臺灣博碩士論文加值系統

　　訂價策略與價格折扣是廠商最直接且最重要的行銷工具之一，為吸引消費者的目光，價格折扣是廠商最直接且最能發揮消費作用的焦點策略，同時也能讓消費者在購物時獲得額外的消費利益，滿足心理的一項消費誘因。

　　在價格折扣上，部份廠商會先將產品定價抬高後，再進行商品低價折扣，此定價策略不但能維持廠商的商品總收益不會因為價格折扣戰爭而有所減損，是為心理折扣。而也有部份廠商是採取商品價格終年不打折，以單一售價做為市場行銷策略，讓消費者安心購買商品，增加對廠商品牌的忠誠度，是為固定價格。

　　本論文利用三個實驗針對心理折扣及固定價格兩種定價策略進行消費者的購後心理分析。實驗設定消費者在購物後發現價格與其他廠商相同產品之間的差異，以及產品品質不如預期的模擬情形下的所可能產生的欣喜或懊悔知覺程度與再購意願進行研究，以分析消費者對於廠商的定價策略評價。

　　研究結果顯示在心理折扣店家購入商品的消費者雖然在發現品質不如預期及購入商品金額較高時的懊悔程度會比在固定價格店家購入的消費者來的高，但再購意願卻未如預期的比在固定價格店家購買的消費者低。顯示消費者即使在察覺到價格差異時，仍然可能會因為原本的價格折扣而願意再到該商家購買其他商品。也可能可以判定為消費者在價格方面在意的是折扣部份，而非實際的定價策略。

關鍵字：固定價格、心理折扣、反事實思考、再購意願

Discount pricing strategy and price is one of the most direct and most important manufacturers of marketing tools to attract the attention of consumers, the price discount is the most direct and most manufacturers can play a role in consumer focus policy, but also allows consumers to shop when obtaining additional consumer benefits, the incentive to meet a consumer psychology.

For discounted price, some vendors increase the prices of product first, and then provide the high discounts to low-down the selling price. This pricing strategy is to maintain the vendor's total revenue, called “Premium Pricing Strategy”. And there are also some vendors take commodity price without discounts all year round, as the fixed price of a single marketing strategy, so that consumers buy goods at ease, increase brand loyalty for vendors, called “Fixed pricing”.

In this paper, the use of three experimental to analyze the after-purchasing psychology of consumer between the premium and fixed pricing strategies. Experimental set consumers find price differences between the same product with other vendors, as well as the degree of happiness or regret perception repurchase intention to study the simulated scenarios of product quality as expected under may arise after shopping, to analyze consumer pricing policy evaluation vendors.

The results show that consumers who purchased the goods in store which use the premium pricing strategy, although the discovery of quality as expected and purchase extent remorse higher amount of goods when will be higher than the fixed price stores purchased by consumers to high, but the repurchase intention has not been as expected lower than consumers in the fixed-price stores buy. Indicates that consumers even when aware of the price differences still may be because the original price discounts and willing then to the businesses to buy other commodities. May also be possible to determine for consumers in terms of price care about is discount part, rather than the actual pricing strategy.

Keywords: Fixed Price; Premium Price; Counterfactual Thinking; Repurchase Intention.

第一章 緒論 - 5 -
第一節 研究背景與動機 - 5 -
第二節 研究目的 - 9 -
第二章 文獻探討 - 10 -
第一節 消費者對價格折扣促銷的知覺研究 - 10 -
第二節 價格框架 - 12 -
第三節 參考價格 - 14 -
第四節 反事實思考理論 - 16 -
第三章 研究方法 - 19 -
第一節 研究分徑 - 19 -
第二節 研究假設 - 21 -
第三節 實驗設計 - 23 -
第四節 資料分析工具 - 30 -
第四章 研究結果與分析 - 31 -
第一節 實驗一 - 31 -
第二節 實驗二 - 34 -
第三節 實驗三 - 37 -
第五章 研究結論與建議 - 40 -
第一節 研究結論 - 40 -
第二節 研究貢獻 - 43 -
第三節 行銷實務建議 - 44 -
第四節 研究限制與未來研究方向 - 46 -
參考文獻—英文部份 - 48 -
參考文獻—中文部份 - 52 -
問卷 - 53 -

參考文獻—英文部份

1.Allen R. McConnell, Keith E. Niedermeier, Jill M. Leibold, Amani G. El-Alayli, Peggy P. Chin, & Nicole M. Kuiper, (April 2000). What if I find it cheaper someplace else? : Role of prefactual thinking and anticipated regret in consumer behavior. Psychology & Maketing, Vol. 17(4):281-298
2.Anish Nagpal, Jing Lei, Adwait Khare (2014). To Choose or to Reject: The Effect of Decision Frame on Food Customization Decisions. Journal of Retailing 91 (3, 2015) 422-435
3.Banks, J. & S. Moorthy (1999), A Model pf Price with Consumer search, International Journal of Industrial Organization, Vol. 17(3):371-398
4.Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi: 10.1037/0022-3514.51.6.1173
5.Bell, D. E. (1982). Regret in decision making under uncertainty. Operations Research, 30:961-981.
6.Bell, D. E. (1985). Disappointment in decision making under uncertainty. Operations Research, 33:1-27
7.Biswas, A. & E.A. Blair (1991), Contextual Effect of Reference Price in Retail Advertisements, Journal of Marketing, Vol. 66:1-12
8.Chen, S.-F.S., Monroe, K.B. and Lou, Y.-C. (1998). The effects of framing price promotion messages on consumers’ preceptions and purchase intentions, Journal of Retailing, Vol. 74(3):333-72
9.Chen, WeiWei, Dungchun Tsai, and Han-Chia Chuang (2010), Effects of Mission a Price Promotion After Purchasing on Perceived Price Unfairness, Negative Emotions, and Behavioral Responses, Social Behavior and Personality, 38(4): 495-507.
10.De Chernatony, L. and McDonald, M. (2003), Creating Powerful Brands, Butterworth-Heinemann, Oxford.
11.Della Bitta, Albert J., Kent B. Monroe, and John M. McGinmis. (1981). Consumer Perceptions of Comparative Price Advertisements, Journal of Marketing Research, 18 (11): 416-427
12.Eyal Gamliel & Ram Herstein (2011). To save or to lose: does framing price promotion affect consumers’ purchase intentions?, Journal of Consumer Marketing 28/2 (2011) :152-158
13.Fishburn, P. (1983). Nontransitive measurable utility. Journal of Mathematical Psychology, 26 & 31-67
14.Gamliel, E. and Herstein, R. (2007), The effect of framing on willingness to buy private brands, Journal of Consumer Marketing, Vol. 24(6):334-9.
15.Gleicher, R., Boninger, D. D. S, A., A, D., H, J., & A, M. (1995). With an eye toward the future: The impact of counterfactual thinking on affect, attitudes, and behavior. In N. J. Roses & J. M. Olson (Eds.), What might have been : The social psychology of counterfactual thinking (pp. 283-304). Mahwah, NJ: Lawrence Erlbaum.
16.Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions, Journal of Marketing, 62 (4): 46-59
17.Kahneman, D., & Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives. Psychological Review, 93 & 136-153.
18.Kahneman, D., & Tversky, A. (1982). The simulation heuristic. In D. Kahneman, P. S, & A. Tversky (Eds.), Judgment under uncertainty: Heuristics and biases, New York: Cambridge University Press (pp. 201-208).
19.Karmen, J. & R. Toman (1970),. Psycholographics of Price, Journal of Marketing Research, 8(1): 252-257
20.Krishna, A., Briesch, R., Lehmann, D.R. and Yuan, H. (2002), A meta-analysis of the impact of price presentation on perceived savings, Journal of Retailing, Vol. 74 (2): 101-18
21.Landman, Janet (1987), Regret: A Theoretical and Conceptual Analysis, Journal of Theory of Social Behavior, 17 (6): 135-160. (1993), Regret: The Persistence of the Possible, New York: Oxford University Press.
22.Levin, I.P. Schneider, S.L. an Gaeth, G.J. (1998), All frames are not created equal; a typology and critical analysis of framing effects, Organizational Behavior and Human Decision Processes, Vo. 76 (2): 149-88
23.Liaogang Hao (2011), The Effects of Price Discount Promotions on Consumer Responses, The Chinese University of Hong Kong
24.Loomes, G. (1988). Further evidence of the impact of regret and disappointment on choice under uncertainty. Economica, 55 & 47-62
25.Loomes, G., & Sugden, R. (1982). Regret theory: An alternative theory of rational choice under uncertainty. Economic Journal, 92, 805-824
26.Markman, K. D., Gavanski, I., Sherman, S. J., & McKullen, M. N. (1993). The mental simulation of better and worse possible worlds. Journal of Experimental Social Psychology, 28, 87-109
27.Miller, D. T., & Taylor, B.R. (1995). Counterfactual though, regret, and superstition; How to avoid kicking yourself. In N. J. Roses & J. M. Olson (Eds.), What might have been: The social psychology of counterfactual thinking (pp. 305-331).
28.Monroe, K.B. (1990), Pricing: Making Profitable Decisions, McGraw-Hill, New York, NY
29.My Bui, Anjala S. Krishen, Kenneth Bates (2009). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing Vo. 45(7/8):1068-1090, 2011
30.Raguhubir, P. an K. Corfman (1999), When do Price Promotions Affect Pretrial Brand Evaluations?, Journal of Marketing Research, Vol. 36(2): 211-222
31.Roses, N. J. (1997). Counterfactual thinking. Psychological Bulletin, 121, 133-148
32.Sanna, J. J., & Turley, K. J. (1996). Antecedents to spontaneous counterfactual thinking: Effects of expectancy violation and outcome valence. Personality and Social Psychology Bulletin, 22, 906-919
33.Shih-Fen S. Chen, Kent B. Monroe & Yung-Chien Lou (1998). The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions, Journal of Retailing, Volume 74(3): 353-372
34.Shimp, T.A. (2003), Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, 6th ed., Thompson Southwestern, Mason, OH.
35.Sukki Yoon & Patrick T. Vargas, (2010). Feeling happier when paying more: Dysfunctional counterfactual thinking in consumer affect, “Psychology & Marketing” 27.12 (Dec 2010): 1075
36.Totten, J.C. and Block, M.P. (1994), Analyzing Sales Promotion: Text & Cases: How to Profit from the New Power of Promotion Marketing, 2nd ed., Dartnell Corp., Chicago, IL.
37.Winer, R. S. (1986). A Reference Price Model of Brand Choice for Frequently Purchased Products, Journal of Consumer Research, 13 (9): 250-256
38.Zeelenberg, M., Beattie, J., van der Pligt, J., & de Veries, N. K. (1996). Consequences of regret aversion: Effects of expected feedback on risky decision making. Organizational Behavior and Human Decision Processes, 65, 148-158
 
參考文獻—中文部份
1.林金漢, 零售商最低價格保證政策效果之評估： 決策可逆性與反事實思考觀點, 1995
2.關友雯，折扣促銷、品牌知覺與知覺品質對消費者購買意願影響之研究-以服飾零售業為例, 1993