臺灣博碩士論文加值系統

在行銷策略的規劃與執行中，價格扮演著一個關鍵性的角色，在交易中通常代表此產品的一種交換價值。有效的價格必須等於或低於消費者所能獲得的價值利益。因此產品定價是一門重要的學問，觀察現今環境，很多企業為了增加其銷售量且使消費者願意掏錢購買，採用不同的定價型式，然而畸零定價為最常見的定價型式。
因此本研究旨在探討產品情境變項:定價型式、促銷標示與品牌知名度，並加入個人特質中的衝動型人格特質作為另一變數，對於知覺價值與購買意願的影響，以及知覺價值在前述因果關係中扮演的角色。
實證方面，本研究透過前測選定選購品中的平板電腦做為實驗標的，並以實驗設計法，採用組間因子實驗設計，實驗設計為2(定價型式:畸零數價格/零整價格)×2(促銷標示:有/無)×2(品牌知名度:高/低)共八組實驗設計，受測者隨機觀看一則產品廣告後填寫問卷，共計回收有效問卷383份，進行相關的統計分析，結果顯示大部分假說皆獲支持。研究結果顯示:
1. 定價型式對知覺價值及購買意願具有顯著影響。
2. 品牌知名度對知覺價值及購買意願具有顯著影響。
3. 衝動型人格特質對知覺價值及購買意願具有顯著影響。
4. 定價型式、促銷標示、品牌知名度及衝動型人格特質對於知覺價值與購買意願具有加乘效果。
5. 知覺價值在情境變項、個人變項及購買意願具有中介效果。

關鍵詞：定價型式、促銷方式、品牌知名度、知覺價值、衝動型人格特質

Price plays an important role in the plan and execution of marketing strategy. Effective price must be equal to or lower than the value of consumer’s available benefits. Therefore, on the current environment, many enterprises use different pricing form in order to increase its sales, and odd price is the common pricing form.
Therefore, this research is to investigate the different effects of pricing form, promotion type, brand awareness and consumer buying impulsivity on perceived price and purchase intentions. The possible mediating effects of perceived price on the relationship were also examined.
This research method employed a 2 (odd price, even price) x 2 (with sale cue, without sale cue) x 2 (high brand awareness, low brand awareness) factorial design. Eight types of Tablet PC print ads were designed with the confirmation of pretest to manipulate the independent variables of price ending, sales cue, and brand awareness. A total of 383 undergraduate students participated in this study by reading one type of the print ads first and responding to the questionnaires according to their perception. The questionnaire data were collected and statistical analysis largely supported our hypotheses.
According to MANOVA analysis, we have some finding as follows:
1. Pricing form has significant impact on perceived price and purchase intentions.
2. Brand awareness has significant impact on perceived price and purchase intentions.
3. Consumer buying impulsivity has significant impact on perceived price and purchase intentions.
4. Pricing form, promotion type, brand awareness and consumer buying impulsivity have synergistic effect on perceived price and purchase intentions.
5. Perceived price positively contributed to purchase intentions and played the role as a mediator in the relationship.

Key word: Pricing Form, Promotion Type, Brand Awareness, Perceived Price, Consumer Buying Impulsivity

目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 定價策略 5
第二節 促銷活動 9
第三節 品牌知名度 11
第四節 知覺價值 13
第五節 購買意願 16
第六節 衝動性購買行為 17
第三章 研究假說與架構 20
第一節 研究架構 20
第二節 研究假說 21
第三節 變數操作型定義與衡量 25
第四節 實驗設計與分析方法 29
第五節 正式問卷設計 34
第四章 實證分析與結果 36
第一節 樣本結構 36
第二節 信度與效度分析 38
第三節 假說驗證 40
第四節 實驗結果小結 56
第五章 結論與建議 59
第一節 研究結果與發現 59
第二節 管理意涵 62
第三節 研究限制 64
第四節 未來研究方向與建議 65
參考文獻 66
附錄:問卷 72

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