臺灣博碩士論文加值系統

本研究檢驗了將折扣放在產品價格本身或是放在附加價兩種優惠下之購買意願和方案評價的干擾情境，以探討人們對分離訂價搭配優惠方案的決策方式。結果顯示了產品類型引發或個人特質差異所引發的處理資訊動機及方式不同，導致人們在兩種優惠方案下的購買意願或方案評價有所差異。實驗一和實驗二中，我們證實，人們在附加價優惠方案下的購買意願高於產品價格本身折扣的優惠方案，但此效果只有當產品發人們較多情感時才會發生作用；也就是當消費享樂品時，附加價折扣方案相較於產品本身折扣方案引發人們較多情感，且利用情感決策時，附加價折扣方案較具優勢，以致於消費者的知覺利益較高；亦即優惠方案對購買意願的效果有一個底下的機制影響。實驗三的結果顯示，人們對附加價優惠方案的評價高於產品價格本身折扣的方案，但此效果只對預防焦點的個人 (vs. 促進焦點個人)有效。這些優惠方案的折扣效果，起始於人們處理資訊的動機，引發了涉入程度的差異，影響處理資訊的方式，以及如何看待價格部分的心理帳戶作用所驅使。

This research examines the moderation conditions of sales promotion which practice on base price or surcharge affects consumer’s purchase intention and program evaluation, which exploring that decision strategies people take to process the information of discount on partitioned pricing. These results showed that the different motivation and ways to process price information which is primed with product type and individual characteristic, leading to different purchase intention and programs evaluation on two sales programs. In study 1 and study 2, we demonstrated that consumer’s purchase intention is higher in condition which discount on surcharge than in which discount on base price. But the effect only occurred when consumer’s affect was induced by the product. That is, the program which discount on surcharge induce affect more than the program which discount on base price when purchase hedonic product. It result of using affect-based strategy to process price information, it would advantage program that discount on surcharge to increase consumer’s perceived benefit. Namely, affect seems to be the mechanism underlying the effect of sales program on purchase intention. The result of study 3 showed that people evaluate the program which discount on surcharge more positive than program which discount on base price. But the effect only exited when the person who is prevention-focused (vs. promotion-focused). These discount effect of sales program are driven by mental accounting system that about how people treat base price and surcharge differently. And the effect are result from that the motivation of information processing, which induce the difference of involvement in message then affect the ways to process massage.

中文摘要 I
Abstract II
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 5
第一節 搭售與分離訂價策略 5
第二節 資訊處理與決策 5
第三節 分離訂價的資訊處理策略 6
第四節 消費者的心理效用 8
第五節 消費者對優惠方案的利益知覺 10
第六節 產品類型對分離訂價搭配優惠方案之購買意願的干擾效果 12
第七節 中介效果 15
第八節 個人規範焦點對方案評價的干擾效果 17
第三章 實驗一 22
第一節 實驗目的 22
第二節 實驗設計 22
第三節 結果與分析 24
第四節 討論 24
第四章 實驗二 26
第一節 實驗目的 26
第二節 實驗設計 26
第三節 結果與分析 27
第四節 討論 29
第五章 實驗三 31
第一節 實驗目的 31
第二節 實驗設計 31
第三節 結果與分析 32
第四節 討論 33
第六章 結論與建議 35
第一節 研究貢獻 35
第二節 管理意涵 37
第三節 研究限制與未來展望 39
參考文獻 41

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