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題 名 | 多件包裝對消費者購買數量之影響=The Impact of Multiple Unit Pack on Consumer's Purchasing Quantity |
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作 者 | 葉明義; 林芳頤; | 書刊名 | 行銷科學學報 |
卷 期 | 6:1 2010.04[民99.04] |
頁 次 | 頁25-43 |
分類號 | 496.34 |
關鍵詞 | 多件數量包裝; 限量購買; 定錨與調整效果; 商品儲存性; 衝動性購買; Multiple unit pack; Purchase quantity limit; Anchoring and adjustment effect; Perishability; Impulsive buying; |
語 文 | 中文(Chinese) |
中文摘要 | 本文探討消費者面對商品多件包裝促銷時購買量的變化,以三個實驗來比較其促銷效果。實驗一比較在高低數值下多件包裝與限制購買量兩種促銷消費者購買量的差異,實驗二研究件數高低與商 品儲存性對多件包裝促銷的交互作用,實驗三討論在不同商品特性及消費者購買特質下商品採多件數量標示之影響。實驗發現,消費者在面對商品多件包裝和限購數量的促銷時,前者的購買量高於後者。若商品是可儲存時,在高的包裝件數下,消費者的購買量會多於低的包裝件數的情形;商品不能儲存時,在低的包裝件數下,消費者的購買量會多於高的包裝件數的情形。此外,若將購買商品分為實用和享樂兩類,在面對實用商品時且促銷方式為高的多件數量標示時,謹慎型會較衝動型的消費者買得少,在低的多件數量標示時,購買數量無太大的差異。對於享樂品,不論包裝件數的高低,謹慎型的消費者皆會較衝動型買得少。 |
英文摘要 | This article examines changes in consumer's purchase quantity when faced with multiple unit pack promotion. Three studies were conducted to test the effects of such a promotion. Consider the numeric values of how many units are combined in the multiple unit pack or are set as the maximum units customers can buy. The first experiment compares the quantities consumers will buy under promotions with high or low levels of multiple unit pack vs. purchase quantity limit. The second experiment discusses the interaction effect of high or low level in a multiple unit pack and product perishability on the effect of multiple unit pack promotion. Experiment three looks at the effect of multiple unit pack for different product features and consumer characteristics. The results show that people buy more when faced with multiple unit pack than purchase quantity limit. When commodity is non-perishable, the purchase quantity will be higher when more units than fewer units are packed in one package. The opposite is true when the product is perishable. Moreover, for utilitarian products, prudent customers tend to buy less than impulsive buyers when there are more units in the multiple unit pack, whereas when fewer units are in the multiple unit pack, prudent customers and impulsive customers buy similar amount. Comparatively, for hedonic products, impulsive buyers will always buy more than prudent customers, regardless of whether the number of units in a multiple unit pack is high or low. |
本系統中英文摘要資訊取自各篇刊載內容。