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研究生(外文):Wei-Tsung Lin
論文名稱(外文):The Effect of Price Framing on Purchase Intension
指導教授(外文):Chun-Hung Huang
外文關鍵詞:Frame effectProspect theorySemantic framePrice frameEnding digital price
  • 被引用被引用:3
  • 點閱點閱:215
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  • 收藏至我的研究室書目清單書目收藏:1
There are many factors which influence the purchase Intension. Price is always one of the important them. Reviewing the past researches, most of them discussed pure frame effect. They didn’t consider more frames at the same time. Therefore, this research wants to compare the many kinds of frame effects and to test its effects. Otherwise, we also want to compare the cultural differences on making the digital end of price. There are two main purposes on this thesis. One is comparing and testing the more than one frame effects, and the other is in order to know cultural differences on ending price.
This research uses the form of the 4x2x2 experimental design. We used four ending digital prices, as 44, 55, 88, and 99. Besides, we used the way let DM weather shows internal referable price and total-small price. Then, we used MANOVA, ANOVA, and logistic regression to analysis them.
There are three major contributions of the study. First, the way which used ending digital price had powerful influences. The influence of the total-small price was middle and the influence of the internal referable price was low. The second, more frames on the DM, the effects were lower. The third, cultural difference were exact exists. For Chinese, 8-ending price was better than 9-ending price.
中文摘要 i
英文摘要 ii
致謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第貳章 文獻探討 5
第一節 購買意圖 5
第二節 展望理論 9
第三節 框架效應 12
第四節 價格框架 13
第叁章 研究方法 22
第一節 研究流程 23
第二節 研究架構 24
第三節 變數操作性定義 25
第四節 分析範圍與對象 26
第五節 分析工具與方法 26
第肆章 實證分析與結果 28
第一節 資料分析 28
一、 樣本結構分析 28
二、實驗初步統計結果 31
第二節 信度與效度分析 34
第三節 假說檢定 35
一、價格框架對購買意圖之關係 38
二、價格框架對於知覺獲得價值的影響 39
三、價格框架對於知覺交易價值的影響 40
第四節 購買意圖與知覺獲得價值、知覺交易價值之關係驗證 42
第五節 本章小結 44
第伍章 研究結論 46
第一節 研究結果 46
一、價格框架對購買意圖、知覺獲得價值、知覺交易價值的關係 50
二、購買意圖與知覺獲得價值、知覺交易價值之關係 52
第二節 研究貢獻與意涵 52
一、理論上的意涵 52
二、實務上的意涵 53
第三節 研究限制 54
一、人口變項的解釋能力 54
二、模擬情境實驗設計未盡符合真實 54
三、實驗商品選定的適切性 54
第四節 後續研究建議 55
一、人口變項的概括性 55
二、採更貼近消費者實際購買商品的決策情境 55
三、選定不同的標的物 55
參考文獻 56
附錄:正式問卷 61
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