臺灣博碩士論文加值系統

近年來通路商為了增強促銷時的價格比較效果，許多零售商已不再只使用「單次」的降價促銷廣告，頻頻出現「雙重」降價促銷。也就是除了在價格牌上標示「原價」與「促銷價」之外，又再標上「會員特價」或「搶購特價」。形成了在同一張價格牌上有三種價格、兩次折扣的情況。然而目前零售商對於「雙重促銷定價」的操作方式莫衷一是，且沒有一套完整的定價遵循模式。因此本研究具有以下目的：
1. 使用雙重促銷定價的情況下，價格間距標示之差異對購買意願的影響。
2. 不同的產品價格水準對於價格間距標示在購買意願上有何差異影響。
3. 在雙重促銷定價的情況下，促銷價格呈現方式對於價格間距標示在購買意願上有何差異影響。
4. 在雙重促銷定價的情況下，同屬金額方式呈現之整數定價與畸零定價在購買 意願上之差異。
本研究以實驗設計方式進行多組組間實驗，其中實驗因子分為「雙重促銷價格間距」、「產品價格水準」以及「促銷價格呈現方式」。經由統計軟體分析實驗所得結果，本研究獲得以下結論：
1. 產品在高價格水準時使用雙重促銷定價法之整數價格標示時，價格間距原價與促銷價間距小，促銷價與搶購特價間距大者之顧客購買意願最高。
2. 高價格水準使用雙重促銷定價法時，不同價格間距標示之顧客購買意願有顯著差異；低價格水準時，不論何種價格間距標示，其顧客購買意願均無差異。
3. 使用雙重促銷定價時，促銷價格以金額方式呈現，則在不同的價格間距標示下之顧客購買意願會有顯著差異。但當促銷價格以百分比折扣方式呈現時，不論任何價格間距標示，其顧客購買意願均無差異。
4. 使用雙重促銷定價且促銷價格以金額方式呈現時，整數定價與畸零定價之顧客購買意願在不同價格間距均有顯著差異，且畸零定價之差異更為顯著且購買意願更高。

關鍵字：雙重促銷、價格促銷、畸零定價、購買意願

In recent years, distributors intend to enhance the comparison effect during price promotion and more and more retailers use “double” price reduction for promotion instead of “single” price promotion. That means the price tag would be written not only the original price and the promotional price but also “bargain price for members” or “bargain price for panic buying”. Therefore, on the same price tag there will be three kinds of prices and twice discounts. Nevertheless, there are various manipulations of price promotion by retailers and there is no complete pricing model to follow. Thus, the purpose of this study is as follows,
1. The impact of the interval of price setting on consumer’s purchase intention during a double price reduction.
2. What is the impact of price interval on purchase intention when the price level of product is different?
3. What is the impact of price interval with different display of promotional price on purchase intention during a double price reduction?
4. What is the difference effect of purchase intention between integer pricing strategy and odd pricing strategy during a double price reduction?
In this study we used experimental design to carry out several experimental groups, of which the experimental factors are “the intervals of double price promotion” “the price level of products” and “the display of promotional price.” Through the analysis by statistical software, the study revealed the results as follows,
1. When (1) the price level of price is high; (2) the integer pricing of double price promotion is used; (3) the price interval between original price and promotional price is small and (4) the price interval between the promotional price and the bargain price of panic buying is large, consumers’ purchase intention is the highest.
2. When high price level and double price promotion are used, the purchase intention with different price interval has significant difference; however, when low price level is used, the purchase intention has no significant difference no matter how the price interval is.
3. During the double price promotion, when the promotional price is shown with cash discount, consumers’ purchase intention with different price interval has significant difference; however, when the promotional price is shown with percentage discount, the purchase intention has no significant difference no matter how the price interval is.
4. During the double price promotion, when the promotional price is shown with cash discount, consumers’ purchase intention for the integer pricing strategy and odd pricing strategy with different price interval has significant difference; moreover, the purchase intention for odd pricing strategy has greater difference than integer pricing strategy.

Key words：Double Price Promotion, Price Promotion, Odd Pricing, Purchasing Intention

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 促銷 6
第二節 價格促銷與消費者行為 14
第三節 參考價格 15
第四節 畸零定價 17
第五節 購買意願 19
第三章 研究架構與研究方法 20
第一節 研究架構 20
第二節 研究假設 21
第三節 研究變數之操作型定義與衡量方式 24
第四節 研究設計 26
第五節 資料蒐集與分析方法 32
第四章 結果分析 35
第一節 問卷信度分析 35
第二節 實驗假設分析 36
第三節 研究假設檢驗 44
第五章 結論與建議 45
第一節 研究結果 45
第二節 對學術貢獻與行銷實務意涵 47
第三節 研究限制與未來研究建議 49
參考文獻 50

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