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題名 促銷形式語意差異對消費者知覺品質、知覺價值及購買意願的影響
作者 劉恁宣
貢獻者 樓永堅
劉恁宣
關鍵詞 知覺品質
知覺價值
內部參考價格
促銷
日期 2012
上傳時間 2-Sep-2013 15:14:37 (UTC+8)
摘要 消費者面對促銷時，除了會因為優惠感受到交易帶來的愉悅或滿足感外，也可能以較低的促銷後價格去進行產品品質推論，而導致較低的知覺品質，或是在長期觀察產品進行的促銷活動後，調降對該產品的預期價格。在各式各樣的促銷形式間，對於上述消費者認知及最後購買意願的影響是否會有差異，是本研究感興趣的議題。因此，本研究透過三種促銷幅度幾乎一致的常見促銷方式—「買一送一」、「加一元多一件」及「兩件五折」，欲探討消費者是否會因語意上的差異而有不同的產品及交易認知，進而影響其購買意願。研究目的包括以下幾點：
1. 「買一送一」、「加一元多一件」及「兩件五折」三種促銷深度一致的促銷手法對知覺品質、內部參考價格及知覺交易價值的影響是否有差異？進而使消費者產生不同程度的購買意願。
2. 三種促銷方式是否影響促銷結束後消費者的購買意願？
藉回顧文獻建立觀念架構後，本研究的研究架構由單一外生變數（促銷形式）及六組內生變數（知覺品質、內部參考價格、知覺交易價值、知覺獲取價值、購買意願及促銷後購買意願）構成。運用實驗法獲得136份有效問卷，並以SPSS進行單因子變異數分析及迴歸分析後，本研究獲得以下結論：
1. 相較於「買一送一」及「加一元多一件」，「兩件五折」能使消費者產生較高的知覺交易價值。
2. 相較於「買一送一」及「加一元多一件」，消費者面對「兩件五折」促銷後的購買意願較低；消費者在促銷期間的知覺交易價值越高，促銷後的購買意願越低。
3. 知覺品質及知覺交易價值越高時，知覺獲取價值也將越高；知覺獲取價值越高消費者的購買意願也越高。
參考文獻 中文文獻：
1. 朱冠宇.(2012).價格折扣與限制性促銷對知覺品質和購買意願之影響.淡江大學國際企業學系碩士班學位論文.
2. 李元恕&王佳綾.(2003).語意線索的價格促銷建構方式對消費者認知與購買意圖的影響.大葉學報. 目錄12(2), 45-54.
3. 林恩琪. (2006). 探討消費者於非促銷期間, 其促銷期待對價格衡量與購買意願的影響. 成功大學國際企業研究所碩士班學位論文, 1-69.
4. 張重昭&周貞宇. (1999).知覺品質與參考價格對消費者知覺價值與購買意願之影響.企業管理學報, (45), 1-36.
英文文獻：
1. Chandran, S., and Morwitz, V. G. (2006). The price of “free”‐dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.
2. Chandrashekaran, R., and Grewal, D. (2003). Assimilation of advertised reference prices: The moderating role of involvement. Journal of Retailing, 79(1), 53-62.
3. Chr. Hjorth-Andersen. (1984). The concept of quality and the efficiency of markets for consumer products. Journal of Consumer Research, 11(2), 708-718.
4. Darke, P. R., and Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
5. Darke, P. R., and Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78(6), 960.
6. Davis, S., Inman, J. J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: Or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143-148.
7. Della Bitta, A. J., Monroe, K. B., and McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, (18)4, 416-427.
8. Diamond, W. D. (1992). Just what is a" dollar`s worth"? Consumer reactions to price discounts vs. extra product promotions. Journal of Retailing, 68(3), 254-270.
9. Diamond, W. D., and Sanyal, A. (1990). The effect of framing on the choice of supermarket coupons. Advances in consumer research, 17(1), 488-493.
10. Dodds, W. B., and Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12(1), 85-90.
11. Dodson, J. A., Tybout, A. M., and Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 15(1), 72-81.
12. Doob, A. N., Carlsmith, J. M., Freedman, J. L., Landauer, T. K., and Tom Jr, S. (1969). Effect of initial selling price on subsequent sales. Journal of Personality and Social Psychology, 11(4), 345.
13. Gabor, A., & Granger, C. W. (1961). On the price consciousness of consumers. Applied Statistics, 10(3), 170-188.
14. Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers` perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
15. Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31, 31-57.
16. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570.
17. Lattin, J. M., & Bucklin, R. E. (1989). Reference effects of price and promotion on brand choice behavior. Journal of Marketing research, 26(3), 299-310.
18. Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(1), 55-66.
19. Martin, G. S., and Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2(4), 431-438.
20. Monroe, K. B., and Chapman, J. D. (1987). Framing effects on buyers’ subjective product evaluations. Advances in consumer research, 14(1), 193-197.
21. Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality: How consumers view stores and merchandise, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, 209-32.
22. Olshavsky, R. W. (1985). Perceived quality in consumer decision making: An integrated theoretical perspective. Perceived quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, 3-29.
23. Olson, J. C. (1977). Theories of information encoding and storage: Implications for consumer research (No. 65). Pennsylvania State University, Department of Marketing.
24. Olson, J. C., & Reynolds, T. J. (1983). Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and consumer psychology, 1, 77-90.
25. Papatla, P., & Krishnamurthi, L. (1996). Measuring the dynamic effects of promotions on brand choice. Journal of Marketing Research, 33(1), 20-35.
26. Raghubir, P., and Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 36(2), 211-222.
27. Rajendran, K. N., & Tellis, G. (1994). Contextual and temporal components of reference price. Journal of Marketing, 58, 22-34.
28. Raju, P. S. (1977). Product familiarity, brand name, and price influences on product evaluation. Advances in Consumer Research, 4(1), 64-71.
29. Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers` perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351-357.
30. Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing, 45(2), 70-78.
31. Sawyer, A. G., and Dickson, P. R. (1984). Psychological perspectives on consumer response to sales promotion. Research on Sales Promotion: Collected Papers, 1-21.
32. Scott, C. A., and Tybout, A. M. (1979). Extending the self-perception explanation: The effect of cue salience on behavior. Advances in Consumer Research, 6(1), 50-54.
33. Scott, C. A., and Yalch, R. F. (1980). Consumer response to initial product trial: A Bayesian analysis. Journal of Consumer Research, 7(1), 32-41.
34. Sinha, I., and Smith, M. F. (2000). Consumers` perceptions of promotional framing of price. Psychology and Marketing, 17(3), 257-275.
35. Smith, M. F., and Sinha, I. (2000). The impact of price and extra product promotions on store preference. International Journal of Retail and Distribution Management, 28(2), 83-92.
36. Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
37. Thomas, M., & Menon, G. (2007). When internal reference prices and price expectations diverge: The role of confidence. Journal of Marketing Research, 44(3), 401-409.
38. Urbany, J. E., & Bearden, W. O. (1989). Reference price effects on perceptions of perceived offer value, normal prices, and transaction utility. Enhancing knowledge development in marketing, 45-49.
39. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22
描述 碩士
國立政治大學
企業管理研究所
100355040
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100355040
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.author (Authors) 劉恁宣zh_TW
dc.creator (作者) 劉恁宣zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 15:14:37 (UTC+8)-
dc.date.available 2-Sep-2013 15:14:37 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 15:14:37 (UTC+8)-
dc.identifier (Other Identifiers) G0100355040en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59217-
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zh_TW
dc.description (描述) 100355040zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 消費者面對促銷時，除了會因為優惠感受到交易帶來的愉悅或滿足感外，也可能以較低的促銷後價格去進行產品品質推論，而導致較低的知覺品質，或是在長期觀察產品進行的促銷活動後，調降對該產品的預期價格。在各式各樣的促銷形式間，對於上述消費者認知及最後購買意願的影響是否會有差異，是本研究感興趣的議題。因此，本研究透過三種促銷幅度幾乎一致的常見促銷方式—「買一送一」、「加一元多一件」及「兩件五折」，欲探討消費者是否會因語意上的差異而有不同的產品及交易認知，進而影響其購買意願。研究目的包括以下幾點：
1. 「買一送一」、「加一元多一件」及「兩件五折」三種促銷深度一致的促銷手法對知覺品質、內部參考價格及知覺交易價值的影響是否有差異？進而使消費者產生不同程度的購買意願。
2. 三種促銷方式是否影響促銷結束後消費者的購買意願？
藉回顧文獻建立觀念架構後，本研究的研究架構由單一外生變數（促銷形式）及六組內生變數（知覺品質、內部參考價格、知覺交易價值、知覺獲取價值、購買意願及促銷後購買意願）構成。運用實驗法獲得136份有效問卷，並以SPSS進行單因子變異數分析及迴歸分析後，本研究獲得以下結論：
1. 相較於「買一送一」及「加一元多一件」，「兩件五折」能使消費者產生較高的知覺交易價值。
2. 相較於「買一送一」及「加一元多一件」，消費者面對「兩件五折」促銷後的購買意願較低；消費者在促銷期間的知覺交易價值越高，促銷後的購買意願越低。
3. 知覺品質及知覺交易價值越高時，知覺獲取價值也將越高；知覺獲取價值越高消費者的購買意願也越高。		zh_TW
dc.description.tableofcontents 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
第二章 文獻探討 4
第一節 促銷 4
第二節 知覺品質 10
第三節 內部參考價格 15
第四節 知覺價值 18
第五節 購買意願 27
第六節 研究假說 28
第三章 研究方法 34
第一節 研究架構 34
第二節 實驗設計 35
第三節 實驗變數定義及問卷設計 36
第四章 實驗結果分析 41
第一節 信度分析 41
第二節 敘述性分析 44
第三節 假說驗證及討論 46
第五章 結論與建議 58
第一節 研究結論 58
第二節 管理意涵與建議 60
第三節 研究限制 62
第四節 後續研究之建議 63
第六章 參考文獻 65
附錄：實驗問卷 69		zh_TW
dc.format.extent 1953222 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100355040en_US
dc.subject (關鍵詞) 知覺品質zh_TW
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) 內部參考價格zh_TW
dc.subject (關鍵詞) 促銷zh_TW
dc.title (題名) 促銷形式語意差異對消費者知覺品質、知覺價值及購買意願的影響zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻：
1. 朱冠宇.(2012).價格折扣與限制性促銷對知覺品質和購買意願之影響.淡江大學國際企業學系碩士班學位論文.
2. 李元恕&王佳綾.(2003).語意線索的價格促銷建構方式對消費者認知與購買意圖的影響.大葉學報. 目錄12(2), 45-54.
3. 林恩琪. (2006). 探討消費者於非促銷期間, 其促銷期待對價格衡量與購買意願的影響. 成功大學國際企業研究所碩士班學位論文, 1-69.
4. 張重昭&周貞宇. (1999).知覺品質與參考價格對消費者知覺價值與購買意願之影響.企業管理學報, (45), 1-36.
英文文獻：
1. Chandran, S., and Morwitz, V. G. (2006). The price of “free”‐dom: Consumer sensitivity to promotions with negative contextual influences. Journal of Consumer Research, 33(3), 384-392.
2. Chandrashekaran, R., and Grewal, D. (2003). Assimilation of advertised reference prices: The moderating role of involvement. Journal of Retailing, 79(1), 53-62.
3. Chr. Hjorth-Andersen. (1984). The concept of quality and the efficiency of markets for consumer products. Journal of Consumer Research, 11(2), 708-718.
4. Darke, P. R., and Chung, C. M. (2005). Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1), 35-47.
5. Darke, P. R., and Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78(6), 960.
6. Davis, S., Inman, J. J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: Or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143-148.
7. Della Bitta, A. J., Monroe, K. B., and McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, (18)4, 416-427.
8. Diamond, W. D. (1992). Just what is a" dollar`s worth"? Consumer reactions to price discounts vs. extra product promotions. Journal of Retailing, 68(3), 254-270.
9. Diamond, W. D., and Sanyal, A. (1990). The effect of framing on the choice of supermarket coupons. Advances in consumer research, 17(1), 488-493.
10. Dodds, W. B., and Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12(1), 85-90.
11. Dodson, J. A., Tybout, A. M., and Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 15(1), 72-81.
12. Doob, A. N., Carlsmith, J. M., Freedman, J. L., Landauer, T. K., and Tom Jr, S. (1969). Effect of initial selling price on subsequent sales. Journal of Personality and Social Psychology, 11(4), 345.
13. Gabor, A., & Granger, C. W. (1961). On the price consciousness of consumers. Applied Statistics, 10(3), 170-188.
14. Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers` perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46-59.
15. Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31, 31-57.
16. Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570.
17. Lattin, J. M., & Bucklin, R. E. (1989). Reference effects of price and promotion on brand choice behavior. Journal of Marketing research, 26(3), 299-310.
18. Lichtenstein, D. R., & Bearden, W. O. (1989). Contextual influences on perceptions of merchant-supplied reference prices. Journal of Consumer Research, 16(1), 55-66.
19. Martin, G. S., and Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2(4), 431-438.
20. Monroe, K. B., and Chapman, J. D. (1987). Framing effects on buyers’ subjective product evaluations. Advances in consumer research, 14(1), 193-197.
21. Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality: How consumers view stores and merchandise, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, 209-32.
22. Olshavsky, R. W. (1985). Perceived quality in consumer decision making: An integrated theoretical perspective. Perceived quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, 3-29.
23. Olson, J. C. (1977). Theories of information encoding and storage: Implications for consumer research (No. 65). Pennsylvania State University, Department of Marketing.
24. Olson, J. C., & Reynolds, T. J. (1983). Understanding consumers’ cognitive structures: Implications for advertising strategy. Advertising and consumer psychology, 1, 77-90.
25. Papatla, P., & Krishnamurthi, L. (1996). Measuring the dynamic effects of promotions on brand choice. Journal of Marketing Research, 33(1), 20-35.
26. Raghubir, P., and Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 36(2), 211-222.
27. Rajendran, K. N., & Tellis, G. (1994). Contextual and temporal components of reference price. Journal of Marketing, 58, 22-34.
28. Raju, P. S. (1977). Product familiarity, brand name, and price influences on product evaluation. Advances in Consumer Research, 4(1), 64-71.
29. Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers` perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351-357.
30. Rothschild, M. L., & Gaidis, W. C. (1981). Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing, 45(2), 70-78.
31. Sawyer, A. G., and Dickson, P. R. (1984). Psychological perspectives on consumer response to sales promotion. Research on Sales Promotion: Collected Papers, 1-21.
32. Scott, C. A., and Tybout, A. M. (1979). Extending the self-perception explanation: The effect of cue salience on behavior. Advances in Consumer Research, 6(1), 50-54.
33. Scott, C. A., and Yalch, R. F. (1980). Consumer response to initial product trial: A Bayesian analysis. Journal of Consumer Research, 7(1), 32-41.
34. Sinha, I., and Smith, M. F. (2000). Consumers` perceptions of promotional framing of price. Psychology and Marketing, 17(3), 257-275.
35. Smith, M. F., and Sinha, I. (2000). The impact of price and extra product promotions on store preference. International Journal of Retail and Distribution Management, 28(2), 83-92.
36. Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.
37. Thomas, M., & Menon, G. (2007). When internal reference prices and price expectations diverge: The role of confidence. Journal of Marketing Research, 44(3), 401-409.
38. Urbany, J. E., & Bearden, W. O. (1989). Reference price effects on perceptions of perceived offer value, normal prices, and transaction utility. Enhancing knowledge development in marketing, 45-49.
39. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22		zh_TW