練乃華Lien, Nai-Hwa臺灣大學:商學研究所陳彥霖Chen, Yen-LinYen-LinChen2010-06-012018-06-292010-06-012018-06-292009U0001-2107200921314200http://ntur.lib.ntu.edu.tw//handle/246246/184559在過去文獻中，對於促銷活動的討論集中於不同促銷活動帶給消費者的利益(Chandon, Wansink and Laurent, 1999)、促銷誘因取得時間長短對消費行為影響(Davidson, 1987; Quelch, 1989)或促銷誘因與產品間關聯對消費行為影響(Beem and Shaffer, 1981)。對於無預期性折價訊息對購買行為的影響則研究有限，故本研究將探討此議題。此外消費者進入店內之消費目的亦會影響購買行為，有些消費者進入店內目的僅是瀏覽、蒐尋資訊，沒有購買計畫；有些消費者是具有購買目的才進入店內消費，不同消費目的確定性下消費者的購買行為亦是本研究探討議題之一。本研究以Lee 與 Ariely的消費目的理論(shopping goals theory)以及Heilman, Nakamoto and Rao的研究「無預期性的折價券對消費者的影響」為理論基礎，推導相關的研究假說，然後以實驗設計方式驗證假說。本研究為購買目的確定性(無購買目的/低/中/高)4 x 折價訊息(限制消費門檻的金錢性折價訊息/限制品牌的金錢性折價)2的組間實驗設計。受測者皆會先透過角色扮演以第三人稱角度瀏覽虛擬購物情境 – 紙本商品目錄，以假想購買情境以及購買決策，並在紙本商品目錄上填寫購買項目與數量以達成購買，最後填寫實驗操弄檢定問卷完成實驗。實驗結果得到以下結論：. 相對於消費目的確定性高的消費者，消費目的確定性低的消費者容易因折價訊息，而改變消費行為。. 折價訊息類型對消費行為的影響會因目的確定性而有所不同。兩種折價訊息「限制購買品牌的金錢性折價」與「限制消費門檻的金錢性折價」下，低目的確定性消費者較易受到限制品牌折價訊息影響；無消費目的之消費者對限制購買品牌的金錢性折價與限制消費門檻的金錢性折價無顯著差異。. 在無預期折價訊息下， 無消費目的的消費者受到折價訊息影響增加消費，非計畫性購買金額高於低、中、高目的確定性消費者。. 在無預期折價訊息下，無消費目的的消費者會購買較多與折價商品相關的產品。In the previous literature, the stream of research had focused on 3 different topics. One is what benefit consumers perceive accordingly different types of promotion (Chandon, Wansink and Laurent, 1999), another one is the effects of duration of gaining incentive on consumer behavior (Davidson, 1987; Quelch, 1989), and the other is the effects of relevance between incentive and the product features on consumer behavior (Beem and Shaffer, 1981). There is limited research about the effects of surprised coupon on consumer purchase behavior. Moreover, consumers’ shopping goals will impact consumer behavior as well. Some consumers will go for window shopping without any shopping goal; some have shopping goals. The different purchase behavior under different shopping goal concreteness is also the area which this study wants to explore.he theoretic basis of this study is constructed on the Lee and Ariely (2006) “shopping goal theory” and Heilman, Nakamoto and Rao(2002) “consumer response to unexpected in-store coupons”, and then conducted the experiment to test hypothesis. Based on the level of goal concreteness (no shopping goal/low/medium/high) and the type of price discount messages (conditioned discount message- when consumption achieve price thread-hold, and consumers can gain X% off versus conditioned discount message – when consumers buy promoted products, they can get X% off.) Respondents will go through following the experiment procedure: (1) Role play to start the mission and manipulated shopping goal concreteness and conditional price discount message. Then, browsing the paper viral shopping environment, and make the buying decision. Finally, write down the buying amount and numbers on the viral DM, and do the manipulation check. Here is to demonstrate the results of the experiment.. The higher level of goal concreteness, the more possibility that consumers won’t be influenced by discount messages. . The effects of different types promotion will have different results regard to the level of goal concreteness. Under this, low goal concreteness will easily influenced by the conditioned discount messages –limited brand. Consumers without shopping goal didn’t show the deference between 2 types of promotion. . Under surprise coupon, consumers without shopping goal will be influenced by price discount message, and the amount is higher than low/medium/high group.. Under surprise coupon, consumers bought more products which is related to discount product.目錄試委員會審定書謝文摘要文摘要一章 緒論 ……………………………………………………………………………………………………….1一節 研究動機 ………………………………………………………………………………………..1二節 研究目的 ………………………………………………………………………………………..3二章 文獻探討 ………………………………………………………………………………………………..4一節 消費目的 ………………………………………………………………………………………..4二節 非計畫性購買 ………………………………………………………………………………10三章 研究架構與設計 …………………………………………………………………………………..15一節 研究之觀念性架構 ……………………………………………………………………….15二節 實驗設計 ………………………………………………………………………………………16三節 抽樣 ………………………………………………………………………………………………22四節 前測 ………………………………………………………………………………………………23四章 研究結果分析 ………………………………………………………………………………………28一節 問卷回收與資料處理 …………………………………………………………………..28二節 不同消費目的確定性的消費者對折價訊息的反應 …………………….30三節 折價訊息類型與消費目的之適配影響消費行為 ………………………..40四節 促銷對非計畫購買行為的影響 ……………………………………………………44五節 研究結果總整理 …………………………………………………………………………..47五章 結論與建議 ………………………………………………………………………………………….51一節 研究結論 ……………………………………………………………………………………51二節 討論 ……………………………………………………………………………………………..54三節 行銷意涵 ………………………………………………………………………………………55四節 研究限制 ………………………………………………………………………………………57五節 未來研究建議 ………………………………………………………………………………58考文獻…………………………………………………………………………………………………………………..60錄一 實驗刺激物…..……………………………………………………………………………………………..63錄二 前測問卷…..………………………………………………………………………….……………………..66目錄圖】3-1 實驗架構圖 ……………………………………………………………………………………….16圖】4-1 不同折價訊息下折價商品之購買數量 ………………………………………………39圖】4-2 不同折價訊息下折價商品之消費金額 …………..………………………………….39圖】4-3折價訊息下不同消費目的確定性之購買數量 ……..…………………………….45圖】4-4折價訊息下不同消費目的確定性之購買金額 ……..…………………………….45目錄表】2-1 非計畫性購買與衝動性購買之比較 …………………………………………………11表】3-1 實驗設計 ……………………………………………………………………………………………16表】3-2 前測樣本結構 …………………………………………………………………………………….24表】3-3 無差異品牌 ………………………………………………………………………………………..25表】3-4 相關產品與犒賞產品 ………………………………………………………………………….26表】3-5 藥妝店常購買品項 …………………………………………………………………………....27表】4-1 操弄檢定 ……………………………………………………………………………………………29表】4-2 折價訊息對消費目的確定性影響 ……………………………………………………..30表】4-3 限制品牌的金錢性折價訊息效果 ……………………………………………………..32表】4-4 限制品牌的金錢性折價訊息對品牌選擇之影響 ………………………………33表】4-5不同消費目的確定性購買品牌之事後檢定 …………………………………......34表】4-6 限制消費門檻的金錢性折價訊息效果 ……………………………………………..35表】4-7 限制消費門檻的金錢性折價訊息對品牌選擇之影響 ……………………..36表】4-8 折價商品之消費狀況 ………………………………………………………………………..37表】4-9 不同折價訊息之消費行為 ………………………………………………………………39表】4-10 折價訊息類型對無消費目的消費者之影響 ……………………………………40表】4-11折價訊息類型對低消費目的確定性消費者之影響 ………………………..41表】4-12折價訊息類型對中消費目的確定性消費者之影響 …………………………42表】4-13折價訊息類型對高消費目的確定性消費者之影響 …………………………42表】4-14不同消費目的確定性消費行為 ………………………………………………………..44表】4-15非計畫購買行為 ……………………………………………………………………………….46表】4-16折價類型與目的確定性對折價商品花費影響 …………………………………47表】4-17折價類型與目的確定性對總消費金額影響 …………………………………….48表】4-18 研究假說之檢定結果總表 ……………………………………………………………….49application/pdf1823809 bytesapplication/pdfen-US消費目的確定性折價訊息非計劃性購買折價券goal concretenessdiscount messagesurprised coupon[SDGs]SDG12thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184559/1/ntu-98-R96741004-1.pdf