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標題:非價格促銷對消費者價格認知的影響
學年90
學期2
發表日期2002/04/01
作品名稱非價格促銷對消費者價格認知的影響
作品名稱(其他語言)
著者李培齊; 許展儒
作品所屬單位淡江大學經營決策學系
出版者
會議名稱2002年兩岸管理科學暨經營決策學術研討會
會議地點北京, 中國
摘要在行銷推廣活動中,促銷是一種有效且常被運用的方式,尤其是以降低價格為訴求的促銷手法,更廣為業者所使用。然而價格促銷雖然在短期間能使銷售量明顯的提昇,但促銷結束後,卻可能由於價格的回升而對銷售量產生負面的影響。對於一些與價格存在著較為密切的產品,價格促銷更可能會讓消費者產生品質不良的聯想,於是推廣活動中一些不以價格為訴求的促銷工具,亦經常被使用於市場上。雖然如此,消費者經常還是將非價格促銷併入產品價格的考量之中,因此本研究的重點即是在研究非價格促銷對消費者價格認知的影響,從而探討非價格促銷與產品認知價值及購買意願間的關係。本研究以實務中確實存在的非價格促銷方式設計出不同的問卷,請潛在購買者填答後再測量其價格認知、認知價值、與購買意願。研究結果摘要如下:(1)並非所有的非價格促銷方式皆能有效的提昇消費者的認知價值。(2)並非所有的非價格促銷方式皆能有效的提昇消費者的購買意願。(3)非價格促銷活動與消費者購買意願之間的關係曾透過消費者的認知價值而產生。;Sales promotion is an effective and widely used program amongpromotional activities; promotions that offer price discounts areespecially popular in the marketplace. Even though price discountswould provide a quick increase in sales, negative impacts on salesmight also occur when the sales promotion is over and the price isback to its normal level. In addition, consumers may feel quality isbeing surrendered when price discounts are offered on some products ofwhich quality is highly related to price. To counteract the negativeeffects of price discounts, promotions that do not take prices as themajor appeal are found in the marketplace. Consumers, however, wouldalways like to factor non-price promotions into price evaluations.This study therefore tries to explore the impact of non- pricepromotions on consumers' price perception. The relationship betweenthe non-price promotion and other variables, such as the perceivedvalue of a product and consumers' intention to buy a product, are alsodiscussed. Questionnaires contained different non-price promotions areused in this study. Through ten Toyota dealers in Taipei, consumerswho come to the dealers making inquires about buying a car are askedto fill out the questionnaire. Results of this study are as follows:statistically insignificant (1) Non-price promotion can increaseconsumers' perceived value of a product. (2) Non-price promotion canincrease consumers' intention to buy a product. (3) Consumersperceived value of a product will mediate the relationship betweennon-price promotion and consumers' intention to buy.
關鍵字購買意願;消費者行為;非價格促銷;價格認知;認知價值;Purchase Intention;Consumer Behavior;Non-Price Promotion;Price Perception;Perceived Value
語言中文
收錄於
會議性質兩岸
校內研討會地點
研討會時間20020401~20020401
通訊作者
國別中國
公開徵稿
出版型式
出處2002年兩岸管理科學暨經營決策學術研討會論文集頁477-490
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