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时间压力及折扣策略对消费者购买意图之影响─以适地性行动折价券为例

【中文摘要】:随着智慧型手机的普遍,改变了民众的生活型态,使大众多以行动装置接受讯息与进行购物行为,并促使了行动行销的崛起。
目前已有许多使用行动折价券促销的成功案例,但行动折价券却常造成顾客集中在热门时间前来,而非商家所预期以及想达到促销效果之冷门时段。如何让冷门时段的行动促销能够产生效果则是个有待探讨的课题。过去已有众多文献探讨时间压力、限量与折扣策略对购买意图之影响,但是却尚未有将时间压力及折扣促销策略做合併探讨的相关研究。因此,本研究探讨在行动商务的环境下,三种不同的折扣策略对刺激消费者购买意图的影响,并分析时间压力与限量对知觉价值、知觉风险以及购买意图之影响。
研究结果发现三种折扣策略皆能增进消费者的知觉价值并促进其购买意图。高涉入产品运用不变型折扣策略对刺激消费者购买意图有较佳的效果;而低涉入产品则是使用递增型折扣策略时

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之效果较佳。消费者在面对递增型与递减型折扣策略时,其知觉风险并不会影响其知觉价值,然而在传统的不变型折扣下,消费者之知觉风险则会降低其知觉价值。另外,搭配限量的促销方式,除了能提升消费者对此交易的知觉价值,还能降低消费者的知觉风险。
【英文摘要】:As smartphones are becoming more and more popular, people’s lifestyle of receiving messages and online purchase behavior have changed to rely more on mobile devices. This creates a significant surge in mobile marketing.
Promotion with mobile coupons is a successful mobile marketing vehicle. However, these coupons sometimes leads customers to use them during the peak time instead of the expected off-peak time, which may result in reduction in revenue and service quality. Therefore, there is a gap between mobile coupon strategy and its effect. Many previous studies have reported that time pressure, quantity limitation, and discount strategy have influences on consumer’s purchase intention. However, there is lack of study to examine the combined effect of time pressure and discount strategies. This study creates three different discount strategies and investigates which strategy is the most effective in raising customer’s purchase intention. This study also analyzes the effect of time pressure and quantity limitation on perceived value, perceived risk, and purchase intention.
The results indicate that (1) utility-neutral strategy was more effective for high involvement products,

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while utility-increasing strategy was more effective for low involvement products; (2) consumer’s perceived risk did not influence the perceived value in utility-increasing and utility-decreasing strategies, but the perceived risk did influence perceived value in utility-neutral strategy. The quantity limitation strategy was also found to have effect on increasing consumer’s perceived value and decreasing the perceived risk.
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  • 来源:中山大学;作者:林郁凡
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