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Title產品類別和購買動機對價格記憶和網路購物行為之影響
The effects of product type and motivational orientation on price recall and online shopping behavior
Creator丁千千
Contributor邱志聖
丁千千
Key Words價格記憶
網路購物行為
產品類別
購買動機
Date2009
Date Issued9-May-2016 14:48:28 (UTC+8)
Summary產品定價一直以來皆為相當重要的行銷策略之一，行銷人員必須掌握消費者對於價格資訊之處理和反應以擬定最適當的定價策略。近幾年來，網路購物隨著網際網路使用的爆炸性成長而日漸普及，網路購物的市場商機也日益受到矚目。回顧過往價格知識之相關文獻，其中不乏探討不同因素對於消費者價格知識之影響的研究，然傳統購物環境的各項價格知識影響因素是否適用於網路購物環境，尚無相關研究進行探討。另外，過往許多研究皆指出產品類別和購買動機對於消費者的購物行為會有顯著影響，然其是否同樣會對消費者之價格記憶造成影響？其影響關係又是否適用於網路購物環境？此皆為過去尚未探討然具研究價值之議題。有鑑於此，本研究係針對產品類別和購買動機對於消費者價格記憶和網路購物行為之影響，作進一步之探討與研究。研究結果發現：

1.享樂型產品之消費者的「產品瀏覽個數」和「價格在意程度」皆會較實用型產品之消費者為高。
2.娛樂性購買動機之消費者的「總消費金額」較低、「預算控制程度」較高、「價格在意程度」也較高。
3.針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的總消費金額會低（高）於實用型產品之消費者；針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的預算控制程度會高（低）於實用型產品之消費者。
4.針對享樂型產品之消費者而言，娛樂性購買動機之消費者的總消費金額（預算控制程度）則會低（高）於目的性購買動機之消費者。
參考文獻 1. Alba, J., J. Lynch, B. Weitz, C. Janiszewski, R. Lutz, A. Sawyer, and S. Wood (1997), “Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,” Journal of Marketing, 61(3), 38-53.
2. Arnold, S.J., T.H. Oum, and D.J. Tigert (1983), “Determinant Attributes in Retail Sales: Evidence from Field Experiments,” Quantitative Marketing and Economics, 1 (March), 93-110.
3. Arnold, Stephen J., Tae H. Oum, and Douglas J. Tigert (1983), “Determinant Attributes in Retail Patronage: Seasonal, Temporal, Regional and International Comparisons,” Journal of Marketing Research, 20 (May), 149-157.
4. Babin, Barry J., William R. Darden, and Mitch Griffin (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research, 20(4), 644-656.
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7. Bellenger, Danny N., Earle Steinberg, and Wilbur W. Stanton (1976), “The Congruence of Store Image and Self Image,” Journal of Retailing, 52 (Spring), 17-32.
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11. Cheung, C.M.K., G.W.W. Chan, and M. Limayem (2005), “A Critical Review of Online Consumer Behavior: Empirical Research,” Journal of Electronic Commerce in Organizations, 3(4), 1-19.
12. Dawson, Scott, Peter H. Bloch, and Nancy M. Ridgway (1990), “Shopping Motives, Emotional States, and Retail Outcomes,” Journal of Retailing, 66 (Winter), 408-427.
13. Dhar, Ravi and Klaus Wertenbroch (2000), “Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (February), 60-71.
14. Dickson, Peter R. and Alan G. Sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, 54 (July), 42-53.
15. Engel, James F., Roger D. Blackwell, and Paul W. Miniard (1993), Consumer Behavior, Chicago: Dryden.
16. Estelami and Hooman (1998), “The Price Is Right… or Is It? Demographic and Category Effects on Consumer Price Knowledge,” Journal of Product and Brand Management, 7(3), 254-266.
17. Granzin, K.L., J.J. Painter, and E.K. Valentin (1997), “Consumer Logistics as a Basis for Segmenting Retail Markets: An Exploratory Inquiry,” Journal of Retailing and Consumer Services, 4(2), 99-107.
18. Haynes, T. (1995), The Electronic Commerce Dictionary. Menlo Park: Robleda Company.
19. Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedonic Consumption, Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46 (Summer), 92-101.
20. Hoffman, D.L. and T.P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(3), 50-68.
21. Hsee, Christopher K. (1995), “Elastic Justification: How Tempting but Task-Irrelevant Factors Influence Decisions,” Organizational Behavioral and Human Decision Process, 62(3), 330-337.
22. ---(1996), “Elastic Justification: How Unjustifiable Factors Influence Judgments,” Organizational Behavioral and Human Decision Process, 66(1), 122-129.
23. Ingene, C.A. (1984), “Productivity and Functional Shifting in Spatial Retailing: Private and Social Perspectives,” Journal of Retailing and Consumer Services, 60(3), 15-26.
24. Jones, M.A., K.E. Reynolds, and M.J. Arnold (2006), “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes,” Journal of Business Research, 59(9), 974-981.
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27. Kim, M., and S.J. Lennon (2000), “Television Shopping for Apparel in the United States: Intentions,” Family and Consumer Sciences Research Journal, 28(3), 301-330.
28. Kim, Y.-K. (2002), “Consumer Value: An Application to Mall and Internet Shopping,” International Journal of Retail and Distribution Management, 30(11), 595-602.
29. Kivetz, Ran and Itamar Simonson (2002a), “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards,” Journal of Marketing Research, 39(May), 155-170.
30. ---(2002b), “Self-Control for the Righteous: Toward a Theory of Precommitment to Indulge,” Journal of Consumer Research, 29 (September), 199-217.
31. Kosiur, D. (1997), Understanding Electronic Commerce, Washington, D.C.: Microsoft press.
32. Kunda, Ziva (1990), “The Case for Motivated Reasoning,” Psychological Bulletin, 108 (November), 480-498.
33. Langrehr, Frederick W. (1991), “Retail Shopping Mall Semiotics and Hedonic Consumption,” in Advances in Consumer Research, Vol.18, Rebecca H. Holman and Michael R. Solomon, eds. Provo, UT: Association for Consumer Research, 428-433.
34. Mano, Haim and Richard L. Oliver (1993), “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction,” Journal of Consumer Research, 20 (December), 451-466.
35. Mazumdar, Tridib and Kent B. Monroe (1992), “Effects of Inter-Store and In-Store Price Comparisons on Price Recall Accuracy and Confidence,” Journal of Retailing, 68 (Spring), 66-89.
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Description碩士
國立政治大學
企業管理學系
96355017
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0963550171
Typethesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 丁千千zh_TW
dc.creator (作者) 丁千千zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 9-May-2016 14:48:28 (UTC+8)-
dc.date.available 9-May-2016 14:48:28 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 14:48:28 (UTC+8)-
dc.identifier (Other Identifiers) G0963550171en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95042-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 96355017zh_TW
dc.description.abstract (摘要) 產品定價一直以來皆為相當重要的行銷策略之一，行銷人員必須掌握消費者對於價格資訊之處理和反應以擬定最適當的定價策略。近幾年來，網路購物隨著網際網路使用的爆炸性成長而日漸普及，網路購物的市場商機也日益受到矚目。回顧過往價格知識之相關文獻，其中不乏探討不同因素對於消費者價格知識之影響的研究，然傳統購物環境的各項價格知識影響因素是否適用於網路購物環境，尚無相關研究進行探討。另外，過往許多研究皆指出產品類別和購買動機對於消費者的購物行為會有顯著影響，然其是否同樣會對消費者之價格記憶造成影響？其影響關係又是否適用於網路購物環境？此皆為過去尚未探討然具研究價值之議題。有鑑於此，本研究係針對產品類別和購買動機對於消費者價格記憶和網路購物行為之影響，作進一步之探討與研究。研究結果發現：

1.享樂型產品之消費者的「產品瀏覽個數」和「價格在意程度」皆會較實用型產品之消費者為高。
2.娛樂性購買動機之消費者的「總消費金額」較低、「預算控制程度」較高、「價格在意程度」也較高。
3.針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的總消費金額會低（高）於實用型產品之消費者；針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的預算控制程度會高（低）於實用型產品之消費者。
4.針對享樂型產品之消費者而言，娛樂性購買動機之消費者的總消費金額（預算控制程度）則會低（高）於目的性購買動機之消費者。		zh_TW
dc.description.tableofcontents 摘要 i
目錄 ii
表目錄 iii
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 5
第一節 電子商務與網路購物 5
第二節 產品類別 6
第三節 購買動機 7
第四節 價格記憶 11
第五節 網路購物行為 13
第六節 各研究變數間之關係與假說推論 13
第三章 研究方法與設計 20
第一節 研究架構 20
第二節 研究假說 21
第三節 研究變數 23
第四節 研究對象 25
第五節 研究方法與設計 26
第六節 研究程序 29
第七節 資料分析方法 30
第四章 研究結果與討論 31
第一節 操控性檢定 31
第二節 敘述性統計分析 32
第三節　研究假說檢定 34
第四節 研究結果討論 46
第五章 結論與建議 52
第一節　研究結論 52
第二節　管理意涵 53
第三節　研究限制 55
第四節　後續研究建議 55
參考文獻 57
附錄一：產品類別前測問卷 66
附錄二：模擬購物網站設計 67
附錄三：研究問卷 69
附錄四：二因子變異數分析原表 71		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0963550171en_US
dc.subject (關鍵詞) 價格記憶zh_TW
dc.subject (關鍵詞) 網路購物行為zh_TW
dc.subject (關鍵詞) 產品類別zh_TW
dc.subject (關鍵詞) 購買動機zh_TW
dc.title (題名) 產品類別和購買動機對價格記憶和網路購物行為之影響zh_TW
dc.title (題名) The effects of product type and motivational orientation on price recall and online shopping behavioren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. Alba, J., J. Lynch, B. Weitz, C. Janiszewski, R. Lutz, A. Sawyer, and S. Wood (1997), “Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces,” Journal of Marketing, 61(3), 38-53.
2. Arnold, S.J., T.H. Oum, and D.J. Tigert (1983), “Determinant Attributes in Retail Sales: Evidence from Field Experiments,” Quantitative Marketing and Economics, 1 (March), 93-110.
3. Arnold, Stephen J., Tae H. Oum, and Douglas J. Tigert (1983), “Determinant Attributes in Retail Patronage: Seasonal, Temporal, Regional and International Comparisons,” Journal of Marketing Research, 20 (May), 149-157.
4. Babin, Barry J., William R. Darden, and Mitch Griffin (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research, 20(4), 644-656.
5. Batra, Rajeev and Olli T. Ahtola (1990), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2(2), 159-170.
6. Bazerman, Max H., Ann E. Tenbrunsel, and Kimberly Wade-Benzoni (1998), “Negotiating with Yourself and Losing: Understanding and Managing Conflicting Internal Preferences,” Academy of Management Review, 23, 225-241.
7. Bellenger, Danny N., Earle Steinberg, and Wilbur W. Stanton (1976), “The Congruence of Store Image and Self Image,” Journal of Retailing, 52 (Spring), 17-32.
8. ---and Pradeep K. Korgaonkar (1980), “Profiling the Recreational Shopper,” Journal of Retailing, 56 (Fall), 77-92.
9. Bloch, Peter H. and Grady D. Bruce (1984), “Product Involvement as Leisure Behavior,” in Advances in Consumer Research, Vol. 11, Thomas C. Kinnear ed. Ann Arbor, MI: Association for Consumer Research, 197-202.
10. Burke, R.R. (1997), “Do You See What I See? The Future of Virtual Shopping,” Journal of the Academy of Marketing Science, 25(4), 352-360.
11. Cheung, C.M.K., G.W.W. Chan, and M. Limayem (2005), “A Critical Review of Online Consumer Behavior: Empirical Research,” Journal of Electronic Commerce in Organizations, 3(4), 1-19.
12. Dawson, Scott, Peter H. Bloch, and Nancy M. Ridgway (1990), “Shopping Motives, Emotional States, and Retail Outcomes,” Journal of Retailing, 66 (Winter), 408-427.
13. Dhar, Ravi and Klaus Wertenbroch (2000), “Consumer Choice Between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37 (February), 60-71.
14. Dickson, Peter R. and Alan G. Sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, 54 (July), 42-53.
15. Engel, James F., Roger D. Blackwell, and Paul W. Miniard (1993), Consumer Behavior, Chicago: Dryden.
16. Estelami and Hooman (1998), “The Price Is Right… or Is It? Demographic and Category Effects on Consumer Price Knowledge,” Journal of Product and Brand Management, 7(3), 254-266.
17. Granzin, K.L., J.J. Painter, and E.K. Valentin (1997), “Consumer Logistics as a Basis for Segmenting Retail Markets: An Exploratory Inquiry,” Journal of Retailing and Consumer Services, 4(2), 99-107.
18. Haynes, T. (1995), The Electronic Commerce Dictionary. Menlo Park: Robleda Company.
19. Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedonic Consumption, Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46 (Summer), 92-101.
20. Hoffman, D.L. and T.P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(3), 50-68.
21. Hsee, Christopher K. (1995), “Elastic Justification: How Tempting but Task-Irrelevant Factors Influence Decisions,” Organizational Behavioral and Human Decision Process, 62(3), 330-337.
22. ---(1996), “Elastic Justification: How Unjustifiable Factors Influence Judgments,” Organizational Behavioral and Human Decision Process, 66(1), 122-129.
23. Ingene, C.A. (1984), “Productivity and Functional Shifting in Spatial Retailing: Private and Social Perspectives,” Journal of Retailing and Consumer Services, 60(3), 15-26.
24. Jones, M.A., K.E. Reynolds, and M.J. Arnold (2006), “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes,” Journal of Business Research, 59(9), 974-981.
25. Kalakota, R. and A.B. Whinston (1997), Electronic Commerce—A Manager’s Guide, New York: Addison Wesley.
26. Kaltcheva, Velitchka D. and Barton A. Weitz (2006), “When Should a Retailer Create an Exciting Store Environment?” Journal of Marketing, 70 (January), 107-118.
27. Kim, M., and S.J. Lennon (2000), “Television Shopping for Apparel in the United States: Intentions,” Family and Consumer Sciences Research Journal, 28(3), 301-330.
28. Kim, Y.-K. (2002), “Consumer Value: An Application to Mall and Internet Shopping,” International Journal of Retail and Distribution Management, 30(11), 595-602.
29. Kivetz, Ran and Itamar Simonson (2002a), “Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards,” Journal of Marketing Research, 39(May), 155-170.
30. ---(2002b), “Self-Control for the Righteous: Toward a Theory of Precommitment to Indulge,” Journal of Consumer Research, 29 (September), 199-217.
31. Kosiur, D. (1997), Understanding Electronic Commerce, Washington, D.C.: Microsoft press.
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