教師資料查詢 | 類別: 期刊論文 | 教師: 曾忠蕙 Tseng, Chung-hui (瀏覽個人網頁)

標題:贈品促銷的價格線索與語意線索評估準則之研究
學年102
學期1
出版(發表)日期2014/01/01
作品名稱贈品促銷的價格線索與語意線索評估準則之研究
作品名稱(其他語言)Consumer Evaluations of Price Cues and Semantic Cues in Gift Promotions
著者曾忠蕙
單位淡江大學國際企業學系
出版者臺北市財團法人光華管理策進基金會
著錄名稱、卷期、頁數管理評論 33(1)頁 19-38+111-115
摘要本研究探討贈品促銷情境中的價格線索與語意線索之評估機制,並在文獻探討與實證結果中比較贈品促銷與價格促銷情境,對此兩種線索評估過程的不同之處。本研究主要根據認知負荷理論的論點,分析在不同價格線索情境下,語意線索對消費者價值認知與搜尋意圖的影響,其中,本研究以贈品促銷深度探討贈品價格線索,以贈品訊息具體程度與贈品比較型式探討贈品語意線索。經實驗法實證後發現,唯有當贈品促銷深度超出消費者內在參考深度範圍時,贈品具體訊息會比抽象訊息更顯著影響消費者對贈品組合的價值認知。並且,唯有當贈品促銷深度超出消費者內在參考深度範圍時,店間的贈品比較型式會比店內的贈品比較型式更會影響消費者對贈品促銷的搜尋意圖。
This research discussed the evaluation of price cues and semantic cues in gift promotions, and made a comparison between the context of gift promotions and price promotions. Based on cognitive load theory, the research combined price cues and semantic cues to examine the evaluation mechanism. The gift promotion depth was taken as a price cue in gift promotions, while concreteness of gift information and comparisons of gift promotion campaigns were picked up as semantic cues in this research. An experiment was conducted. Results showed that when the gift promotion depth was outside consumer internal reference range, concrete cues of the gift, rather than abstract cues, influenced consumer value perception toward the gift promotion bundle. In addition, when the gift promotion depth was outside consumer internal reference range, between-store comparison cues, rather than within-store comparison cues, affected consumer intention to search for other gift promotion campaigns.
關鍵字贈品促銷;價格線索;語意線索;消費者評價;Gift promotions;Price cues;Semantic cues;Consumer evaluation
語言中文
ISSN1021-9447
期刊性質國內
收錄於TSSCI;
產學合作
通訊作者
審稿制度
國別中華民國
公開徵稿
出版型式,電子版,紙本
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