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題 名 | 試用品之品牌知名度及試用量與品牌認知、品牌態度及購買意願的關係--以資生堂、盛香堂潔面乳為例=Free Sample's Brand Awareness and Trying Usage and the Relationship between Brand Cognition, Attitude and Purchase Intention |
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作 者 | 李威龍; 黎意文; | 書刊名 | 行銷科學學報 |
卷 期 | 5:1 2009.10[民98.10] |
頁 次 | 頁79-97 |
分類號 | 496.34 |
關鍵詞 | 試用品; 品牌知名度; 品牌認知; 品牌態度; 購買意願; Free samples; Brand awareness; Brand cognition; Brand attitude; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 當今行銷文文獻中對於「促銷」議題已研究相當成熟,然多數皆著重於探討促銷方式的差異對企業績效的影響,本研究目的旨在探討試用品特性(試用數量與品牌知名度)與試用效果(品牌認知、品牌態度、購買意願)之關係,有別於過去從企業角度探討行銷策略績效之思維。因此,本文採實驗設計方法,以非價格促銷策略中的試用樣品為主要探討對象,並以試用品數量多寡及品牌知名度高低為自變項,同時考量正/負向的口耳相傳訊息與先前使用經驗做為情境因素,來驗證試用品對消費者購買意願之影響;綜合上述,進行2*2*2組實驗設計分析。本研究結果顯示試用品品牌知名度高低對消費者試用效果是有顯著影響的;但試用量多寡對試用效果不具顯著影響。 |
英文摘要 | It was pretty mature in promotion topics of current marketing literatures; however, most of them were focus on the effect of promotion type on enterprise performance. This paper is mainly discussed in product sample's abilities (trying usage and brand awareness) and trying effects (Brand Cognition, Attitude, and Purchase Intention). This paper is different from the past such as form enterprise position to consider the marketing strategies effects. Therefore, this topic is mainly discussed about the free samples of Non-price promotion. Both of the brand awareness toward trying and the usage trying that are the independence variables; Word-of-Mouth (WOM) is a moderator variable. And then we analyzed whether these factors will affect such as Brand Cognition, Attitude, and Purchase Intention. We have three independence variables such as brand awareness, sample size, and Word-of-Mouth (WOM) effects. Our findings show that free sample's brand awareness can have significant affects on the consumer's attitude. Our findings also demonstrate that consumer's attitude does not have any direct effects on the quantity of trying usage. |
本系統中英文摘要資訊取自各篇刊載內容。