臺灣博碩士論文加值系統

論文名稱：顧客授權與價格敏感度關係之研究-以產 總頁數：103品類別為干擾變數
校(院)所組別：中國文化大學商學院國際貿易學系碩士班
畢業時間及提要別：99學年度第2學期碩士學位論文提要
研究生：趙穎萱 指導教授：周建亨
論文提要內容：
價格敏感度是消費者面對產品價格差異時所反應的程度，當消費者較不在意產品價格上漲的幅度時，進而能為企業增加獲利。因此如何降低消費者價格敏感為企業創造及維持競爭優勢成為企業重視的課題之一。
而顧客授權程度的多寡，影響消費者的知覺價值，進而影響消費者價格敏感度，且兩者間之關係尚未有實證的之持，故釐清顧客授權與價格敏感度之間的關係成為本研究主要動機之一。
本研究據既有文獻之基礎及邏輯之推理，以產品類別為干擾變數來探討顧客授權與價格敏感度間之關係。以美髮業及直銷業為研究產業，採結構式問卷，向文化大學之大學部、推廣部、與研究所學生、及國立台北商業技術學院附設空中進修學院之學生，進行便利抽樣之調查。總計共發出500份，回收486份，問卷回收率為97.2%。
研究結果顯示，顧客授權與價格敏感度間呈顯著負相關，而產品類別會正向干擾上述之效果。本研究之假設均獲得支持。根據分析結果，本研究探討管理上之意涵及未來之研究建議。


關鍵字：價格敏感度(price sensitivity)，顧客授權(customer empowerment)，產品類別(product categories)。

The effect of customer empowerment on price sensitivity: The moderating role of product categories
Student: Ying-Shiuan Chao Advisor: Prof. Chien-Heng Chou
Chinese Culture University
ABSTRACT
The price sensitivity of consumers is the reaction when they face the different prices. Once the consumer has lower price sensitivity, it means that consumers do not real care about the increased price. Thus, it may increase the profit for the company. How to reduce consumers’ price sensitivity to maintain a competitive advantage for companies becomes one of the topics.
According to the previous studies discovered that consumers’ behaviors, products and external information cues, the level of consumer uptake of the information of products, product substitution, etc., will effect to consumer price sensitivity. But fewer scholars discuss about the relationship between consumer price sensitivity and customer empowerment, it becomes my first motivation of this study.
This study is attempted to find the moderating effect of product categories on the relationship between consumer price sensitivity and customer empowerment. We choose the hair salon and direct marketing to be the product categories in this study. It used convenient sampling to collect 500 questionnaires from the students in Chinese Culture University and National Taipei College of Business. There are 486 questionnaires were returned, the response rate is 97.2%.
The result shows that customer empowerment is significant negative related to consumer price sensitivity, and positive with the product categories moderating effect. Therefore, the result will be to explore the meaning of management and suggest directions of future.


Key Words: customer empowerment, consumer price sensitivity, product categories.

中文摘要　．．．．．．．．．．．．．．．．．．．．．iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．iv
誌謝詞　　．．．．．．．．．．．．．．．．．．．．．v
內容目錄　．．．．．．．．．．．．．．．．．．．．．vi
表目錄　　．．．．．．．．．．．．．．．．．．．．．viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．ix
第一章 緒論．．．．．．．．．．．．．．．．．．．1
第一節 研究背景與研究動機．．．．．．．．．．．．1
第二節 研究目的．．．．．．．．．．．．．．．．．2
第三節 研究架構．．．．．．．．．．．．．．．．．3
第四節 研究限制．．．．．．．．．．．．．．．．．3
第二章 文獻探討與假設．．．．．．．．．．．．．．4
第一節 價格敏感度．．．．．．．．．．．．．．．．5
第二節 顧客授權．．．．．．．．．．．．．．．．．17
第三節 產品類別．．．．．．．．．．．．．．．．．23
第四節 研究假說．．．．．．．．．．．．．．．．．29
第三章 研究方法．．．．．．．．．．．．．．．．．33
第一節 資料來源與資料蒐集方法．．．．．．．．．．33
第二節 變數操作性定義與問卷設計．．．．．．．．．44
第三節 樣本結構分析．．．．．．．．．．．．．．．48
第四節 資料分析方法與架構．．．．．．．．．．．．49
第四章 資料分析．．．．．．．．．．．．．．．．．51
第一節 研究變數之信度分析．．．．．．．．．．．．53
第二節 研究變數之相關性分析．．．．．．．．．．．59
第三節 假說檢定．．．．．．．．．．．．．．．．．60
第五章 結論與建議．．．．．．．．．．．．．．．．65
第一節 研究結論．．．．．．．．．．．．．．．．．65
第二節 管理意涵．．．．．．．．．．．．．．．．．66
第三節 研究限制與未來建議．．．．．．．．．．．．68
參考文獻．．．．．．．．．．．．．．．．．．．．．．69
附錄．．．．．．．．．．．．．．．．．．．．．．．．87

參 考 文 獻
一、中文部分

公平交易委員會(2011)，多層次傳銷[線上資料]，來源：http://www.ftc.gov.tw/internet/main/doc/docList.aspx?uid=13 [2011, March 5]。

冒永建，陳得發(1998)，台灣直銷客戶的特性研究，收於陳得發編，第三屆直銷學術研討論文集(pp. 85-109)，高雄：中山大學。

蕭沂函(2007)，不同產業類別下口碑訊息來源順序與正負順序對消費者代度之影響，台灣大學院商學研究所未出版之碩士論文。






二、英文部分

Agarwal, S., & Ramaswami, S. N. (1993). Affective organizational commitment of salespeople: An expanded model. Journal of Personal Selling & Sales Managemen, 13(2), 49-70.

Agarwal, S., & Teas, R. K. (2001). Perceived value: Mediating role of perceived risk. Journal of Marketing Theory and Practice, 9(4), 1-14.

Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letter, 7(3), 265-274.

Asch, D. (2001). Competing in the new economy. European Business Journal, 13(3), 119-126.

Barki, H., & Hartwick, J. (1994). Measuring user participation,user involvement, and user attitude. MIS Quarterly, 18(1), 59-82.

Barnowe, J. T., & McNabb, D. E. (1992). Consumer responses to direct selling love, hate buy? Journal of Marketing Channels, 2(2), 25-40.

Bauer, R. A. (1960). Consumer behavior as risk taking, dynamic marketing in the changing world (1st ed.). Chicago: American Marketing Association.

Baumgartner, H., & Steenkamp, E. M. (1996). Exploratory consumer buying behavior: Concepttualization and measurement. International Journal of Research in Marketing, 13(1), 121-137.

Beatty, S. E., & Smith, S. M. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95.

Bilkey, W., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies, 13(1), 88-89.

Biswas, A., & Blair, A. (1991). Contextual effect of reference prices in retail advertisements. Journal of Marketing, 55(3), 1-12.

Bitner, M. J., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.

Bolton, R. N. (1998). A dynamic model of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 25(1), 31-44.

Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of International Business Studies, 24(2), 291-306.

Copeland, M. T. (1923). Relation of consumer’s buying habits to marketing methods. Harvard Business Review, 1(1), 282-289.

Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision making- The case of telephone shopping. Journal of Marketing Research, 4(1), 32-39.

Dahan, E., & Hauser, J. R. (2002). The virtual consumer. Journal of Product Innovation Management, 19(5), 332-353.

Darby, M. R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics, 16(1), 67-88.

Denegri-Knott, J., Zwick, D., & Schroeder, J. E. (2006). Mapping consumer power: An integrative framework for marketing and consumer research. European Journal of Marketing, 40(9), 950-971.

Emery, F. (1970). Some psychological aspect of price. In B. Taylor & G. Wills (Eds.), Pricing strategy (p. 98-111). New York: Brandon-Systems.

Emons, W. (1997). Credence goods and fraudulent experts. Rand Journal of Economics, 28(1), 107-119.

Erickson, G., & Johansson, J. (1985). The role of price in multi-attribute product evaluations Journal of Consumer Research, 12(2), 195-199.

Eskin, G. J., & Penny, B. H. (1977). Effect of price and advertising in test-market experiment. Journal of Marketing Research, 14(4), 499-508.

Ford, G. T., Smith, D. B., & Swasy, J. L. (1990). Consumer skepticism of advertising claims: Testing hypotheses from economics of information. Journal of Consumer Research, 16(1), 433-441.

Franke, N., Keinz, P., & Steger, C. J. (2009). Testing the value of customization: When do customers really prefer products tailored to their preferences. Journal of Marketing, 73(5), 103-121.

Franke, N., & Schreier, M. (2008). Product uniqueness as a driver of customer utility in mass customization. Marketing Letters, 19(2), 1-15.

Fuchs, C., Prandelli, E., & Schreier, M. (2010). The psychological effects of empowerment strategies on consumers’ product demand. Journal of Marketing, 74(1), 65-79.

Fuchs, C., & Schreier, M. (2010). Customer empowerment in new product development. Journal of Product Innovation Management, forthcoming, 28(1), 17-32.

Furby, L. (1978). Possession in humans: An exploratory study of its meaning and motivation. Social Behavior and Personality, 6(1), 49-65.

Gatignon, H. (1984). Competition as a moderator of the effect of advertising on sales. Journal of Marketing Research, 21(4), 387-398.

George, B. P., & Edward, M. (2009). Cognitive dissonance and purchase involvement in the consumer behavior context. The IUP Journal of Marketing Management, 8(3), 7-24.

Goldsmith, R. E. (2000). Characteristics of the heavy user of fashionable clothing. Journal of Marketing Theory and Practice, 8(4), 21-29.

Goldsmith, R. E. (2002). Some personality traits of frequent clothing buyers. Journal of Fashion Marketing and Management, 6(3), 303-316.

Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221.

Goldsmith, R. E., Kim, D., Flynn, L. R., & Kim, W. M. (2005). Price sensitivity and innovativeness for fashion among korean consumers. Journal of Social Psychology, 145(5), 501-508.

Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: Managerial, theoretical and methodological issues. The Journal of Product and Brand Management, 6(3), 163-174.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis with readings. New Jersey: Prentice Hall.

Harrison, T., Waite, K., & Hunter, G. L. (2006). The internet, information and empowerment. European Journal of Marketing, 40(9/10), 972-993.

Hjalager, A. (2001). Quality in tourism through the empowerment of tourists. Managing Service Quality, 11(4), 287-295.

Holbrook, M. B., & Howard, J. A. (1977). Frequently purchased nondurable goods and services. In Robert Ferber (Ed.), In selected aspects of consumer behavior (pp. 189-222). Washington, DC: National Science Foundation.

Hsieh, Y. C., Chiu, H. C., & Chiang, M. Y. (2005). Maintaining a committed online customer: A study across search-experience-credence products. Journal of Retailing, 81(1), 75-82.

Huber, J., Holbrook, M. B., & Kahn, B. (1986). Effect of competitive context and of additional information on price sensitivity. Journal of Marketing Research, 23(3), 250-260.

Hui, M. K., & Bateson, J. E. G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 18(2), 174-184.

Hunton, J. E. (1996). User participation in defining system interface requirements: An issue of procedural justice. Journal of Information Systems, 10(1), 27-47.

Iyer, R., & Muncy, J. A. (2005). The role of brand parity in developing loyal customers. Journal of Advertising Research, 45(2), 222-228.

Jacoby, J. (1975). A brand loyalty concept: Comments on a comment. Journal of Marketing Research, 12(4), 484-488.
Jayawardhena, C., & Foley, P. (2000). Changes in the banking sector: The case of internet banking in the UK. Internet Research, 10(1), 19-31.

Kalyanaram, G., & Little, J. D. C. (1994). An empirical analysis of latitude of price acceptance in consumer package goods. Journal of Consumer Research, 21(3), 408-418.

Kalyanaram, G., & Winter, R. S. (1995). Price sensitivity and television advertising exposures: Some empirical findings. Marketing Science, 11(4), 359-371.

Kanetkar, V., Weinberg, C., & Weiss, D. (1992). Price sensitivity and television advertising exposures: Some empirical findings. Marketing Science, 11(4), 359-371.

Kaplan, L. B., Szibyllo, G. H., & Jacoby, J. (1972). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(1), 287-291.

Kehagias, J., & Skourtis, E. (2009). Plaiting pricing into product categories and corporate objectives. Journal of Product & Brand Management, 18(1), 67-76.

Kellogg, D. L., Youngdahl, W. E., & Bowen, W. E. (1997). On the relationship between customer participation and satisfaction: Two frameworks. International Journal of Service, 8(3), 206-219.

Kim, W. J., & King, K. W. (2009). Product category effects on external search for prescription and nonprescription drugs. Journal of Advertising, 38(1), 5-19.

Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41(3), 195-203.

Korgaonkar, P., Silverblatt, R., & Girard, T. (2006). Online retailing, product classifications, and consumer preferences. Internet Research, 16(3), 267-288.

Kotler, P. (2000). Marketing management. New Jersey: Prentice-Hall.

Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River: Pearson Education.

Krishnamurthi, L., & Raj, S. P. (1985). The effect of advertising on consumer price sensitivity. Journal of Marketing Research, 22(2), 119-129.

Kruger, H., & Fourie, L. C. H. (2005). Offline/online brand element transmutation and tangible/intangible product characteristics within various South African retail brand categories: An exploratory study. South African Journal of Business Management, 36(3), 15-28.

Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perception and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.

Light, L. (1997). Brand loyalty management: The basis for enduring profitable growth. Direct Marketing, 59(11), 36-43.

Lovelock, C. H., Patterson, P. G., & Walker, R. H.. (2001). Service marketing: An Asia-Pacific perspective (1st ed.). Sydney: Prentice Hall.

MacStravic, S. (2000). The downside of patient empowerment: While consumers and managed care alike applaud the trend toward empowering patients, this shift has placed new and sometimes overwhelming burdens on consumers. Health Forum Journal, 1(1), 30-31.

McConnell, D. J. (1968). An experimental examination of the price-quality relationship. Journal of Business, 41(6), 349-444.

Melton, H. L. (2004). Antecedents of cognitive brand loyalty, In J. Kohoe & K. Whitten, (Eds.), Advances in marketing: Concepts, issue and trends (pp. 272-273). Chalottesville, Virginia: Society for Marketing Advance.

Mills, P. K., & Morris, J. H. (1986). Clients as partial employees of service organizations: Role development in client participation. Academy of Management Review, 11(4), 726-735.

Mitchell, V. W. (1994). Problems and risks in the purchasing of consultancy services. The Service Industries Journal, 14(3), 315-339.

Mitra, K., Reiss, M. C., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. The Journal of Services Marketing, 13(3), 208-228.

Mittal, B. (1989). A theoretical analysis of two recent measures of involvement. Advances in Consumer Research, 16(1), 697-702.

Monroe, K. B. (1971). Measuring price thresholds by psychophysics and latitudes of acceptance. Journal of Marketing Research, 8(4), 460-464.

Muncy, J. A. (1996). Measuring perceived brand parity. In J. Kehoe & K. Whitten (Eds.), Advances in marketing: Concepts, issues and trends (pp. 272-273). Charlottesville, Virginia: Society for Marketing Advances.

Murphy, P., & Enis, B. (1986). Classifying products strategically. Journal of Marketing, 50(3), 24-42.

Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketin Science, 18(1), 51-65.

Nagle, T. T. (Ed.). (1987). The strategy and tactics of pricing. New Jersey: Prentice-Hall.

Nambisan, S. (2002). Designing virtual customer environments for new product development: Toward a theory. Academy of Management Review, 27(3), 392-413.

Nambisan, S., & Nambisan, P. (2008). How to profit from a better virtual customer environment. Sloan Management Review, 49(3), 53-61.

Nelson, P. (1970). Information and consumer behavior. Journal of Political Economy, 78(3), 311-329.

Newholm, T., Laing, A., & Hogg, G. (2006). Assumed empowerment: Consuming professional services in the knowledge economy. European Journal of Marketing, 40(9/10), 994-1012.

Ogawa, S., & Piller, F. T. (2006). Reducing the risks of new product development. Sloan Management Review, 47(2), 65-71.

Osgood, C. E. (1957). The principle of congruence in the predication of attitude change. Psychological Review, 62(1), 42-55.

Parasuraman, A. (1997). Reflections on gaining competitive advantage through customer value. Journal of the Academy of Marketin Science, 25(2), 154-161.

Peck, J., & Shu, S. B. (2009). The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3), 434-447.

Peterson, R. A., Albaum, G., & Ridgway, N. M. (1989). Consumers who buy from direct sales companies. Journal of Retailing, 65(2), 273-286.

Pierce, J. L., Kostova, T., & Dirks, K. T. (2001). Toward a theory of psychological ownership in organizations. Academy of Management Review, 26(2), 298-310.

Pierce, J. L., Kostova, T., & Dirks, K. T. (2003). The state of psychological ownership: Integrating and extending a century of research. Review of General Psychology, 7(1), 84-107.

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-87.

Prandelli, E., Verona, G., & Raccagni, D. (2006). Web-based product innovation. California Management Review, 48(4), 109-135.

Punj, G. N., & Staelin, R. (1983). A model of consumer information search behavior for new automobiles. Journal of Consumer Research, 9(4), 366-380.

Ramani, G., & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45.

Ramirez, E., & Goldsmith, R. E. (2009). Some antecedents of price sensitivity. Journal of Marketing, 17(3), 199-213.

Roter, L. D., Hall, J. A., & Katz, N. R. (1988). Patient-physician communication: A descriptive summary of the literature. Patient Education and Counseling, 12(1), 99-119.

Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.

Scitovsky, T. (1945). Some consequences of the habit of judging quality perception process. Journal of Applied Business Research, 9(2), 43-49.

Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: A foucauldian interpretation. European Journal of Marketing, 40(9/10), 1013-1030.

Shimp, T. A., & Bearden, W. O. (1982). Warranty and other extrinsic cue effects on consumer risk perception. Journal of Consumer Research, 9(1), 38-46.

Sirvanci, M. B. (1993). An empirical study of price sensitivity and price thresholds. Journal of Applied Business Research, 9(2), 43-49.

Spreitzer, G. M. (1995). Psychological empowerment in the workplace: Dimensions, measurement, and validation. Academy of Management Journal, 38(5), 1442-1465.

Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior and Organization, 1(1), 39-60.
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-241.

Traylor, M. B., & Joseph, B. W. (1984). Measuring consumer involvement in products: Developing a general scale. Psychology and Marketing, 1(2), 65-77.

Vernarec, E. (1999). Health care power shifts to the people. Business and Health, 17(6), 8-13.

Wathieu, L., Brenner, L., Carmon, Z., Chattopadhyay, A., Drolet, A., Gourville, J., & Wu, G. (2002). Consumer control and empowerment: A primer. Marketing Letters, 13(3), 297-305.

Wood, P. L., & Scheer, L. K. (1975). Incorporation perceived risk into models of consumer deal assessment and purchase intent. Advances in Consumer Research, 23(1), 399-404.

Yu, Y. T., & Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Industry Management, 12(3), 234-250.

Zeithaml, V. A. (1982). Consumer response to in-store price information environments? Journal of Research, 8(4), 357-369.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(7), 2-22.

Zeithaml, V. A., & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm (2nd ed.). Boston: McGraw-Hill.

Zeithaml, V. A., Bitner, M. J., & Gremier, D. D. (Eds.). (2009). services marketing integrating customer focus across the firm (5th ed.). New York: McGraw-Hill