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研究生:周宸溶
研究生(外文):CHOU,CHENG-JUNG
論文名稱:定價策略、價格複雜性、行動導向、附加費用的程度與升級意願
論文名稱(外文):Price Strategy on Upgrade Intention - The Moderators of Price Complexity, Action Orientation and Surcharge Levels
指導教授:劉信賢劉信賢引用關係
指導教授(外文):LIU, HSIN-HSIEN
口試委員:周軒逸張榮華
口試日期:2017-05-25
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:亞太工商管理學系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:145
中文關鍵詞:升級意願定價策略價格複雜性行動導向附加費用的程度
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本研究探討了價格策略 (整合定價vs.分隔定價) 如何影響消費者對既有產品的回憶總成本,進而影響既有品的知覺殘值與新產品的升級意願。作者進行了四個實驗來檢驗假設。實驗一結果顯示,整合定價 (vs.分隔定價) 激起消費者較高的回憶總成本,因此對既有品產生較高的知覺殘值,影響對新產品的升級意願;實驗二證明價格複雜性的干擾效果。當價格以附加價格比例呈現時的回憶總成本最低、分隔定價現金呈現的回憶總成本次之、整合定價呈現時的回憶總成本最高。且使用分隔定價的升級意願為最高;實驗三證明行動導向的干擾效果。定價策略對於知覺殘值和升級意願的影響在行動(vs.狀態)導向的受測者影響更為明顯;實驗四驗證附加費用程度的干擾效果(低vs.中等vs.高)。當附加費用的程度越低(高)時,消費者的感知公平性較高(低),因此相對於整合定價的情況下,面對分隔定價的消費者之回憶總成本、知覺殘值會較低(高),進而提高(降低)消費者的升級意願。這些發現將對學術上相關研究、實務上的運作有所貢獻。
This study explores how price strategies (all-inclusive vs. partitioned) influence consumers’ recall cost on the existing target, and further influence both the perceived residual value of the existing target and the upgrade decision for the new product. The authors conducted four experiments to examine the propositions. Experiment 1 showed that the all-inclusive (vs. partitioned) price strategy induced higher recall cost, thus produced higher residual value and lower upgrade decision. Experiment 2 demonstrated the moderating effect of price complexity. Specifically, participants perceived the lowest recall cost and showed highest upgrade decision when the price was presented as partitioned price with percentage, followed by when the price was presented as partitioned price with dollar, and then by when the price was presented as all-inclusive price. Experiment 3 showed that the moderating effect of personality characteristics (action vs. state orientation). Specifically, the effects of price strategies on residual value and upgrade decision were more pronounced for participants with state orientation than those with action orientation. Experiment 4 showed that the moderating effect of surcharge level (low vs. moderate vs. high level). Specifically, when the surcharge is low (vs. high), the perceived fairness of the consumer is higher (lower), so the use of the partitioned price relative to the all-inclusive price will reduce (increase) the recall cost and perceived residual value. Thereby partitioned price increases (reduces) the consumer's upgrade decision.
These findings have significant implications for both price strategy research and marketing practice.

致謝 i
摘要 ii
ABSTRACT iv
目錄 vi
表目錄 x
圖目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究流程 10
第二章 文獻探討 11
2.1 升級意願(upgrade) 11
2.2 心理會計(mental accounting) 12
2.3 沉沒成本(sunk cost effect) 13
2.3.1 沉沒成本的定義 13
2.3.2 沉沒成本效應 13
2.3.3 心理會計、沉沒成本與升級意願的關係 15
2.4 定價策略 17
2.4.1 分隔定價與整合定價 17
2.4.2 定價策略的干擾變數 18
2.5 研究假說 20
第三章 實驗一-定價策略、回憶總成本、既有產品的知覺殘值與升級意願 24
3.1 實驗設計 24
3.2 受測者 27
3.3 實驗結果 28
3.4 討論 31
第四章 實驗二-附加費用複雜性的干擾 32
4.1 實驗設計 32
4.2 受測者 35
4.3 實驗結果 36
4.4 討論 40
第五章 實驗三-行動導向的干擾 41
5.1 實驗設計 41
5.2 受測者 45
5.3 實驗結果 46
5.4 討論 52
第六章 實驗四-附加費用程度的干擾 53
6.1 實驗設計 53
6.2 受測者 57
6.3 實驗結果 58
6.4 補充分析 62
6.5 討論 64
第七章 結論與建議 65
7.1 研究結果 65
7.2 行銷學術之意涵 67
7.3 行銷實務之建議 70
7.4 研究限制與未來研究之建議 72
參考文獻 74
附錄 81

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