贈品促銷的價格線索與語意線索評估準則之研究

Consumer Evaluations of Price Cues and Semantic Cues in Gift Promotions

本研究探討贈品促銷情境中的價格線索與語意線索之評估機制，並在文獻探討與實證結果中比較贈品促銷與價格促銷情境，對此兩種線索評估過程的不同之處。本研究主要根據認知負荷理論的論點，分析在不同價格線索情境下，語意線索對消費者價值認知與搜尋意圖的影響，其中，本研究以贈品促銷深度探討贈品價格線索，以贈品訊息具體程度與贈品比較型式探討贈品語意線索。經實驗法實證後發現，唯有當贈品促銷深度超出消費者內在參考深度範圍時，贈品具體訊息會比抽象訊息更顯著影響消費者對贈品組合的價值認知。並且，唯有當贈品促銷深度超出消費者內在參考深度範圍時，店間的贈品比較型式會比店內的贈品比較型式更會影響消費者對贈品促銷的搜尋意圖。

This research discussed the evaluation of price cues and semantic cues in gift promotions, and made a comparison between the context of gift promotions and price promotions. Based on cognitive load theory, the research combined price cues and semantic cues to examine the evaluation mechanism. The gift promotion depth was taken as a price cue in gift promotions, while concreteness of gift information and comparisons of gift promotion campaigns were picked up as semantic cues in this research. An experiment was conducted. Results showed that when the gift promotion depth was outside consumer internal reference range, concrete cues of the gift, rather than abstract cues, influenced consumer value perception toward the gift promotion bundle. In addition, when the gift promotion depth was outside consumer internal reference range, between-store comparison cues, rather than within-store comparison cues, affected consumer intention to search for other gift promotion campaigns.