The Effect of the Timing of Online Shopping Promotion to Customers’ Perceived Value and Satisfaction

• Main Authors: Lin, Li-Li, 林莉莉
• Other Authors: 樓永堅
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/jjb522

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === As the development of e-commerce, online shopping has already become social hot spot, and the consumer behavior research on online shopping groups also become a concerned topic in the marketing field. Due to the specialty of online shopping, some agile retailers have created some new promotion activities, which brings a new direction to promotion research. In the past, promotion related researches are restrictedly focused on promotion depth or promotional campaign, but few on the timing of promotion activity. Usually, the different timing of promotion can be the important point to determine whether this store can constantly attract consumers or not. Meanwhile, few of previous researches discussed about how consumers shopping value can influence consumers’ feeling on promotion activities. Therefore, the objective of this research is to discuss the effect of the timing of online shopping promotion to customers’ perceived value and satisfaction, and to find the moderating effect of consumers shopping value. This research has designed four questionnaire situations, including “Eye Catching Promotion”, “Heart Catching Promotion”, “Immediate Effect Promotion”, and “Delayed Effect Promotion”. Through the 241 completed surveys, this research finds that: (1) Consumers’ perceived value and satisfaction of Heart Catching Promotion are higher than that of Eye Catching Promotion. (2) Consumers’ perceived value and satisfaction of Immediate Effect Promotion are higher than that of Delayed Effect Promotion. (3) Consumers’ shopping value has partly moderated the effect of promotion timing on consumers’ perceived value and satisfaction. According to these findings, some related advices for online store sellers and suggestions for the future studies will be given in the last part of this research.