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研究生:林瑋琮
研究生(外文):Wei-Tsung Lin
論文名稱:價格框架對購買意圖的影響
論文名稱(外文):The Effect of Price Framing on Purchase Intension
指導教授:黃俊閎黃俊閎引用關係
指導教授(外文):Chun-Hung Huang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:86
中文關鍵詞:字尾訂價框架效果展望理論語意框架價格框架
外文關鍵詞:Frame effectProspect theorySemantic framePrice frameEnding digital price
相關次數:
  • 被引用被引用:3
  • 點閱點閱:215
  • 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:1
影響消費者購買決策的因素眾多,價格往往是影響消費者進行購買決策的重要線索之一。在過去的研究中,雖然已有許多價格框架的探討,但大多僅限於單一或少數的框架效果進行研究,故本研究希望以複數框架交互搭配的方式,來進行框架效果的研究,並加以比較以驗證其效果。此外,過去對於字尾訂價的方式,鮮少考慮文化上的差異,所以在本研究中也將文化差異的因素考慮進來,驗證其是否對消費者的購買決策產生了影響。因此本研究的主要目的有兩個,進行複數框架的交互搭配的組合比較驗證,以及比較文化差異的字尾訂價對於消費者購買意圖是否產生影響
本研究是採用實驗設計之方式,以4(不同的字尾44、55、88、99)x2(有無內部參考價格)x2(有無總額小額的呈現方式)的實驗設計,共十六種組合進行實驗,並以MANOVA、ANOVA與羅吉斯迴歸的方法進行分析。
研究結果顯示:(一)字尾訂價的效果最好,總額小額的呈現方式次之,內部參考價格的效果最差。(二)越多框架同時出現的效果越差。(三)文化的差異確實對字尾訂價的效果產生影響,在華人社會8字尾比9字尾好。
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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