隨著全通路的趨勢不斷增長，關於價格促銷在各通路間應該一致或差異化的問題在業界和學界皆引發了不同的觀點。本研究聚焦零售通路及家庭用品，透過Stimulus-Organism-Response (S-O-R)模型作為假設基礎，研究消費者因通路促銷差異而產生的心理狀態，以及對其惠顧意願之影響。此外，我們探討了由不同產品和顧客特性引起的變化，豐富我們對此差異的理解。

研究採用情境式實驗法(scenario-based experiment)，並通過線上問卷收集了356個有效樣本。我們使用偏最小平方法的結構方程模型（PLS-SEM）進行測量。此外，應用多組分析來驗證不同顧客特性和產品類型之間的潛在差異。

本研究發現通路促銷差異可以提升消費者滿意度，並降低感知風險，最終提高其惠顧意願，且線上或實體通路促銷的有效性受到產品類型和顧客特性影響。就產品類型而言，對感知型產品進行線上通路促銷，及對非感知型產品進行實體通路促銷可以有效提高滿意度。而在顧客特性方面，促銷差異能同時提高價格敏感與非價格敏感型顧客的滿意度，並降低感知風險。然而，非價格敏感型的顧客對於實體通路促銷會感到不滿意。

With the growing trend of omnichannel management, the issue of whether price promotions should be consistent or heterogeneous across channels has engendered divergent perspectives within both industry and academia. The primary focus of this research is on the retail channels, with a particular emphasis on household products. By utilizing the stimulus-organism-response (S-O-R) framework as the theoretical basis for our hypotheses, we investigate the psychological state of consumers resulting from the channel-based promotion differentiation, and the subsequent impact on their intention to patronize. Furthermore, we explore the variations caused by disparate product and customer characteristics, thereby enriching our understanding of the observed variations.

In this study, we employ a scenario-based online experiment utilizing a 2 × 2 between-subjects design. With 356 valid samples collected through an online questionnaire, our hypotheses are measured using partial least squares structural equation modeling (PLS-SEM). Moreover, we apply multigroup analysis to verify the potential variations among different customer characteristics and product types.

We find that channel-based promotion differentiation can result in increased consumer satisfaction and reduced perceived risk, and ultimately boost their patronage intention. The effectiveness of online or offline channel promotions is also contingent on the specific product and customer types. Specifically, online promotions for sensory products and offline promotions for non-sensory products effectively enhance customer satisfaction. Regarding customer characteristics, the variation in promotions improves satisfaction and reduces the perceived risk for both price-sensitive and non-price-sensitive customers, except for non-price-sensitive customers who are unsatisfied with offline-exclusive promotions.

This study enriches the marketing literature by introducing and validating the mediating effects of perceived risk and satisfaction on the relationship between channel-based promotion differentiation and customer patronage intention. The findings offer valuable insights for practitioners, allowing them to tailor their channel promotion strategies accordingly. By adopting a differentiated approach across channels based on product type and customer characteristics, practitioners can effectively increase customer patronage intention.

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