Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/109271
|
| Title: | 思維模式解釋水平與效期框架之適配對優惠券兌換的影響
The effect of congruency between construal level of mind-sets and redemption window frames on coupon redemption |
| Authors: | 鍾欣
Zhong, Xin |
| Contributors: | 林穎青
鍾欣
Zhong, Xin |
| Keywords: | 優惠券
解釋水平
思維模式
框架效應
適配
Coupon
Construal level
Mind-sets
Framing effect
Congruency |
| Date: | 2017 |
| Issue Date: | 2017-05-01 11:27:27 (UTC+8) |
| Abstract: | 作為行銷的主要推廣工具之一，優惠券可同時使商家和消費者獲益，可謂是一個雙贏的行銷手法。然而在實務上，優惠券的總體發放數量巨大，但整體兌換率卻極低，如何提昇優惠券的兌換率成為企業的重要課題。為了吸引消費者，市面上林林總總的優惠券層出不窮，例如「好友分享券」與「買一送一券」；使用效期的表述亦有多種方式，例如「僅限1月1日可使用」與「1月1日任何時間可使用」。本文由此思考，優惠券上這些看似可隨意混用的文字訊息，也許在不知不覺中影響著消費者的思維模式，並對消費者的優惠券評價、兌換意願及兌換行爲產生作用。
本文結合解釋水平理論與框架效應理論，意圖釐清看似相同的優惠券文字訊息對消費者思維模式解釋水平的影響（實驗一），接著探討思維模式解釋水平與效期框架之適配對優惠券吸引力與兌換意願（實驗二子實驗a、b）及兌換行為（實驗三）的影響，並試圖以處理流暢性解釋此影響過程的心理機制（實驗二子實驗a、b）。
研究主要有兩點發現：（一）「好友分享券」與「買一送一券」文字訊息在影響消費者思維模式解釋水平上具有顯著差異，「好友分享券」文字訊息影響消費者處於高水平解釋思維模式；「買一送一券」文字訊息影響消費者處於低水平解釋思維模式。（二）「好友分享券」（高水平解釋）與「僅限」（限制性效期框架）、「買一送一券」（低水平解釋）與「任何時間」（開闊性效期框架）分別存在適配效果，比不適配的思維模式解釋水平與效期框架更能提升優惠券吸引力及增加消費者兌換意願。最後，本研究探討研究發現的意涵，並對未來研究方向提出建議。
As one of the major promotional tools for marketing, coupons can benefit both consumers and retailers. Therefore, coupon marketing is considered to be a so-called win-win marketing approach. However, in practice, despite the massive number of coupons distributed, overall redemption rates remain extremely low. The question of how to raise redemption rates has become an important issue for corporations. In order to attract consumers, various coupons keep emerging in the market, such as “share with friends” coupons and “buy one, get one free” coupons. Moreover, the same redemption window can be expressed in different ways, for example, “the coupon can be used only on January 1” and “the coupon can be used anytime on January 1”. This research is interested in whether the seemingly interchangeable coupon messages exert an influence without people`s realizing it on consumers’ mind-sets, coupon attractiveness, redemption intention and behavior.
By combining Construal Level Theory with Framing Effect, this research attempts to explore the impact of the seemingly equivalent coupon messages on the construal level of consumers’ mind-sets (Study 1), and examine the effect of the congruency between the construal level of mind-sets and redemption window frames on coupon attractiveness, redemption intention (Study 2a & 2b) and behavior (Study 3). In addition, this research tries to draw on processing fluency to explain the mechanism underlying the effect (Study 2a & 2b).
The main findings are as follows. First, “share with friends” and “buy one, get one free” influence consumers to construe their mind-sets at a high and low level, respectively. Second, the congruency between “share with friends” coupon (high-level construal) and the restrictive frame “only”, “buy one, get one free” coupon (low-level construal) and the expansive frame “anytime”, enhances coupon attractiveness and consumers’ intention to redeem. The research concludes with the implications of the findings and suggestions for future research. |
| Reference: | 中文文獻
吳金山、鄭菲菲、林信惠（2005）。框架效應對電子商務採購行為意圖影響之研究。資訊管理學報，12，131-157。
邱耀初（2003）。框架效應存在嗎？籌碼效應對風險決策之影響。中華心理學刊，45，171-182。
袁國方（2009）。時間框架效應下知識團隊任務設計與任務執行衝突研究（博士論文）。取自 http://cnki.sris.com.tw.autorpa.lib.nccu.edu.tw/kcms/detail/detail.aspx?recid=&FileName=2009244045.nh&DbName=CDFD2010&DbCode=CDFD&uid=WFRGbkg1NEZFTnVuNytNbG1oUDNYdFBVcU1hU1lQV1liWVY2Ym12V3FDSVNMQjBW
郭華（2009）。優惠券兌現率影響因素分析。中國商貿，21，11-12。
張喆、房茜蓉、韓斌（2011）。產品優惠券價值的框架效應研究。管理科學，24，47-55。
黃俊、李曄、張宏偉（2015）。解釋水平理論的應用及發展。心理科學進展，23，110-119。
楊俊明（2013）。吃硬不吃軟: 觸覺資訊對消費者品質預期與折價券使用意圖之影響。臺大管理論叢，24，101-127。
蒲英凝、王慧、喬宏（2013）。秒殺福袋在「三八」節促銷策略中的應用分析。現代市場營銷，3，4-8。
劉揚、孫彥（2014）。行為決策中框架效應研究新思路——從風險決策到跨期決策，從言語框架到圖形框架。心理科學進展，22，1205-1217。
英文文獻
Andrade, E. B. (2005). Behavioral consequences of affect: Combining evaluative and regulatory mechanisms. Journal of Consumer Research, 32(3), 355-362.
Alter, A. L., Oppenheimer, D. M., & Zemla, J. C. (2010). Missing the trees for the forest: a construal level account of the illusion of explanatory depth. Journal of Personality and Social Psychology, 99(3), 436.
Bonnici, J., Campbell, D. P., Fredenberger, W. B., & Hunnicutt, K. H. (2011). Consumer issues in coupon usage: An exploratory analysis. Journal of Applied Business Research, 13(1), 31-40.
Blattberg, R., & Neslin, R. (1990). Sales promotion: Concepts, methods, and strategies. Englewood Cliffs, NJ: Prentice Hall.
Bawa, K., & Shoemaker, R. W. (1987). The effects of a direct mail coupon on brand choice behavior. Journal of Marketing Research, 370-376.
Bawa, K., Srinivasan, S. S., & Srivastava, R. K. (1997). Coupon attractiveness and coupon proneness: A framework for modeling coupon redemption. Journal of Marketing Research, 34(4), 517-525.
Babakus, E., Tat, P., & Cunningham, W. (1988). Coupon redemption: A motivational perspective. Journal of Consumer Marketing, 5(2), 37-43.
Copeland, M. T. (1923). Relation of consumers` buying habits to marketing methods. Harvard business review, 1(3), 282-289.
Chen, M. F., & Lu, T. Y. (2011). Modeling e-coupon proneness as a mediator in the extended TPB model to predict consumers` usage intentions. Internet Research, 21(5), 508-526.
Chandran, S., & Menon, G. (2004). When a day means more than a year: Effects of temporal framing on judgments of health risk. Journal of Consumer Research, 31(2), 375-389.
Cheema, A., & Patrick, V. M. (2008). Anytime versus only: mind-sets moderate the effect of expansive versus restrictive frames on promotion evaluation. Journal of Marketing Research, 45(4), 462-472.
Cohen, J. B., Pham, M. T., & Andrade, E. B. (2008). The nature and role of affect in consumer behavior. In C. P. Haugtvedt, P. Herr, & F. Kardes (Eds.), Handbook of Consumer Psychology. Hove, United Kingdom: Psychology Press.
Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48-63.
Clark, R. A., Zboja, J. J., & Goldsmith, R. E. (2013). Antecedents of coupon proneness: a key mediator of coupon redemption. Journal of Promotion Management, 19(2), 188-210.
Dhar, R., & Kim, E. Y. (2007). Seeing the forest or the trees: Implications of construal level theory for consumer choice. Journal of Consumer Psychology, 17(2), 96-100.
Dickinger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3), 23-39.
Diamond, W. D., & Sanyal, A. (1990). The effect of framing on the choice of supermarket coupons. Advances in Consumer Research, 17. 488-493
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33-40.
Frisch, D. (1993). Reasons for framing effects. Organizational Behavior and Human Decision Processes, 54(3), 399-429.
Förster, J., Friedman, R. S., & Liberman, N. (2004). Temporal construal effects on abstract and concrete thinking: consequences for insight and creative cognition. Journal of Personality and Social Psychology, 87(2), 177-189.
Freitas, A. L., Gollwitzer, P., & Trope, Y. (2004). The influence of abstract and concrete mindsets on anticipating and guiding others` self-regulatory efforts. Journal of Experimental Social Psychology, 40(6), 739-752.
Freitas, A. L., Langsam, K. L., Clark, S., & Moeller, S. J. (2008). Seeing oneself in one’s choices: Construal level and self-pertinence of electoral and consumer decisions. Journal of Experimental Social Psychology, 44(4), 1174-1179.
Fujita, K., Trope, Y., Liberman, N., & Levin-Sagi, M. (2006). Construal levels and self-control. Journal of Personality and Social Psychology, 90(3), 351-367.
Freling, T. H., Vincent, L. H., & Henard, D. H. (2014). When not to accentuate the positive: Re-examining valence effects in attribute framing. Organizational Behavior and Human Decision Processes, 124(2), 95-109.
Gendall, P., Hoek, J., Pope, T., & Young, K. (2006). Message framing effects on price discounting. Journal of Product & Brand Management, 15(7), 458-465.
Ganzach, Y., & Karsahi, N. (1995). Message framing and buying behavior: A field experiment. Journal of Business Research, 32(1), 11-17.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling [White paper]. Retrieved from http://www.afhayes.com/public/process2012.pdf
Higgins, E. T. (2000). Making a good decision: value from fit. American Psychologist, 55(11), 1217-1230.
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of Personality and Social Psychology, 84(6), 1140-1153.
Hong, J., & Sternthal, B. (2010). The effects of consumer prior knowledge and processing strategies on judgments. Journal of Marketing Research, 47(2), 301-311.
Huang, M. C., Wu, P. H., & Lin, C. H. (2016). Hedonic or Utilitarian Product: The Influence of Temporal Distance upon Consumers` Choice. International Review of Management and Business Research, 5(2), 451.
Inman, J. J., & McAlister, L. (1994). Do coupon expiration dates affect consumer behavior?. Journal of Marketing Research, 31(3), 423-428.
Jung, K., & Lee, B. Y. (2010). Online vs. offline coupon redemption behaviors. The International Business & Economics Research Journal, 9(12), 23-36.
Kühberger, A. (1998). The influence of framing on risky decisions: A meta-analysis. Organizational Behavior and Human Decision Processes, 75(1), 23-55.
Kottler, P. & Armstrong, G. (2010). Principles of Marketing. Upper Saddle River, NJ: Pearson Prentice Hall.
Krishnamurthy, P., Carter, P., & Blair, E. (2001). Attribute framing and goal framing effects in health decisions. Organizational Behavior and Human Decision Processes, 85(2), 382-399.
Kardes, F. R., Cronley, M. L., & Kim, J. (2006). Construal-level effects on preference stability, preference-behavior correspondence, and the suppression of competing brands. Journal of Consumer Psychology, 16(2), 135-144.
Kim, H., & John, D. R. (2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2), 116-126.
Kim, H., Rao, A. R., & Lee, A. Y. (2009). It`s time to vote: The effect of matching message orientation and temporal frame on political persuasion. Journal of Consumer Research, 35(6), 877-889.
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-292.
Krishna, A., & Zhang, Z. J. (1999). Short-or long-duration coupons: The effect of the expiration date on the profitability of coupon promotions. Management Science, 45(8), 1041-1056.
LeBoeuf, R. A. (2006). Discount rates for time versus dates: The sensitivity of discounting to time-interval description. Journal of Marketing Research, 43(1), 59-72.
Lynn, M. (1992). Scarcity`s enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78.
Lynn, M., & Bogert, P. (1996). The effect of scarcity on anticipated price appreciation. Journal of Applied Social Psychology, 26(22), 1978-1984.
Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205-218.
Lee, A. Y., Keller, P. A., & Sternthal, B. (2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735-747.
Lee, L., & Ariely, D. (2006). Shopping goals, goal concreteness, and conditional promotions. Journal of Consumer Research, 33(1), 60-70.
Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.
Levin, I. P., Schneider, S. L., & Gaeth, G. J. (1998). All frames are not created equal: A typology and critical analysis of framing effects. Organizational Behavior and Human Decision Processes, 76(2), 149-188.
Labroo, A. A., & Lee, A. Y. (2006). Between two brands: A goal fluency account of brand evaluation. Journal of Marketing Research, 43(3), 374-385.
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. The Journal of Marketing, 54(3), 54-67.
Larrick, R. P., & Soll, J. B. (2008). The MPG illusion. Science, 320(5883), 1593-1594.
Leone, R. P., & Srinivasan, S. S. (1996). Coupon face value: its impact on coupon redemptions, brand sales, and brand profitability. Journal of Retailing, 72(3), 273-289.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5-18.
Liberman, N., Trope, Y., McCrea, S. M., & Sherman, S. J. (2007). The effect of level of construal on the temporal distance of activity enactment. Journal of Experimental Social Psychology, 43(1), 143-149.
Moraga‐González, J. L., & Petrakis, E. (1999). Coupon advertising under imperfect price information. Journal of Economics & Management Strategy, 8(4), 523-544.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York, NY: McGraw-Hill.
NCH Marketing (2015, February 13). Total Consumer Savings From CPG Coupons Increased by 2.9% in 2014. Retrieved from http://www.marketingcharts.com/traditional/total-consumer-savings-from-cpg-coupons-increased-by-2-9-in-2014-51517/
O’Guinn, T. C., Allen, C. T., & Semenik, R. J. (1998). Advertising. Cincinnati, OH: Southwestern College Publishing.
Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green claims and message frames: how green new products change brand attitude. Journal of Marketing, 78(5), 119-137.
Paese, P. W. (1995). Effects of framing on actual time allocation decisions. Organizational Behavior and Human Decision Processes, 61(1), 67-76.
Park, C. W., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing, 20(11), 977-997.
Ramanathan, S., & Dhar, S. K. (2010). The effect of sales promotions on the size and composition of the shopping basket: Regulatory compatibility from framing and temporal restrictions. Journal of Marketing Research, 47(3), 542-552.
Ramaswamy, V., & Srinivasan, S. S. (1998). Coupon characteristics and redemption intentions: A segment-level analysis. Psychology & Marketing, 15(1), 59-80.
Swaminathan, S., & Bawa, K. (2005). Category-specific coupon proneness: The impact of individual characteristics and category-specific variables. Journal of Retailing, 81(3), 205-214.
Shu, S. B., & Gneezy, A. (2010). Procrastination of enjoyable experiences. Journal of Marketing Research, 47(5), 933-944.
Sungur, H., Hartmann, T., & van Koningsbruggen, G. M. (2016). Abstract Mindsets Increase Believability of Spatially Distant Online Messages. Frontiers in Psychology, 7(1056), 1-9.
Swami, S., & Khairnar, P. J. (2003). Diffusion of products with limited supply and known expiration date. Marketing Letters, 14(1), 33-46.
Sanna, L. J., Parks, C. D., Chang, E. C., & Carter, S. E. (2005). The Hourglass Is Half Full or Half Empty: Temporal Framing and the Group Planning Fallacy. Group Dynamics: Theory, Research, and Practice, 9(3), 173-188.
Schultz, D. E., Robinson, W. A., & Petrison, L. (1998). Sales promotion essentials: The 10 basic sales promotion techniques--and how to use them. Lincolnwood, Ill: NTC Business Books.
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453-458.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.
Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440-463.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.
Vallacher, R. R., & Wegner, D. M. (1987). What do people think they`re doing? Action identification and human behavior. Psychological Review, 94(1), 3-15.
Vallacher, R. R., & Wegner, D. M. (1989). Levels of personal agency: Individual variation in action identification. Journal of Personality and Social Psychology, 57(4), 660-671.
Wright, S., Manolis, C., Brown, D., Guo, X., Dinsmore, J., Chiu, C. Y. P., & Kardes, F. R. (2012). Construal-level mind-sets and the perceived validity of marketing claims. Marketing Letters, 23(1), 253-261.
White, K., MacDonnell, R., & Dahl, D. W. (2011). It`s the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research, 48(3), 472-485.
Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing, 83(4), 393-401.
Wyer, R. S., & Xu, A. J. (2010). The role of behavioral mind-sets in goal-directed activity: Conceptual underpinnings and empirical evidence. Journal of Consumer Psychology, 20(2), 107-125.
Yin, W., & Dubinsky, A. J. (2004). Framing effects of coupon face value on coupon redemption: A literature review with propositions. Journal of Marketing Management, 20(7-8), 877-896.
Yang, X., Ringberg, T., Mao, H., & Peracchio, L. A. (2011). The construal (in) compatibility effect: The moderating role of a creative mind-set. Journal of Consumer Research, 38(4), 681-696.
Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers` responses to peer recommendations. Journal of Marketing Research, 48(3), 486-496. |
| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464080 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1034640802 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 080201.pdf | 3988Kb | Adobe PDF2 | 98 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
