政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/64738
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51032034      在线人数 : 958
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64738


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/64738


    题名: 贈品促銷深度對贈品組合評價影響之研究
    作者: 曾忠蕙;樓永堅;別蓮蒂
    Tseng, Chung-Hui;Lou, Yung-Chien;Bei, Lien-Ti
    贡献者: 企管系
    关键词: 贈品促銷深度;品牌形象;知覺價值;Gift promotion depth;Brand image;Perceived value
    日期: 2009-04
    上传时间: 2014-03-19 17:25:05 (UTC+8)
    摘要: 本研究包含兩項研究主題，深入分析贈品促銷深度的轉折現象以及對產品知覺價值的影響效果。贈品促銷深度為贈品價格相當於主產品價格的百分比。研究主題一欲找出贈品促銷深度對贈品價格合理性影響的轉折點，研究結果：品牌形象高時，贈品促銷深度轉折點為50%，品牌形象低時，轉折點往下修正成40%或20%。研究主題二進一步探討轉折前的合理贈品促銷深度、轉折後的誇張贈品促銷深度對產品知覺價值的影響效果。研究結果：合理深度下，深度愈深，整組產品知覺價值愈高，但誇張深度下，深度愈深，整組產品知覺價值愈低；其次，主產品與贈品品牌形象皆產生干擾效果，亦即品牌形象高時，最高與最低深度在整組產品知覺價值上的差異，會大於品牌形象低時的差異。
    Two themes in this research were arranged to investigate effects of gift promotion depth. Gift promotion depth was defined as a percentage of gift price by main product price. The first theme proposed that there is a turning point in promotion depth and the turning point was fluctuant in accordance with brand image. If the brand image was high, the turning point was 50% Fhowever, if the brand image was low, the turning point was downward to 40% under low brand image of main product and downward to 20% under low brand image of gift. Based on these findings, promotion depth was divided into two categories-reasonable (depth before turning point) and exaggerated (depth after turning point) promotion depth. The second research theme focused on the effect of reasonable or exaggerated promotion depth and its interaction with brand image of main product and gift. Findings included three points. First, the deeper the reasonable promotion depth was, the higher the perceived value of product bundle was (eg. positive relationship). However, in the range of exaggerated promotion depth, negative relationship was exhibited. In addition, brand image of main product and gift did show significant moderating effect. That is, the difference of perceived value of product bundle between the highest and lowest depth under the situation of high brand image was larger than that under the situation of low brand image.
    關聯: 臺大管理論叢, 19(特刊), 95-126
    数据类型: article
    显示于类别:[企業管理學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    95126.pdf951KbAdobe PDF21180检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    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 ©   - 回馈