贈品促銷外溢效果的形成與變動之研究

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Title:	贈品促銷外溢效果的形成與變動之研究
Authors:	曾忠蕙
Contributors:	管理學院國際企業學系
Keywords:	外溢效果;贈品促銷;促銷深度;品牌知名度;產品涉入 Spillover effect;Gift promotion;Promotion depth;Brand awareness;Product involvement
Date:	2008
Issue Date:	2010-05-14 07:09:32 (UTC+0)
Abstract:	近年來贈品促銷活動的崛起，對廠商而言已成為一項重要的議題。由於贈品是免費贈送的，因此消費者通常會對贈品的價值打折，而市面上有許多其他品牌產品與贈品屬於同一類別，消費者心中對贈品貶值的評價是否會影響到與贈品相關的產品，而貶低了對這些相關產品的評價?這種原本對贈品的評價影響到同類產品其他品牌評價的效果，本研究稱為「贈品促銷外溢效果」。回顧過去有關外溢效果的研究，主要是在品牌延伸或品牌聯盟的研究領域有所探討，但對於贈品外溢效果的研究甚少提及，因此本研究認為深入探討贈品促銷外溢效果的形成與變動之相關理論基礎與影響變數著實有其必要。簡言之，本研究欲探討贈品促銷外溢效果的形成原因與變動現象，主要包含兩項子研究，研究一先探討贈品促銷外溢效果的形成，研究二則進一步探討贈品促銷外溢效果的變動影響因素，包括贈品促銷深度的前置變數、贈品相關產品或品牌的知覺外溢價值之結果變數，以及贈品品牌知名度與贈品涉入程度兩項干擾變數所造成的影響。本研究將採實驗法，將研究一與研究二分開依進行正式實驗。預期可達成的研究貢獻包括對理論的貢獻、對相關研究領域實證研究結果的累積、以及對實務界提供重要的管理意涵。 ABSTRACT Recently, gift promotion is taken as an important issue for firms. Due to the free gift, consumers tend to discount gift’s value. Does this discounting evaluation spill to other products belonging to the same category of the gift so that these products also be devaluated by consumers? The research is going to investigate whether the discounting perception toward gift would spill to other products with the same brand of the gift, or spill to the same product with other brand. In this study, we defined the phenomenon as a “spillover effect of gift promotion”. Reviewing relevant literature, spillover effect was discussed in the field of brand extension or brand alliance; however, there is little discussion about spillover effect of gift promotion. Therefore, it is necessary to deeply investigate the forming and fluctuation of spillover effect of gift promotion. In brief, this research consists of two studies. Study one focuses on the forming of spillover effect of gift promotion. Study two further examines its fluctuating factors, including an antecedent factor—promotion depth of gift promotion, two consequent factors about perceived value of spillover, and two moderating factors—brand awareness and involvement of gift. Experiment Design is going to be adopted in the two studies. Expected contributions comprise discussions about background theory of spillover effect of gift promotion, accumulation of gift promotion research, and offering significant managerial implications for managers.
Appears in Collections:	[Department of International Business] Theses & dissertations

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File	Description	Size	Format
97曾忠蕙1.doc		22Kb	Microsoft Word	229	View/Open
97曾忠蕙2.doc		23Kb	Microsoft Word	204	View/Open

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