臺灣博碩士論文加值系統

零售商經常使用金錢促銷來吸引消費者的注意力與購買慾望，然而不同消費者的人格特質對促銷活動會產生不同的影響效果。本研究主要的目的是探討金錢促銷中直接降價之畸零訂價效果促銷方式，加入探討消費者的異質性，欲了解不同消費者的人格特質(認知需求與模糊的容忍度)對畸零訂價效果與消費品價格認知的影響為何。本研究採用一因子兩水準的受測者間的實驗設計，受測者被隨機分派至畸零訂價或整數訂價的兩個實驗狀況。研究結果顯示，不同的金錢促銷方式會影響消費者價格認知，且畸零訂效果會顯著於整數訂價效果。本研究亦同時發現，畸零訂價效果會受到消費者人格特質（認知需求與模糊容忍度）的干擾影響，認知需求低的消費者對於畸零訂價效果之價格認知會顯著高於認知需求高的消費者；而模糊容忍度高的消費者對於畸零訂價效果之價格認知會顯著高於模糊容忍度低消費者。

Many retailers endeavor to encourage consumers to purchase products through the monetary promotions in order to attract consumer''s attention and the purchase desire, however, different characteristics of consumers may create different consumer reactions toward promotions. This research main purpose is discusses in the monetary promotion directly to reduce prices through odd-ending price effect and joins discusses the consumer characteristics (need for cognition and tolerance of ambiguity) on consumable price cognition influence. The results showed that different monetary promotions will significantly affect consumers and that odd-ending price effect is able to reveal to the even-ending price effect. And also finding, odd-ending price effect will significantly the consumer personality special characteristic (need for cognition and tolerance of ambiguity) the disturbing effect, the low NFC consumer its odd-ending price effect can significantly the consumer which is higher than the high NFC；But the high TA consumer its odd-ending price effect can significantly is being higher than a low TA consumer.

【目錄】 I
【表目錄】 III
【圖目錄】 IV

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 促銷 5
第二節 畸零訂價 10
第三節 價格認知 16
第四節 消費者人格特質-認知需求與模糊容忍度 18
第五節 觀念性架構與研究假說 23
第三章 研究設計 24
第一節 變數操作性定義與衡量 24
第二節 實驗設計 31
第三節 分析方法 35
第四章 實證分析與結果 37
第一節 敘述性統計分析 37
第二節 信效度分析 39
第三節 假說驗證 41
第一節 研究結果與討論 49
第二節 管理意涵 53
第三節 研究限制與未來研究建議 53

參考文獻 56
一、中文部份 56
二、英文部份 57
三、網站資料 61

附錄一：朝陽科技大學註冊組九十四學年度第二學期管 理學院各系(所)四技日間部、班級人數統計表(不含休學) 62
附錄二：前測問卷 63
附錄三：正式問卷 72

【表目錄】

表3- 1 廣告價格長度制定之右數數字出現比率 26
表3- 2認知需求量表 27
表3- 3 模糊容忍度量表 29
表3- 4 價格認知量表 30
表3- 5 本研究樣本數之配置表 32
表3- 6 本研究問卷之填答選項設計 34
表4- 1問卷回收統計表 37
表4- 2 問卷調查之樣本描述 38
表4- 3 消費者人格特質量表之敘述統計 39
表4- 4 本研究問卷信度分析結果 40
表4- 5 GLM結果:產品一(CD)價格認知=F(金錢促銷、認知需求) 43
表4- 6 GLM結果:產品二(MP3耳機)價格認知=F(金錢促銷、認知需求) 43
表4- 7 GLM結果:產品三(MP3隨身碟)價格認知=F(金錢促銷、認知需求) 44
表4- 8 金錢促銷方式對於消費者在各產品價格認知影響效果 44
表4- 9 畸零訂價在消費者不同認知需求上對價格認知的影響效果 45
表4- 10 GLM結果:產品一(CD)價格認知=F(金錢促銷、模糊容忍度) 46
表4- 11 GLM結果:產品二(MP3耳機)價格認知=F(金錢促銷、模糊容忍度) 47
表4- 12 GLM結果:產品三(MP3隨身碟)價格認知=F(金錢促銷、模糊容忍度) 47
表4- 13 畸零訂價在消費者不同模糊容忍度上對價格認知影響效果 48
表5- 1本研究假說檢定結果表 49

【圖目錄】

圖1- 1 研究流程 4
圖2- 1消費者對價格尾數產生意義與行為分類圖 12
圖2- 2本研究之觀念性架構 23
圖3- 1廣告價格制定其價格尾數數字出現分配圖(共1,415廣告) 25

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三、網站資料
1.2005與2004年版行銷資料庫調查，東方線上行銷調查網(Eastern-Integrated Consumer Profile, E-ICP) http://www.isurvey.com.tw/E-ICP。
2.周建鋼 (2006) 學生消費商機顯現：運動休閒用品、數碼產品走俏，http://www.longhoo.net/big5/longhoo/news2004/njnews/finance/userobject1ai465247.html。
3.YAHOO購物網站http://buy.yahoo.com.tw/。
4.PCHOME購物網站http://shopping.pchome.com.tw/