電子與傳統折價券之價格溝通效果─動機、媒體型態之干擾

在產品微利化的趨勢下，價格促銷是行銷管理者欲吸引買氣的誘因工具，以折價券的價格促銷方式，會因折價券不同的折扣幅度，讓消費者對產品所得到和付出的知覺不同；而折價券所呈現的媒體型態和消費者本身動機的不同也會讓消費者對產品觀感隨之不同。因此本研究探討在不同價格訊息下，不同消費者動機和不同折價券媒體型態下，對消費者知覺品質、犧牲和價值的影響效果。
本研究回顧了折價券價格、媒體型態和消費者動機的相關文獻以建立研究假說。以實地實驗法進行研究，由研究者自行設計麥當勞速食套餐和NOKIA手機兩種高、低涉入產品的折價券來進行實驗，每種產品共有八組實驗組。所採用的分析方法包括卡方檢定、獨?T檢定和三因子多變量變異數分析進行資料分析探討並驗證研究假說。本研究實驗結果發現：
一、在提高產品服務品質層面：只對低涉入產品─麥當勞有顯著影響，當消費者動機為低
時，利用網路媒體呈現高價格折價券，消費者所認知品質較高，而其行銷成本較低。
二、在降低消費者所知覺到的犧牲層面：以低涉入產品─麥當勞而言，當消費者動機為低
時，利用傳統或網路媒體呈現高價格折價券；以高涉入產品─NOKIA而言，當消費者動
機為低時，利用傳統或網路媒體呈現高價格折價券，消費者所認知犧牲較低，而其行
銷成本較低。
三、在提高消費者感受價值層面：以高涉入產品─NOKIA而言，當消費者動機為低時，利用
網路媒體呈現高價格折價券，消費者所感受價值較高，而其行銷成本較低。

As the climate of low margin continues to rise, price promotion has become the inducement to attract consumers. Through coupons, consumers may have different perceptions of products and their efforts they have devoted due to different degree of discount. In addition, coupons presented by different media types and consumer motivation may cause diverse impression of products. Therefore, this study mainly investigated the effect among consumer’s perceptions of quality, perceptions of sacrifice and perceptions of value which influenced by different consumer motivation and media type.
After reviewing related studies, several hypotheses were then proposed. Field experiment was adopted and coupons were designed into two highly and low involved products, McDonald's value meals and NOKIA cell. Each product was divided into eight experimental groups. Chi-Square Test, T-test and 3-Way MANOVA were then used to analyze the data and examine the proposed hypotheses.
The findings of this study are summarized as follow.
1.Aspect of improving service quality: there are impacts on low involved products, McDonald’s value meals. Consumers with low motivation tend to use coupons with high price from internet. The higher the consumer’s perceptions of quality are, the lower the marketing cost is.
2.Aspect of reducing consumer’s perceptions of sacrifice: on the part of low involved products, McDonald’s value meals, consumers with low motivation tend to use coupons with high price from internet or traditional media. In contrast, consumers with low motivation tend to use coupons with high price from internet or traditional media for highly involved products, Nokia cell. The higher the consumer’s perceptions of sacrifice are, the lower the marketing cost is.
3.Aspect of increasing consumer’s value: on the part of highly involved products, NOKIA cell, consumers with low motivation tend to use coupons with high price from internet. The higher the consumer’s perceptions of quality the lower the marketing cost. The higher the consumer’s perceptions of value are, the lower the marketing cost is.