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研究生:王珮瑜
研究生(外文):Pei-Yu Wang
論文名稱:消費者價格搜尋行為與價格知識之探討-以量販店為例
論文名稱(外文):Consumer price search and price knowledge in retailing stores
指導教授:蔡東峻蔡東峻引用關係
指導教授(外文):Dung-Chun Tsai
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:65
中文關鍵詞:線性結構關連模式價格搜尋行為心理統計變數價格知識人口統計變數
外文關鍵詞:DemographicsPrice KnowledgePsychographicsPrice SearchStructural Equation Model
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隨著各家量販店業者進軍台灣市場,使台灣的量販店市場陷入競爭激烈的局面,業者紛紛推出各種價格促銷策略吸引消費者注意。價格資訊是提供行銷經理人與消費者直接接觸的管道,行銷經理人可藉由價格資訊的傳遞,刺激消費者購買動機,並影響消費者的購買決策。
對於琳瑯滿目的價格資訊,消費者真的會在購買前,就蒐集與比較各家量販店的價格資訊,以尋找價格較低的產品購買嗎?消費者在進入量販店後,真的會去比較各家產品廠商所推出的促銷價格,再以比較後的結果做為購買決定之依據嗎?又何種特徵的消費者會做較多的價格搜尋行為呢?而當消費者在進行購買後,會對所購買的產品價格形成價格記憶,此種價格記憶屬於消費者所擁有的價格知識,由於價格搜尋行為和價格知識分屬購買前後的行為,因此價格搜尋行為的多寡是否會影響到消費者的價格知識呢?且由於產品所擁有的特性不同,是否會造成價格搜尋行為對價格知識的影響有所不同呢?為探討以上的問題,本研究利用在量販店賣場內做問卷調查與線性結構關連模式來分析消費者心理統計和人口統計變數對價格搜尋行為之影響、及價格搜尋行為對價格知識之影響,並探討產品類別的不同對於價格搜尋行為影響價格知識所造成的干擾效果。所得之重要結論分述如下:
(1)消費者的價格意識越高、知覺財務限制越高、越能享受購物樂趣及具有越強烈市場專家特質的消費者,會做越多的價格搜尋行為。
(2)證明人口統計變數是會透過心理統計變數對價格搜尋行為產生間接影響效果,並取代直接效果的影響。
(3)商店間價格搜尋行為只對憶價信心有顯著正向影響;而商店內價格搜尋行為對憶價精確性、憶價信心、相對價格記憶都有顯著正向影響。
(4)消費者在購買『高購買頻率』的產品時,價格搜尋行為對價格知識之影響大於購買『低購買頻率』的產品時。
Lately, competition is fierce in retailing industry. Hence the retailers use many kinds of price promotion strategies to attract consumers. Providing price information can enhance consumers’ purchasing intention.
For a variety of price information, whether consumers will search price information across stores or within a store before making purchasing decisions? And what characteristics of consumers will effect price search that includes inter-store and in-store price search? After purchasing a product, consumer will form price memory for the product. This kind of price memory is known as price knowledge. Whether acquisition of price information to compare prices across stores or within a store may influence consumers’ price knowledge? In addition, there are different characteristics in products. Therefore, this study wonders that whether the different product categories will have different influences on the relationship between price search and price knowledge? In order to answer the above-mentioned questions, the study conducts a questionnaire survey in the retailing store to collect the data. And using Structural Equation Model analyzes how consumer psychographics and demographics effect price search and how price search influences price knowledge. Finally, we investigate the moderator effects of product categories on the price search-price knowledge relationship were assessed through moderated regression. The major findings of this study are as follows:
(1) Psychographics(Price consciousness, perceived financial constraints, shopping enjoyment, and market maven)have significant positive effects on price search.
(2) Consumer demographics influence price search indirectly through their effect on psychographics than directly.
(3) Inter-store price search only positively effects price recall confidence, while in-store price search has significant positive effect on price recall accuracy, price recall confidence, and relative price recall.
(4) The effect of price search on price knowledge will be higher for a high purchasing frequency product than low purchasing frequency product.
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
第二章 文獻回顧 5
第一節 價格搜尋行為之定義與衡量 5
第二節 價格知識之定義與衡量 7
第三節 價格搜尋行為之相關理論和觀點 8
第四節 人口統計變數對價格搜尋行為的影響 10
第五節 心理統計變數對價格搜尋行為的影響 11
第六節 人口統計變數對價格搜尋行為之間接影響 13
第七節 價格搜尋行為對價格知識之影響 15
第三章 研究方法 19
第一節 研究架構 19
第二節 各變數之操作性定義、衡量問項與方法 20
第三節 調查方法 25
第四節 資料分析方法 27
第五節 前測問卷之結果 28
第四章 結果分析與討論 30
第一節 問卷回收概況與樣本資料分析 30
第二節 正式問卷量表之信度與效度檢驗 31
第三節 假設之驗證 34
第五章 結論與建議 44
第一節 研究結論 44
第二節 理論上的意涵 48
第三節 實務建議 49
第四節 研究限制與後續研究建議 51
【中文參考文獻】 53
【英文參考文獻】 53
附錄一 前測問卷 58
附錄二 正式問卷 62
附錄三 各變數之相關矩陣 66
【中文參考文獻】
田中玉(民90年),中時電子報,10月29日。
林玉娟(民85年),價格搜尋行為之研究—以超級市場購物為例,台灣大學商學研究所碩士論文。
張劭勳(民90年),研究方法,初版,台中,滄海書局。
陳麗吉(民88年),消費者資訊搜尋行為暨影響因素研究,台灣大學商學研究所碩士論文。
曹佳倩(民85年),消費者在不同商店間價格搜尋行為之探討,台灣大學商學研究所碩士論文。
陳順宇(民87年),多變量分析,初版,台北,華泰書局。
簡貞玉(民85年),消費者行為學,初版,台北,五南圖書出版公司。
黃俊英(民88年),行銷研究:管理與技術,第六版,台北,華泰書局。
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