折扣愈高,购买意愿愈高吗?——旅游网站团体打包旅游产品数量折扣的实证研究

Higher Discount, Greater Purchase Intention？ An Empirical Study on Volume Discount on Tourism Websites＇ Group Package Tour

旅游网站常以数量折扣为促销工具。但过去折扣研究均以零售业和生活消费品为主，数量折扣在旅游网站团体打包旅游的应用，鲜有研究。本研究采用实验法，探讨数量折扣之不同型态和幅度，对于消费者风险感知和购买意愿的影响。研究结果发现，数量折扣结合现金折扣，其促销效果优于单纯数量折扣。此外，提供高折扣时，消费者有风险感知明显高于低折扣情况下的风险感知。研究结果也发现，良好企业形象可改善高折扣之负面效果现象。研究结论同时提出管理意义。

Though Volume discounts have widely been used as a promotion tool by Tourism Websites, previous researches on discounts are mainly conducted on retails and consumer goods, leaving volume discount on Tourism Websites＇ Group Package Tour rarely studied. Applying an experimental approach, this study examines the effects of volume discounts of different types and depths on consumers＇ risk perception and purchase intention. The study reveals that in terms of effects of sales promotion, volume discount can outperform when combined with cash discount, instead of being applied alone. Besides. with discounts get higher, consumer＇s risk perception will rise significantly accordingly. Fortunately, high discounts＇ negative impact can be moderated by good corporate images. This study is also of significant value to man agement