| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 93 === Concerning promotion strategies, purchasing a product with a given premium is a common approach. Practically marketers are used to stimulate consumers’ purchase intention by offering a much higher value of premium. However, the higher the advertised value of premium is, the more skeptic attitude toward the premium consumers may hold. Then, discounting the premium’s advertised value may occur so that purchase intention of the target product would not be as high as that of marketers’ anticipation. This viewpoint is still worthy of further examination. In view of relative literature, it is limited about the impact of premium promotion on discounting premium’s advertised value, so this research is going to clarify this issue based on an experimental process. The study will examine the impact of advertised value and brand equity differences between the target product and the premium and on the degree of discounting of the premium’s advertised value and target product’s perceived value. And how the degree of involvement moderates the relationship within the relationships of discounting of the premium’s advertised value, the target product’s perceived value and the purchase intentions.
This research used experimental design of 2x2x2 to collect data, designed different advertisement situations of shopping books, and to validate the proposed conceptual framework. The data were analyzed mainly by descriptive statistics, t-test, analysis of variance (ANOVA), multivariate analysis of variance (MANOVA), and regression. Results of this research indicate as follows:
(1)The pairs of different ratios and brand equity between the target product and the premium affect the degree of discounting of the premium’s advertised value. And the higher the brand equity is, the less the degree of discounting of the premium’s advertised value is.
(2)The pairs of different ratios between the target product and the premium don’t affect the perceived value, but the pairs of different brand equity do. And the higher the brand equity is, the more the degree of discounting of the premium’s advertised value is.
(3)The less the degree of discounting of the premium’s advertised value and the more the perceived value of target product are, the higher the purchase intentions of target product are.
(4)The low degree of involvement brings more moderate effects than the high degree of involvement within the relationships of discounting of the premium’s advertised value, the target product’s perceived value and the purchase intentions.
Results of the study will have practical contribution on premium promotion for marketers.
KEYWORDS: Value Difference between Target Product and Premium, Collocation of Brand Equity, Discounting of Premium’s Advertised Value, Perceived Value, Involvement, Purchase Intention.
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