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研究生:陳品翰
研究生(外文):Pin-Han Chen
論文名稱:參考訂價之心理機制:消費者交易效用、搜尋與購買意願
論文名稱(外文):Psychological mechanism of reference pricing: Consumer transaction utility, search and purchase intention.
指導教授:林心慧林心慧引用關係
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:流通管理系碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:114
中文關鍵詞:參考價格品牌知名度產品價值型態交易效用搜尋意圖購買意願
外文關鍵詞:Reference priceBrand awarenessHedonic value and Utilitarian valueTransaction utilitySearch intentPurchase intention
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隨著智慧型手機之普及,行動商務在近年快速崛起,根據經濟部最新統計,2017年無店面零售業營業額達2387億元,創歷史新高,資策會產業情報研究所(MIC)在2017年第4季的消費者網購行為調查報告指出,國內行動網購普及率已達64.9%,業界亦表示,行動購物比率已從2011年的3%成長至2018年的80%。本研究將探討行動商務市場促銷活動中,知名度不同的網路商家如何運用參考價格機制進行價格促銷,促使消費者調整內部知覺價格,使交易效用增加、降低搜尋意圖、提高購買意願,並以不同產品價值類別之產品進行研究。本研究採3外部參考價格(高、低、無)×2品牌知名度(高、低)×2產品價值型態(功利性、享樂性)之三因子實驗設計,以網路問卷模擬行動商品頁面,並以MANOVA進行資料分析。本研究結論表示知名度較低的網路商家,在設計商品頁面時,加入價差較大的外部參考價格,將使消費者對商品售價具較高的可信度及公平性;知名度較高的網路商家,在設計商品頁面時,加入價差較小的外部參考價格,將使消費者降低再搜尋意圖,達到忠誠度上升之目標,以達到商品促銷之目的。
With the popularity of smart phones, mobile commerce has risen rapidly in recent years. According to the latest statistics of the Ministry of Economic Affairs, the turnover of non-store retail business reached 238.7 billion NTD in 2017, a record high. According to the Market Intelligence & Consulting Institute (MIC) survey report on consumer online shopping behavior in the fourth quarter of 2017, the domestic mobile online shopping penetration rate has reached 64.9%. The industry also express that the mobile shopping ratio has grown from 3% in 2011 to 80% in 2018. The purpose of the study was the network operators with different visibility use the reference price mechanism for price promotion, prompt consumers to adjust the internal perceived price, increase the transaction utility, reduce the search intention, increase the willingness to purchase, and use products in the hedonic value and utilitarian value are studied in the mobile business market promotion activities. This study uses 3 external reference prices (high, low, no) × 2 brand awareness (high, low) × 2 product value type (utilitarian, hedonic) three-factor experimental design, using the online questionnaire to simulate the action product page, and use MANOVA for data analysis. The conclusion of this study indicates that if the low visibility online merchants add the external reference price with higher price when designing the product page, the consumer will have higher credibility and fairness to the commodity price; A high visibility online merchant, when designing a product page, adding an external reference price with a small spread will enable the consumer to reduce the search intention and achieve the goal of increasing loyalty to achieve the purpose of product promotion.
目錄
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研究範圍與對象6
1.4研究流程7
第二章 文獻探討8
2.1參考價格8
2.1.1定義8
2.1.2分類與架構8
2.1.3參考價格形成模型13
2.1.4參考價格相關理論15
2.1.5參考價格效果模型17
2.2消費者反應20
2.2.1交易效用20
2.2.2購買意願21
2.2.3搜尋意圖23
2.3產品價值型態24
2.4品牌知名度25
2.5參考價格實證研究26
第三章 研究方法29
3.1研究架構29
3.2研究假說30
3.2.1外部參考價格與內部參考價格之關係30
3.2.2外部參考價格與消費者反應之關係30
3.2.3品牌知名度與內部參考價格之關係31
3.2.4品牌知名度與消費者反應之關係31
3.2.5外部參考價格與品牌知名度之關係32
3.2.6產品價值型態干擾性之影響33
3.2.7內部參考價格與交易效用之關係33
3.2.8內部參考價格與購買意願之關係34
3.2.9內部參考價格與搜尋意圖之關係34
3.3研究設計35
3.3.1實驗設計與組別35
3.3.2實驗產品、實驗商家及實驗價格選擇37
3.3.3前測38
3.3.4正式實驗40
3.4變數衡量47
3.4.1變數概念性定義47
3.4.2研究變數操作性問項47
3.4.3資料分析方法50
第四章、 資料分析52
4.1樣本結構52
4.2信度分析54
4.3實驗變數操弄檢定55
4.4研究假設之檢定57
4.4.1整體模式檢定58
4.4.2主效果檢定60
4.4.3交互效果64
4.4.4變數迴歸分析79
4.4.5研究假設之驗證81
第五章、結論與建議82
5.1研究結論82
5.1.1主效果與中介效果82
5.1.2交互作用84
5.2管理意涵88
5.2.1商家價格促銷策略88
5.2.2不同品牌知名度商家運用參考價格機制促銷策略95
5.3研究限制與未來研究建議99
5.3.1 研究限制99
5.3.2 未來研究建議100
參考文獻 101
中文文獻 101
英文文獻 101
附錄108
實驗情境發展圖(續)108
實驗問卷內容109
中文文獻
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2.張重昭,周宇貞,張心馨,(2006),促銷價格標示方式與內部參考價格對消費者行為之影響,管理學報,23(2),209-226。
3.蕭至惠,洪筱婷,蔡進發,(2008),旅遊網站品牌知名度與價格標示對線上套裝旅遊購買意願之影響,觀光休閒學報,14(1),1-26。
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