| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 100 === Economic development and the raise of health concept result in people’s perspective toward sickness transferring from a passive attitude of remedy to a more active action of prevention. Therefore, dietary supplement has been gradually accepted and utilized by public. Numerous studies emphasize on promotion activities, however, studies about functional product such as dietary supplement are not seen often. Therefore, this study will focus on purchase intention of consumers with different involvement level under diverse promotion situation.
The study applies two factors “money/ non-money:”and “instant/non-instant” as manipulate variable conducting a 2×2 experiment design, and adds in involvement level under 4 conditions. Through hypotheses testing, consumers’ purchase intention shows no significant difference under these 4 conditions. However, as involvement is integrated, participants with high-involvement level have positive influence on various promotions. With cross analysis, the result indicates a positive effect for high-involvement level participants under non-instant promotion compare to instant promotion show on significant difference in both involvement levels. In conclusion, the result shows that consumers with high-involvement level are more positive toward promotion, especially to non-instant activation. Therefore, through promotion such as magazines, website and health-care TV programs reaching high involvement consumers have better effect then general marketing without aiming target. Also as high-involvement level consumers have more purchase intention on non-instant promotion, firms can provide loyalty club, affiliate program or points-collection redemption activation to attract consumers.
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