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研究生:王璿穎
研究生(外文):Shiuan-Ying Wang
論文名稱:漲價理由對知覺價格公平性與品牌評價之影響
論文名稱(外文):The Effect of the Reasons of Price Inflation on Consumers’Perceived Price Fairness and Brand Reputation
指導教授:張重昭張重昭引用關係
指導教授(外文):Chong-Chao Chang
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:67
中文關鍵詞:知覺價格價格公平性品牌評價
外文關鍵詞:Perceived PricePrice FairnessBrand Reputation
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物價上漲一直存在於我們的生活中,可能是因為通貨膨脹、匯率上升、原物料成本上漲或廠商人事成本增加等可控制或不可控制的因素造成。
價格(Price)是行銷4 P之一,而價格也是最操作的行銷組合元素(marketing-mix element)(Kotler ,2003),廠商藉由價格策略的設定,可以傳達給消費者產品的屬性、品質,是直接影響到營收及獲利的重要策略因素。廠商也常藉由價格改變來提高營收和獲利,價格促銷策略可以增加銷售量、打擊競爭對手,但是可能傷害品牌形象;漲價策略則較常用在反映各類成本、提高毛利甚至產品重新定位,但相反的也可能損及品牌形象。
本研究的目的在於瞭解漲價行為與提供漲價理由對於消費者認知上的價格公平性和品牌評價有還影響,主要的研究方向有下列三項:
1.探討在各種成本面的漲價理由中,消費者對價格的公平性有何不同差異?
2.探討不同產品類中,不同漲價理由對價格公平性有何不同影響?與不提供理由相比是否公平性較高
3.探討不同漲價理由,對於不同產品類,在漲價前後的品牌評價有何改變?
因此,本研究將根據以上議題,希望能為廠商找出消費者認為價格公平性高且不傷害品牌評價的漲價理由,形成締造雙贏的漲價策略。
Abstract
The Price inflation is all around us. The reasons of price inflation may be Inflation, changes of exchange rate, price rising of row materials and production cost. All these reasons are caused by controllable or uncontrollable factors.

Price is one of the“4Ps”, and price is the most usually used marketing-mix element(Kolter,2003).The company communicates product attitude, quality to consumers by setting price strategy. Price influence revenue and profit directly. Price promotion strategy rises sales volume, beats competitors, but may hurt brand reputation. Price inflation strategy is usually used to react the rising of cost or to rise profit, even to reposition the product. But it may also hurt the brand reputation.
The purpose of my research is to find the influences of reasons of price inflation on price fairness and brand reputation. The main aspects of my research is listed below:

1.To discuss is there any difference to the consumers’ price fairness when the various reasons of price inflation are provided.

2. To discuss if different product category influences consumers’ price fairness when the various reasons of price inflation are provided or no reason is provided.
3.To discuss if different product category and different reasons of price inflation influence the brand reputation.

My research base on those aspects, and try to find the successful price inflation strategy which avoids the harm of price fairness and brand reputation.
目錄
壹、研究動機與研究目的
一、研究動機……………………………………………………… 1
二、研究目的……………………………………………………… 3
貳、文獻探討
一、價格、參考價格與知覺價格………………………………… 4
二、價格公平性…………………………………………………… 9
三、品牌與知覺品質…………………………………………… 11
四、歸因與動機推論理論…………………………………………12
五、娛樂品與實用品………………………………………………14
參、研究方法
一、研究架構………………………………………………………16
二、變數之定義……………………………………………………16
三、實驗假設………………………………………………………17
四、研究方法………………………………………………………20
肆、研究結果
一、前測……………………………………………………………22
二、實驗一…………………………………………………………24
三、實驗二…………………………………………………………33
伍、結論與建議
一、行銷意涵………………………………………………………38
二、研究建議………………………………………………………40
三、研究限制………………………………………………………42
四、未來研究方向…………………………………………………42
參考文獻……………………………………………………………… 45
附錄 問卷……………………………………………………………… 49
吳明純(民 92),「忠誠度方案門檻與貨幣成本對消費者誘因選擇之影響」,國立台灣大學商學研究所碩士論文
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張重昭、謝千之(民 88),「產品資訊、參考價格與知覺品質對消費者行為之影響」,企業管理學報,第47期,8月,161-190

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