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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=The Effects of Promotion Types between Different Channels on Consumers' Perceived Value |
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作 者 | 蔡璧如; 陳冠利; | 書刊名 | 管理研究學報 |
卷 期 | 11:1 2011.06[民100.06] |
頁 次 | 頁131-155 |
分類號 | 496.5 |
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; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。