行销方式、受薪状况与网路购买行为关系之研究

近年来网路市场蓬勃发展，网路行销方式也不断推陈出新，刺激消费者行销方式区分为提升动机（promotion motivation）与预防动机（prevention motivation）。提升动机指的是以“正面表列”的方式来引发消费者的共鸣，例如“使你健康”、“使你快乐”、“使你满足”…等等表达正面意念（positive）的讯息。预防动机指的是以“负面表列”的方式来引发消费者的共鸣，例如“使你远离病痛”、“使你不再忧郁”、“使你不会空虚”．．．等等表达驱赶负面意念（negative）的讯息。而沃尔玛公司发现美国人的消费方式有了显著改变，发薪日前，超市销售额下降，发薪日后，销售额立刻上升。HimanshuMishra，AmlMishra，andDhananjayNayakankuppam在2010年9月美国行销期刊发表提升动机和预防动机之间的转移，为上次取得薪资的时间距离的函数，因为消费者可以因追求获得更多或努力避免损失而达到满意。当取得薪资时提供一个人有需要的感觉，让他或她去追求一定的渴望，创造一个提升动机的状态。相反，如果一个人暂时远离他或她的薪资，最显著获得满意度和幸福的方式来是保持他或她已有的，即建立一个预防动机状态。因此，从上次取得薪资的时间（近薪资与远薪资）的距离产生促进或预防动机，因此，影响消费者的偏好。本研究欲了解国人有固定薪水的的上班族的受薪的情境状况或”提升动机”与”预防动机”的行销方式，对网路商品购买行为之影响。并意图了解”提升动机”或”预防动机”的行销方式与受薪的情境状况二者之间的结合是否会产生交互的作用，进而对于网路购买行为产生影响。

On Relations of Marketing Methods,Salary and Online Consumption Behavior

In recent years, the booming of internet market has spurred the constant introduction of new mar- keting methods, which aim to stimulate either consumer＇s promotion motivation or prevention motivation. To stimu- late consumer＇s promotion motivation, the marketers use such expressions as “keep healthy”, “make you happy”, “make you satisfied” and so on which carry positive message to arouse the consumer＇s empathy; To stimulate con- sumer＇s prevention motivation, the marketers use such expressions as “keep you away from the pain”, “so that you are no longer melancholy”, “you will not be empty” which contains the message of dispelling negative feeling to arouse consumer＇s empathy. Wal-Mart found that American＇s consumption behavior changed significantly before or after payday. Supermarket sales fell before payday and sales rose immediately after payday. In their article pub- lished on Marketing Journals, September 2010, Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam in U.S. claimed that they found the shift between promotion and prevention motivation as a function of temporal dis- tance from last salary receipt. Consumers can obtain satisfaction either by aspiring to attain more or by striving to avoid losses. The receipt of salary renders a person with a sense of desiring and pursuing certain aspirations, thus creating a motivational state of promotion. Conversely, if a person is temporally far from his or her last salary re- ceipt, the most salient way to attain satisfaction and happiness is by maintaining what he or she has, hence creat- ing a motivational state of prevention. Therefore, distance from last salary receipt （near-salary versus far-from- salary）creates promotion or prevention motivations and, consequently, influences consumer＇s preferences. This study is to understand the context of the fixed salary of the office workers, the shift between promotion and prevention motivation as a function of temporal distance from last salary status, and, consequently, their influences on con-sumer＇s preferences in internet buying.