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    题名: 贈品品質優劣對主產品及贈品之品牌態度影響研究
    The effect of gift quality on brand attitude of main product and gift
    作者: 曾宜苹
    Tseng, Yi-Ping
    贡献者: 樓永堅
    曾宜苹
    Tseng, Yi-Ping
    关键词: 贈品行銷
    品牌聯盟
    外溢效果
    期望失驗
    Gift promotion
    Brand alliance
    Spillover effect
    Disconfirmation paradigm
    日期: 2019
    上传时间: 2019-08-07 17:11:07 (UTC+8)
    摘要: 在消費市場中使用贈品作為促銷手段已經越來越常見，有越來越多的品牌及通路商開始以「贈品」作為行銷活動的主軸，將行銷活動的重點放在如何凸顯贈品的價值，並以此提高消費者的購買意願，可見贈品行銷的重要性不容小覷。而過去關於贈品的研究多著重在主產品與贈品應該如何搭配，贈品促銷中的價格訊息以及贈品的價值選擇等等。對於消費者在使用贈品之後，贈品品質的優劣如何影響促銷組合中的主品牌及贈品品牌著墨較少。因此本研究欲探討在不同的品質情境下，消費者對於促銷組合中的產品以及其品牌的態度有何變化，而這樣的變化又如何影響到消費者的滿意度以及再購意願，研究結果提供主產品廠商及贈品廠商在進行聯合促銷時的策略建議。

    本研究以球鞋做為主產品、藍芽耳機作為贈品，透過2（主品牌知名度高、低）x2（贈品品牌知名度高、低）x2（贈品品質優、劣）的實驗設計，針對台北某大學的學生進行實體問卷調查，採用便利抽樣並隨機發放八組問卷，回收有效樣本共191份。經統計分析後發現，品牌知名度對於品牌喜愛度與產品知覺品質有顯著影響，且贈品品質優劣會影響主品牌、贈品品牌的喜愛度以及主產品與贈品的知覺品質。若贈品品質佳，對贈品品牌及贈品本身皆有正面的影響，而該效果也會外溢到主品牌及主產品上；但在贈品品質不佳時，以贈品本身所受到的負面影響較大，主產品受到的影響並不顯著。且消費者在歸因贈品品質佳的功勞以及贈品品質不佳的責任時，會將歸因的對象集中在贈品品牌身上，值得注意的是，若贈品搭配的主品牌知名度較高，則消費者會認為高知名度主品牌也有功勞；但在贈品品質不佳的責任歸因上卻較不會認為高知名度的主品牌也需負責任。
    In the consumer market, gifts are a common way of promotion. More and more brands and distributors regard “gifts” as the core of marketing activities by highlighting the value of gifts in advertising. It can be seen that the importance of gift marketing cannot be underestimated. In the past, research on gifts has focused on how the main products and gifts should be matched, the price information in gift promotions, and how the value of gifts should be chosen. The related topics on how the quality of the gift affects the main and gift brands in the promotion portfolio are less mentioned. Therefore, this study is to explore how consumers` attitudes toward the products in the promotion portfolio and their brands change in different gift qualities, and how such changes affect consumer satisfaction and repurchase intention. The result of research can provide strategic advice for major product manufacturers and gift manufacturers when conducting joint promotions.

    In this research, the sneaker is the main product, and the Bluetooth headset is used as gifts. Through an experimental design of 2 (high/low brand awareness of the main brand) x2 (high/low brand awareness of the gift brand) x2 (good/bad quality of the gift), this research is targeted at college students, using convenient sampling and randomly distributing eight groups of questionnaires, a total of 191 valid samples were collected. After data analysis, it is found that brand awareness has a significant impact on brand preference and product perception quality, and the performance of the gift will affect consumers` preference for the main brand, the gift brand and the perceived quality of the main product and the gift. When the quality of the gift is good, it will have a positive impact on the gift brand and the gift itself, and the effect will spill over to the main brand and the main product. However, when the gifts are not performing well, the negative impact of the gifts themselves is relatively large, and the main products are less affected. And when respondents judge the merits and the responsibility of the gift quality, they will focus on the gift brand. It is worth noting that if the main brand of the gift is well-known, the respondents will think that the main brand also has credit, but in the attribution of negative responsibility, it is not considered that the well-known main brand is also responsible.
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    三、網路資料部分
    1. 贈品行銷的重點當然是「贈品」啊！－動腦新聞
    https://www.brain.com.tw/news/articlecontent?ID=44109#kPe0l3ix
    2. 台灣藍牙耳機市場調查與市場概況
    https://www.techteller.com/trend/bluetooth_earphone_survey/
    3. EOLembrain東方快線研究部
    http://www.eolembrain.com/Latest_View.aspx?SelectID=287
    4. 全聯Bodum集點兌換活動宣傳貼文
    https://www.facebook.com/pxmartchannel/videos/2277250018963422/
    5. 全聯近年集點換購活動成效－工商時報
    https://www.chinatimes.com/newspapers/20190104000359-260204?chdtv
    6. 跟全聯學零售店促銷－經理人雜誌
    https://www.managertoday.com.tw/articles/view/53917
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    106363014
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106363014
    数据类型: thesis
    DOI: 10.6814/NCCU201900639
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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