以聯合分析法探討嬰幼兒奶粉贈品對消費者購買意願之影響

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/51849

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51849

Title:	以聯合分析法探討嬰幼兒奶粉贈品對消費者購買意願之影響 Exploring Gift and Consumer Intention through Conjoint Analysis Method-Taking Infant Formula Product for Example
Authors:	曾俊誠
Contributors:	國際企業管理學系碩士在職專班
Keywords:	贈品可選擇性互補性取得時機購買意願 gifts selectivity complementarity timing to receive willingness to purchase
Date:	2021
Issue Date:	2023-03-24 11:30:53 (UTC+8)
Abstract:	台灣近年來少子化的現象越來越明顯，面對這樣一個使用人口持續減少的市場。所以各大嬰幼兒奶粉廠商，在大量使用贈品促銷模式之下，如何能增加消費者的購買意願，達到消費者購買意願目的。基於以上的研究背景與動機，本研究將嬰幼兒奶粉贈品依照過去學者的研究及市場上的廣告促銷文案分出以下三種：贈品可選擇性、贈品互補性及贈品取得時機對消費者在消費時產生的購買意願之影響，而研究目的主要在探討，透過聯合分析法來分析不同性別購買者對於促銷之活動重視屬性為何。本研究結果發現，男性最重視嬰幼兒奶粉贈品屬性以取得時機的「立即取得」。女性最重視嬰幼兒奶粉贈品屬性以贈品的「可選擇性」。屬性水準方面，男性與女性的偏好水準都是認為嬰幼兒奶粉贈品可互補較佳、贈品「可選擇性」較佳、「取得時機」水準方面，贈品立即取得較佳。對於消費者的性別可以因研究結果做選擇性的贈品，當遇到男性消費者，贈品以能立即取得的方向提供；而遇到女性消費者時，以能提供贈品的可選擇性類型水準。提供日後如何明確執行贈品組合策略建議，以達事半功倍的成效。 In recent years, the influence of low birth rate in Taiwan has become more and more obvious. Facing such a market where infants continue to decrease, infant milk powder manufacturers use gift promotion models more actively. Under this circumstance, it is a question of how to increase and reach consumers’ purchase intention. Based on the above research background and motivation, this research divided the infant milk powder gifts into the following three types according to past researches and the advertising and promotion copies in the market: the influences of the selectivity of gifts, the complementarity of gifts, and the timing to receive gifts on the purchase intention of consumers during consumption. The purposes of the research are mainly to explore: Consumers’ purchase experience with conjoint analysis. Importance of promotion for consumers of different genders. The research findings show that Men attach the most importance to immediate obtainment of infant milk powder gifts while women focus more on the selectivity of gifts. In terms of attributes, both men and women’s preference is that infant milk powder gifts can complement with each other is better, followed by the selectivity of gifts. For when the gifts can be obtained, immediate obtainment is preferred. For consumers with different genders, it is feasible to provide different gifts for different genders according to the results of this research. For male consumers, the provided gifts should be given to them immediately; for female consumers, types of gifts can be provided for their selection. This research provided suggestions on a clearly implementing for gifting strategy in the future to effectively promote the products.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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