正常性折扣和贈品促銷，其與品牌知名度間對網際網路消費者購買意願影響之研究-以無線電話機為例

Abstract

促銷的主要目的就是要吸引消費者的注意。過去學者曾以廣告售價來探討其對消費者認知價值與購買意願的影響，本研究擬從促銷和品牌知名度的角度來進行研究分析，利用不同的促銷方式和品牌知名度來探討其對網路消費者購買意願的效果。 本研究採用二因子組間實驗設計，為2（促銷方式：正常性折扣/贈品促銷）×2（品牌知名度：高/低品牌知名度）的實驗矩陣，以認知交易價值、認知獲得價值、購買意願作為內生變數，以台灣地區網路消費者為樣本，透過網路問卷來進行統計的分析。 本研究的結論如下所示 一、正常性折扣/贈品促銷的主效果 在正常性折扣/贈品促銷的主效果方面，顯示出正常性折扣/贈品促銷對網路消費者認知交易價值與購買意願的影響無顯著的差異，不過，正常性折扣/贈品促銷對網路消費者認知獲得價值的影響則有顯著的差異。 二、品牌知名度的主效果 在品牌知名度的主效果方面，顯示出品牌知名度對網路消費者的認知交易價值、認知獲得價值與購買意願的影響均有顯著的差異。 三、正常性折扣/贈品促銷和品牌知名度的影響效果 在正常性折扣/贈品促銷和品牌知名度的影響效果方面，則顯示出兩者的交互效果對網路消費者的認知交易價值、認知獲得價值與購買意願的影響，均不具顯著的差異。 四、認知交易價值、認知獲得價值對購買意願的影響效果 認知交易價值與認知獲得價值對網路消費者購買意願的影響均具有顯著的影響效果。

The purpose of promotion is to attract consumers’ attention. Some scholars studied the impact of advertisement selling price to consumers’ perceived value and purchase intention. This research will analyze the impact from the point of promotion and brand awareness, and make use of different promotion types and brand awareness to understand the effects on Internet consumers’ purchase intention. A 2（promotion types：normal discount/gift promotion）×2（brand awareness：high/low brand awareness） factorial design was used to test the hypotheses. The innate variables are perceived transaction value, perceived acquisition value and purchase intention. The sample populations are Taiwan Internet consumers and the questionnaires are collected by Internet. There are four major findings of this study： 1. The main effect of normal discount/gift promotion The results show that the affections of normal discount/gift promotion on Internet consumers’ perceived transaction value and purchase intention are not distinct remarkably. But the affections of normal discount/gift promotion on Internet consumers’ perceived acquisition value are distinct remarkably. 2. The main effect of brand awareness The results show that the affections of brand awareness on Internet consumers’ perceived transaction value, acquisition value and purchase intention are distinct remarkably. 3. The effect of normal discount/gift promotion and brand awareness The results show that the mutual effects of normal discount/gift promotion and brand awareness on Internet consumers’ affections of perceived transaction value, acquisition value and purchase intention are not distinct remarkably. 4. The effect of perceived transaction and acquisition value on Internet consumers’ purchase intention. The results show that the affections of perceived transaction and acquisition value on Internet consumers’ purchase intention are remarkable.