网路促销策略,网路使用者特性和网路长短期促销效果之关系分析-以旅游网站为例(.docVIP

網路促銷策略、網路使用者特性與網路長短期促銷效果之關係分析-以旅遊網站為例( 余朝權 東吳大學企業管理學系教授 yu@scu.edu.tw 盧瑞陽 摘要 近年來網路行銷興起，由於人員推銷在網路上(線上)的用已大為減弱，使得促銷的重要性與日俱增。本研究以組合性促銷策略為研究的主要核心構念，除探討促銷策略之內涵外，亦將比較不同網路促銷策略之促銷效果差異，包括長短期促銷效果，後者分為顧客價值、滿意度及忠誠度。此外，本研究更進一步檢視網路者特性與網路促銷效果之關係。本研究之結論主要有點： 關鍵字：網路促銷，顧客價值，滿意度，忠誠度，旅遊網站。 Internet Sales Promotion Strategies, Users Characteristics and Their Relationships with Sales Promotion Effects—Travel Website Case ABSTRACT Sales Promotion (SP) traditionally is one of the most important tools of marketing communication or promotion. Recently, internet marketing is used widely across the business world. Due to the fact that the power of personal selling is strictly reduced in internet or on-line marketing, the role of sales promotion has increased a lot. Many internet stores choose various sales promotion practices and even formulate sales promotion strategy to guide their SP practices. While most of the existing internet marketing researches study single SP practice, this research tries to study integrated internet SP practice and use it as the main construct. It tries to develop suitable classification of internet SP strategy. Furthermore, this research explores main influencing factors of internet SP strategy, including characteristics of internet uers. The SP effects which include short effect, consumer value, satisfaction and loyalty will also be investigated. The research findings are as follows: 1.Internet SP types are related to internet SP effectiveness, including short-term effect, consumer value, satisfaction and loyalty. 2. SP duration is related to internet SP effectiveness. 3. Some fits between Internet SP types and SP durations are significantly related to internet SP effectiveness, including attractiveness of short-term effects and consumer value. 4. Internet users characteristics are significantly related to preferred internet SP. 5.Internet users characteristics are significantly related to internet SP effectiveness, including sex and average monthly income. Key wo