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增量优惠或是价格折扣?探讨产品类型与调节焦点对不同促销方式偏好的影响

【中文摘要】:实务上,常见众多厂商

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採用价格折扣与增量优惠之促销方式来提高消费者的购买意愿,合适的促销方式来为厂商带来预期的效益。学术界在价格折扣与增量优惠之研究上,主要为提出理论说明为何一般而言,消费者较偏好增量优惠,而非价格折扣,此外,也有学者应用产品类型与心理变数来说明消费者在这两种促销方式的偏好选择。而本研究则同时纳入产品类型与调节焦点,来更深入探讨对促销方式的偏好选择影响。
本研究以实验设计法进行,操弄产品类型(搜寻品vs.经验品)、调节焦点(预防焦点vs.促进焦点)与促销方式(价格折扣vs.增量优惠)三项自变数,实验一为2x2x2三因子混合设计,透过调节焦点情境设计来建立二种不同的实验情境,产品类型与促销方式则作为组内变数,实验二为单因子设计,透过产品广告设计建立二种不同的实验情境,调节焦点则透过量表测量取得,来观察消费者在促销方式的偏好选择。
研究结果指出,产品类型会影响到消费者

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对促销方式的偏好选择,购买搜寻品时,会偏好增量优惠;购买经验品时,会偏好价格折扣。产品类型与调节焦点对促销方式的偏好选择存在交互作用,预防焦点的人在购买搜寻品时偏好增量优惠,购买经验品时偏好价格折扣;促进焦点的人在购买搜寻品时偏好价格折扣,购买经验品时则偏好增量优惠。
【英文摘要】:In practice, it is common for many companies to adopt price discount and bonus pack. A proper promotion type can increase consumer purchase and leads product sales. Research on price discount and bonus pack focuses on using theories to explain why consumers prefer bonus pack to price discount. Besides, some scholars examined how product type and psychological variables moderated consumer preference in promotion type. Our research considered product type and regulatory focus as the psychological variable simultaneously, and investigated the interactive influences of these two variables on promotion type preference.
The present study used experimental design contained three independent variables, product type (search goods vs. experience goods), regulatory focus (prevention focus vs. promotion focus) and promotion type (price discount vs. bonus pack). The first study was a 2x2x2 mixed design. Regulato

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ry focus was primed while product type and promotion type served as within-subjects variables. The second study was a between-subjects design in which product type was manipulated and regulatory focus was measured.
The results indicate that product type can influence promotion type preference. Consumers prefer bonus pack for search goods, but prefer price discount for experience goods. Individuals with prevention focus prefer bonus pack for a search good, but prefer price discount for an experience good. Opposite results are found with individuals with promotion focus.
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  • 来源:中山大学;作者:张育瑄
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