折扣幅度、產品涉入程度與限制性銷售訴求對產品評價之影響

孫良政(Liang-Jeng Sun)

指導教授 ： 謝浩明

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

價格促銷對消費者而言能創造出經濟誘因，所以短期間內價格促銷讓銷售量有正面提昇的效果（Blattberg and Neslin, 1990）。但價格促銷所面臨的問題是，雖然其可增加店內客戶流量，增加短期銷售數量，但是也會影響消費者對於產品價格的內在認知與產品品質的評價。
Bowen, Chaffee(1974)認為不同的產品涉入程度會有不同的購買決策方式；Dickson and Sawyer(1990)則主張不同涉入程度的消費者在面對廠商所進行的價格促銷時，其相關的知覺反應也會有所不同。Inman, Peter and Raghubir(1997)的研究結果顯示，限制性銷售訴求（restricted-sale appeal）在高低兩個不同的折扣幅度下確實能影響消費者對交易的評價，進而影響其購買意願。
綜合上述研究發現，本研究基於Grewal et al.(1998)所提出觀念中之部份構面，加入產品涉入程度和限制性銷售訴求兩干擾因素，透過回歸分析以探討產品涉入程度與限制性銷售訴求對折扣幅度與消費者之相關產品評價間的關係是否有關。自變數為折扣幅度，干擾變數為產品涉入程度和限制性銷售訴求，三個依變數分別為內部參考價格、知覺品質和知覺價值。研究結果如下所示：

1.折扣幅度與消費者之內部參考價格呈現負向關係。
2.折扣幅度與消費者之知覺品質呈現負向關係。
3.折扣幅度與消費者之知覺價值呈現正向關係。
4.不同的產品涉入程度會對折扣幅度與內部參考價格間的關係有不同程度的影響。
5.不同的產品涉入程度不會對折扣幅度與知覺品質間的關係有不同程度的影響。
6.不同的產品涉入程度不會對折扣幅度與知覺價值間的關係有不同程度的影響。
7.不同的限制性銷售訴求不會對折扣幅度與內部參考價格間的關係有不同程度的影響。
8.不同的限制性銷售訴求不會對折扣幅度與知覺品質間的關係有影響。
9.不同的限制性銷售訴求會對折扣幅度與知覺價值間的關係有不同程度的影響。

關鍵字

折扣幅度 ； 產品涉入程度 ； 限時 ； 限量 ； 知覺價值 ； 產品評價

並列摘要

Price promotion is an economic incentive for customers, consequently it raise the sale volume in short term(Blattberg and Neslin, 1990). Nonetheless, price promotion is still having a problem. Though it could increase store traffic and short-term sale volume, it effects customers’ internal cognition of product price and quality appraisal also.
Bowen, Chaffee(1974) argue that different product involvements would lead to different bases of purchasing decision. Dickson and Sawyer(1990) assert that when customers who have different involvements facing price promotions would own different perceptions and responsiveness.
The research results of Inman, Peter and Raghubir(1997) reveal that restricted-sale appeals dose affect customer’s deal evaluation and purchasing intention further while they are at high and low discount levels.
To summarized, this research is based on partial dimensions of ideation Grewal et al.(1998) claimed, and is interfere with two variables, product involvements and restricted-sale appeals. This research is to investigate whether these two interfering variables affecting the relationships of discount levels and customer’s product evaluations or not. In this research, the independent variable is discount level, the interfering variables are product involvement and restricted-sale appeals, and the dependent variables are internal reference price, perceived quality, and perceived value separately. The research results are described below.
1.Discount level is negatively related with customer’s internal reference price.
2.Discount level is negatively related with customer’s internal perceived quality.
3.Discount level is positively related with customer’s internal perceived value.
4.Product involvements will interfere with the relationship of discount level and internal reference price.
5.Product involvemenst will not interfere with the relationship of discount level and perceived quality.
6.Product involvemenst will not interfere with the relationship of discount level and perceived value.
7.Restricted-sale appeals will not interfere with the relationship of discount level and internal reference price.
8.Restricted-sale appeals will not interfere with the relationship of discount level and perceived quality.
9.Restricted-sale appeals will interfere with the relationship of discount level and perceived value.

並列關鍵字

discount level ； product involvement ； time-limited ； quantity-limited ； perceived quality ； perceived value

參考文獻

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