臺灣博碩士論文加值系統

論文摘要內容：
組合產品是指廠商將兩個或兩個以上的產品及(或)服務組合起來，以一個特定的價格出售。以組合產品同時銷售數種產品的行銷方式常見於消費品市場與工業品市場，因此廠商若能依照不同的產品特性與消費者特性擬定特定的組合策略，將可達到吸引顧客，提高銷售量的目的。
本研究主要探討組合產品的產品特性與消費者的價格認知對認知價值與購買意願之影響，建立價格認知、認知價值與購買意願在組合產品上的研究。研究架構採用Zeithaml(1988)之價格、品質、價值模式與Lichtenstein et al.(1993)價格認知構面，對一般消費者進行研究分析。
經過實證結果的分析，本研究得到以下的結論：
一、消費者對於不同主產品名稱的組合產品，會有不同的認知價值與購買意願。二、消費者對於產品間互補性低的組合產品有較高的認知價值。三、消費者的認知價值在廠商所搭配的次產品為領導品牌時較高。四、影響各廠商的消費者價格認知構面並不相同，且消費者之間對於主產品的價格認知差異，會造成消費者對組合產品的評價不同。五、消費者對組合產品中個別商品的品牌喜好程度愈高，則對整組產品的評價也會愈高。六、消費者的認知價值與購買意願在組合產品上有顯著正相關。

Bundling is the practice of marketing two or more products and/or services in a single "package" for a special price. Bundling is ubiquitously applied in both consumer and industrial markets to sell two or more products simultaneously. If firms can set specific bundling strategy according to the difference of product and consumer characteristics, they will achieve the goal of attract customers and enhance the sales amount.
This study discusses the effect of product characteristics in bundle and consumers'' price perceptions on consumers'' perceived value and willingness to buy. This study''s framework is based on the perceptions of price, quality, and value model of Zeithaml in 1988 and the price perception constructs of Lichtenstein et al. in 1993.
The conclusions of this study are as follows:
1. Consumers have different perceived value and willingness to buy for different major products'' brand name in bundle.
2. When the products in bundle are low complementary, consumers'' perceptions of value are greater.
3. When the tie-in product is leader brand, consumers'' perceptions of value are greater.
4. The price perception constructs to affect every firm are different, and when consumers have different price perceptions of major
product in, they will have different evaluations of bundle.
5. The more favorite of separate products'' brands, the evaluations of bundle are greater.
6. The relationship between consumers'' perceived value and willingness to buy is positive.

第一章 緒論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 1
第一節 研究動機‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 1
第二節 研究目的‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 2
第二章 文獻探討‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 3
第一節 組合產品的基本概念‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 3
第二節 與認知價值相關的理論‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 5
第三節 與組合產品相關的理論‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 12
第四節 價格認知相關理論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 15
第三章 研究方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 19
第一節 研究架構‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 19
第二節 研究假說‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 21
第三節 研究變數與操作型定義‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 25
第四節 研究設計‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 27
第五節 資料分析方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 30
第四章 研究結果與討論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 32
第一節 問卷基本分析‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 32
第二節 產品特性對消費者認知價值之影響‥‥‥‥‥‥‥‥‥ 37
第三節 產品特性對消費者購買意願之影響‥‥‥‥‥‥‥‥‥ 40
第四節 價格認知構面之因素分析‥‥‥‥‥‥‥‥‥‥‥‥‥ 43
第五節 價格認知構面與人口統計變數之相關性檢定‥‥‥‥‥ 49
第六節 產品特性、價格認知與品牌態度對消費者認知價值之
影響‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 51
第七節 產品特性、價格認知與品牌態度對消費者購買意願之
影響‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 62
第八節 認知價值與購買意願之關係‥‥‥‥‥‥‥‥‥‥‥‥ 71
第九節 假說驗證‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 72
第五章 結論與建議‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 74
第一節 研究結論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 74
第二節 研究限制‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 79
第三節 研究建議‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 80
參考文獻‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 82
中文部份‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 82
英文部份‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 83
附錄：本研究問卷‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥ 87

一、 中文部分
何坤男，行動電話手機之市場區隔研究，台灣科技大學管理技術研究所之碩士論文，民國八十七年六月。
林建煌，王旭民，脈絡線索對不同認知需求消費者之價格認知的影響，台大管理論叢第七卷第一期，民國八十五年二月。
林建煌，王旭民，參考價格之合理性與建構方式對消費者價格認知的影響，管理科學學報第十三卷第二期，民國八十五年七月。
林靈宏，劉水深，洪順慶，消費者品類型、創新類型與新產品行銷策略關係研究，管理評論第十三卷第一期，民國八十三年一月。
李振祥，價格認知與消費者購物行為關係之研究─以頂好惠康超市的消費者為實證，中山大學企業管理研究所，民國八十五年六月二十七日。
沈秋燕，新商品組合引入策略對目標品牌與競爭品牌影響之研究，中央大學企研所之碩士論文，民國八十六年六月。
周文賢，多變量統計分析：SAS/STAT使用方法待出版書稿，民國八十七年。
張紹勳，SPSS For Windows統計分析-初等統計與高等統計，民國八十六年五月。
張紹勳，SPSS For Windows多變量統計分析，民國八十八年三月。
黃俊達，組合產品與脈絡線索對消費者認知交易價值之影響，政大企業管理學系碩士班，民國八十七年六月。
楊玉真，非貨幣認知犧牲對消費者認知交易價值的影響，中央大學企研所之碩士論文，民國八十四年六月。
蔡志成，產品及消費者特性對交通事業組合產品購買意願之影響，成功大學交通管理科學研究所之碩士論文，民國八十五年六月。
二、 英文部分
Aaker, David A. and Kevin Lane Keller (1990), "Consumer Evaluations of Brand Extensions," Journal of Marketing, 54 (January), 27-41.
Adams, W. J. and J. L. Yellen (1976), "Commodity Bundling and the Burden of Monopoly," Quarterly Journal of Economics, 90 (August), 475-98.
Burstein, M. L. (1960), "The Economics of Tie-In Sales," Review of Economics and Statistics, 42 (February), 68-73.
Cooper, Peter (1969), "The Begrudging Index and the Subjective Value of Money," in Pricing Strategy, Bernard Taylor and Gordon Wills, eds. London: Staples Press, Ltd., 122-31.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), "Effects of Price, Brand, and Store Information on Buyers'' Product Evaluations," Journal of Marketing Research, 28 (August), 307-19.
Erickson, Gary M. and Johny K. Johansson (1985), "The Role of Price in Multi-Attribute Product Evaluations," Journal of Consumer Research, 12 (September), 195-9.
Gaeth, Gary J., Irwin P. Levin, Gautam Chakraborty, and Aron M. Levin (1990), "Consumer Evaluation of Multi-Product Bundles: An Information Integration Analysis," Marketing Letters, 2 (1), 47-57.
Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998), "The Effects of Price-Comparison Advertising on Buyers'' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions," Journal of Marketing, 62 (April), 46-59.
Guiltinan, Joseph P. (1987), "The Price Bundling of Services: A Normative Framework," Journal of Marketing, 51 (April), 74-85.
Harlam, Bari A., Aradhna Krishna, Donald R. Lehmann, and Carl Mela (1995), "Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle," Journal of Business Research, 33, 57-66.
Jacoby, Jacob and Jerry C. Olson (1977), "Consumer Response to Price: An Attitudinal Information Processing Perspective," in Moving Ahead in Attitude Research, Yoram Wind and Marshall Greenberg, eds. Chicago, IL: American Marketing Association, 73-86.
Kaicker, Ajit, William O. Bearden, Kenneth C. Manning (1995), "Component versus Bundle Pricing: The Role of Selling Price Deviations from Price Expectations," Journal of Business Research, 33, 231-39.
Kahneman, Daniel and Amos Tversky (1979), "Prospect Theory: An Analysis of Decision Under Risk," Econometrica, 47 (March), 263-91.
Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer (1993), "Price Perceptions and Consumer Shopping Behavior: A Field Study," Journal of Marketing Research, 30 (May), 234-45.
Mazumdar, Tridib and Sung Youl Jun (1993), "Consumer Evaluations of Multiple versus Single Price Change," Journal of Consumer Research, 20 (December), 441-50.
Monroe, Kent B. (1990), Pricing: Making Profitable Decisions, New York: McGraw-Hill.
Monroe, Kent B. and R. Krishnan (1985), "The Effect of Price on Subjective Product Evaluations," in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby and Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-32
Nagle, Thomas T. and Reed K. Holden (1995), The Strategy and Tactics of Pricing, Prentice-Hall, Inc.
Olshavsky, Richard W. (1985), "Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective," in Perceived Quality, Jacob Jacoby and Jerry C. Olson, eds. Lexington MA: Lexington Books, 3-29.
Rajendran, K. N. and Gerard J. Tellis (1994), "Contextual and Temporal Components of Reference Price," Journal of Marketing, 58 (January), 22-34.
Schmalensee, Richard (1984), "Gaussian Demand and Commodity Bundling," Journal of Business, 57 (January), 211-30.
Simonin, Bernard L. and Julie A. Ruth (1995), "Bundling as a Strategy for New Product Introduction: Effects on Consumers'' Reservation Prices for the Bundle, the New Product, and Its Tie-in," Journal of Business Research, 33, 219-30.
Urbany, Joel E., William O. Bearden, Ajit Kaicker, and Melinda Smith-de Borrero (1997), "Transaction Utility Effects When Quality Is Uncertain," Journal of the Academy of Marketing Science, 25, No.1 (Winter), 45-55.
Thaler, Richard (1985), "Mental Accounting and Consumer Choice," Marketing science, 4 (Summer), 199-214.
Varadarajan, P. Rajan (1985), "Joint Sales Promotion：An Emerging Marketing Tool," Business Horizons, September-October.
Warhit, Ellen (1980), "The Economics of Tie-in Sales," Atlantic Economic Journal, 8 (December), 81-8.
Yadav, Manjit S. and Kent B. Monroe (1993), "How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle''s Transaction Value," Journal of Marketing Research, 30 (August), 350-8.
Yadav, Manjit S. (1994), "How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment," Journal of Consumer Research, 21 (September), 342-53.
Zeithaml, Valarie A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, 52 (July), 2-22.