恭喜你中獎！促銷遊戲和知覺幸運對購買行為的影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/51018

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51018

Title:	恭喜你中獎！促銷遊戲和知覺幸運對購買行為的影響 Congratulations on Your Winning! The Impact of Promotional Games and Perceived Luck on Purchasing Behavior
Authors:	徐藝庭
Contributors:	行銷碩士學位學程碩士班
Keywords:	促銷遊戲知覺幸運相信運氣信念使用意願 promotional game perceived luck belief in luck willingness to use
Date:	2021
Issue Date:	2023-02-16 13:25:46 (UTC+8)
Abstract:	促銷活動總是琳瑯滿目，其中促銷遊戲又更加吸引人，因為遊戲中包含機會元素與未知的結果，使消費者會有不確定的期待感與好奇心，但每個人對於運氣信念的相信程度都有所不同，因此我們在實驗一中衡量受試者的相信運氣信念程度，主張當消費者相信運氣之信念較高時，在促銷遊戲折扣中，所獲得的折價券使用意願會高於低相信運氣信念的消費者;在直接折扣中，相信運氣信念高和低的消費者所觸發的折價券使用意願則沒有顯著差異。本研究也執行實驗二，驗證傳統上象徵好運的圖案和數字會使受試者的知覺幸運提高，象徵壞運的圖案和數字會使受試者的知覺幸運降低，更進一步在實驗一和實驗二的基礎上，提出並透過實驗三驗證，對相信運氣信念程度高的消費者，若在執行促銷遊戲時，透過與運氣相關的圖案或數字觸發知覺幸運後，會更加提高折價券的使用意願。透過我們的研究表明，企業可以策略性地使用促銷遊戲，以達到更有效果的行銷活動。 Promotional activities are always dazzling, and promotional games are even more attractive, because the game contains elements of opportunity and unknown results, so consumers will have uncertain expectations and curiosity, but everyone has a degree of belief in luck.Therefore, we measured the subjects’ belief in luck in Experiment 1, suggesting that when consumers believe in luck, the willingness to use discount coupons for promotional game discounts will be higher than the consumption of low belief in luck. However, in direct discounts, there is no significant difference between the willingness to use discount coupons triggered by consumers who believe in high luck and low beliefs; this study also performed Experiment 2 to verify that the traditional symbols and numbers that symbolize good luck will increase the subjects’ perceived luck. The figures and numbers of bad luck will reduce the subjects’ perceived luck. On the basis of Experiment 1 and Experiment 2, it is proposed and verified through Experiment 3 that when consumers have a high degree of belief in luck, if they use luck-related graphics or numbers to trigger the perception of luck when running promotional games, they will increase willingness to use discount coupons. Our research shows that companies can strategically use promotional games to achieve more effective marketing activities.
Appears in Collections:	[Master of Science in marketing ] Thesis

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