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研究生:鄭若淇
研究生(外文):Ruo-Chi Cheng
論文名稱:促銷訊息對消費者購買意願之影響
論文名稱(外文):The Effects of Price Promotion Framing Messages on Consumer Purchase Intention
指導教授:陳宜棻陳宜棻引用關係
指導教授(外文):Yi-Fen Chen
學位類別:碩士
校院名稱:中原大學
系所名稱:國際貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:76
中文關鍵詞:順序效果購買意願價格促銷
外文關鍵詞:Purchase intentionOrder effectPrice promotion framing
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促銷通常是廠商用來增加銷售的有效策略。本研究使用網路問卷的方式檢驗假設,研究分成3(折扣促銷方式-一次折扣與連續折扣(先高折扣、先低折扣)2產品價格(高價格與低價格)一共六組實驗設計,以研究促銷訊息對於購買意願的影響。一共217份有效問卷。 在折扣框架效果上,如果消費者較注重第一次折扣的訊息,則會使得第二次的折扣訊息無法受到充分的評估,因此第一個折扣訊息效果會大於第二次折扣資訊。本篇研究探討框架折扣效果、順序效果和在不同價格產品上,對消費者知覺價值和購買意願的影響。在促銷情境下,低價產品容易受到折扣初始效果的影響,而高價格產品容易受到近因效果的影響。



Promotion has been a useful strategy of many merchants to increase store sales. A 3 (price promotion framing: single discount / multiple discounts- large discount first and small discount last / multiple discounts- small discount first and large discount last ) * 2 (price level of product: low / high) experimental design is conducted to investigate the effects of price promotion framing messages on consumer purchase intention. The experiment involved a total of 217 subjects. If the consumers anchor their evaluations on the first discount presented to them, and insufficiently adjust the evaluation based on the second discount, then the first discount has more weight than the second discount. This research investigated the effects of price promotion framing, order effect and product price level on consumers purchase intention. This study found that message order and price level influence message persuasion: under situational price promotion, low-price product exhibited primacy effects and high-price product exhibited recency effects.



Contents
摘要..................................…………………………………………………………………..…..…..Ⅰ
Abstract………………………………………………………………………..….....…..…………Ⅱ
誌謝………………..………………………..………………………………………………………Ⅲ
Contents……………………………………………………………………………………………Ⅳ
List of Tables………………………………………………………………………………………Ⅶ
List of Figures……………………………………………………………………………………...Ⅷ
CHAPTER 1 Introduction
1.1 Research Background ……………………………………………………...…….…..….…..1
1.2 Research Objective ……………………………………………………………...……....…..2
1.3 Research Process…………………………………………………………..…..…....…..…...2
CHAPTER 2 LITERATURE REVIEW and HYPOTHESIS DEVELOPMENT
2.1 Price Framing…………………………………….……………………….........…..…..….4
2.2 Order Effects…………………………………………………………………...................5
2.3 Perceived Value………………………………………….………….……….....................6
2.4 Price Level…………………………………………………………………......................7
2.5 Purchase Intention……………………………………………….…………...…………….9
CHAPTER 3 RESEARCH METHODOLOGY
3.1 Research Framework………………………………………………..…………………….10
3.2 Research Hypotheses………………………………………………..…………………….10
3.3 Procedure…………………………………………………………….……………..…..…12
3.3.1 Experiment Description ………………………………………..…...............…….12
3.3.2 Manipulation Check…………………………………………….………………….13
3.3.3 Sample………………………………………………………….…….….…………15
3.4 Operational Definition of Variables and Measurement…….……………...………………17
3.4.1 Perceived Value…………………………………………….…..…………………..18
3.4.2 Purchase Intention………………………………………….…………..…..…..…..18
CHAPTER 4 RESEARCH RESULTS
4.1 Measurement………………………………………………………….……..……...…….20
4.2 Relationship between Price Framing and Perceived Value……….…..…..….........…….20
4.3 Relationship between Price Level and Perceived Value………….…………...…..…..….21
4.4 Relationship between Discount Framing and Price Level……….…………....…..…..….22
4.5 Relationship between Perceived Value and Purchase Intention.….…..…………...……..23
4.6 Mean of the Each Group on Perceived Value ...………………………..…………………24
4.7 Summary of Hypotheses Test……………………………..…….…….……..……………25
CHAPTER 5 DISCUSSIONS and IMPLICATIONS
5.1 Discussion………………………………………………………..……………..…..…….26
5.2 Conclusion………………………………………………………………....…..………….28
5.2.1 Price Faming Positively Influences on Perceived Value…………..………….……28
5.2.2 Price Level of Product Positively Effects on Perceived Value………..…………...29
5.2.3 Perceived Value Positively Effects on Purchase Intention………..………..……..29
5.3 Managerial Implications …………………………………….….………..…..…….……..29
5.4 Limitations and Future Research……………………………..….………......……..…..…30
REFERENCES…………………………………………………………………………………….32
APPENDIX
Pretest Questionnaire……………………………………………………………………….…36
Group 1 (Single Discount / Low Price Product) ……………………………….……………..37
Group 2 (Multiple Discount (A-B) / Low Price Product) …………….….….….………….…41
Group 3 (Multiple Discount (B-A) / Low Price Product) ………………….….…..……….…47
Group 4 (Single Discount / High Price Product) ……………………….…….….….….….…53
Group 5 (Multiple Discount (A-B) / High Price Product) …………………….….…….….…57
Group 6 (Multiple Discount (B-A) / High Price Product) …………………….….……..……63

List of TABLES
Table 1 Experiment Design………………………………………………………………………...12
Table 2 Pretest of Product…………………………………………………………………………..14
Table 3 Total valid data for study..…………………………………………………………………15
Table 4 The statistics of demographic variables.…………………………………………………...16
Table 5 Characteristics of Respondents ……………………………………………………………17
Table 6 Measurement Items of Perceive Value……………………………………………………..18
Table 7 Measurement Items of Perceive Value…………………………………………………..…19
Table 8 Reliability…………………………………………………………………………………..20
Table 9 Influence of Price Framing on Perceived Value…………………………………………...21
Table 10 Influence of Price Level on Perceived Value………………………………….…………22
Table 11 Influence of Price Level on Purchase Intention…………………………………………..22
Table 12 Influence of Perceived Value on Purchase Intention …………………………….………23
Table 13 Mean of Each Group Results on Perceived Value………………………………………..24
Table 14 Summary of Hypotheses Test…………………………………………………………….25


List of Figures
Figure 1 The Research Process of This Study…………………………………………………….…3
Figure 2 Research Framework………..………………………………………...…..………………10
Figure 3 Influence of Price Framing on Perceived Value…………………………………………..23




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