58

實務資料顯示折價券發行量極大，但回收率有待提昇，如何提昇折價券使用意圖成為企業的重要議題。但過去的研究卻未曾探討感官資訊對於折價券使用的影響。本研究以資訊處理觀點探討非診斷性觸覺資訊的折價券紙張挺度如何影響消費者對促銷產品的品質預期與折價券使用意圖。實驗一發現，整體而言挺度較高紙張所印製之折價券會帶來較高的品質預期與折價券使用意圖，但此效果受消費者自發性觸摸需求特質與品牌熟悉度之調節，且品質預期會在特定情況下中介紙張挺度對使用意圖之影響。實驗二則透過操弄認知資源限制，驗證高自發性觸摸需求的消費者會在資訊處理過程中排除與品質判斷無關的觸覺資訊。本研究根據實驗結果提供理論與管理意涵。

以文找文

The author examines the effects of non-diagnostic haptic information (i.e., the paperstiffness) of promotional coupons on consumers’ product quality expectations and couponredemption intentions. On the basis of the two-stage information processing model, theauthor proposes that coupons printed on stiff paper will produce higher quality expectationand redemption intentions compared to those printed on soft paper. However, not allconsumers or brands are equally affected by such non-diagnostic haptic cues. Results fromexperiment 1 show that consumers’ level of autotelic NFT and brand familiarity moderate therelationship between the paper stiffness and quality expectations. Moreover, qualityexpectation mediates the effects of the paper stiffness on redemption intention. Further, byrestricting cognitive resources, experiment 2 demonstrates that high-autotelic NFTconsumers are less affected by the paper stiffness, because they are able to rule out itspotential biases in the second stage of information processing. Thus, the findings of thisresearch have both theoretical and managerial implications.

以文找文

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會議論文
1.	Yang, C. M.、Ling, I. L.、Ku, E.、Peng, N.(2011)。A magical touch: The secondarycontamination effect。2011 American Marketing Association Summer Educators’ Conference。San Francisco。

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其他
1.	(2011)。NCH Annual coupon facts，https://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf， 2011/07/19。

圖書論文
1.	Childers, T. L.、Peck, J.(2010)。Informational and affective influences of haptics on product evaluation: Is what I say how I feel?。Sensory marketing: Research on the sensuality of products。New York, NY：Routledge。
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3.	Gilbert, D. T.(1989)。Thinking Lightly about Others: Automatic Components of the Social Inference Process。Unintended Thought。New York, NY：Guilford Press。

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