論現金或折價券鼓勵廣告觀看之效果

Abstract

本論文旨在分析兩種鼓勵消費者主動觀看廣告的獎勵機制: 金錢轉移及折扣之間的優劣。金錢轉移的優點在於消費者觀看廣告後能自由選擇使用方式的彈性，若在額度相等的情況下，金錢能更大程度的鼓勵消費者觀看廣告。折扣的優勢則是同時獎勵廣告觀看與該產品的消費，為消費者購買廣告商品提供了第二層動機。分析結果支持折扣在增加廠商收益上較金錢轉移更為有效。

This paper aims to compare two schemes of reward advertising: monetary transfer and discounts. The advantage of monetary transfer is the flexibility it offers to the consumers since they can choose how to utilize the reward to increase their utilities. When the offered reward rates are equal, cash is more effective in the degree it motivates consumers to watch advertisements. The advantage of discounts is rewarding the simultaneous consumption of advertisements and the advertised good, which offers another reason for the consumers to purchase the advertised good. Our results support that discount is better suited to increase firm profit.