The Influence Of Product Type And Promotion Type On Promotion Effect：Using Virtue Food And Vice Food As An Example

• Main Authors: Jhan, Jiawen, 詹佳雯
• Other Authors: 邱光輝
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/31662895336148685020

碩士 === 國立臺北大學 === 企業管理學系 === 100 === The type of food for the impact of health considerations has become an important shopping decision-making basis for domestic consumers. However, among the numerous marketing activities, what kind of them can make consumer to feel credible and adoptable. What kind of them can stimulate consumer’s purchase intention? Above questions is discussed in this research. In this study, we will explore the perceived quality, perceived transaction value, perceived acquisition value and purchase intention of promotion effect through three determinants: product type, promotion type and involvement. This research is randomly assigned to one of each experimental manipulation in a 2(virtue food vs. vice food) x3(price discount, bonus pack and donation activities). With 6 subjects designed in this research. Results of our experiment reveal that there is factors interaction between the product type and promotion type. When the product type is virtue food, perceived acquisition value and purchase intention increase if the promotion type is bonus pack. When the product type is vice food, perceived quality, perceived transaction value and purchase intention increase if the promotion type is donation activities. Besides, the high involvement can enhance perceived quality, perceived transaction value, perceived acquisition value and purchase intention of promotion effect.