- 期刊
定價組合策略對消費者認知與購買意願之影響
The Effect of Price Bundling on Consumer Perception and Purchase Intention
摘要
本研究的主要目的是探討定價組合策略對消費者認知與購買意願的影響。根據是否與顧客建立關聯與互動特性，本研究將定價組合策略分成交易型、關係型（關聯特性）、制式化與客製化（互動特性）等四種類型。研究設計採用2（關聯特性）×2（互動特性）因子實驗設計以驗證各假設。研究結果發現，在關聯特性的定價組合方面，交易型的組合對消費者而言會有較高的認知利益，較低的認知風險及較高的認知價值。而在互動特性的定價組合方面，則沒有呈現任何顯著的差異性。消費者對定價組合的認知利益越高，則其認知價值越高，對此組合的認知風險越低，其認知價值也會越高。而消費者的認知價值與購買意願間呈現顯著的正向關係。
並列摘要
The purpose of research is to examine the effect of price bundling on consumers' perceptions and purchase intentions. Based on the associative power and interactivity, price bundling was categorized into transactional and relational price bundling (i.e., associative power) as well as predefined and customized price bundling (i.e., interactivity). A 2×2 between-subjects factorial design experiment was conducted to test the proposed hypotheses. The test results indicated that price bundling had a significant effect on consumers’ perceptions of benefit, risk, and value. Particularly, transactional price bundling significantly increased consumers' perceived benefit, decreased perceived risk, and increased perceived value. However, no significant effect was found for pricing bundling based on interactive characteristics. Within the context of price bundling, perceived benefit had a positive effect on perceived value. Perceived risk had a negative effect on perceived value. Finally, perceived value had a positive effect on purchase intention.