贈品吸引力對消費者購買意願影響之研究

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/28152

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28152

Title:	贈品吸引力對消費者購買意願影響之研究 The Study of Attractiveness Effect of Free Gift on Consumer Purchase Intention
Authors:	陳玟菱
Contributors:	國際貿易學系
Keywords:	贈品行銷贈品促銷購買意願 premium promotion purchase intention
Date:	2014
Issue Date:	2014-09-18 14:42:56 (UTC+8)
Abstract:	近年來各式各樣的便利超商、超級市場、量販店及百貨公司陸續開幕，為了吸引消費者增加消費，各大業者紛紛推出各種促銷方案以吸引消費者上門，其中常見的行銷方式包括：折價卷、現金回饋、贈品、抽獎、買A送B、集點加價購、會員享有價等等方式，而細節的運用方式也會依各廠商而有不同的變化。為何贈品促銷能對消費者造成吸引力，過去有許多學者對贈品促銷及購買意願之間的關係做了許多的研究，但在探討贈品吸引力與消費者的增加購買意願之間的關係方面仍不多，而贈品吸引力同時也會受不同因素而有所影響。本研究欲瞭解消費者的增加購買意願會受到贈品吸引力(卡通性、娛樂性、實用性、價格認知性、話題性及收藏性)的因素所影響，使用自填式問卷方法蒐集樣本資料，並以SPSS19.0及AMOS作為資料分析工具，討論六個贈品自變數分別對消費者的增加購買意願之影響。研究結果發現： 1. 贈品卡通性會對消費者增加購買意願造成顯著正面影響。 2. 贈品收藏性會對消費者增加購買意願造成顯著正面影響。 In recent years in Taiwan, a variety of convenience stores, supermarkets, discount stores and department stores had opened. In order to attract consumers to buy more and more to increase their consumption, the major operators made a variety of promotional programs to attract consumers. The common marketing methods include: volume dis-counts, cash back, gifts, sweepstakes, buy one get one, collect points to buy things, members enjoy price, etc. The detail program will be different between different firms. Among those marketing promotional programs, this study focuses on the discus-sion of freebie. What factors make freebie attractive to customer? What kind of freebie can make customers buy more in order to obtain the freebie? And will the attractiveness effect be changed when it meet different factor? In the past, many scholars have done a lot of research to discuss the attractiveness effect of freebie and consumer purchase intention respectively, but there are few studies discuss the relationship between freebie and purchase intention. This study investigates the relationship. This study intends to understand how consumer purchase intention will be affected by the freebie. The study assumes that six characteristics of freebie will appeal to cus-tomers, they are nature of cartoon, playfulness, practicability, perceived value, story and nature of collectability. The study uses SPSS19.0 and AMOS as the tools to analysis the effect between the six independent variables on purchase intention. The study shows: 1. Nature of cartoon of freebie has a positive effect to increase their purchase inten-tion in order to obtain the freebie. 2. Nature of collectability of freebie has a positive effect to increase their purchase intention in order to obtain the freebie.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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