臺灣博碩士論文加值系統

價格是唯一能創造收入亦是最具彈性的行銷組合要素之一。網際網路及電子商務的蓬勃發展，民眾購物與企業經營模式隨之改變，消費者在此環境中對價格更加敏感，亦成為廠商定價策略的最大衝擊，顯現了妥善運用定價策略的重要性。
價格劃分，是管理線上定價的方法之一；參考價格的應用亦是網路上常見的行銷方式。本研究探索網路業者實施價格劃分、參考價格及消費者涉入程度之相關研究，並探討其對內部參考價格、價格公平知覺、附加費接受度、知覺價值、購買意願的定價效果。在參考相關文獻及設計量表後，研究採實驗法進行。
分析結果顯示，不同價格劃分及參考價格對於各定價效果均有顯著影響，但對於價格公平知覺的定價效果則無顯著影響。而不同參考價格將不會對附加費接受度產生影響。另外，在涉入程度的干擾下，影響了價格劃分的定價效果，在消費者不同涉入的情形下分別對內部參考價格、知覺交易價值與購買意願的價格劃分效果產生影響。但不同的涉入程度並沒有對參考價格的定價效果造成影響。研究結果顯示，業者可運用不同價格呈現方式及小單位報價的策略，確實掌握不同消費者之涉入程度，改變消費者認知，進而提高購買意願，達成獲利目標。

Price is the one of the factor in Marketing mix that can create the profit and more flexible than others. The development of Internet and E-commerce change the model of purchasing behavior of people with the type of operation of enterprise. In this situation, consumer become more sensitive on price, therefore, it causes a great influence on company. It also shows the importance of strategy of pricing.
Price partitioning is one of management of pricing on-line; and reference price is also the common way on Internet. In this research will discuss the implement of price partitioning, reference price, and the degree of consumer’s involvement by the company on Internet, and explore the pricing effect on internal reference price, perceived fairness of pricing, acceptance of the surcharge, perceived value, and purchase intentions on consumer. After refer to related reference and the designed measurement.
The analysis result shows that the different price partitioning and reference price have significant influence on pricing effect, but they don’t have the significant influence on perceived fairness of pricing. In addition, different reference price doesn’t influence the acceptance of the surcharge. Besides, in the moderate of involvement, it influences the pricing effect of price partitioning. In the different involvement of consumer, it influences the pricing effect of price partitioning on internal reference price, perceived value, and purchase intentions. Different degree of involvement doesn’t influence the pricing effect of reference price. The study indicates enterprise can use different price effect and the strategy of small units of quotation to control different degree of involvement of consumer, and then change the cognition of consumer. Furthermore, it will enhance the intention of purchase and achieve the goal of revenue.

摘 要 ……………………………………………………………………………iv
Abstract …………………………………………………………………………… v
誌 謝 ……………………………………………………………………………vi
目 次 ……………………………………………………………………………vii
表 目 錄 …………………………………………………………………………… x
圖 目 錄 ……………………………………………………………………………xii
第一章 緒 論 ………………………………………………………………… 1
1.1 研究背景與動機 …………………………………………………………1
1.2 研究目的 ………………………………………………………………… 4
1.3 研究流程 ………………………………………………………………… 5
第二章 文獻探討
2.1 定價策略 …………………………………………………………………7
2.1.1 價格的定義 ……………………………………………………… 7
2.1.2 網路定價策略 …………………………………………………… 8
2.2 價格劃分策略 ………………………………………………………… 10
2.2.1 裝運費 ……………………………………………………………12
2.2.2 框架效應………………………………………………………… 14
2.3 參考價格 ……………………………………………………………… 16
2.3.1 參考價格的意義 …………………………………………………16
2.3.2 外部參考價格 ……………………………………………………17
2.3.3 內部參考價格 ……………………………………………………18
2.3.4 內部價格標準 ……………………………………………………20
2.3.5 定錨與調整效果 …………………………………………………22
2.3.5 消費者處理參考價格訊息之模式 ………………………………26
2.4 價格公平知覺……………………………………………………………29
2.4.1 價格公平的定義 …………………………………………………29
2.4.2 價格公平知覺的定義…………………………………………… 31
2.4.3 知覺價格不公平的影響………………………………………… 34
2.5 知覺價值…………………………………………………………………35
2.5.1 知覺價值之因果模式 ……………………………………………35
2.5.2 交易效用理論…………………………………………………… 37
2.6 購買意願…………………………………………………………………38
2.7 涉入………………………………………………………………………39
2.7.1 涉入的類型與定義……………………………………………… 39
2.7.2涉入程度對消費者決策行為的影響 …………………………… 43
第三章 研究方法………………………………………………………………　46
3.1 研究架構………………………………………………………………　46
3.2 研究假設…………………………………………………………………47
3.2.1 價格劃分與定價效果之影響關係　……………………………47
3.2.2 參考價格與定價效果之影響關係……………………………… 49
3.2.3產品涉入程度對參考價格、價格劃分與定價效果之干擾影響 51
3.3 研究變數定義與衡量　…………………………………………………53
　　 3.3.1 自變數的定義與衡量……………………………………………53
3.3.2 依變數的定義與衡量……………………………………………55
3.3.3 干擾變數的定義與衡量…………………………………………57
3.4 研究設計 ………………………………………………………………59
　　 3.4.1 實驗產品與價格之選擇…………………………………………60
3.4.2 實驗對象與抽樣方式……………………………………………64
3.4.3 實驗組別…………………………………………………………64
3.4.4 前測………………………………………………………………66
3.4 資料分析方法 …………………………………………………………69
第四章 研究結果 ………………………………………………………………71
4.1 正式實驗………………………………………………………………　71
4.1.1 實驗流程…………………………………………………………71
4.1.2 施測對象…………………………………………………………72
4.2 量表淨化 ………………………………………………………………74
4.2.1 因素與信度、效度分析…………………………………………74
4.3 涉入程度的操弄檢驗 …………………………………………………77
4.4 變異數分析 ……………………………………………………………78
4.4.1 對內部參考價格的影響…………………………………………78
4.4.2 對價格公平知覺的影響…………………………………………82
4.4.3 對附加費接受度的影響…………………………………………85
4.4.4 對知覺交易價值的影響 …………………………………………87
4.4.5 對購買意願的影響 ………………………………………………93
第五章 結論與建議 ……………………………………………………………101
5.1 研究結果與討論……………………………………………………… 101
5.2 實務建議……………………………………………………………… 108
5.3 研究限制……………………………………………………………… 112
5.4 後續研究建議………………………………………………………… 112
參考文獻 …………………………………………………………………………114
附錄一 依價格範圍分類之各品牌MP3彙整表 ………………………………126
附錄二 研究問卷…………………………………………………………………127

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