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

The Effects of Price Promotion Framing through Semantic Cues on Consumers' Perceptions and Purchase Intentions

李元恕(Yuan-Shuh Lii) ； 王佳綾(Chia-Ling Wang)

《大葉學報》 12卷2期 (2003/12) Pp. 45-54

https://doi.org/10.7119/JDYU.200312.0045

摘要

本研究主要是探討不同語意線索的價格促銷建構方式對消費者的內部參考價格、知覺節省與購買意圖的相對影響力，以及其影響程度是否會因購物情境的不同而有差異性存在。本研究採用3種不同語意線索的價格促銷建構方式（現金折扣、促銷價與百分比折扣）與2種種購物情境（傳統與網路購物）的實驗設計。研究結果顯示，現金折扣、促銷價與百分比折扣之促銷建構方式對消費者的內部參考價格、知覺節省與購買意圖有顯著性的差別影響。然而，其影響程度不會因購物情境而有所不同。促銷價與百分比折扣僅在內部參考價格方面對消費者的影響大於現金折扣的建構方式; 在知覺節省與購買意圖上，整體而言，現金折扣的影響力最大。

關鍵字

語意線索 ； 參考價格 ； 知覺節省 ； 購買意圖 ； 網路購物

並列摘要

The purpose of this research is to examine the relative influence of different promotional price formats through semantic cues on consumers’ internal reference prices, perceived savings, and purchase intentions within the context of online and offline shopping. A 3×2 factorial design experiment involving three types of semantic cues (dollars off, sale-price, and percentage-off) and two shopping situations (online and offline) was conducted. The results indicate that consumers’ internal reference prices, perceived savings, and purchase intentions are affected by promotional framings. However, these influences do not differ between online and offline shopping. Sale-price and percentage-off exert larger influences on internal reference price than dollars-off. In general, dollars-of has more influence on perceived savings and purchase intentions than sale-price and dollars-off both shopping situations.

並列關鍵字

semantic cues ； internal reference price ； perceived savings ； purchase intention ； online shopping