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免費贈品促銷的互補性與價值貶低效果 = Complementarity ...

國立高雄大學亞太工商管理學系碩士班

免費贈品促銷的互補性與價值貶低效果 = Complementarity of the Freebie Promotion and the Value-Discounting Effect

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Complementarity of the Freebie Promotion and the Value-Discounting Effect
作者:	王薏婷,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2015[民104]
面頁冊數:	109面圖，表 : 30公分;
標題:	價值貶低效果
標題:	value-discounting
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/99202802935295320455
附註:	105年10月25日公開
附註:	參考書目：面58-64
摘要註:	價值貶低假說指出，雖然免費贈品促銷可以增加產品的短期銷售，但在促銷過後，免費贈品為單獨販售時，消費者對免費贈品會有較低的願付價格。而過去對價值貶低效果的研究忽略了免費贈品和銷售產品間互補性的影響。本研究探討銷售產品與贈品的互補性是否會減弱價值貶低效果。實驗一和實驗二證明，在互補的情境下，相較於非互補的情境，會增加免費贈品促銷的吸引力、降低知覺風險，並削弱價值貶低效果。實驗三採用誘因相容的實驗並證明，在互補的情境下，相較於非互補的情境，會降低消費者價值貶低的程度。除了功能上的互補外，實驗四也考慮到免費贈品促銷的情感互補，並證明在互補的情境下，相較於非互補情境，也會削弱價值貶低效果。這些發現將對學術上相關研究、實務上的運作有所貢獻。 Value-discounting hypothesis suggests that although the freebie promotions might increase the sales in the short run, but it also decreases consumers' willing to pay for the freebies after the promotion expires and when the free products are sold alone. While the free product is not sold alone and has to accompany with the focal product, previous studies into value-discounting ignore the complementarity within the freebie promotions. This article explores whether the complementarity between the focal product and the freebie might moderate the value-discounting effect. Experiments 1 and 2 approve that compared with a non-complementary freebie promotion, a complementary freebie promotion will increase the promotional attractiveness, reduce the perceived risk, and accordingly reduce the value-discounting effect. Experiment 3 uses an incentive-compatible design and again approves that consumers' value discounting reduces in a complementary freebie promotion than in a non-complementary freebie promotion. These findings have significant implications for marketing practice. In addition to functional complementary, experiment 4 also consider the affective-based complementary in freebie promotion and approve that compared with non-complementary freebie promotion, a complementary freebie promotion will reduce the value-discounting effect.

免費贈品促銷的互補性與價值貶低效果 = Complementarity of the Freebie Promotion and the Value-Discounting Effect
王, 薏婷

免費贈品促銷的互補性與價值貶低效果 = Complementarity of the Freebie Promotion and the Value-Discounting Effect / 王薏婷撰 - [高雄市] : 撰者, 2015[民104]. - 109面 ; 圖，表 ; 30公分.
105年10月25日公開參考書目：面58-64.
價值貶低效果value-discounting

免費贈品促銷的互補性與價值貶低效果 = Complementarity of the Freebie Promotion and the Value-Discounting Effect
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