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研究生:王美宜
研究生(外文):Mai-Yi Wang
論文名稱:金錢性促銷對消費者價格認知之影響-以消費者人格特質及購買涉入程度為干擾變項
論文名稱(外文):The effects of monetary promotion on the consumers’ prices perception: Consumer personality and purchase involvement as nuisance variables
指導教授:龔昶元龔昶元引用關係黃太和黃太和引用關係
指導教授(外文):Chaang-Yung KungTerry-Taihor Huang
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:企業管理系碩士班
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:2007
畢業學年度:95
語文別:中文
論文頁數:93
中文關鍵詞:金錢性促銷左數效果購買涉入程度消費者人格特質價格認知
外文關鍵詞:Perception of pricesPurchase InvolvementConsumer personalityLeft-digit effectMonetary promotions
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摘要
近年零售商試圖利用金錢性促銷來左右消費者對產品的價格認知,使消費者對產品價格產生低估效果並進一步刺激市場買氣,然而不同的消費者在面對不同的促銷時,可能產生不同的影響效果。因此,本研究的主要目的為探討在不同的金錢性促銷(左數效果及畸零訂價)下,將導致消費者產生不同的價格認知,並加入不同程度的認知需求、模糊容忍及購買涉入的影響。本研究採2(左數效果、畸零訂價)x2(高/低消費者認知需求、模糊容忍、購買涉入程度)研究設計。對消費者的價格認知之影響是以Tow-Way ANOVA進行分析。結果顯示:(1)不同的金錢性促銷(左數效果及畸零訂價)會影響消費者價格認知,且左數效果訂價之影響效果會顯著優於畸零訂價效果。(2)金錢性促銷(左數效果及畸零訂價)於不同的消費者人格特質(認知需求與模糊容忍度)下會影響消費者的價格認知,且低認知需求者之影響會顯著於高認知需求的消費者;高模糊容忍度者之影響會顯著於高於低模糊容忍度者;換言之,在金錢性促銷下,低認知需求的消費者對產品的價格會比認知需求高的消費者感到較便宜;而高模糊容忍度的消費者對產品的價格會比低模糊容忍度的消費者感到較便宜。(2)金錢性促銷(左數效果及畸零訂價)於不同的消費者行為(購買涉入程度)下,會影響消費者的價格認知,且低購買涉入程度者之影響會顯著於高購買涉入的消費者,換言之,在金錢性促銷下,低購買涉入的消費者對產品的價格會比高購買涉入的消費者感到較便宜。
Abstract
In recent years, many retailers try to affect consumers to purchase products through the money promotion in order to have a sense of the underestimate effect for their product’s price and to stimulate the market sales volume; however, different consumers may create different effects toward different promotions. Therefore, this research is to investigate the different monetary promotions (left-digit effect, odd-ending price) cause different price cognition under the effect of different levels of need for cognition (NFC), tolerance of ambiguity (TFA) and purchase involvement among consumers. The research design employed a 2 (left-digit effect, odd-ending price) x 2 (high/low NFC, TFA, Purchase Involvement) factorial design. Two-way ANOVA analysis was used to test the effects on the consumers’ perception of prices. The conclusions are as the followings: (1) Different monetary promotions (left-digit effect, odd-ending price) will significantly affect consumers’ perception of prices and left-digit effect is able to reveal to the odd-ending price. In addition, prices of products with the left-digit effect are less expensive than the prices of products with the odd-ending price. (2) The monetary promotions (left-digit effect, odd-ending price) with different consumers’ personality such as NFC and TFA will significantly affect consumers’ perception of prices and that the low-NFC consumer is able to reveal to the high-NFC consumer; the high-TFA consumer is able to reveal to the low-TFA consumer. In addition, low-NFC consumers perceive the prices of products to be less expensive than high-NFC consumers; high-TFA consumers perceive the prices of products to be less expensive than low-TFA consumers. (3) The monetary promotions (odd-ending price, left-digit effect) with different consumers’ behavior such as purchase involvement will significantly affect consumers’ perception of prices and the high-TFA consumer is able to reveal to the low-TFA consumer. In addition, low purchase involvement consumers perceive the prices of products to be less expensive than high purchase involvement consumers.
摘要.....................................I
Abstract.................................II
誌 謝...................................III
目錄.....................................IV
表目錄...................................VI
圖目錄...................................VII
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 金錢性促銷方式....................11
第三節 價格認知..........................16
第四節 消費者人格特質....................20
第五節 購買涉入程度......................26
第三章 研究設計..........................31
第一節 研究架構..........................31
第二節 變數操作型定義與衡量..............32
第三節 問卷設計..........................40
第四節 樣本設計..........................42
第五節 統計分析方法......................44
第四章 實證分析與結果....................46
第一節 敘述性統計分析....................46
第二節 信效度分析........................49
第三節 假說驗證..........................51
第五章 結論與建議........................60
第一節 研究結論..........................60
第二節 管理意涵與行銷建議................64
參考文獻.................................68
一、中文部分.............................68
二、英文部分.............................68
三、綱站資料.............................73
附錄一:零售通路及實驗產品選擇之市場分析.74
附錄二:前測問卷..........................78
附錄三:正式問卷..........................86
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三、綱站資料
1.2004至2006年統計資料庫調查,AC尼爾森
http://www.acnielsen.com.tw/site/index.shtml
2.2004至2006年版行銷資料庫調查,E-ICP (東方線上行銷調查網)
http://www.isurvey.com.tw/E-ICP
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