促銷策略對購買意願之影響:以北海道旅遊為例

Abstract

由於經濟蓬勃發展加上近期日幣貶值，使得國人前往日本旅遊的人數增加，且大多數人在出國旅遊時會委託旅行社辦理，但台灣的旅行業者比比皆是，市場競爭極為激烈，業者應推出何種促銷策略，才得以成功吸引消費者，是每家旅行社皆須思考的問題。然而消費者在選購產品的過程中，會投入許多時間與心力來搜尋產品的相關資訊，因此，旅行業者也應將消費者的涉入程度列入考慮。

本研究以問卷調查的方式，並且將促銷策略分為金錢性、實用型、享樂型以及情境型四種，探討旅行社所推出的促銷策略對消費者購買意願之影響，透過實證分析來了解何種促銷策略最能吸引消費者的目光而進行購買，並加入品牌知名度與涉入程度兩種干擾變數，觀察其中的影響程度，檢視促銷策略對購買意願是否具有顯著的影響。

本研究依序藉由因素分析、信度分析，確定統計資料有達到本研究的目的，且資料具有一致性與穩定性，最後以迴歸分析來驗證促銷策略在品牌知名度與涉入程度的干擾下，是否仍顯著影響購買意願。

經由實證分析結果發現，在沒有任何干擾的變數時，金錢性、實用型及享樂型贈品促銷，對消費者的購買意願有顯著正向影響，而情境型贈品促銷雖然也會正向刺激購買意願，但效果並不顯著，因此旅行社在推出促銷方案時，應避免選擇情境型促銷的方案。另外，在品牌知名度與涉入程度的干擾下，除了情境型促銷對消費者的購買意願無顯著的影響外，其餘三類促銷仍對購買意願都有顯著之正向影響。

Due to the flourish in economy and depreciation of Japanese yen, the number of Taiwanese tourists that travels to Japan has increased. Among these tourists, most rely on travel agencies when traveling to Japan. What kinds of sales promotion can travel agencies attract customers effectively? In addition, in the process of choosing products, customers spend lots of time and efforts to get information; hence the involvement of customers should also be taken into account within the decision making.

In order to investigate which kind of sales promotion can attract the most customers on one hand without any moderate variables, we divide sales promotion into 4 types, namely monetary, utilitarian, hedonic and conditional. On the other hand, by adding two moderate variables, Brand Awareness and Customer’s Involvement, we observe the moderating effect.

For the empirical results, this paper uses factor analysis and reliability test at first to extract important factors and to make sure the data are consistent and stable respectively. After then, we use regression analysis to verify if the sales promotion strategies influence purchase intention with and without the existence of moderate variables.

Empirical evidences show that the monetary, utilitarian and hedonic promotions have significant and positive impact on purchase intention no matter moderate variables exist. However, the relationship between conditional promotion and purchase intention is positive, but not significant. Thus, the travel agencies should probably be avoiding of using this kind of promotion.