旅遊產品促銷價格建構方式對消費者知覺之影響：以促銷深度與認知需求為干擾變數

The Effects of Price Promotion Framing of Travel Products on Consumers' Perception: Promotion Depth and Need for Cognition as Moderators

蔡進發(Chin-Fa Tsai) ； 蕭至惠(Chih-Hui Hsiao)

《行銷評論》 12卷1期 (2015/03) Pp. 1-26

摘要

本文以善用價格促銷為工具的旅遊產品為研究標的，執行2（絕對金額降價vs.折扣比例降價）×2（深度促銷vs.低度促銷）的二因子受試者間實驗設計，探討促銷價格建構方式、促銷深度與消費者認知需求對產品預期未來價格、知覺交易價值、知覺獲得價值與購買意願之影響。結果指出：（1）促銷價格建構方式不會影響旅客的預期未來價格。（2）促銷深度越低，旅客對旅遊產品促銷過後的預期未來價格越高。（3）促銷價格建構方式對預期未來價格的影響會受促銷深度所干擾。當深度促銷時，折扣比例降價的方式會給旅客帶來較高的未來價格預期。（4）預期未來價格越高，知覺交易價值與獲得價值也越高。（5）知覺交易價值越高，知覺獲得價值也越高。（6）知覺獲得價值越高，購買意願也越高。

關鍵字

促銷價格建構 ； 促銷深度 ； 認知需求 ； 預期未來價格 ； 購買意願

並列摘要

The study chooses travel product as research target. We execute a 2 (dollar terms vs. percentage terms) × 2 (high-depth promotion vs. low-depth promotion) two-way between-subjects design to examine the effects of framing of price promotion, promotion depth of travel products and consumers' need for cognition on expected future price, perceived transaction value, perceived acquisition value and buying Intention. The results are as follows: (1) Different types of price promotion framing don’t lead to different expected future price. (2) The lower the promotion depth is, the higher the expected future price is. (3) The effect of price promotion framing on expected future price is moderated by promotion depth. When travel agencies adopt high-depth promotion, the price framing of percentage terms will lead to higher expected future price compared to the price framing of dollar terms. (4) The higher the expected future price is, the higher both perceived transaction value and perceived acquisition value are. (5) The higher the perceived transaction value is, the higher the perceived acquisition value is. (6) The higher the perceived acquisition value is, the higher the consumers' buying intention is.

並列關鍵字

framing of price promotion ； promotion depth ； need for cognition ； expected future price ； buying intention

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