電視購物頻道促銷策略對購買意願之影響

Abstract

電視購物在近幾年於國內非常盛行，即使在景氣低迷時，仍然締造令人咋舌的銷售佳績。在電視購物頻道裡常見的促銷手法，包括限時銷售、限量銷售、免費贈品等，常被認為是引起消費者購買慾望的原因之一，然而尚無學術研究結果證實電視購物頻道這些促銷手法與觀眾購買意願之間的直接關係。 本研究即是探討電視購物頻道中常見的限時、限量、贈品等促銷手法，是否真的能提高觀眾的購買意願，並運用實驗設計的方法，以瞭解各個實驗操弄變項對購買意願的影響，以及認知商品價值的中介效果或其他效果。實驗操弄的自變數為限時壓力（大、小）、限量壓力（大、小）、贈品價值（低、高、異常高）等，共有12組電視購物節目影片。研究結果發現： 1、當觀眾的商品知覺價值一致時，限時壓力對購買意願有顯著的影響。 2、限量壓力對觀眾的商品知覺價值與購買意願均有顯著的影響，而且知覺價值為限量壓力與購買意願之中介變數。 3、限量策略比限時策略更能影響觀眾的商品知覺價值與購買意願。 4、限時壓力與贈品價值存在交互作用，直接或間接（透過商品知覺價值）地影響購買意願。當限時壓力大時，贈品價值與購買意願存在非線性關係，隨著贈品價值的增加，購買意願呈現先升後降的趨勢。

In Taiwan, TV shopping has been very popular in recent years. Even during the depression, it still created unbelievably vast sales. The promotional strategies used by TV shopping channels, including time-limited promotion, quantity-limited promotion, and free premiums, are considered as some contributors to consumers’ purchase intention. However, the relation between those promotional strategies and consumers’ purchase intention has not been proved by any academic research. This study is to probe into the influence of foregoing promotional strategies on consumers’ purchase intention. Experimental design is used and the perceived value of the product is especially analyzed for its intermediary or other effects. The manipulated independent variables are the pressure of time limited, the pressure of quantity limited, and the value of premiums. The results can be summarized as follows: 1. When consumers’ perceived value is the same as one another, the pressure of time limited will affect consumers’ purchase intention. 2. The pressure of quantity limited has influence on consumers’ perceived value and purchase intention. Moreover, perceived value intermediates the effect of quantity-limited promotion on purchase intention. 3. The quantity-limited promotional strategy is superior to the time-limited promotional strategy in affecting consumers’ perceived value and purchase intention. 4. There is an interaction effect between the pressure of time limited and the value of premiums, which influences consumers’ purchase intention directly and indirectly (through perceived value). When the pressure of time limited is high, the value of premiums has an inverted V-shaped relation with consumers’ purchase intention. In other words, consumers’ purchase intention will go up first and go down later with the value of premiums rising from low to extraordinarily high.