臺灣博碩士論文加值系統

價格為消費者取得產品或服務所需付出的金額，而此金額也成為廠商利潤主要的來源，因此如何降低消費者的價格敏感度，讓消費者願意付更多的錢，將成為廠商追求利潤極大的重要議題之一。
根據過往研究發現消費者購物行為、價格知識、品質資訊認知、顧客忠誠度與顧客滿意度等皆會影響消費者之價格敏感度，這些變數主要在探討消費者本身特徵如何影響價格敏感度，因此屬於較被動的行銷方法，若廠商想要在未來具有較大的競爭優勢話，則必須主動提升消費者對價值的認知。因此，本研究主要目的為探討廠商授予顧客決策的權力是否會減少消費者對價格之敏感度。
本研究使用便利抽樣，並採結構式問卷，以中國文化大學學生為主要研究對象，研究之產業為美髮業，總計發出421份問卷，回收396份問卷，其中有效問卷有361份，回收率為86%。
本研究在控制消費者行為變數對價格敏感度影響之下，結果顯示顧客授權與消費者價格敏感度之間呈現顯著負相關，並依據研究結果探討理論與管理上之意涵及提供未來研究之建議。

When consumers want to obtain products or services, they need to pay the price of this product. amount of the price also become a major source of companies profit. So how to decrease consumers price sensitivity, so that consumers are willing to pay more money, will be a important issue if company want to earn the greatest profits.
According to the previous studies discovered that consumer purchase behavior, price knowledge, quality information perceived, customer loyalty, customer satisfaction effect to consumer price sensitivity. Those variables were focused on the relationship between consumer characteristic and consumer price sensitivity, that was belonging to the inactive marketing. If company wants to get more competitive advantage in the future. It must increase consumer value perceived by initiative marketing. So the main purpose of our study is to discussion customer empowerment will decrease consumer price sensitivity or not.
Our study choose beauty salon for research industry, composed the data by convenient sampling and structure questionnaire to collected 421 questionnaires from the students in Chinese Culture University. There were 396 questionnaires returned, amount of all questionnaires, it had 361 questionnaires were valid. that means the response rate is 86 percentage.
The result of our study shows that between customer empowerment and consumer price sensitivity are negative correlation. It means when customer empowerment higher then consumer price sensitivity will be decrease. According the results, this paper will probe the meaning of theoretical and practical, then provide some suggestions in the future.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭 　．．．．．．．．．．．．．．．．．．．．． v
內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi
表目錄 ．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　 ．．．．．．．．．．．．．．．．．．．．． ix
第一章 緒論．．．．．．．．．．．．．．．．．．． 1
第一節 研究背景與研究動機．．．．．．．．．． 1
第二節 研究目的．．．．．．．．．．．．．．． 2
第三節 研究架構．．．．．．．．．．．．．．． 3
第四節 研究限制．．．．．．．．．．．．．．． 4
第二章 文獻探討與研究假說．．．．．．．．．．．． 5
第一節 價格敏感度．．．．．．．．．．．．．． 5
第二節 顧客授權．．．．．．．．．．．．．．． 15
　　第三節　 研究假說．．．．．．．．．．．．．．． 18
第三章 研究方法．．．．．．．．．．．．．．．．． 20
第一節 資料來源與資料蒐集方法．．．．．．．． 20
第二節 變數操作性定義與問卷設計．．．．．．． 21
第三節 樣本結構分析．．．．．．．．．．．．． 26
第四節 資料分析方法與架構．．．．．．．．．． 27
第四章 資料分析與結果．．．．．．．．．．．．．． 29
第一節 研究變數之信度分析．．．．．．．．．． 29
第二節 研究變數之相關性分析．．．．．．．．． 33
第三節 假說檢定分析．．．．．．．．．．．．． 34
第五章 結論與建議．．．．．．．．．．．．．．．． 37
第一節 結論．．．．．．．．．．．．．．．．． 37
第二節 企業管理意涵．．．．．．．．．．．．． 38
第三節 後續研究建議．．．．．．．．．．．．． 40
參考文獻　．．．．．．．．．．．．．．．．．．．．． 42
附錄 研究問卷．．．．．．．．．．．．．．．．． 51

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