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| 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
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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)
111363039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363039 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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