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題 名 | 探討商店與品牌形象一致性對於店內推薦效果之影響=Exploring the Influence of Congruence between Brand and Store Image on the Effect of In-Store Recommendation |
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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 | 2016特刊 2016[民105] |
頁 次 | 頁201-214 |
分類號 | 496.34 |
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,缺乏影響店內推薦對於消費者產品購買意願的研究缺口,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廠商店內推薦的效果。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,以推薦可信度、購 買意願、產品態度作為依變數,並以 120 名大學學生做為實驗對象。實驗的結果顯示,當商店 形象與品牌形象具一致性時,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,對於店內推薦的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,應事先了解店家本身在顧客心中的形象,並針對與自 身商店形象一致性較高的產品進行推薦,較能提高消費者的購買意願及產品態度。而當店家與商品形象不一致時,廠商應尋求其他商品推廣的方式。 |
英文摘要 | In order to stimulate consumer purchase intention, in-store recommended is one of the frequently used marketing campaigns. To fulfill the research gap of past literature that lacking of exploring the effects of in-store recommendation, this study suggests that the congruence between brand and store image affect the effectiveness of in-store recommendation based on congruence theory,. In order to examine hypothesis, this study conduct 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 a higher purchase intention and product attitude toward the recommended products. However, when the store image and the brand image are incongruent, customers show relatively lower purchase intention and product attitude toward recommended products. Additionally, the congruence between store image and brand image has no impact on credibility of recommendation. Based on these findings, this study suggests that retailers should clarify their store image in the minds of customers before conducting in-store recommendations, and promote products with congruent brand image with the store in order to better enhance purchase intention and product attitude. When the brand image and store image are incongruent, the store should develop other the methods for promotions. |
本系統中英文摘要資訊取自各篇刊載內容。