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搭售組合特性對消費之影響 = How the Product Assor...

國立高雄大學亞太工商管理學系碩士班

搭售組合特性對消費之影響 = How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product

Record Type:	Language materials, printed : monographic
Paralel Title:	How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product
Author:	紀旻岱,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2014[民103]
Description:	99面圖,表 : 30公分;
Subject:	效用型
Subject:	utilitarian
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/35623653152870843325
Notes:	104年10月31日公開
Notes:	參考書目：面45-49
Summary:	許多促銷的文獻指出，企業透過提供各種不同的促銷方式，來提高消費者的購買意願，但卻少有研究探討搭售組合特性 (享樂型產品、效用型產品) 如何影響消費者的購買意願。消費者在面對搭售組合時存在著追求享樂型產品的動機，但購買享樂型產品時消費者可能會伴隨著罪惡感，因而減少消費者的購買意願。基於情感互補、情感過荷的概念，作者推論相對於兩享樂型產品或兩效用型產品的搭售組合，享樂型產品 (效用型產品) 搭配效用型產品 (享樂型產品) 可以使消費者妥協追求享樂型產品的愉悅，以及避免知覺罪惡感的過度情感過荷，因此增加搭售組合的購買意願。作者將透過四個實驗來驗證此主張，此外也探討相關的干擾變數 (獲得型式、時間滯延)。作者也證明消費主產品以及副產品的知覺罪惡感差異，是消費者偏好享樂品與效用品搭售的內部機制。這些發現將對學術上相關研究、實務上的運作有所貢獻。 A rich literature in sales promotions has shown that short-term sales are positively affected by the promotions, but less literature explores how the characteristics (hedonic vs. utilitarian) of product assortments in the bundle influence the purchase intentions for the bundle. Hedonic consumption might exert consumers' perceived guilt, which inhibits their purchase intentions. This article explores how the product assortments in the bundle promotions influence the hedonic consumption and the purchase intentions for the bundle, accordingly to the affect-based complementarity of the assortments in the bundle and consumers' motivation to seek hedonic pleasure. Specially, compared with bundling two hedonic or two utilitarian items in a package, bundling a utilitarian (hedonic) with the hedonic (utilitarian) items in the bundle would compromise the motivation to search the hedonic pleasure and the avoidance to the emotional loadings of perceived guilt, and accordingly increase the purchase intentions for the bundle. Four experiments were conducted to approve the propositions. Moreover, the effect is moderated by acquisition formats, the probabilities of acquiring the free gift, and time delay condition. The authors also approve the internal mechanism of the perceived guilt associated with the focal and supplementary products. These findings have significant implications for both research and marketing practice.

搭售組合特性對消費之影響 = How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product
紀, 旻岱

搭售組合特性對消費之影響 = How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product / 紀旻岱撰 - [高雄市] : 撰者, 2014[民103]. - 99面 ; 圖,表 ; 30公分.
104年10月31日公開參考書目：面45-49.
效用型utilitarian

搭售組合特性對消費之影響 = How the Product Assortments in the Bundle Impact the Consumption of Hedonic Product
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