知覺品質與價格標示方式對消費者知覺價值與購買意願之影響－以線上旅遊產品爲例

The Effects of Perceived Quality and Price Labeling on Consumers' Perceived Value and Purchase Intention-A Case of Travel Product on the Internet

蕭至惠(Chih-Hui Hsiao) ； 高韻晴(Yun-Ching Kao) ； 蔡進發(Chin-Fa Tsai)

《戶外遊憩研究》 22卷2期 (2009/06) Pp. 79-110

https://doi.org/10.6130/JORS.2009.22(2)4

摘要

本研究選擇線上旅遊產品爲研究對象，並以機場旅客爲問卷訪問對象，分別針對「國外套裝旅遊行程」及「半自助旅遊行程」兩種產品類型進行研究，計蒐集到181與170份有效問卷。希望透過本研究可以理解廣告市價、過去售價及廣告促銷價對服務業的消費者行爲造成何種影響，以及上述兩種不同型態旅遊產品於價格促銷應用方面的差異。
本研究採用2（市價－合理、誇大）×2（過去售價－低、高）×2（促銷價－低、高）實驗設計方式進行探討。本研究之結論如下：1.過去售價可以實際應用於旅遊產品上，而且不論是套裝旅遊行程產品或半自助旅遊行程產品，消費者的內部參考價格皆會受到知覺品質、過去售價和促銷價的影響，但卻不會受到市價的影響。2.影響內部參考價格之四個外生構面－知覺品質、市價、過去售價和促銷價，對套裝旅遊行程產品和半自助旅遊行程產品的影響效果是不同的。套裝旅遊行程產品方面，在上述四個外生構面中，以知覺品質之影響力爲最大；半自助旅遊行程產品方面，則以過去售價之影響力爲最大。3.不論是在套裝旅遊行程產品或半自助旅遊行程產品部份，當消費者之內部參考價格愈高或是促銷價格越低時，會增加消費者之知覺交易價值。而且當消費者之知覺品質、知覺交易價值愈高時，則消費者的知覺獲得價值愈高，購買意願亦會越高。

關鍵字

知覺品質 ； 市價 ； 過去售價 ； 促銷價 ； 購買意願

並列摘要

This study explores the effects of the promotional price format on buying intention. Travel products are chosen as the research objects. This study attempts to investigate the differences of consumers' behavior between the Group Package Tour (GPT) and the Independent Travel.
This study employs the 2 (market price-plausible and exaggeratory)-by-2 (past selling price-low and high)-by-2 (promotional price-low and high) experimental design to investigate the influence of market price, past selling price, promotional price and perceived quality on internal reference price, perceived acquisition value and perceived transaction value. The major conclusions are as follows:.
1. Past selling prices can be applied to travel products. Not only Group Package Tour but also Independent Travel, Consumers' internal reference price is influenced by the perceived quality, past selling price, and promotional price, but not market price.
2. The influence of four exogenous construct, including perceived quality, market price, past selling price and promotional price, on internal reference price has different effects on the Group Package Tour & Independent Travel. For the Group Package Tour, the perceived quality has the maximal influence; however, for the Independent Travel, the past selling price has the maximal influence.
3. Not only Group Package Tour but also Independent Travel, when the consumers' internal reference price is high or the promotional price is low, the perceived transaction value increases. When the perceived quality is high or the perceived transaction value is high, the perceived acquisition value is high; in the meanwhile, the purchase intention is also high.

並列關鍵字

Perceived quality ； market price ； past selling price ； promotional price ； purchase intention

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