臺灣博碩士論文加值系統

漲價情形在日常生活當中隨時都可能碰到，近期民生物資的漲價風波更是每一天都在寫下新的紀錄，相對於民生必需品的漲價行為，消費者對於甚少漲價的筆記型電腦，通常都有只會降價，而不太會漲價的觀念。在全球物價不斷上漲的趨勢之下，筆記型電腦也逐漸面臨了零組件成本上漲而不得調漲價格的局勢。面對筆記型電腦市場伺機而動的漲價風波，電腦廠商在不得不漲價的局勢下，如何有效的管理消費者對於產品漲價的價格公平感，是本研究著重探討的方向。
本研究希望了解在漲價時，消費者產品知識、產品屬性的提升、漲價訊息來源以及廠商漲價理由對於消費者知覺價格公平性的影響，選擇筆記型電腦做為此研究商品，並以雲林科技大學研究生與大學生做為受測對象，採用便利抽樣，取得有效樣本410份，經由SPSS統計分析軟體，進行變異數分析以驗證假設。
本研究研究結果顯示，當產品漲價時，對高產品知識的消費者而言，以非人員告知的方式(價格標籤或廣告DM)告知漲價訊息，能夠得到較高的知覺價格公平感，且若能夠在漲價時提供產品屬性的提升(又以產品內部屬性的提升為佳)，則能獲得較高的價格公平知覺。此外，若能在產品漲價時，告知消費者漲價是為廠商可控制的理由，相對於未告知漲價原因或告知非廠商能控制的原因，能夠讓消費者有較高的知覺價格公平感，其中，人員告知漲價訊息又會比非人員告知來的有更高的價格公平感。

Price-hiking is a common situation we will meet in daily lilfe, and recently price hiking on commodity reveals no signal of letup but remains its momentum. Unlike price-hiking on commodity, price-hiking on laptop seldom comes to consumers’ mind because maturity on technology and manufacturing process generally will reduce the price. But under the trend of price hiking on material, laptop manufacturer are facing dilemma of whether should the price raise or not. Under the pressure of proceeding price-hiking on laptop, manipulating the perception on price fairness is the topic of this study.
This study will probe into the influence of “consumer product knowledge,” “product attributes promotion,”“pricing-hiking message resource,”and “price-hiking reason from manufacturer”on consumer perceived price unfairness. Researcher takes laptop as research vehicle and takes graduate student and undergraduate of National Yunlin University of Science and Technology as study object with convenient sampling. The effective samples are 410 and are proceeded ANOVA analysis by SPSS software to examine the hypothesis.
The result shows that announcing price-hiking message through nonhuman will lead to higher perceived price fairness for high product knowledge consumers; And if the price-hiking message is announced along with product attributes promotion, the perceived price fairness will be higher. Furthermore if consumers are informed that the reason of product price-hiking is controlled by manufacturers, consumers will get higher perceived price fairness, compared with situation that the reason is not told or uncontrollable by manufacturer. In addition, announcing price-hiking by human will get higher perceived price fairness than nonhuman.

目錄..........................................I
表目錄.......................................II
圖目錄............ ..........................III
第一章 緒論.................................1
第一節 研究動機與背景.......................1
第二節 研究目的.............................4
第二章 文獻探討.............................6
第一節 知覺價格.............................6
第二節 消費者產品知識......................12
第三節 產品屬性............................16
第四節 漲價訊息來源........................21
第五節 廠商漲價理由........................23
第三章 研究架構與研究方法..................27
第一節 研究架構............................27
第二節 研究假設............................28
第三節 研究變數之操弄性定義與衡量方式......33
第四節 研究設計............................35
第四章 研究分析............................43
第一節 問卷基本分析........................43
第三節 研究假設檢驗..........................54
第五章 研究結論與建議........................56
第一節 研究結論..............................56
第二節 學術貢獻與行銷實務意涵................58
第三節 研究限制與後續建議....................60
參考文獻.....................................62
中文部分.......... ...........................62
英文部分.....................................64
附錄.........................................68
前測問卷.....................................69
正式問卷.....................................72

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