頁籤選單縮合
題 名 | 店內推薦有效嗎?商店與品牌形象一致性之調節效果=Does In-Store Recommendation Work? The Moderating Effect of Brand-Store Image Congruence |
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作 者 | 陳佳誼; 呂亭儀; 楊秀梅; 洪靖雅; 鄭育袀; 王思涵; 鄭潔姒; | 書刊名 | 青年企業管理評論 |
卷 期 | 9:2 2016[民104] |
頁 次 | 頁1-12 |
分類號 | 496.5 |
關鍵詞 | 店內推薦; 商店形象; 品牌形象; 一致性; In-store recommended; Store image; Brand image; Congruence theory; |
語 文 | 中文(Chinese) |
中文摘要 | 為了刺激消費者的購買意願,店內推薦是零售商經常使用的作法。為了彌補文獻中缺乏探討店內推薦效果的研究缺口,本研究基於一致性理論,主張商店形象與品牌形象之間的一致性程度會影響店 內推薦的效果。為了驗證研究假說,本研究進行了一個 2(商店形象:專業 vs.大眾)×2(品牌形象: 醫美 vs.開架)的組間實驗設計,依變數為推薦可信度、購買意願及產品態度,並以 120 名大學學生做 為實驗對象。實驗結果顯示,當商店形象與品牌形象一致時,消費者對於店內推薦的產品會有較高的 購買意願及產品態度;而當兩者不一致時,消費者對店內推薦的商品則有相對較低的購買意願及產品 態度;此外,商店形象與品牌形象是否具一致性,對於推薦可信度並沒有顯著的影響。根據此發現, 本研究建議零售商在擬定店內推薦的商品前,應事先了解商店在顧客心中的形象,並針對與自身商店 形象一致性較高的品牌產品進行推薦,較能有效地提高消費者的購買意願及產品態度;而當商店與產品之品牌形象不一致時,零售商應尋求其他的推廣活動。 |
英文摘要 | In order to stimulate consumer purchase intention, in-store recommendation is one of the frequently used marketing campaigns. To fulfill the research gap of past literature that lacking of exploring the effectiveness of in-store recommendation, this study suggests that the image congruence between brand and store affect the effectiveness of in-store recommendation based on congruence theory. In order to examine hypotheses, this study conducted a 2 (Store Image: Professional vs. Ordinary) by 2(Brand Image: Medical vs. Over-the-counter) experimental design. Credibility of recommendation, purchase intention, and product attitudes are the dependent variables. One hundred and twenty university students are recruited as experimental subjects. The results show that when the store image and the brand image are congruent, customers have higher purchase intention and product attitude toward the recommended products. However, when the store image and the brand image are incongruent, customers show relatively low purchase intention and product attitude toward recommended products. Additionally, the image congruence between brand and store has no impact on credibility of recommendation. Based on these findings, this study suggests that retailers should understand their store image in the minds of customers before conducting in-store recommendations, and promote products with brand image congruent with the store image in order to better enhance purchase intention and product attitude. When the brand image and store image are incongruent, the retailers should develop other promotion campaigns. |
本系統中英文摘要資訊取自各篇刊載內容。