Consumers' Perceived Value of Internet Promotions, with a Case Study of Online Financial Services

• Main Authors: Chen-chen Chu, 朱臻真
• Other Authors: Kuan-yao Chiu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/94509651519325293517

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 97 === Through a case study on online financial services, this research investigates Internet users’ perceived value of internet promotions under the following variables: cognitive demand, demographic variables, and promotion types. Furthermore, this research compares users' and non-users' perceived value of the promotions. Targeting Internet consumers in Taiwan, the research uses convenience sampling and Internet questionnaires. In all, 302 valid questionnaires are collected. In this research, questionnaire data reliability is measured with Cronbach's α, and ANOVA and regression analysis are used to test the hypothesis. Findings: (1) Cognitive demand has positive influence on consumer’s perceived value of Internet promotions. (2) Demographic variables (gender, age, marital status, education level, occupation, and number of hours per week spent online) have significant influence on consumers' perceptions. (3) Various types of promotions have influence on various dimensions of consumers' perceptions. Discount promotion, free trials, and gift promotion have positive influence on all dimensions. Prize draws and membership points systems are influential, except on the dimensions of quality and convenience. Competition promotion is also influential, except on the dimensions of money savings, quality, convenience, and value to communicate. (4) Cognitive demand has influence on most dimensions of consumers' perceived value of Internet promotions. However, there is little difference between users and non-users. In addition, users' pickiness doesn’t contribute positive value on money saving and entertainment. (5) In regard the influence of demographic variables on consumers' perceptions, there are significant differences between users and non-users when it comes to sex, age, marital status, occupation, monthly income, and number of hours a week spent online. (6) In regard the types of promotions, discount promotion, free gifts, prize draws, and membership reward systems result in different perceptions of value for users and non-users.