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研究生:邱凱琳
研究生(外文):Chiu, Kailin
論文名稱:分割定價與促銷方法對網路消費者購買意願之影響─以產品類別及價格等級為調節變數
論文名稱(外文):The Effect of Partitioned Pricing and Promotional Methods on Internet Consumers’ Purchase Intention - The Moderating Effects of Product Type and Price Level
指導教授:吳金山吳金山引用關係
指導教授(外文):Wu, Chinshan
口試委員:鄭菲菲林盛程吳金山
口試委員(外文):Cheng, FeifeiLin, ShengchengWu, Chinshan
口試日期:2012-07-12
學位類別:碩士
校院名稱:東海大學
系所名稱:資訊管理學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:62
中文關鍵詞:框架效應分割定價促銷方式產品類別購買意願
外文關鍵詞:Framing effectPartitioned-pricePromotion methodsProduct typePurchase intention
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隨著網際網路的快速擴張及發展,台灣網路購物人口日漸增加,在競爭激烈的網路購物市場中,業者常推出不同的促銷手法像是分割定價(將產品分割成基本價及附加費用兩項)、買一送一、免運費等方式來吸引消費者注意。本研究目的為探討產品運費有無及促銷折扣方式對消費者購買意願是否會產生顯著差異。另外,由於在網路購物市場上,消費者無法實際接觸產品,不同產品類別的產品對消費者的購買意願有差異,也有學者指出消費者在面對不同價格等級的產品時,對購買決策有不同影響,因此本研究以產品類別及價格等級為調節變數,探討對於運費及促銷方式的調節效果。
本研究以實驗室實驗法進行研究,實驗設計為2×4×2×2共32種情境,共1466名受測者參與實驗,其中男性佔57.8%,女性佔42.2%,年齡以16~20歲佔最多數(67.2%)。實驗結果顯示,運費有無對消費者購買意願有顯著差異,且無運費較有運費能造成較高的購買意願。而不同促銷方式會對消費者的購買意願造成顯著差異,且以五折的促銷方式最好。另外,價格等級不同時,運費有無對消費者的購買意願會有顯著差異,且高價商品以有運費方式呈現會比無運費方式的效果較好,低價商品則相反,最後,產品類別不同時,對於促銷方式對於消費者的購買意願並無顯著差異。本研究結果可對於業者在實務上對產品進行訂價及決定促銷方式時的參考。

With the popularization and the steady growth of the Internet and e-commerce, online shopping has become one of the main shopping channels for the consumers. In the competitive online shopping markets, retailers usually use some promotions to attract consumers’ attention, the promotion methods such as price partition (divide the price into base price and surcharge), buy one get one free, free shipping fees, etc. The purpose on the present study is to discuss whether the shipping fees and the promotion methods have significant difference on consumers’ purchase intention. Moreover, the present study use product type and price level as moderators to discuss the moderating effect on consumers’ purchase intention.
The present research adopts laboratory method with 2×4×2×2 groups, 1466 subjects attend the experiment, 57.8% were male and 42.2% were female. Most of the subjects were in theage range of 16-20, which is the largest group (67.2%). The analyzed result shows that shipping fees has a significant difference on consumers’ purchase intention; free shipping fee has higher purchase intention than the product price with shipping fees. Also, different promotion methods will cause significant difference on consumer’s purchase intention, and 50% off is the best promotion method. In addition, price level did have a moderating effect on shipping fees and consumers’ purchase intention. For high price products, the effect of product price with shipping fees is better than free shipping, the low price product is the opposite. In the end, the product type does not have moderating effect on promotion methods and purchase intention. The result of the study can be provided as a reference for online retailer to conduct shipping fees and promotion methods.

中文摘要 I
英文摘要 II
目 錄 III
表 次 V
圖 次 VI
第一章 緒論
第一節 研究動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討
第一節 框架效應(Framing Effect) 6
第二節 價格分割框架(Partitioned Price Framing) 10
第三節 零元定價(Zero-Pricing) 15
第四節 促銷框架(Promotion Framing) 18
第五節 價格等級(Price Level) 23
第六節 產品類別(Product type) 25
第三章 研究方法
第一節 研究架構 30
第二節 實驗設計及程序 30
第三節 研究變項之操作型定義與衡量 34
第四節 資料分析方法 37
第四章 研究結果
第一節 敘述性統計分析 39
第二節 信、效度分析 41
第三節 變異數分析 44
第五章 結論與討論
第一節 研究發現 49
第二節 結論建議與實務意涵 51
第三節 研究限制及建議未來發展相關研究之方向 54
參考文獻 55

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