跳到主要內容

臺灣博碩士論文加值系統

(44.213.63.130) 您好!臺灣時間:2023/01/29 11:27
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:謝宜彣
研究生(外文):Yi-Wen Hsieh
論文名稱:價格劃分與參考價格之線上定價效果研究
論文名稱(外文):A study on the on-line effects of Price Partitioning and Reference Prices
指導教授:黃文宏黃文宏引用關係
指導教授(外文):Wen-Hung Huang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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
中文關鍵詞:價格劃分參考價格涉入程度
外文關鍵詞:Price PartitioningReference PricesInvolvement
相關次數:
  • 被引用被引用:2
  • 點閱點閱:578
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
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
1.中華民國電子商務年鑑.2005;經濟部商業司,民94年。
2.王生集,參考價格、產品涉入與消費者態度,國立中山大學企業管理研究所碩士論文,民82年。
3.王淑慧,產品種類、品牌知名度、參考價格與涉入程度對消費者購買意願的影響,國立成功大學企業管理研究所碩士論文,民86年。
4.王雲民,參考價格區間與知覺品質對知覺價值與購買意願之影響,東吳大學企業管理學系碩士論文,民90年。
5.友野典勇,行動經濟學,天下雜誌股份有限公司,民95年。
6.白仁豪,參考價格、涉入對消費者價格認知與資訊搜集之影響-化妝水之個案研究,國立中興大學行銷學系碩士論文,民90年。
7.江建良,使用情境與產品涉入對購買意願影響之研究,國立中山大學企業管理研究所碩士論文,民78年。
8.吳金山,框架效應與定錨效應對電子商務採購行為意圖與估價結果影響之研究,國立中山大學資訊管理研究所博士論文,民94年。
9.吳萬益、林清河,企業研究方法(初版),華泰文化事業公司,民90年。
10.吳德君,促銷方式、促銷情境對購買意願的影響-購物方式與產品涉入為干擾變數,大同大學事業經營學系碩士論文,民94年。
11.李卓穎,廠商建議售價、商店售價與商店價位印象對消費者行為之影響。國立台灣大學商學研究所碩士論文,民92年。
12.李景浩,參考價格的效果-以消費者認知需求程度探討,國立政治大學廣告研究所碩士論文,民93年。
13.貝瑞.史瓦茲(Barry Schwartz),只想買條牛仔褲:選擇的弔詭(The paradox of choice: Why more is less),劉世南譯,天下雜誌股份有限公司,民93年。
14.周于貞,知覺品質與參考價格對消費者知覺價值與購買意願之影響。東吳大學企業管理學系,民89年。
15.林文樹,個人電腦消費者之涉入程度研究。國立嘉義大學管理研究所碩士論文,民93年。
16.林佳民,產品涉入程度、產品網路上接近程度與消費者在網路上購物行為之研究。國立東華大學企業管理研究所碩士論文,民86年。
17.林建煌,行銷管理Marketing Management,智勝文化事業公司,民91年。
18.林鍵,參考價格與語意線索對於消費者網路購買行為之探討,國立中央大學資訊管理研究所,民91年。
19.官振華,WWW使用者運用電子購物意願之研究-以人格特質, 購買涉入與網路使用行 為探討,國立中央大學資訊管理研究所碩士論文,民84年。
20.科特勒(Kolter,P.)著,行銷管理學(Marketing Management),方世榮譯,東華書局,民92年。
21.張重昭、謝千之,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,民89年。
22.彭秋萍,新產品預告對消費者知覺價值與購買意願影響之分析,東吳大學國際貿易研究所碩士論文,民90年。
23.曾忠蕙,價格建構方式.廣告參考物與消費者認知需求對知覺價值與購買意願影響之研究,實踐大學企業管理研究所碩士論文,民90年。
24.曾珮珊,廠商建議售價、零售商進貨價格與品牌熟悉度對消費者購買意願之影響,國立中正大學企業管理研究所碩士論文,民93年。
25.黃美文,在電子商務環境下進行網路購物意願之研究:以購買涉入、參考群體與消費者特性探討,國立屏東科技大學資訊管理研究所碩士論文,民87年。
26.黃俊英,行銷研究:管理與技術(六版),華泰文化事業公司,民88年。
27.黃俊英、賴文彬,涉入的理論發展與實務應用,管理科學學報,第七卷第一期,民國79年5月。
28.湯嘉恆,消費者之網路購物資訊環境態度、購買涉入、網路使用行為對網路購物意願之影響探討-以國立大學學生為例,國立交通大學經營管理研究所碩士論文。民87年。
29.楊大緯,網路購物意願之影響因素研究,大同大學事業經營研究所碩士論文,民89年。
30.楊福原,低涉入購買行為決策過程之實證研究,淡江大學管理科學研究所碩士論文,民75年。
31.廖珮君,廣告參考價格與產品購買頻率對消費者行為之影響。國立台灣大學商學研究所,民91年。
32.劉文良,網路行銷理論與實務,金禾資訊股份有限公司,民93年。
33.劉兆揚,消費者線上購物的價格公平知覺對購買意圖的影響,國立中央大學資訊管理學系碩士班,民93年。
34.蔡忠達,涉入、消費者評估參考點與評估情境對購買評價及購買意願之影響。國立台灣大學商學研究所碩士論文,民89年。
35.蔡鴻文,價格促銷頻率、幅度與外部參考價格對消費者行為的影響。國立台灣大學商學研究所碩士論文,民90年。
36.簡見安,產品價格標示方式對消費者知覺價格與購買量之影響。國立台灣大學商學研究所,民93年。
1.Abelson, Robert P. and Ariel Levi. “Decision Making and Decision Theory,” Handbook of social psychology 3rd ed ,New York: Random House,1985, pp.231-310.
2.Adams,J.S., “Inequity in Social Exchange ,” Advances in Experimental Social Psychology, L.Berkowitz, ed. New York:Academic Press, Vol.2, 1965,pp.267-299.
3.Alba, Joseph W., Carl F. Mela, Terence A. Shimp, and Joel E. Urbany,“The Effect of Discount Frequency and Depth on Consumer Price Judgements”, Journal of Consumer Research, Vol.26,1999, pp.99-115
4.Anderson, J. W. Vincze, “Strategy Marketing Management,” 1st Edition, Houghton Mifflin Company. 2000.5.Angelides, M.C., “Implementing the Internet for business: A global marketing opportunity” International Journal of Information Management, 17(6), 1997, pp405-419.6.Bhatnagar, A., Sanjog Misra, & H. Raghav Rao, “On Risk ,Convenience, and Internet Shopping Behavior”,Communication of the ACM, November, Vol.43, No.11, 2000,pp.98-105.
7.Biswas and Blair, “Contextual Effects of Reference Prices in Retail Advertisement,” Journal of Marketing, 55 (July), 1991, p.4.
8.Biswas, Abhijit and Edward A. Blair, "Contextual Effects of Reference Prices in Retail Advertisements," Journal of Marketing, ,55, 1991(July),pp.1-12.
9.Bitta, Della, Alber J., Kent B. Monroe, and John M. McGinnis. “Consumer Perceptions of Comparative Price Advertisements.” Journal of Marketing Research,18, 1981(November), pp. 416-27.
10.Blackwell, D. R.,P. W. Miniard and J. F. Engel, consumer behavior, 9th ed., Harcourt, Inc. 2001.
11.Blattberg, Robert C., Richard Briesch, and Edward J. Fox. “How Promotions Work? “Marketing Science,Vol.14, no.3, 1995,pp. 122-132.
12.Blinder, A. S. , Pay for Productivity: A Look at the Evidence. N.W., Washington, D. C.: Brookings Institution. 1990.
13.Bolton,Lisa E., Luk Warlop, and Joseph W. Alba, “Consumer Perceptions of Price (Un) fairness,” Journal of Consumer Research, 29(March), 2003, pp.474-491.
14.Boyd D. Eric and Bhat Subodh, “The Role of Dual Entitlement and Equity Theories in Consumers for Fair Price Judgments: an Investigation within a Business-Business Service Setting”, Journal of Professional Services Marketing, 17, 1998 (January), pp.1-13.
15.Briesch, Richard A., Lakshman Krishnamurthi, Tridib Mazumdar, and S. P. Raj , “A Comparative Analysis of Reference Price Models,” Journal of Consumer Research, Vol.24, 1997(September),pp.202-214.
16.Brynjolfsson, E., and Smith, M. D.,“Frictionless Commerce? A Comparison of Internet and Conventional Retailers”, Management Science, 46, 2000,pp. 563-585.
17.Campbell, Margaret C., “Perceptions of price unfairness: Antecedents and Consequences ,” Journal of Marketing Research,36(May), 1999, pp.197-199
18.Chen, Shih-Fen S., Monroe Kent B., Lou Young-Chien, “The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and purchase Intentions,” Journal of Retailing, Vol.74(3), 1998, pp.353-372.
19.Cohen, Joel B.. “Involvement and You: 1000 Great Ideas.” Advances in Consumer Research Vol. 10 ,1983, pp.325-328.
20.Daripa, Arup and Sandeep Kapur, “Pricing on the internet,” Oxford review of economic policy, Vol. 17, No.2, 2001, pp.202~216.
21.Darke, Peter R. and Darren W. Dahl, “Fairness and Discounts: The Subjective Value of a Bargain,” Journal of Consumer Psychology, 13(3), 2003, pp.328-338.
22.Darke, P. R., and Freedman, J. L. "Deciding Whether to seek a Bargain: Effects of of Both Amount and Percentage Off," Journal of Applied Psychology, Vol. 78, No.6, 1993,pp.960-965
23.Degeratu, A. M., Rangaswamy, A., & Wu, J., Consumer choice behavior in online and traditional supermarkets: the effects of brand name, price, and other search attributes. International Journal of Research in Marketing, Vol.17,2000, pp.55-78.
24.Della Bitta, Albert J., Kent B. Monroe, and John M. McGinnis. “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research 18, 1981 (Nov), pp.418-427.
25.Dickson, Peter R. and Rosemary Kalaparakal, “The Use and Perceived Fairness of Price-Setting Rules in the Bulk Electricity Market,” Journal of Economic Psychology, 15(3),1994, pp.427-448.26.Dodds, William B.;Monroe, Kent B.; Grewal, Dhruv, “Effects of price, brand and store information on buyers’ product evaluation,” Journal of Marketing Research,Vol.28, Iss.3, 1991,pp. 307-319.
27.Emery, Fred “Some Psychological Aspects of Price,” Price strategy, N.J. 1970 pp.98-111.28.Ernst &Young, “Collaborating Planning, Forecasting and Replenishement (CPFR)”,Proud Spomsor of the Australian Olympic Team, 1999.
29.Finkel Norman J., Not Fair! The Typology of Commonsense Unfairness. Washington, DC: American Psychological Assciation. 2001.
30.Fishbein, M. and I. Ajzen. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (Reading, MA: Addison-Wesley, 1975).
31.Frisch, D. , “Reasons For Framing Effects ,”Organizational Behavior and Human Decision Process, Vol.54, 1993, pp.399-429.32.George A. Miller(1956), “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”, Psychological Review, Vol. 63, pp. 81-97.33.Gourville, John T. , Pennies A Day: Increasing Consumer Compliance Through Temporal Re-Framing; Chicago, Illinois: UMI Press. 199534.Gourville, John T., “Pennies-a-Day: The Effect of Temporal Reframing On Transaction Evaluation,” Journal of Consumer Research, Vol.24 (Mar.), 1998, pp.395-408.35.Gourville, John T., “The Effect of Implicit Versus Explicit Comparisons On Temporal Pricing Claims,” Marketing Letters, Vol.10 (No.2), 1999, pp.113-124.
36.Grewal, Dhruv, Hardesty, David M.,Iyer G.R., “The effects of buyer identification and Pruchase timing on consumers’ perceptions of trust, price fairness, and repurchase intentions,” Journal of Interactive Marketing, 2004, Vol. 17, Iss.4., pp.87-100.
37.Grewal, D., Monroe, K.B., & Krishnan, R.“The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavior Intentions, ” Journal of Marketing ,62,1998(April), pp.46-59.
38.Gupta, Sunil. “Impact of Sales Promotions on When, What, and How Much to Buy,” Journal of Marketing Research, 25, 1988, pp.342-355.
39.Hahha. N, and R. Woznizk., Consumer Behavior, (1st ed), Englewood Cliffs : Prentice-Hall , Inc. 2001.
40.Harlam, B. A., Krishna, A., & Mela, C.,“Impact of bundle type, price framing and familiarity on purchase intention for the bundle,” Journal of Business Research, 33(1), 1995, pp.57-66.
41.Heath, Timothy B., Subimal Chatterjee, and Karen Russo France,” Mental Accounting and Change in Price: The Frame Dependence of Reference Dependence,” Journal of Consumer Research, 22, 1995 (June), pp. 90-97.
42.Highhouse, S., Paese, P. w. & Leatherberr, T., “Contrast Effects on Strategic-Issue Framing”, Organizational Behavior and Human Decision Processes, Vol. 65, No. 2, 1996, pp. 95-105.
43.Hsieh, Yi-Ching, Hung-Chang Chiu and Mei-Yi Chiang, “Maintainging a Committed Online Customer: A Study Across Search-Experience-Credence Products,” Journal of Retailing, 81(1),2005, pp.75-82.
44.Huang, Jen-Hung, Chang, Ching-Te, Chen Cathy Yi-Hsuan, “Perceived fairness of Pricing on the Internet,” Journal of Economic Psychology,Vol.26,Iss.3, 2005, pp.343-361.
45.Hunt and Nevin, Hunt, S.D. and Nevin, J.R.,“Power in a Channel of Distribution:Sources and Consequences”, Journal of Marketing Research ,Vol.111,974 (May), 1981, pp.186-193.
46.Huppertz, John W., Sidney J. Arenson, and Richard H. Evans, “An Application of Equity Theory to Buyer-Seller Exchange Situations,” Journal of Marketing Research, 15(May),1978, pp.250-260.
47.Jacobson, R., & Obermiller, C., “The formation of expected future price: A reference price for forward looking consumers, ” Journal of Consumer Research, 16(4), 1990, pp. 420-432.
48.Jacowitz, K.E. and D. Kahneman (1995), “Measures of Anchoring in Estimation Tasks,” Personality and Social Psychology Bulletin, Vol. 21, pp. 1161-1166.
49.Jupiter Communications, “Creating Loyalty: Building Profitable Relationships,” Jupiter visionReport: Digital Commerce, Vol.2, 2000.
50.Kahneman, Daniel, Jack L. Knetsch, and Richard Thaler, “Fairness and the Assumptions of Economics,” Journal of Business, 1986a,59(4), pp.s285-s300.51.Kahneman, Daniel, Jack L. Knetsch, and Richard Thaler, “Fairness as a Constraint on Profit Seeking Entitilements in the Market,” The American Economic Review,1986b, 76(September), pp.728-741.
52.Kalapurakal, Rosemary, Peter R. Dickson and Joel Urbany, “Perceived Price Fairness and Dual Entitlement,” Advances in Consumer Research, Vol.18 Rebecca Holman and Michael Solomon, eds. Provo, UT: Association for Consumer Research, 1991, pp.788-793.
53.Kamen, J. M., & Toman, R. J.,“Psychophysics of prices, ” Journal of Marketing Research, 7(3), 1970, pp. 27-35.
54.Keaveney, Susan M.,“Customer Switching Behavior in Services Industries: An Exploratory Study, ” Journal of Marketing, 59 (2), 1995, pp.71-82.55.Kierzkowski, Alexa et al., “Marketing to the Digital Consumer,” The Mckinsey Quarterly, Number 2, 1996, pp. 180-183.
56.Klein, Noreen M. and Janet E. Oglethorpe. “Cognitive Reference Points in Consumer Decision Making,” Advances in consumer research 14 ,1987,pp.183-187.
57.Krugman, H. E., “The Impact of Television Advertising: Learning without Involvement, ” Public Opinion Quarterly,Vol.29, 1965, pp.349-356.
58.Kung, M., Monroe, K.B., and Cox, J. L.(2002), “Pricing on the Internet” Journal of Product & Brand Management, Vol. 11, No. 5, pp.274-288.59.Laurent, G. and J. Kapferer, "Measuring Consumer Involvement Profiles," Journal of Marketing Research, 22, February, 1985,pp. 41-53.
60.Lehmann, Donald R., “Perceptions of price fairness influence consumer behavior,” Marketing News, Chicago: Oct 15, Vol.38, 2004,Iss.17, Pg.52.
61.Levin, Irwin and Gary Gaeth, “How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product,” Journal of Consumer Research, 15, 1988 (December), pp.374-378.
62.Lewis, Michael, “The effect of shipping fees on customer acquisition, customer retention, and purchase quantities,” Journal of Retailing , Vol.82, 2006, pp.13-23.
63.Lichtenstein, Donald R., and William O. Bearden. “Contextual Inferences on Perceptions of Merchant Supplied Reference Price.” Journal of Consumer Research, 15 ,1989 (September), pp.55-66.
64.Loudon, D. L., Della Bitta, A. J., Consumer Behavior: Concepts and Applications, 4th ed., McGraw-Hill, Inc. 1993
65.Lowengart, O. "Reference Price Conceptualisations: An Integrative Framework of Analysis," Journal of Marketing Management (18:1/2) ,2002, pp. 145-171.66.Martin,C., Net Future, McGraw-Hill, New York, 1999.
67.Martins and Kent. B Monroe, “Perceived Price Fairness: A New Look at an Old Construct,” Advances in Consumer Research, Chris Allen and Deborah Roedder John, eds.Provo, UT: Association for Consumer Research, Vol. 21, 1994,pp.75-78.
68.Maxwell, Sarah, Pete Nye, and Nicholas Maxwell, “Less Pain, Some Gain: The Effects of Priming Fairness in Price Negotiations,” Psychology & Marketing.16(7),,1999, pp.545-562.
69.Maxwell, Sarah, “Rule-Based Price Fairness and Its Effect on Willingness to Purchase,” Journal of Economic Psychology, 23(2),2002, pp.191-212.
70.Mazumdar, Tridib and Purushottam Papatla, “An Investigation of Reference Price Segments,” Journal of Marketing Research, Vol.37 .2000 (May), pp.246-258.71.McGuire, W. J.. Some internal psychological factors influ-encing consumer choice. Journal of Consumer research, 2(3), (1976), pp. 302-319.
72.Monroe, K. B., “The influence of price differences and brand familiarity on brand preferences,” Journal of Consumer Research, 3 (6),1976, 42-49.
73.Monroe, Kent B. and R. Krishnan, Pricing: Making Profitable Decision: N.Y., McGraw-Hill, 1990.
74.Monroe, K. B., Dhruv Grewal, and Larry D. Compeau. “The Concept of Reference Prices: Theoretical Justifications and Research Issues.” In Association for Consumer Research Conference, Chicago (October 1991)
75.Monroe, Kent B., Pricing: Making Profitable Decisions, 3d ed. Burr Ridge, IL: McGraw-Hill/Irwin.2003.
76.Morwitz V. G., Greenleaf E.A. and Johnson E.J., “Divide and prosper: consumers’ reactions to partitioned prices”, Journal of Marketing Research, 35 (November 1998), pp.453-463.
77.Munger, J.L., Grewal, D., “The Effect of Alternative Price Promotional Methods on Consumers’ Product Evaluations and Purchase Intentions.,” Journal of Product & Brand Management, 10(3), 2001, pp.185-197.
78.Mussweiler, T., & Strack, F., “ Comparing is believing : A selective accessibilitymodel of judgment anchoring,” European Review of Social Psychology, Chichester, England: Wiley. 10, 1999 , pp.135-167.
79.Neuborne,E., “Bridging the Loyalty Gap”,Business Week,January 22. 2001
80.Niedrich, R. W., Sharma, S., & Wedell, D. H., “Reference Price and Price Perceptions: A Comparison of Alternative Models,” Journal of Customer Research, Vol. 28, 2001, pp. 339-354.
81.Oliver and John E. Swan, “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach,” Journal of Marketing, 53 (April), 1989, pp.21-35.
82.Orr A., E-Tailers Shifting to For-Profit Shipping to Bolster Bottom Line. Chicago Tribune, Section 5,4 .(2001,June 17).83.Petty, Cacioppo and Schumann, “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement”, Journal of Consumer Research, Vol.10, September, 1983,pp135-146.
84.Puto, Christopher P., “The Framing of Buyer Decisions”, Journal of Consumer Research, Vol.14, 1987 ,pp.301-315.
85.Pyke, D., M. E. Johnson and P. Desmond, “ E-Fulfillment, It’s Harder Than It Looks,” Supply Chain Management Review, 2001(January/February), pp.26-32.86.Robertson, T.S., S. Zielinski and J. Ward, Consumer Behavior, Illinois: Scott Foresman and Company, 1985.
87.Rosen K. and A. Howard, “ E-Retail: Gold Rush or Fool’s Gold?,” California Management Review, 42(3), 2000, pp.72-100.
88.Sawhney, M., “The Longest Mile,” Business 2.0, 1999(December), pp.235-244.89.Schiffman, L.G. and L. L. Kanuk, “Consumer Behavior”. 7th , Prentice Hall, Inc.2000.
90.Sinha, Indrajit and Batra, Rajeev, “The effect of consumer price consciousness on private label purchase”, Intern. J. of research in Marketing 16, pp.237-251, 1999
91.Slama, M. E. & A. Tashchian, “Selected socioeconomic and demographic characteristics associated with purchasing involvement” , Journal of Marketing , 49 , 1985,pp.72-82.
92.Srinivasan, Srini, Rolph Anderson and Kishore ponnavolu, “Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences,” Journal of Retailing, 2002, 78(1), 41-50.
93.Suter, Tracy A.and Hardesty David M., “Maximizing earnings and price fairness perceptions in online consumer-to-consumer auctions” Journal of Retailing 81(April),2005,pp.307-317.
94.Thler and Richard,(1985), “Mental Accounting and Consumer Choice” Marketing Science, 4 (summer) pp.199-244.
95.Tversky, A., & Kahneman, D., Judgment under uncertainty: Heuristics and biases. Science, 185, 1974. pp.1124-1131.
96.Tversky, Amos and Daniel Kahneman, “The Framing of Decisions and the Psycho;ogy of Choice,” Science,211, 1981, pp.453-458
97.Urbanny, Bearden and Weilbaker, “The Effect of Plausible and Exaggerated Reference Price on Consumer Perception and Price Search”, Journal of Consumer Research, 15 ,1988 (June), p.108.
98.Urbany, Joel E., Thomas J. Madden and Peter R. Dickson, “All’s Not Fair in Pricing: An Initial Look at the Dual Entitlement Principle,” Marketing Letters, 1989 ,1(1), pp.17-25.
99.Vaidyanathan, Rajiv and Praveen Aggarwal, “Who Is the Fairest of Them All? An Attributional Approach to Price Fairness Perceptions,” Journal of Business Research, 2003, 56(October), pp.453-463.
100.Wertenbroch, K., & Skiera, B.. “Measuring consumers’ willingness to pay at the point of purchase,” Journal of Marketing Research, 39(2), 2002, ( May), pp. 228 -241.
101.Wilson, T. D., Houston, C. E., Brekke, N., & Etling, K .M., “A new look at anchoring effects :Basic anchoring and its antecedents,” Journal of Experimental Psychology:General, 125, 1996, pp.387-402.
102.Winer, Russell S. “A Reference Price Model of Brand Choice for Frequently Purchased Products.” Journal of Consumer Research, 13, September ( 1986), pp.250-256.
103.Wong,Kin Fai Ellick and Jessica Yuk Yee Kwong, “Is 7300m Equal to 7.3km? Same Semantics but Different Anchoring Effects,” Organization behavior and Human Decision Process, New York(July), 2000, Vol. 82, Iss.2,pp.314-333.
104.Xia, Lan and Kent B. Monroe, “Comparative Others, Trust,and Perceived Price Fairness,” Paper presented at the Annual Conference of Society of Consumer Psychology, San Francisco, (February 20),2004.
105.Xia Lan, and Monroe Kent B., “Price Partitioning on the Internet” Journal of Interactive Marketing, Vol.18, No.4, 2004, pp.63-73.
106.Xia, Lan, Monroe Kent B. and Cox Jennifer L., “The Price Is Unfair! A Conceptual ramework of Price Fairness perceptions,” Journal of Marketing,2004, Vol.68, October,pp.1-15.
107.Zaichkowsky J.L. “Measuring the involvement construct”. Journal of Consumer Research, 12, 1985,pp.341-352.
108.Zeithaml,V.A., “Consumer Perceptions of Price, Quality, and Value: A Mean-End Model and Synthesis of Evidence”, Journal of Marketing, Vol.52, 1988(July), pp.2-22.
1.PChome線上購物- http://shopping.pchome.com.tw/
2.Unimall統一購物便- http://www.unimall.com.tw/
3.Yahoo!奇摩購物通- http://tw.shopping.yahoo.com/
4.Yahoo!奇摩購物中心-http://buy.yahoo.com.tw/
5.國際數位資訊IDC- http://www.idc.com.tw/default.htm
6.資策會FIND -http://www.find.org.tw./
7.資策會市場情報中心MIC -http://mic.iii.org.tw/intelligence/
8.僑品購物網- http://www.jpcl.com.tw/
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top