| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 91 === The first purpose of this study is to explore the effects of the attitude of consumption on consumer psychographics. The second purpose of this paper is to research the effects of consumer psychographics on the different types of promotion. The samples are collected form the college of business in Tamkang University, and the data is analyzed with such main methods as analysis of regression.
Utilitarian value and hedonic value are the measuring variables of the dimension of the attitude of consumption. At the aspect of consumer psychographics, we adopt shopping enjoyment, innovativeness, variety seeking, mavenism, impulsiveness, and NFC to be the measuring variable. The promotions of price cut, POP, free trial, free gifts, and easy payment are the variables of the dimension that types of consumer sales promotion.
The study concludes:
1.The attitude of consumption has significant effect on consumer psychographics. It means that the more hedonic value consumer respect, he will have the psychographic traits of shopping enjoyment, innovativeness, variety seeking, mavenism, impulsiveness, and NFC, and the more utilitarian value consumer respect, he will have the psychographic traits of mavenism and NFC.
2.Consumer psychographics has significant effect on different types of sales promotion. First, when consumer has the trait of shopping enjoyment or variety seeking or mavenism or impulsiveness, he will prefer like the price-cut sales promotion. Second, if consumer has the characteristic of shopping enjoyment or innovativeness or variety seeking or mavenism or NFC, he will like the sales promotion of POP. Third, if consumer has the attribution of shopping enjoyment, he will adopt the sales promotion of easy payment. Fourth, when consumer has the impulsive characteristic, he will be attracted by the sales promotion of free gifts. The last, if consumer has the trait of mavenism or NFC, he will prefer the sales promotion of free trial.
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