| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.advisor | Chang,Ching-ching | en_US |
| dc.contributor.author (Authors) | 李景浩 | zh_TW |
| dc.contributor.author (Authors) | Li,Ching-how | en_US |
| dc.creator (作者) | 李景浩 | zh_TW |
| dc.creator (作者) | Li,Ching-how | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 17-Sep-2009 15:34:39 (UTC+8) | - |
| dc.date.available | 17-Sep-2009 15:34:39 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Sep-2009 15:34:39 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0924520021 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/33134 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 92452002 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 在各式各樣的銷售技巧中，誇張廠商建議價格是一種常見的手法，廠商漫天喊價誇大原始售價，無非是希望能讓消費覺得實際售價低廉且商品值得購買。但在廠商使用這樣的策略時，有些人會察覺到廠商操弄的意圖進而對廠商、商品產生負面的感覺。本研究認為消費者的認知需求程度是參考價格產生效果的重要調節變項，因此，本研究發展兩階段的實驗來探討消費者認知需求高低對其處理價格資訊的影響。研究方式與結果簡述如下：在第一個階段中研究的是誇張的行銷訊息（誇張的廠商售價）對於認知需求程度不同的消費者的效果差異，以及廠商售價對於消費者的商品態度與購買意願的影響。研究結果發現，認知需求低者較易被廠商宣稱的誇張價格影響其對商品的推估價格，進而對商品產生較佳的態度與購買意願。在第二個階段中，本研究設計讓已經受到廠商訂價影響的消費者接觸實際售價，探討消費者的認知需求程度對於其操弄意圖推論程度的影響及消費者操弄意圖推論程度對於其最終購買意願與商品態度產生的效果。結果發現，認知需求高的消費者其操弄意圖推論程度亦高，且消費者的操弄意圖推論程度愈高；對於消費者商品態度與購買意願負面的影響也愈大。 | zh_TW |
| dc.description.abstract (摘要) | One main concern regarding the use of reference prices in advertisements relates to the possibility of perceived deception due to consumers` reaction towards exaggerated or implausible price claims. This paper examines the moderating roles of an individual level variable-need for cognition (NFC), in influencing consumers’ evaluation of the reference prices in a two-stage experiment. The results support the hypothesized effects of need for cognition and demonstrate that, in the first stage, consumers with a high need for cognition assimilate a smaller portion of the external reference points (ERPs) into their existing internal reference point (IRPs). In addition, for consumers with a low need for cognition, the increasing level of reference price results in positive effects on value perception, brand attitudes and purchase intention.In the second stage, I introduced inferences of manipulative intent (IMI) as a dependant variable. The results suggest that for consumers with a high need for cognition, the greater the discrepancy between their estimated price and real price, the higher level of perceived manipulative intent of advertisers. This leads to negative attitudes toward the advertiser and results in negative effects on brand attitudes and purchase intention.Implications for research and practitioners are discussed. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機及目的 1第二節 網路上的訂價策略研究 3第三節 研究程序 5第二章 文獻探討 7第一節 參考價格 7第二節 認知需求 13第三節 價格－品質推論 17第四節 操弄意圖推論 19第三章 研究架構與假設 21第一節 研究架構 21第二節 研究假設 23第四章 研究方法 29第一節 研究方法選擇 29第二節 實驗設計與實驗商品選擇 31第三節 研究對象 33第四節 研究流程 34第五節 訊息內容設計 35第六節 變項定義與測量 37第七節 前測 40第五章 研究結果 43第一節 量表信度檢測 43第二節 自變項操弄檢定 45第三節 假設驗證 46第六章 結論 67第一節 主要發現與討論 67第二節 研究限制 70第三節 研究貢獻 71參考文獻 77附錄 83 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0924520021 | en_US |
| dc.subject (關鍵詞) | 參考價格 | zh_TW |
| dc.subject (關鍵詞) | 認知需求 | zh_TW |
| dc.subject (關鍵詞) | 價格品質推論 | zh_TW |
| dc.subject (關鍵詞) | 操弄意圖推論 | zh_TW |
| dc.subject (關鍵詞) | reference price | en_US |
| dc.subject (關鍵詞) | nfc | en_US |
| dc.subject (關鍵詞) | need for cognition | en_US |
| dc.subject (關鍵詞) | imi | en_US |
| dc.subject (關鍵詞) | inferences of manipulative intent | en_US |
| dc.title (題名) | 參考價格的效果：以消費者認知需求程度探討 | zh_TW |
| dc.title (題名) | The moderating impact of need for cognition on the effect of reference prices - A contingency model | en_US |
| dc.type (資料類型) | thesis | en |
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