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研究生：	林恩琪 Lin, En-Chi
論文名稱：	探討消費者於非促銷期間，其促銷期待對價格衡量與購買意願的影響 The Effect of Promotion Expectation on Consumer’s Price Evaluation and Purchase Intention during Non-Promotion Period
指導教授：	蔡東峻 Tsai, Dung-chun
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	69
中文關鍵詞：	促銷期待、價格衡量、購買意願、非促銷期間、促銷頻率、促銷幅度
外文關鍵詞：	promotion expectation, discount depth, non-promotion period, price evaluation, discount frequency, purchase intention
相關次數：	點閱：178 下載：12
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你曾經在發現商家沒有促銷打折時，心裡期待著下次計畫購買的產品能快快打折嗎？過去的學者將消費者此種對促銷的期待稱為「未被滿足的期待」。過去文獻在探討消費者對促銷的期待時，乃多利用數學模型衡量消費者對未來的期待價格是多少。然而，近年開始有學者利用不同的構面來衡量消費者對促銷的期待，使用的變數乃為「對未來促銷幅度的期待」以及「對未來促銷時點的期待」。此外，過去研究發現廠商的促銷模式是影響消費者促銷期待的重要因素，但是這些研究多著重於在促銷期間促銷模式對期待價格的影響。此外Gönül & Scrinivasan (1996)發現當消費者在非促銷期間時對未來促銷的渴望是更強大的。因此本研究將欲探討在非促銷期間，廠商的促銷模式如何影響消費者「對未來促銷幅度的期待」、「對未來促銷時點的期待」以及其對價格的衡量與購買意願。
因此，本研究之研究目的如下：探討(1)在非促銷期間廠商過去的促銷模式對於消費者促銷期待的影響；(2)在非促銷期間消費者的促銷期待如何影響其對價格的衡量；(3)消費者價格衡量後對購買意願的影響；(4)存貨在價格衡量與購買意願中所扮演的干擾效果。
本研究透過實驗並操弄廠商的促銷幅度與促銷頻率來進行資料的蒐集。所得之重要結論分別如下：
一、過去廠商的促銷模式是消費者形成促銷期待的根據。
二、在非促銷期間，消費者對非促銷價格的衡量主要是受其對未來促銷幅度的期待的影響。
三、在非促銷期間，消費者對非促銷價格的衡量並不受對未來促銷時點的期待之影響。
四、在非促銷期間當消費者衡量價格越不利時，其購買意願越低。
五、存貨在消費者非促銷期間的價格衡量與購買意願之間並不具有干擾效果。

Have you expected for a discount when there is no discount promotion? Previous literatures mainly employed expected price as consumer’s promotion expectation, and investigate its effect on purchasing behavior. Lately, two terms of promotion expectation were proposed: expected future discount depth (EFD) and expected future discount (EFD) timing. There are few literatures investigating these two new dimensions. In addition, previous studies were mainly investigated how discount influenced consumer’s behavior, thus the experiments were conducted during promotion period. However, Gönül & Scrinivasan (1996) found that consumers’ expectation of probability of coupon availability in the next period is higher when there is no coupon available in the current period. It is implied that consumer’s promotion expectation will be stronger when there is no discount available. Thus our study will be conducted during non-promotion period. In this study, we will investigate how retailer’s discount pattern influence consumer’s purchasing behavior. Previous model showed discount depth and frequency are two important factors which influence consumer’s expected price. Thus the objective of this study is to investigate during non-promotion period how retailer’s past discount depth and frequency influence their expected future discount depth and expected future discount timing. Furthermore, we will also investigate how consumer’s promotion expectation effects their price evaluation of current price and purchase intention during non-promotion period.
In this study, experiment was employed to collect data. Subjects are undergraduate and graduate students, and there were 276 participants in the experiments. Product in the experiment is shampoo which is used both by male and female. From the experiment, we conclude that consumers form promotion expectations according to store’s past discount pattern. When retailer adopts high discount depth pattern, consumers would expect to enjoy high discount depth and low price next time. In addition, consumer’s price evaluation is affected by their promotion expectation. However, EFD Depth, more than EFD Timing, influence price evaluation. We also find that consumer won’t evaluate current price by their expected future discount timing. Thus discount depth plays the main role in consumer’s price evaluation.

Chapter 1 Introduction
1-1 Research Background and Motivation..................1
1-2 Research Objectives.................................6

Chapter 2 Literature Review	
2-1 Consumer’s Promotion Expectation...................7
2-2 Discount Pattern....................................9
2-3 Price Evaluation....................................12
2-4 Price Evaluation and Purchase Intention.............15
2-5 Moderating Effect of Inventory on Price Evaluation 
    and Purchase Intention	.............................16

Chapter 3 Methodology
3-1 Research Framework..................................19
3-2 Research Hypotheses.................................20
3-3 Experiment Design...................................20
3-4 Method of Analysis..................................26
3-5 Pretest.............................................27

Chapter4 Results and Analysis
4-1 Sample Structure....................................29
4-2Manipulation Check...................................30
4-3 Reliability Analysis................................32
4-4 Relationships between Research Variables............34
4-5 Summary of Hypotheses Testing.......................42

Chapter 5 Conclusion and Implications...................43
5-1 Research Conclusion.................................43
5-2 Theoretical Implication.............................45
5-3 Managerial Implication..............................45
5-4 Research Limitation and Suggestion..................46

Reference	...............................................48
 
APPENDICES
Appendix 1 Experiment Design for Group of Large Discount 
           Depth and High Discount Frequency....................51
Appendix 2 Experiment Design for Group of Small Discount 
           Depth and High Discount Frequency....................52
Appendix 3 Experiment Design for Group of Large Discount 
           Depth and Low   Discount Frequency...................52
Appendix 4 Experiment Design for Group of Small Discount 
           Depth and Low Discount Frequency.....................53
Appendix 5 Questionnaire of Pretest (with inventory group)......54
Appendix 6 Questionnaire of Pretest (without inventory group)...58
Appendix 7 Questionnaire of Experiment (with inventory group)...61
Appendix 7 Questionnaire of Experiment (with inventory group)...62
Appendix 8 Questionnaire of Experiment (without inventory group)66

List of Tables
Table 3-1 Research Hypotheses...................................20
Table 3-2 Measurement of Expected Future Discount Timing........23
Table 3-3 Measurement of Expected future Discount Depth.........24
Table 3-4 Measurement of Price Evaluation.......................25
Table 3-5 Measurement of Purchase Intention.....................25
Table 3-6 Reliability Analysis of Pretest.......................28
Table 4-1 Numbers of Sample in Each Cell........................30
Table 4-2 Characteristics of Sample.............................30
Table 4-3 Manipulation Check of Inventory.......................31
Table 4-4 Manipulation Check of Discount Depth..................31
Table 4-5 Manipulation Check of Discount Frequency..............32
Table 4-6 Reliability Analysis of Expected Future Discount 
          Depth.................................................32
Table 4-7 Reliability Analysis of Expected Future Discount 
          Timing................................................33
Table 4-8 Reliability Analysis of Price Evaluation..............33
Table 4-9 Item-to-Item Correlation Matrix of Price Evaluation...33
Table 4-10 Reliability Analysis of Purchase Intention...........34
Table 4-11 Item-to-Item Correlation Matrix of Purchase Intention34
Table 4-12 Means of EFD Depth in Each Cell (Open Question)......35
Table 4-13 Means of EFD Depth in Each Cell (Scale Items)........35
Table 4-14 Effect of Discount Depth on EFD Depth................36
Table 4-15 Means of EFD Timing in Each Cell (Open Question).....36
Table 4-16 Means of EFD Timing in Each Cell (Scale Items).......37
Table 4-17 Effect of Discount Depth and Discount Depth 
           on EFD Timing........................................37
Table 4-18 Correlation between EFD Depth and Price Evaluation...38
Table 4-19 The Effect of EFD Timing on Price Evaluation.........39
Table 4-20 The Effect Price Evaluation on Purchase Intention....39
Table 4-21 Mediation Analysis of Price Evaluation...............40
Table 4-22 The Moderating Effect of Inventory...................41
Table 4-23 Summary of Hypotheses Testing........................42

List of Figures
Figure 2-1 The Moderating Effect of Inventory on the 
           Relationship.........................................18
Figure 3-1 Conceptual Model.....................................19
Figure 4-1 Moderating Effect of Inventory.......................41 





                                    

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