跨国快餐产业采用成组产品战略对于消费者购买意愿影响之研究

本文针对跨国快餐产业中的成组产品进行分析,区分主要产品与次要产品的搭配模式与价格折扣方式,并透过统计分析与假设检定进行实证检验,以了解搭配模式与折扣方式对消费者购买意愿所造成的影响。实证结果显示:主次产品种类的搭配与价格折扣方式对于消费者购买意愿的影响是显著的,并且两个变量之间存在交互作用效果。此结论为垮国快餐产业在中国市场进行营销时采用成组产品战略提供了支持。

Impact of the Bundle Strategy on Purchase Intention of Customer in Transnational Fast-Food Industry

Focusing on analyzing the bundling of transnational fast-food Industry, this article distinguishes the matching model and the discountmethod of the main products and secondary products,and uses statistic analyses and hypothetic examinations to understand the effect of the matching model and the discount method toward the consumers' purchase intentions. The experimental result shows:the effect of the matching model and the discount method toward the consumers' Purchase Intentions are very remarkable, and these two variables have a complementary effect to each other. This conclusion provides a support for the bundling strategy for the transnational fast-food industry when doing business in China.