Effects of Promotion Type and Involvement Consumers’ Brand Evaluation and Purchase Intention － An Empirical Study of Wealth Management

• Main Authors: Shu-fen Chang, 張淑芬
• Other Authors: Yang-Chu Liu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08927539309461191524

碩士 === 東吳大學 === 企業管理學系 === 100 === Promotion is one of important factors when consumers decide to buy something. All the firms believe that if they can provide more types of promotion, they can attract more buyers. But in fact, it may also impact on consumers’ image on the “Brand”. Although such as safety, or others are important factors to impact on consumers’ brand evaluation. In this research, “Involvement“ is the moderator between the relationship of Promotion type and Brand Evaluation and consumers’ willingness. This research analyzes 310 surveys randomly sampled from 350 consumers. The independent variable “Promotion type” is defined into two types “monetary” and “nonmonetary”. From factor analysis, the variable “Brand Evaluation” is divided into two types. They are “Perceived Quality”, and “Perceived Value“. After practicing regression analysis, this research discovers the type “nonmonetary” won’t get more influences on the type “monetary”. The interaction of promotion type and involvement is an important issue in this study. By analysis, it found the Brand Evaluation indeed changes by the interaction of promotion type and product involvement. If we go into detail, we can find the interaction of monetary type with product involvement and nonmonetary type with product involvement was discovered. The high product involvement effects consumers’ perceived quality and perceived value positive on the nonmonetary type. It means that the firms should more focus on these consumers with high product involvement will increase purchasing willingness, and the “product involvement” will be a useful factor to separate the client.