網路促銷策略、網路使用者特性與網路長短期促銷效果之關係分析－－以旅遊網站為例

Internet Sales Promotion Strategies, Users Characteristics and Their Relationships with Sales Promotion Effects -Travel Website Case

近年來網路行銷快速興起，由於人員推銷在網路上（線上）的推廣功用已大為減弱，使得網路促銷的重要性與日俱增。本研究以組合性促銷策略為研究的主要核心構念，除探討促銷策略之內涵外，亦將比較不同網路促銷策略之促銷效果差異，包括長短期促銷效果，後者又分為顧客價值、滿意度及忠誠度。本研究以旅遊網站為對象，利用394份樣本，經過分析，結果顯示：1.網路促銷策略可分成夥伴關係式、即時享樂式、延緩回饋式及降價優惠式等四種。2.網路促銷與網路促銷效果有顯著之關係。網路整體促銷可產生吸引力與立即購買等短期效果，亦可產生顧客價值、滿意度及忠誠度等長期效果。3.網路促銷期間愈長，愈具有吸引力及立即購買等短期促銷效果，及滿意度與忠誠度等長期促銷效果。4.網路整體促銷與促銷期間之適配性與網路促銷效果有部分顯著關係。其中包括短期效果（吸引力）及長期之顧客價值。5.教育程度較低者對及時享樂式及延緩回饋式促銷有較高之偏好，而職業為商業與服務業從業人員對夥伴關係式促銷有較高之偏好。6.曾在旅遊網站消費過之網路使用者認為網路促銷較能產生短期之吸引力效果，及提高長期之顧客價值、滿意度及忠誠度等長期效果。此外，女性及月所得較高者有較高之滿意度。

Sales Promotion (SP) traditionally is one of the most important tools of marketing communication or promotion. Recently, internet marketing is used widely across the business world. Due to the fact that the power of personal selling is strictly reduced in internet or on-line marketing, the role of sales promotion has increased a lot. Many internet stores choose various sales promotion practices and even formulate sales promotion strategy to guide their SP practices. While most of the existing internet marketing researches study single SP practice, this research tries to study integrated internet SP practice and use it as the main construct. It tries to develop suitable classification of internet SP strategy. Furthermore, this research explores main influencing factors of internet SP strategy, including characteristics of internet users. The SP effects which include short effect, consumer value, satisfaction and loyalty will also be investigated. The research findings are as follows: 1.Internet SP types are related to internet SP effectiveness, including short-term effect, consumer value, satisfaction and loyalty. 2. SP duration is related to internet SP effectiveness. 3. Some fits between Internet SP types and SP durations are significantly related to internet SP effectiveness, including attractiveness of short-term effects and consumer value. 4. Internet users characteristics are significantly related to prefer internet SP. 5.Internet users characteristics are significantly related to internet SP effectiveness, including purchase experience, sex and average monthly income.