研究限制與後續建議 - 主題廣告、促銷活動與品牌層級之綜效研究

本研究採取實驗設計方式來驗證假說，惟在實驗過程中仍存在著許多研究限制，並彙整說明如下：(1)本研究之實驗操作乃在紙上進行，儘管實驗圖片盡量模擬現實狀況，但與現實狀況仍有所差異，可能造成實驗之外部效度不盡理想。(2)本研究所選取受測者係以大學生或研究生為主，然而洗髮精與染髮劑之市場涵蓋範圍應更為廣泛，因此本研究結果在推論至其他研究對象之行為反應的適用性仍有待商榷。(3)本研究選取之贈品只限於品牌權益高者，但贈品促銷也可能搭配與主產品相同品牌，甚至是無品牌之贈品，而這些贈品之促銷效果可能與高品牌權益之贈品效果有明顯不同，因此本研究結果在推論至其他贈品促銷效果之適用性仍有待商榷。(4)本研究為了使價格促銷與贈品促銷之誘因價值相同，故設計價格促銷是採取特價優惠方式，而非以相同折扣幅度來進行促銷，使得促銷方式所造成降價規模 (或幅度) 有所不同，進而對於低品牌層級產品較為有利，並對實驗結果產生影響，這亦可能是導致本研究假設一未能獲支持的原因。(5) 本研究選取之實驗產品中，功能性產品「沙宣」與贈品「SK-II」是屬於同一家公司之產品，因此受測者可能會覺得這樣的促銷組合可信度較高，進而影響到實驗結果。(6)本研究在直接比較與主題廣告時計算選擇率方式有所不同；直接比較方式是請受測者對於高品牌層級與低品牌層級之產品擇一購買，主題廣告方式則是詢問受測者是否會購買所展示之產品，本研究將此兩種不同決策情境視為相同選擇率變化情形之正確性尚待釐清。

綜上所述，對於後續研究之建議則可彙整成下列六點：(1)價格促銷的形式種類繁多，本研究主要採取特價優惠方式進行實驗，然而尚有折扣、折價券或其他不同促銷形式可加以選擇，有鑑於不同訊息建構形式會影響消費者之購買決策，未來研究可加入不同形式的價格促銷以進一步探討。(2)在眾多推廣活動中，可將品牌分開呈現除了主題廣告之外，陳列 (display) 方式也是企業進行推廣活動之重要考量因素 (Lemon and Nowlis, 2002)，本研究只探討主題廣告對於促效綜效之影響，未來研究者可探討陳列等其他推廣工具是否也和主題廣告有相似之促銷綜效。(3)本研究實驗設計並未考慮兩種 (高/低) 不同品牌層級產品同時進行促銷活動之情況，因此建議未來研究者在探討促銷活動的效果時，也可將競爭者列入考慮，以了解當競爭者也同時進行促銷活動時，對於本身之促銷效果是否會有所影響。(4)本研究採用之實驗產品是洗髮精與染髮劑，可能存在產品價格較低、消費者涉入程度也較低之偏誤，未來研究者可以進一步採用價格較高或消費者涉入程度較高之產品進行研究，將有助於提昇實驗結果之可推廣性。(5)本研究只探討功能性產品搭配功能性贈品、享樂性產品搭配享樂性贈品之促銷效果，未來研究者可進一步探討功能性產品搭配享樂性贈品，或者享樂性產品搭配功能性贈品之情形，以進一步瞭解不同贈品搭配方式對於促銷綜效之影響是否有所差異。(6)過去研究認為產品屬性或促銷情境因素可能對於利益一致性之促銷成效產生調節效果 (Chandon et al., 2000)，未來研究應可再進一步探討不同產品內在特質或促銷外在環境因素對於利益一致性觀點所可能產生的潛在調節性影響。

ܢܑĈ!

附表1 研究前測產品利益彙整表 (n=86)

產品平均值標準差

CD player 4.03 1.76

直排輪鞋 4.79 1.63

運動鞋 3.14 1.48

太陽眼鏡 4.36 1.56 手機 3.24 1.53 T-恤 4.34 1.74

染髮劑 4.90 1.85

牛仔褲 4.23 1.57 數位相機 3.42 1.75

洗髮精 2.56 1.37 背包 3.51 1.58 香水 5.64 1.33 印表機 2.02 1.13

髮雕 3.87 1.72 手錶 3.74 1.44 註：問項設計採取Likert 7點尺度方式，1代表功能性，7代表享樂性。

附表2 不同洗髮精之品牌權益 (n=68)

洗髮精品牌平均值標準差

麗仕LUX 2.6912 1.0112

美吾髮葵花 4.1765 1.1453

沙宣 2.5882 1.1620

絲逸歡 3.7206 1.0051

金美克能 4.4706 1.2274

566 4.9559 1.1255

花王Kao 4.4412 1.1639

棕欖美之選 3.9265 1.1105

海倫仙度絲 3.1618 1.3114

多芬 2.7500 1.2504 註：問項設計採取Likert 7點尺度方式，1代表高品質或高聲譽品牌，7代表低品質或低聲譽品牌。

附表3 不同染髮劑之品牌權益 (n=68)

染髮劑品牌平均值標準差

美吾髮 3.8235 1.2331 雅娜蒂 4.4412 1.2141

Za 3.6324 1.1448

可麗柔 4.5588 1.1639 (歐萊雅) GARNIER 2.8824 1.2758

(歐萊雅) 韻媚 3.4559 1.3094

霓彩 4.0588 1.2445

露華濃 3.9265 1.1502

若碧絲LAVENUS 3.4118 1.2123

註：問項設計採取Likert 7點尺度方式，1代表高品質或高聲譽品牌，7代表低品質或低聲譽品牌。

ણ҂͛ᚥ!

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在文檔中主題廣告、促銷活動與品牌層級之綜效研究 (頁 24-32)