消費目的確定性與無預期折價訊息對消費行為的影響

Abstract

在過去文獻中，對於促銷活動的討論集中於不同促銷活動帶給消費者的利益(Chandon, Wansink and Laurent, 1999)、促銷誘因取得時間長短對消費行為影響(Davidson, 1987; Quelch, 1989)或促銷誘因與產品間關聯對消費行為影響(Beem and Shaffer, 1981)。對於無預期性折價訊息對購買行為的影響則研究有限，故本研究將探討此議題。此外消費者進入店內之消費目的亦會影響購買行為，有些消費者進入店內目的僅是瀏覽、蒐尋資訊，沒有購買計畫；有些消費者是具有購買目的才進入店內消費，不同消費目的確定性下消費者的購買行為亦是本研究探討議題之一。 本研究以Lee 與 Ariely的消費目的理論(shopping goals theory)以及Heilman, Nakamoto and Rao的研究「無預期性的折價券對消費者的影響」為理論基礎，推導相關的研究假說，然後以實驗設計方式驗證假說。本研究為購買目的確定性(無購買目的/低/中/高)4 x 折價訊息(限制消費門檻的金錢性折價訊息/限制品牌的金錢性折價)2的組間實驗設計。受測者皆會先透過角色扮演以第三人稱角度瀏覽虛擬購物情境 – 紙本商品目錄，以假想購買情境以及購買決策，並在紙本商品目錄上填寫購買項目與數量以達成購買，最後填寫實驗操弄檢定問卷完成實驗。實驗結果得到以下結論： 1. 相對於消費目的確定性高的消費者，消費目的確定性低的消費者容易因折價訊息，而改變消費行為。 2. 折價訊息類型對消費行為的影響會因目的確定性而有所不同。兩種折價訊息「限制購買品牌的金錢性折價」與「限制消費門檻的金錢性折價」下，低目的確定性消費者較易受到限制品牌折價訊息影響；無消費目的之消費者對限制購買品牌的金錢性折價與限制消費門檻的金錢性折價無顯著差異。 3. 在無預期折價訊息下， 無消費目的的消費者受到折價訊息影響增加消費，非計畫性購買金額高於低、中、高目的確定性消費者。 4. 在無預期折價訊息下，無消費目的的消費者會購買較多與折價商品相關的產品。

In the previous literature, the stream of research had focused on 3 different topics. One is what benefit consumers perceive accordingly different types of promotion (Chandon, Wansink and Laurent, 1999), another one is the effects of duration of gaining incentive on consumer behavior (Davidson, 1987; Quelch, 1989), and the other is the effects of relevance between incentive and the product features on consumer behavior (Beem and Shaffer, 1981). There is limited research about the effects of surprised coupon on consumer purchase behavior. Moreover, consumers’ shopping goals will impact consumer behavior as well. Some consumers will go for window shopping without any shopping goal; some have shopping goals. The different purchase behavior under different shopping goal concreteness is also the area which this study wants to explore. The theoretic basis of this study is constructed on the Lee and Ariely (2006) “shopping goal theory” and Heilman, Nakamoto and Rao(2002) “consumer response to unexpected in-store coupons”, and then conducted the experiment to test hypothesis. Based on the level of goal concreteness (no shopping goal/low/medium/high) and the type of price discount messages (conditioned discount message- when consumption achieve price thread-hold, and consumers can gain X% off versus conditioned discount message – when consumers buy promoted products, they can get X% off.) Respondents will go through following the experiment procedure: (1) Role play to start the mission and manipulated shopping goal concreteness and conditional price discount message. Then, browsing the paper viral shopping environment, and make the buying decision. Finally, write down the buying amount and numbers on the viral DM, and do the manipulation check. Here is to demonstrate the results of the experiment.

1. The higher level of goal concreteness, the more possibility that consumers won’t be influenced by discount messages. 2. The effects of different types promotion will have different results regard to the level of goal concreteness. Under this, low goal concreteness will easily influenced by the conditioned discount messages –limited brand. Consumers without shopping goal didn’t show the deference between 2 types of promotion. 3. Under surprise coupon, consumers without shopping goal will be influenced by price discount message, and the amount is higher than low/medium/high group. 4. Under surprise coupon, consumers bought more products which is related to discount product.