政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153179

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153179

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113311/144292 (79%)
Visitors : 50917293 Online Users : 958

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/153179

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153179

Title:	價格促銷形式對實際購買行為之影響研究 The Impact of Pricing Promotion Presentation on Actual Purchasing Behavior
Authors:	曾建凱 Tseng, Chien-Kai
Contributors:	樓永堅曾建凱 Tseng, Chien-Kai
Keywords:	消費者行為促銷策略折扣呈現方式購買行為價格框架效應 Consumer behavior Promotional strategy Discount presentation formats Purchasing behavior Price framing effects
Date:	2024
Issue Date:	2024-09-04 14:10:25 (UTC+8)
Abstract:	本研究探討了折扣券的促銷呈現形式對消費者實際購買行為的影響。透過四項實驗，我們評估了不同形式的促銷策略，包括百分比折扣、絕對金額折扣及兩者的組合，並分析了這些策略對消費行為的影響。實驗涵蓋了單品促銷、多品項促銷及組合商品促銷，並同時探討了這些促銷形式對消費者成為會員後購買行為的影響。　　研究結果顯示，不同的促銷形式，如百分比折扣相較於金額折扣、折扣相較於加價購，以及在組合商品銷售中主要商品與次要商品的折扣，都未能顯著提升消費者的購買行為。這可能是由於消費者在購買過程中受到多種因素影響，如距離、天氣以及對商品需求的差異。此外，對於享樂型產品，消費者對價格變動的敏感度較低，更注重產品本身帶來的愉悅感受。研究還顯示，買一送一的促銷方式比單純的折扣更具吸引力，這表明促銷訊息的簡單明瞭可能比價格本身更具影響力。　　然而，本研究的限制在於無法全面捕捉消費者在購買過程中的所有考量因素。消費者距離門市的遠近、交通便利性以及是否確實理解和接收到促銷訊息，都是研究未能完全涵蓋的變數。此外，研究樣本僅限於一家分店的會員，這也限制了結果的普遍性。　　因此，未來的研究應擴大數據來源，並考慮更多影響消費決策的變數。本研究對實務的意義在於，填補了從購買意圖到實際購買行為之間的空白，未來的研究可進一步探索如何有效影響消費者的實際購買行為。　　研究結果顯示，價格促銷形式的呈現方式（如百分比折扣或金額折扣，或兩者同時呈現）對消費者購買行為的提升效果並無顯著差異。同樣，價格促銷方向的呈現方式（如加價購或節省金錢）也未顯示出顯著的影響。當進行捆綁銷售時，不同品項間的折扣呈現方式對購買行為的影響也不顯著。然而，贈送主要產品的買一送一券，相較於贈送非主要商品的買一送一券，對促進入會後的首次購買行為有更顯著的效果。 This study investigates how different promotional discount presentations impact consumer purchasing behavior. Through four experiments, we tested the effects of percentage discounts, fixed monetary discounts, a combination of both and "buy x get x free". The experiments covered single-item, multi-item, and bundled promotions and explored how these strategies influence buying behavior after customers become members. The results showed that the way discounts were presented—whether as a percentage, fixed amount, or applied to main or secondary products—did not significantly increase purchases. Factors like distance, weather, and product demand may have played a role. For pleasure-focused products, consumers seemed more influenced by enjoyment than by price. Buy-one-get-one-free promotions were more appealing than simple discounts, suggesting that clear messaging can be more effective than price alone. This study has limitations, including not capturing all factors that influence buying behavior and focusing on a single store's members. Future research should include more data and explore other variables affecting consumer decisions. Overall, the findings indicate that promotional presentation styles had limited impact on increasing purchases behavior. However, buy-one-get-one-free deals on primary products were more effective at driving first-time purchases after membership enrollment than similar deals on secondary products.
Reference:	中文參考文獻社團法人台灣連鎖暨加盟協會，(2024)，台灣2023年連鎖品牌總家數及總店數小幅成長通膨及缺工等壓力，已成為開店經營最大挑戰，社團法人台灣連鎖暨加盟協會， https://www.tcfa.org.tw/announce_detail.asp?id=9207988，擷取日期：2024年 4 月 25 日。英文參考文獻 Bhatt, S., & Pai, D. R. (2023). Are "buy x get x free" price promotions effective? An acquisition-transaction value perspective. Marketing Intelligence & Planning, 41(6), 707-721. https://doi.org/10.1108/mip-03-2023-0118 Chandrashekaran, R., & Grewal, D. (2006). Anchoring effects of advertised reference price and sale price: The moderating role of saving presentation format. Journal of Business Research, 59(10-11), 1063-1071. https://doi.org/10.1016/j.jbusres.2006.06.006 Chen, S. F. S., Monroe, K. B., & Lou, Y. C. (1998). The effects of framing price promotion messages on consumers' perceptions and purchase intentions. Journal of Retailing, 74(3), 353-372. https://doi.org/10.1016/S0022-4359(99)80100-6 Diamond, W. D. (1992). Just what is a "dollar's worth"? Consumer reactions to price. Journal of Retailing, 68(3), 254. Gendall, P., Hoek, J., Pope, T., & Young, K. (2006). Message framing effects on price discounting. Journal of Product & Brand Management, 15(7), 458-465. https://doi.org/10.1108/10610420610712847 Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: A consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322. https://doi.org/10.1108/09590550210429522 Hoxha, Y. (2018). The effect of saving format ("%-off" vs. "amount-off") on the change of internal reference price: An empirical study. Współczesna Gospodarka, 9(3), 35-45. Janiszewski, C., & Cunha Jr, M. (2004). The influence of price discount framing on the evaluation of a product bundle. Journal of Consumer Research, 30(4), 534-546. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decisions under risk. Econometrica, 47(2), 263-291. Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational Behavior and Human Decision Processes, 76(2), 149-188. https://doi.org/10.1006/obhd.1998.2804 Liu, H. H., & Chou, H. Y. (2017). The selection of freebies and the preference for freebie promotions—A perspective on item characteristics. Journal of Behavioral Decision Making, 30(2), 420-434. McKechnie, S., Devlin, J., Ennew, C., & Smith, A. (2012). Effects of discount framing in comparative price advertising. European Journal of Marketing, 46(11/12), 1501-1522. https://doi.org/10.1108/03090561211259952 Raghubir, P. (2005). Framing a price bundle: The case of "buy/get" offers. Journal of Product & Brand Management, 14(2), 123-128. https://doi.org/10.1108/10610420510592617 Shimp, T. A. (2000). Advertising promotion: Supplemental aspects of integrated marketing communications (5th ed.). San Diego, CA: Harcourt College Publishers. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458. https://doi.org/10.1126/science.7455683 Wang, B. (2022). Absolute number heuristic in discount frames. Marketing Intelligence & Planning, 40(7), 871-883. https://doi.org/10.1108/MIP-03-2022-0113 Xia, L., Kukar-Kinney, M., & Monroe, K. B. (2010). Effects of consumers’ efforts on price and promotion fairness perceptions. Journal of Retailing, 86(1), 1-10. https://doi.org/10.1016/j.jretai.2009.10.003 Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). Impulse buying in social commerce: Bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945-973. https://doi.org/10.1108/apjml-08-2019-0495
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 111363039
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111363039
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

Files in This Item:

File	Description	Size	Format
303901.pdf		1564Kb	Adobe PDF	0	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback