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題名 折扣形式與商品屬性對消費者購買行為之影響
The Effect of Price Promotion Types and Product Types on Consumer Behavior作者 程紹怡
Cheng, Shao-Yi貢獻者 樓永堅
Lou, Yung-Chien
程紹怡
Cheng, Shao-Yi關鍵詞 折扣形式
商品屬性
認知需求
購買意願
再購買意願
內部參考價格
知覺品質日期 2021 上傳時間 4-八月-2021 16:38:45 (UTC+8) 摘要 本研究欲以2種折扣形式（固定式折扣、賭博式折扣）及2種商品屬性（實用性產品、享樂性產品）作為自變數，探討兩者間的交互作用，是否會影響消費者的購買意願、再購買意願、內部參考價格、知覺品質。基於此觀點，再加入2種認知需求（高、低認知需求）作為調節變數，研究在三階交互作用下，消費者可能產生的各種購買行為，提供廠商作為制定折扣策略的參考方向。本研究採用4種問卷進行發放，總共收回364份問卷，將無效樣本去除後，剩餘282份有效問卷，有效樣本率為82.7%，獲得以下結論：1.購買實用品時，賭博式折扣相較固定式折扣，降低消費者的購買意願2.高認知需求者購買享樂品，固定式折扣相較賭博式折扣，提升消費者的購買意願3.低認知需求者購買享樂品，賭博式折扣相較固定式折扣，提升消費者的購買意願4.購買實用品時，賭博式折扣相較固定式折扣，提升消費者的再購買意願5.購買享樂品時，固定式折扣相較賭博式折扣，提升消費者的再購買意願6.購買享樂品時，固定式折扣相較於賭博式折扣，內部參考價格高 參考文獻 一、中文文獻王又鵬、黃俊英、洪順慶，1994。價格促銷策略對消費者再購行為影響之研究。管理評論，第十三卷二期：49-86。二、英文文獻Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled price discounts: A remedy to the negative side effects of regular price discounts. Journal of Marketing, 79 (2), 62-78.Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing, 31 (1), 94-106.Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138.Bond, C. (1997). Sales Promotions: P&G’s gamble: Price or promotion? Marketing, 13 (1), 30-33.Burman, B., & Biswas, A. (2004). Reference prices in retail advertisements: Moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention. Journal of Product & Brand Management, 13 (6), 379-389.Bei, L. T., & Chen, M. Y. (2015). The effects of hedonic and utilitarian bidding values on e-auction behavior. Electronic Commerce Research, 15 (4), 483-507.Botti, S., & McGill, A. L. (2006). When choosing is not deciding: The effect of perceived responsibility on satisfaction. Journal of Consumer Research, 33 (2), 211-219.Blattberg, R. C., & Neslin, S. A. (1993). Sales promotion models in marketing. Handbooks in Operations Research and Management Science, 5 (1), 553-610.Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20 (1), 21-28.Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of management review, 23 (2), 225-241.Clement, M., Fabel, S., & Schmidt-Stolting, C. (2006). Diffusion of hedonic goods: A literature review. The International Journal on Media Management, 8 (4), 155-163.Compeau, L. D., & Grewal, D. (1998). Comparative price advertising: An integrative review. Journal of Public Policy & Marketing, 17 (2), 257-273.Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42 (1), 116-131.Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24 (3), 25-40.DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of marketing, 71 (3), 158-170.Danaher, P. J., & Mattsson, J. (1994). Customer satisfaction during the service delivery process. European Journal of Marketing, 28 (5), 5-16.Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18 (4), 416-427.Goldsmith, K., & Amir, O. (2010). Can uncertainty improve promotions? Journal of Marketing Research, 47 (6), 1070-1077.Grewal, D., & Marmorstein, H. (1994). Market price variation, perceived price variation, and consumers` price search decisions for durable goods. Journal of Consumer Research, 21 (3), 453-460.Gilovich, T., Medvec, V. H., & Chen, S. (1995). Commission, omission, and dissonance reduction: Coping with regret in the "Monty Hall" problem. Personality and Social Psychology Bulletin, 21 (2), 182-190.Helson, H. (1964). Current trends and issues in adaptation-level theory. American Psychologist, 19 (1), 26-38.Holbrook, B. H., & Elizabeth, C. H. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9 (2), 140-192.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37 (11), 1762-1800.Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of marketing, 46 (3), 92-101.Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Behavior, 1 (3), 239-260.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut? Journal of Consumer Research, 17 (1), 74–81.Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24 (2), 163-204.Kalyanaram, G., & Winer, R. S. (1995). Empirical generalizations from reference price research. Marketing science, 14 (3), 161-169.Kirmani, A., & Zeithaml, V. (1993). Brand equity and advertising: Advertising’s role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.Lichtenstein, D. R., & Burton, S. (1989). The relationship between perceived and objective price-quality. Journal of Marketing Research, 26 (4), 429-443.Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing, 77 (2), 112-123.Monroe, K. B., & Chapman, J. D. (1987). Framing effects on buyers` subjective product evaluations. Association for Consumer Research, 14 (1), 193-197.Monroe, K. B., Grewal, D., & Compeau, L. D. (1991). The concept of reference prices: Theoretical justifications and research issues. Paper presented at the Association for Consumer Research Conference, Chicago.Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1(1), 209-232.Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5), 415-425.Roest, H., & Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8 (4), 336-351.Singer, J. L. (1966). Daydreaming: an introduction to the experimental study of inner experience. New York: Random House.Steenkamp, J. B. E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21 (4), 309-333.Strahilevitz, M., & Myers, J. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24 (4), 434-436.Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12 (1), 28-52.Sherif, M., Taub, D., & Hovland, C. I. (1958). Assimilation and contrast effects of anchoring stimuli on judgments. Journal of Experimental Psychology, 55 (2), 150-155.Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30 (2), 207-217.Wertenbroch, K., & Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 3 (3), 60-71.Wegener, D. T., & Petty, E. (1995). Flexible correction processes in social judgment: The role of naïve theories in corrections for perceived bias. Journal of Personality and Social Psychology, 68 (1), 36-51.Yadav (1994). How buyers evaluate product bundles: A model of anchoring and adjustment. Journal of Consumer Research, 21 (2), 342-353.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidences. Journal of Marketing, 52 (3), 2-22.Zhang, Y., & Buda, R. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 38 (2), 1-15. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363085資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363085 資料類型 thesis dc.contributor.advisor 樓永堅 zh_TW dc.contributor.advisor Lou, Yung-Chien en_US dc.contributor.author (作者) 程紹怡 zh_TW dc.contributor.author (作者) Cheng, Shao-Yi en_US dc.creator (作者) 程紹怡 zh_TW dc.creator (作者) Cheng, Shao-Yi en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-八月-2021 16:38:45 (UTC+8) - dc.date.available 4-八月-2021 16:38:45 (UTC+8) - dc.date.issued (上傳時間) 4-八月-2021 16:38:45 (UTC+8) - dc.identifier (其他 識別碼) G0108363085 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136734 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363085 zh_TW dc.description.abstract (摘要) 本研究欲以2種折扣形式（固定式折扣、賭博式折扣）及2種商品屬性（實用性產品、享樂性產品）作為自變數，探討兩者間的交互作用，是否會影響消費者的購買意願、再購買意願、內部參考價格、知覺品質。基於此觀點，再加入2種認知需求（高、低認知需求）作為調節變數，研究在三階交互作用下，消費者可能產生的各種購買行為，提供廠商作為制定折扣策略的參考方向。本研究採用4種問卷進行發放，總共收回364份問卷，將無效樣本去除後，剩餘282份有效問卷，有效樣本率為82.7%，獲得以下結論：1.購買實用品時，賭博式折扣相較固定式折扣，降低消費者的購買意願2.高認知需求者購買享樂品，固定式折扣相較賭博式折扣，提升消費者的購買意願3.低認知需求者購買享樂品，賭博式折扣相較固定式折扣，提升消費者的購買意願4.購買實用品時，賭博式折扣相較固定式折扣，提升消費者的再購買意願5.購買享樂品時，固定式折扣相較賭博式折扣，提升消費者的再購買意願6.購買享樂品時，固定式折扣相較於賭博式折扣，內部參考價格高 zh_TW dc.description.tableofcontents 致謝i摘要ii目錄 iii表次 iv圖次 vi第一章 緒論 1第一節 研究動機 1第二節 研究目的 2第三節 研究流程 2第二章 文獻探討 4第一節 廠商銷售行為 4第二節 消費者購買行為 7第三節 消費者個人特質 10第四節 變數間之二階效果與假說推論 12第五節 變數間之三階效果與假說推論 17第三章 研究方法 22第一節 研究架構 22第二節 研究設計 23第三節 研究變數之操作性定義與衡量 25第四節 資料搜集與分析方法 30第四章 資料分析與研究結果 34第一節 樣本結構 34第二節 信度分析 36第三節 研究假說驗證 39第四節 研究結果整理與假說不成立之原因討論 63第五節 研究結果附帶分析 70第五章 結論與建議 75第一節 研究結論 75第二節 管理意涵 77第三節 研究限制與後續研究建議 78參考文獻 81附錄 85 zh_TW dc.format.extent 2691683 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363085 en_US dc.subject (關鍵詞) 折扣形式 zh_TW dc.subject (關鍵詞) 商品屬性 zh_TW dc.subject (關鍵詞) 認知需求 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 再購買意願 zh_TW dc.subject (關鍵詞) 內部參考價格 zh_TW dc.subject (關鍵詞) 知覺品質 zh_TW dc.title (題名) 折扣形式與商品屬性對消費者購買行為之影響 zh_TW dc.title (題名) The Effect of Price Promotion Types and Product Types on Consumer Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻王又鵬、黃俊英、洪順慶，1994。價格促銷策略對消費者再購行為影響之研究。管理評論，第十三卷二期：49-86。二、英文文獻Alavi, S., Bornemann, T., & Wieseke, J. (2015). Gambled price discounts: A remedy to the negative side effects of regular price discounts. Journal of Marketing, 79 (2), 62-78.Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing, 31 (1), 94-106.Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20 (2), 123-138.Bond, C. (1997). Sales Promotions: P&G’s gamble: Price or promotion? Marketing, 13 (1), 30-33.Burman, B., & Biswas, A. (2004). Reference prices in retail advertisements: Moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention. Journal of Product & Brand Management, 13 (6), 379-389.Bei, L. T., & Chen, M. Y. (2015). The effects of hedonic and utilitarian bidding values on e-auction behavior. Electronic Commerce Research, 15 (4), 483-507.Botti, S., & McGill, A. L. (2006). When choosing is not deciding: The effect of perceived responsibility on satisfaction. Journal of Consumer Research, 33 (2), 211-219.Blattberg, R. C., & Neslin, S. A. (1993). Sales promotion models in marketing. Handbooks in Operations Research and Management Science, 5 (1), 553-610.Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20 (1), 21-28.Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of management review, 23 (2), 225-241.Clement, M., Fabel, S., & Schmidt-Stolting, C. (2006). Diffusion of hedonic goods: A literature review. The International Journal on Media Management, 8 (4), 155-163.Compeau, L. D., & Grewal, D. (1998). Comparative price advertising: An integrative review. Journal of Public Policy & Marketing, 17 (2), 257-273.Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42 (1), 116-131.Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24 (3), 25-40.DelVecchio, D., Krishnan, H. S., & Smith, D. C. (2007). Cents or percent? The effects of promotion framing on price expectations and choice. Journal of marketing, 71 (3), 158-170.Danaher, P. J., & Mattsson, J. (1994). Customer satisfaction during the service delivery process. European Journal of Marketing, 28 (5), 5-16.Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18 (4), 416-427.Goldsmith, K., & Amir, O. (2010). Can uncertainty improve promotions? Journal of Marketing Research, 47 (6), 1070-1077.Grewal, D., & Marmorstein, H. (1994). Market price variation, perceived price variation, and consumers` price search decisions for durable goods. Journal of Consumer Research, 21 (3), 453-460.Gilovich, T., Medvec, V. H., & Chen, S. (1995). Commission, omission, and dissonance reduction: Coping with regret in the "Monty Hall" problem. Personality and Social Psychology Bulletin, 21 (2), 182-190.Helson, H. (1964). Current trends and issues in adaptation-level theory. American Psychologist, 19 (1), 26-38.Holbrook, B. H., & Elizabeth, C. H. (1982). The experiential aspects of consumption: Consumer fantasies, feelings and fun. Journal of Consumer Research, 9 (2), 140-192.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37 (11), 1762-1800.Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of marketing, 46 (3), 92-101.Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Behavior, 1 (3), 239-260.Inman, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut? Journal of Consumer Research, 17 (1), 74–81.Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24 (2), 163-204.Kalyanaram, G., & Winer, R. S. (1995). Empirical generalizations from reference price research. Marketing science, 14 (3), 161-169.Kirmani, A., & Zeithaml, V. (1993). Brand equity and advertising: Advertising’s role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.Lichtenstein, D. R., & Burton, S. (1989). The relationship between perceived and objective price-quality. Journal of Marketing Research, 26 (4), 429-443.Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing, 77 (2), 112-123.Monroe, K. B., & Chapman, J. D. (1987). Framing effects on buyers` subjective product evaluations. Association for Consumer Research, 14 (1), 193-197.Monroe, K. B., Grewal, D., & Compeau, L. D. (1991). The concept of reference prices: Theoretical justifications and research issues. Paper presented at the Association for Consumer Research Conference, Chicago.Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1(1), 209-232.Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30 (5), 415-425.Roest, H., & Pieters, R. (1997). The nomological net of perceived service quality. International Journal of Service Industry Management, 8 (4), 336-351.Singer, J. L. (1966). Daydreaming: an introduction to the experimental study of inner experience. New York: Random House.Steenkamp, J. B. E. M. (1990). Conceptual model of the quality perception process. Journal of Business Research, 21 (4), 309-333.Strahilevitz, M., & Myers, J. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24 (4), 434-436.Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12 (1), 28-52.Sherif, M., Taub, D., & Hovland, C. I. (1958). Assimilation and contrast effects of anchoring stimuli on judgments. Journal of Experimental Psychology, 55 (2), 150-155.Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30 (2), 207-217.Wertenbroch, K., & Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 3 (3), 60-71.Wegener, D. T., & Petty, E. (1995). Flexible correction processes in social judgment: The role of naïve theories in corrections for perceived bias. Journal of Personality and Social Psychology, 68 (1), 36-51.Yadav (1994). How buyers evaluate product bundles: A model of anchoring and adjustment. Journal of Consumer Research, 21 (2), 342-353.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidences. Journal of Marketing, 52 (3), 2-22.Zhang, Y., & Buda, R. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 38 (2), 1-15. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202100901 en_US
