網路折價券特性對折價券兌換意願之影響-以產品性質與品牌形象為干擾變項
Abstract
現今，在經濟衰退時有愈來愈多精打細算的消費者出現，這個現象使得行銷人員在設計他們的價格促銷計畫時，網路折價券扮演一個不可或缺的角色，儘管過去的研究已有許多探討哪類型的人喜歡使用網路折價券以及為何消費者傾向去使用它們的文獻，但最適的網路折價券設計仍需進一步的探討，因此本研究以展望理論觀點來探討折價券面值、折價券來源以及面值與期限組合對於消費者兌換意願的影響，且考慮了產品性質與品牌形象的干擾效果，試著以實驗設計方法來分析如何設計出令人喜愛的網路折價券並探討以下問題：
一、基於展望理論與心理會計觀點探討折價券高低面值對於兌換意願的影響為何？
二、藉由考慮展望理論的觀點探討如何創造傳統折價券與網路折價券的綜效？
三、網路折價券有效期限與面值可能會影響兌換意願而廠商應該如何設定期限與面值的組合達到促銷的最大效應？
四、在折價券網站愈趨競爭的情況下，廠商如何設計網路折價券以利提升利潤？
本研究經由質性訪談找出消費者最常使用的網路折價券產品為速食、電影以及書籍、並以問卷方法與實驗設計獲得以下之研究結論。
一、在兌換總金額等值的情況下，消費者對於多張小額折價券的兌換意願較單張大額折價券略高。
二、消費者對於經由多重來源獲得折價券的兌換意願略勝於單一來源。
三、當由多重來源獲得折價券時，消費者顯著喜歡兌換互補品組合折價券顯著勝於非互補品組合（僅限速食及電影產品）。
四、產品性質會干擾折價券來源對於兌換意願的影響，即當產品性質為互補品時，當消費者由多重來源獲得折價券時，其兌換意願高於單一來源，但當產品性質為非互補品時，結果則反之（僅限速食產品）。
五、相較於低面值搭配長期兌換期限，消費者對於高面值搭配短期兌換期限的折價券兌換意願顯著較高。
六、品牌形象高之廠商較適合發行高面值搭配短期兌換期限的折價券，而非低面值搭配長期兌換期限的折價券，對於低品牌形象廠商而言，折價劵面額與兌換期限之搭配關係對消費者兌換意願較無顯著影響。
七、品牌形象高低不會干擾面值與期限組合對兌換意願的影響，無論品牌形象高低，消費者對於高面值搭配較短兌換期限的折價券兌換意願皆高於低面值搭配較長兌換期限的折價券。
本研究藉由實證研究來解答廠商最適的折價券發行策略並使消費者兌換意願增加，進而提升廠商之促銷效果。
Nowadays consumers have become more sophisticated as the economic recession continues. Such situation makes e-coupons an indispensable part when marketers design their price promotion scheme. Although past studies have paid much attention on exploring that who may prefer using e-coupons and why some consumers are prone to use them, the best design for e-coupons still needs further investigation. Therefore, this paper focused on the effect of face value, sources of coupons, combination of face value and expiration date on consumer redemption intention from perspective of prospect theory and also considering the moderating effect of brand image and characteristic of product. This research tries to utilize the experimental design method to analyze how to design favorable e-coupons and attempt to answer the following questions: (i) What is the effect of face value on Redemption intention from the perspective of prospect theory and mental accounting? (ii) How to create the synergy of offline coupon and e-coupon by considering the concepts of prospect theory and mental accounting? (iii) What is the optimal combination of face value and expiration date by considering the concepts of prospect theory and mental accounting? (iv) The coupon websites where consumers can easily collect many kinds of e-coupons become popular. In that highly competitive context, how should marketers design their e-coupons in order to enhance their profits? This study used qualitative research (identify the most commonly used e-coupon products are fast-food, movie and books), questionnaire and experimental design to obtain the following results. (i) Given the same amounts of the total discounts, consumers prefer the multiple coupons with low face value to the single coupon with high face value. (ii) Compared with coupons received from the single channel, consumers have more redemption intention for coupons received from multiple channels. (iii) When consumers receive coupons from multiple channels, they prefer coupons for complementary products to coupons for non-complementary products (fast-food& movie). (iv) The characteristics of product moderate the effect of the coupon channels on coupon redemption intention, while the characteristics of product is complementary products, compared with coupons received from the single channel, consumers have more redemption intention for coupons received from multiple channels, but, while the characteristics of product is non-complementary products, the effect will be opposite(fast-food). (v) Consumers are more likely to redeem coupons with high face value and short redemption duration than those with low face value but long redemption duration. (vi) The company with superior brand image is advised to launch coupons with high face value and short redemption duration instead of those with low face value but long redemption duration, for the company with inferior brand image, the impact of the relationship between face value and redemption duration of coupon to consumers’ redemption intention is not significant. (vii) The brand image don’t moderate the effect of the mix of face value& expiration date on coupon redemption intention, no matter how the brand image is, consumers are more likely to redeem coupons with high face value and short redemption duration than those with low face value but long redemption duration. By answering the questions this research hopes to find out the possible empirical solutions about how to design favorable e-coupons for firms and then enhance consumers’ redemption intention and firm’s promotional effects.
Nowadays consumers have become more sophisticated as the economic recession continues. Such situation makes e-coupons an indispensable part when marketers design their price promotion scheme. Although past studies have paid much attention on exploring that who may prefer using e-coupons and why some consumers are prone to use them, the best design for e-coupons still needs further investigation. Therefore, this paper focused on the effect of face value, sources of coupons, combination of face value and expiration date on consumer redemption intention from perspective of prospect theory and also considering the moderating effect of brand image and characteristic of product. This research tries to utilize the experimental design method to analyze how to design favorable e-coupons and attempt to answer the following questions: (i) What is the effect of face value on Redemption intention from the perspective of prospect theory and mental accounting? (ii) How to create the synergy of offline coupon and e-coupon by considering the concepts of prospect theory and mental accounting? (iii) What is the optimal combination of face value and expiration date by considering the concepts of prospect theory and mental accounting? (iv) The coupon websites where consumers can easily collect many kinds of e-coupons become popular. In that highly competitive context, how should marketers design their e-coupons in order to enhance their profits? This study used qualitative research (identify the most commonly used e-coupon products are fast-food, movie and books), questionnaire and experimental design to obtain the following results. (i) Given the same amounts of the total discounts, consumers prefer the multiple coupons with low face value to the single coupon with high face value. (ii) Compared with coupons received from the single channel, consumers have more redemption intention for coupons received from multiple channels. (iii) When consumers receive coupons from multiple channels, they prefer coupons for complementary products to coupons for non-complementary products (fast-food& movie). (iv) The characteristics of product moderate the effect of the coupon channels on coupon redemption intention, while the characteristics of product is complementary products, compared with coupons received from the single channel, consumers have more redemption intention for coupons received from multiple channels, but, while the characteristics of product is non-complementary products, the effect will be opposite(fast-food). (v) Consumers are more likely to redeem coupons with high face value and short redemption duration than those with low face value but long redemption duration. (vi) The company with superior brand image is advised to launch coupons with high face value and short redemption duration instead of those with low face value but long redemption duration, for the company with inferior brand image, the impact of the relationship between face value and redemption duration of coupon to consumers’ redemption intention is not significant. (vii) The brand image don’t moderate the effect of the mix of face value& expiration date on coupon redemption intention, no matter how the brand image is, consumers are more likely to redeem coupons with high face value and short redemption duration than those with low face value but long redemption duration. By answering the questions this research hopes to find out the possible empirical solutions about how to design favorable e-coupons for firms and then enhance consumers’ redemption intention and firm’s promotional effects.
Description
Keywords
網路折價券, 兌換意願, 展望理論, 心理會計, e-coupon, redemption intention, prospect theory, mental accounting