跳到主要內容

臺灣博碩士論文加值系統

(34.204.180.223) 您好!臺灣時間:2021/08/01 17:07
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:白純菁
研究生(外文):Chuen-Jing Bai
論文名稱:消費者對價格策略評估
論文名稱(外文):Consumer Evaluation on Pricing Strategies
指導教授:吳萬益吳萬益引用關係
指導教授(外文):Wann-Yih Wu
學位類別:博士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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:2009
畢業學年度:97
語文別:英文
論文頁數:87
中文關鍵詞:購買意願整體商店價格形象價格促銷框架效果買貴退差價每天最低價價格策略
外文關鍵詞:Everyday low pricebuying intentionPrice promotionPricing strategyOverall store price imageFraming effectLow price guarantee
相關次數:
  • 被引用被引用:0
  • 點閱點閱:347
  • 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:0
零售業價格策略研究者常指出,不同目標市場定位的零售業者採用不同的價格策略,如高低促銷價格策略、保證最低價(買貴退差價)、每天最低價等價格策略,吸引其選擇之目標消費者,且每種價格策略之研究皆證明其價格策略均會影響消費者對商店的價格印象,進而提升購買意願。然而台灣量販業者實務上採行結合此三種策略的價格行銷手法的研究仍相當缺乏,因此本研究旨在探討消費者對此組合價格策略之價格印象,比較高低促銷價格、高低促銷價格結合保證最低價、與組合價格策略此三種情況下的消費者對整體商店價格印象,及結合降價幅度與框架效果在此三種情況下之效果。本研究之研究方法為結合三種實驗設計與調查法,使用整體商店價格形象與購買意願之問卷,研究對象為456位大專生。問卷量性分析方法包括多變量變異數分析與單變量變異數分析,以驗證自變數與應變數之關係。研究結果顯示在高幅度降價促銷並以節省多少錢的方式表示的情況下,消費者評估整體商店價格形象此變數上有顯著的差異;而採用結合高低促銷價與保證最低價此種價格策略之量販店在整體商店價格形象上得分最低,意即消費者認為採用此價格策略之量販店價格最便宜。總結而言,本研究對台灣量販業者於實務上所採行組合式價格策略之結果與效用上,提供重要之解釋與分析,並使業者進一步了解消費者是如何評價其價格策略,且是否達到業者預計之效果。
Researchers of retailer’s pricing strategy have been often suggested that different retailers adopted specific pricing strategy, such as High Low pricing, Low Price Guarantee, and Everyday Low Price, to attract and target consumers in different segmentations and each pricing strategy has been proved that it can affect consumers’ price image and raise their buying intention respectively. However, research which has empirically documented a distinctive combination of these three pricing policies employed in Taiwan hypermarket industry is scant. Therefore, the aim of this article attempts to explore how consumers’ store price image about the combination strategy, the difference among those proposed pricing strategies, and how integrated discount level and framing effect work in different strategies. This research involved a survey and three experimental designs, comprised of two sets of questionnaires concerning overall store price image and buying intention. 456 college students participated in the studies. The quantitative analysis of the questionnaires was conducted through MONOVA and followed-up ANOVA in order to indicate the influence between independent and dependent variables. Results of this study showed that there was a significantly difference on overall store price image among three pricing strategies in the high level discount with dollar saving presentation condition, Consumers evaluated a HILO with LPG pricing policy the cheapest one, compared to HILO and the combination pricing strategy. To conclude, this study may be important in explaining the outcome and effectiveness of exerting the combination pricing strategy in hypermarket marketplace in Taiwan, as well as in providing hypermarketers in Taiwan with a better understanding of how consumers’ beliefs about price promotion and whether the expected outcomes will be achieved.
摘要 I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 INTRODUCTION 1
1.1 Research Motivation 1
1.2 Research Objectives 6
CHAPTER 2 LITERATURE REVIEW 8
2.1 Reference Standards 8
2.2 Framing Effects 11
2.3 Signaling Theory 12
2.4 Signaling Default 13
2.5 High-Low Pricing (HILO) 14
2.6 Low Price Guarantee (LPG) 15
2.7 Everyday Low Price (EDLP) 16
2.8 Hypotheses Development 18
2.8.1 Effects of Price Discounts 18
2.8.2 The Moderating Effect of Saving Presentation Format 21
2.8.3 The Moderating Effect of LPG 23
2.8.4 The Moderating Effect of LPG focus on default 24
2.8.5 The Moderating Effect of EDLP 26
CHAPTER 3 METHODOLOGY 27
3.1 Research Framework 27
3.2 Study Design 28
3.2.1 Study 1 - HILO Pricing 28
3.2.2 Study 2 - HILP Pricing with Low Price Guarantee (LPG) 29
3.2.3 Study 3 - HILO Pricing, Low Price Guarantee (LPG), and Everyday Low Price (EDLP) 31
3.3 Data Analysis 31
3.3.1 Descriptive Statistics Analysis 32
3.3.2 Reliability of Measurement Variables 32
3.3.3 Relationships among Research Variables 32
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 34
4.1 Results of Study 1 34
4.2 Results of Study 2 37
4.3 Results of Study 3 42
4.4 Results of Cross - Studies 45
CHAPTER 5 DISCUSSION AND CONCLUSION 49
5.1 Research Conclusion 49
5.2 Research Implications 52
5.3 Limitations and Future Research 54
REFERENCES 56
APPENDIX A – STUDY 1 62
APPENDIX B – STUDY 2 69
APPENDIX C – STUDY 3 81
1.Adval, R., & Monroe, K. B. (2002). Automatic construction and use of contextual Information for product and price evaluations. Journal of Consumer Research, 28(4), 572-589
2.Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: Store brands versus national brand promotions. Journal of Marketing, 65(1), 71-89.
3.Alba, J. W., Broniarczyk, S. M., Shimp, T. A., & Urbany, J. E. (1994). The influence of prior beliefs, frequency cues, and magnitude cues on consumers' perception of comparative price data. Journal of Consumer Research, 21(2), 219-235.
4.Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business Research, 55(9), 775-783.
5.Anderson, E. T., & Simester, D. I. (1998). The role of sale signs. Marketing Science, 17(2), 139-155.
6.Anderson, E. T., & Simester, D. I. (2001). Are sales signs less effective when more products have them? Marketing Science, 20(2), 121-142.
7.Büschken, J. (2007). Determinants of brand advertising efficiency. Journal of Advertising, 36(3), 51-73.
8.Bailey, A. A. (2008). Evaluating consumer response to EDLPs. Journal of Retailing and Consumer Services, 15(3), 211-223.
9.Berkowitz, E. N., & Walton, J. R. (1980). Contextual influences in consumer price responses: An experimental analysis. Journal of Marketing Research, 17(3), 349-358.
10.Biswas, A., Dutta, S., & Pulling, C. (2006). Low price guarantees as signals of lowest price: The moderating role of perceived price dispersion. Journal of Retailing, 82(3), 245-257.
11.Biswas, A., Pulling, C., Krishnan, B. C., & Burton, S. (1999). Consumer evaluations of reference price advertisements: Effects of other brands' prices and semantic cues. Journal of Public Policy and Marketing, 18(1), 52-65.
12.Biswas, A., Pulling, C., Yagic, M. I., & Dean, D. H. (2002). Consumer evaluation of low price guarantees: The moderating role of reference price and store image. Journal of Consumer Psychology, 12(2), 107-118.
13.Bolton, R. N., & Shankar, V. (2003). An empirically derived taxonomy of retailer pricing and promotion strategies. Journal of Retailing, 79(4), 213-224.
14.Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality. Journal of Consumer Research, 20(1), 111-123.
15.Buyukkurt, B. K. (1986). Integration of serially samples price information: Modeling and some findings. Journal of Consumer Research, 13(3), 357-373.
16.Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing research for application. Journal of Consumer Research, 8(2), 197-207.
17.Cataluňa, F. F. R., Franco, M. F. S., & Ramos, A. F. V. (2005). Are hypermarket prices different from discount store prices. Journal of Product & Brand Management, 14(5), 330-337.
18.Charnes, A., Cooper, W., & Rhodes, E. (1978). Measuring the efficiency of decision making units. European Journal of Operational Research, 3, 429-444.
19.Chen, S.-F., Monroe, K. B., & Lou, Y.-C. (1998). The effects of framing price promotion messages on consumers' perceptions and choice decisions. Journal of Retailing, 74(3), 353-372.
20.Darke, P. R., & Chung, C. M. Y. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
21.Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18(4), 416-428.
22.DelVecchio, D., Henard, D. H., & Freling, T. H. (2006). The effects of sales promotion on post-promotion brand choice: A meta analysis. Journal of Retailing, 82(3), 203-213.
23.DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of Marketing, 71.
24.Desai, K. K., & Talukdar, D. (2003). Relationship between product groups' price perceptions, shopper's basket size, and grocery store's overall store price image. Psychology & Marketing, 20(10), 903-933.
25.Desmet, P., & Nagard, E. L. (2005). Differential effects of price-beating versus price-matching guarantee on retailers' price image. Journal of Product & Brand Management, 14(6), 393-399.
26.Dickson, P., & Sawyer, A. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54(3), 42-53.
27.Dutta, S., & Biswas, A. (2005). Effects of low price guarantees on consumer post-purchase search intention: The moderating roles of value consciousness and penalty level. Journal of Retailing, 81(4), 283-291.
28.Dutta, S., Biswas, A., & Grewal, D. (2007). Low price signal default: an empirical investigation of its consequences. Journal of the Academy of Marketing Science, 35(1), 76-88.
29.Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
30.Fader, P., & Lodish, L. M. (1990). A cross-category analysis of category structure and promotional activity for grocery products. Journal of Marketing, 54(4), 52-65.
31.Farrell, M. J. (1957). The measurement of productivity efficiency. Journal of the Royal Statistical Society Series A, 120(3), 253-281.
32.Frisch, D. (1993). Reasons for framing effects. Organizational Behavior and Human Decision Processes, 54(3), 399-429.
33.Gauri, D. K., Sudhir, K., & Talukdar, D. (2008). The temporal and spatial dimensions of price search: Insights from matching household survey and purchase data. Journal of Marketing Research, 45(2), 226-240.
34.Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effect on purchase event feedback. Journal of Retailing, 75(4), 433-459.
35.Grewal, D., Howard, M., & Sharma, A. (1996). Communicating price information through semantic cues: The moderating effects of situation and discount size. Journal of Consumer Research, 23(2), 148-155.
36.Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name, and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
37.Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions if acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
38.Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
39.Hardesty, D. M., & Bearden, W. O. (2003). Consumer evaluations of different promotion types and price presentations: The moderating role of promotional benefit level. Journal of Retailing, 79(1), 17-25.
40.Heath, T. B., Chatterjee, S., & France, K. R. (1995). Mental accounting and change in price: The frame dependence of reference dependence. Journal of Consumer Research, 22(1), 90-97.
41.Helson, H. (1964). Adaptation Level Theory. NY: New York: Harper and Row.
42.Hoch, S. J., Drèze, X., & Purk, M. E. (1994). EDLP, hi-lo, and margin Arithmetic. Journal of Marketing, 58(4), 16-27.
43.Ippolito, P. M. (1990). Bonding and nonbonding signals of product quality. Journal of Business, 63(1), 41-60.
44.Jacowitz, K. E., & Kahneman, D. (1995). Measures of anchoring in estimation tasks. Personality and Social Psychology Bulletin, 21(11), 1161-1166.
45.Jain, S., & Srivastava, J. (2000). An experimental and theoretical analysis of price-matching refund policies. Journal of Marketing Research, 37(3), 351-362.
46.Kahn, B. E., & McAlister, L. (1997). Grocery Revolution: The New Focus on the Consumer. MA: Addison-Wesley, Reading.
47.Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47, 263-291.
48.Kalwani, M. U., & Yim, C. K. (1992). Consumer price and promotion expectations: An experimental study. Journal of Marketing Research, 29(1), 90 -100.
49.Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17(2), 160-171.
50.Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(1), 66-79.
51.Krishna, A., Briesch, R., Lehmann, D. R., & Yuan, H. (2002). A meta-analysis of the impact of price presentation on perceived savings. Journal of Retailing, 78(summer), 101-118.
52.Kukar-Kinney, M., & Walters, R. G. (2003). Consumer perceptions of refund depth and competitive scope in price-matching guarantees: Effects in store patronage. Journal of Retailing, 79(3), 153-160.
53.Lal, R., & Rao, R. C. (1997). Supermarket competition: The case of everyday low pricing. Marketing Science, 44(7), 935-949.
54.Lee, Y. H., & Han, C. Y. (2002). Partitioned pricing in advertising: effects on brand and retailer attitudes. Marketing Letters, 13(1), 27-40.
55.Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of Consumer Research, 15(3), 374-378.
56.Levy, M., & Weitz, B. A. (1998). Retailing Management (3 ed.). New York, NY: Irwin/McGraw-Hill.
57.Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(1), 55-66.
58.Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252.
59.Litchtenstein, D. R., Burton, S., & Karson, E. J. (1991). The effect of semantic cues on consumer perceptions of reference price ads. Journal of Consumer Research, 18, 380-391.
60.Luo, X., & Donthu, N. (2001). Benchmarking advertising efficiency. Journal of Advertising Research, 41(6), 7-18.
61.Luo, X., & Donthu, N. (2005). Assessing advertising media spending inefficiencies in generating sales. Journal of Business Research, 58, 28-36.
62.Lurie, N. H., & Srivastava, J. (2005). Price-matching guarantees consumer evaluations of price information. Journal of Consumer Psychology, 15(2), 149-158.
63.Manning, K. C., & Sprott, D. E. (2007). Multiple unit price promotions and their effects on quantity purchase intentions. Journal of Retailing, 83(4), 411-421.
64.Monroe, K. B. (2003). Pricing: Making Profitable Decisions (3rd ed.). New York, NY: McGraw-Hill.
65.Moorthy, S., & Zhang, X. (2006). Price matching by vertically differentiated retailers: Theory and evidence. Journal of Marketing Research, 43(2), 156-167.
66.Mulhern, F. J., & Leone, R. P. (1990). Retail promotional advertising: Do the number of deal items and size of deal discounts affect store performance? Journal of Business Research, 21(11), 179-194.
67.Narasimhan, C. (1988). Competitive promotional strategies. Journal of Business, 61(4), 427-449.
68.Ofir, C., Raghubir, P., Brosh, G., Monroe, K. B., & Heiman, A. (2008). Memory-based store price judgments: The role of knowledge and shopping experience. [Article]. Journal of Retailing, 84, 414-423.
69.Ortmeyer, G., Quelch, J., & Salmon, W. (1991). Restoring credibility to retail pricing. Sloan Management Review, 33(1), 55-66.
70.Pigou, A. C. (1920). The Economics of Welfare. London: MacMillan.
71.Robinson, J. P., & Shaver, P. R. (1973). Measures of Psychological Attitudes. Ann Arbor, MI: Survey Research Center Institute for Social Research, University of Michigan.
72.Rust, R., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity. New York: The Free Press.
73.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior (7 ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
74.Sherif, C. (1963). Social categorization as a function of latitude of acceptance and series range. Journal of Abnormal Social Psychology, 67(2), 148-156.
75.Sherif, M., & Hovland, C. I. (1961). Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change. New Haven, CT: Yale University Press.
76.Simester, D. (1995). Signaling price image using advertised prices. Marketing Science, 14(2), 166-189.
77.Sivakumar, K., & Weigand, R. E. (1996). Price match guarantees: Rationale, implementation, and consumer response. Pricing Strategy & Practice, 4(4), 4-13.
78.Spence, M. (1974). Market-Signaling. Cambridge, MA: Harvard University Press.
79.Spence, M. (2002). Signaling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434-459.
80.Srivastava, J., & Lurie, N. (2004). Price-matching guarantees as a signals of low store prices: Survey and experimental evidence. Journal of Retailing, 80(2), 117-128.
81.Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214.
82.Tversky, A., & Kahneman, D. (1974). Judgment and uncertainty: Heuristics and biases. Science, 185(4157), 1124-1131.
83.Urbany, J. E., Bearden, W. O., & Weilbaker, D. C. (1988). The effect of plausible and exaggerated reference prices on consumer perceptions and price search. Journal of Consumer Research, 15(1), 95-110.
84.Yin, W., & Dubinsky, A. J. (2004). Framing effects of coupon face value on coupon redemption: A literature review with propositions. Journal of Marketing Management, 20, 877-896.
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
無相關期刊