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Title:	促銷表達方式和平台介面設計對購買意願影響之研究-以網購平台上三家快消品牌為例 How Promotion Approaches and User Interface Designs Affect Purchasing Intentions -The Cases of Three FMCG Brands
Authors:	黃繡申 Huang, Hsiu-Shen
Contributors:	于卓民 Yu, Zhuo-Min 黃繡申 Huang, Hsiu-Shen
Keywords:	線上電商前景理論確定效應損失趨避價格促銷和非價格促銷框架理論單位效果促銷表達方式介面設計 Online retail Prospect theory Certainty effect Loss aversion Monetary promotion and Nonmonetary Promotion Framing effect Unit effect Promotion approaches User interface desgin
Date:	2018
Issue Date:	2018-07-05 16:52:18 (UTC+8)
Abstract:	電商的崛起為人類帶來全新的購物體驗，其便利性和商品低廉的價格使大部分的消費者紛紛轉往線上消費。對品牌商來說，要從傳統的實體店鋪轉往線上商城進行銷售形成必然的趨勢，但不同的消費場景所需的銷售技能不同。尤其是促成購買的「促銷手法」在沒有沒有銷售員介紹、解說、推薦的情況下，是否還能順利和消費者溝通，並達到理想的促銷效果呢？此外，線上場景搭建的是電商平台而非實體店鋪，因此平台成了品牌商和消費者溝通的窗口，介面設計也會影響到促銷表達方式的成效，因此本研究將一併探討促銷表達方式和平台介面設計對購買意願的影響。在促銷表達方式上，透過搜集中國最大電商平台－天貓商城上三大快消品牌（寶潔、聯合利華、歐萊雅）分別於雙十二、時事活動、年貨節和日常不同的促銷手法，並透過探討前景理論 (Prospect Theory)、確定效應(Certainty Effect)、損失趨避(Loss Aversion)、價格促銷(Monetary Promotion)和非價格促銷(Nonmonetary Promotion)、框架理論(Framing Effect)和單位效果(Unit Effect)等文獻資料，協助品牌商在學術探討消費者心理之後，通過觀察頂尖品牌商的實務做法，進而從中整理出「高性價比之品牌」、「擁有明星商品之品牌」、以及「高端定位之品牌」，各自適合的線上促銷表達方式。在平台介面設計上，參考唐納諾曼Donald A. Norman的著作設計的心理學–設計的基本原則當中的兩大設計目標、操作者行為的七個階段和六個設計的基本原則，嘗試分析中國最大電商平台的介面設計之所以能順利溝通促銷、方便瀏覽和完成下單的原因。本研究提供欲進入線上商城的品牌商促銷表達方式的實務建議，並提供搭建銷售平台的廠商更多提升使用者體驗的線索。 The rising of E-commerce has brought a brand new shopping experience to the consumers. The convenience of the service and the low price of the products have attracted more and more consumers to shop on line. Therefore, the mindset of running an online shop has become an unavoidable trend to the vendors nowadays. However, the way of communicating sales promotion in the scene of physical retail is very different from that of the scence of online retail. How do online retailers effectively communicate the sales promotion to the consuners without the clerks? Is there any rule to be followed? Also, the first touchpoint with the consumers online is the user interface (UI). The design of it could hugely affect the efficiency of different promotion approaches as well. As a result, this study sheds light on both the different way of promotion approaches online and the rules of user interface design. On the effect of promotion approaches, first, the research method is by collecting different approaches on three biggest FMCG brand, Procter & Gamble, Unilever and L`Oréal, on the T-Mall at different promoting periods, including Double Twelve, Winter Olympics, Chinese New Year and Regular Days. Second, I review literatures, including Prospect Theory, Certainty Effect, Loss Aversion, Monetary Promotion and Nonmonetary Promotion, Framing Effect and Unit Effect, to help vendors have a better understanding on consuming psychology. Third, by applying the literatures knowledges on the practice of three first-tier brands in real situation, I generate three types of vendors and the promotion approaches suiting every each of them. On the user interface design, the study references The Design of Everyday Things by Donald A. Norman to analyze the user interface design of T-Mall, the biggest online shopping platform in China, to find out the rules it applies. This study provides vendors who are interested in establishing online retial platform the practical advices of communicating sales promotions online and the clues of designing the user interface with good user experience.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 1053630351
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1053630351
Data Type:	thesis
DOI:	10.6814/THE.NCCU.MBA.025.2018.F08
Appears in Collections:	[MBA Program] Theses

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