組合價格之價格訊息揭露方式對衝動性購買的影響－展望理論的驗證

過去甚多關於組合定價的研究，但在以展望理論為基礎的定價研究中，有關消費者對價格訊息揭露方式的偏好始終無法達成共識。本研究採展望理論觀點，驗證何種組合價格的價格訊息揭露方式能對消費者產生衝動性購買。研究中採用四種價格訊息揭露方式，包含共同定價、分開定價、共同節省、與分別節省；並加入組合產品知覺互補性高低，以及知覺節省為中介變數，檢驗揭露方式是否產生差異的知覺節省，以致影響衝動性購買行為。本研究發現共同節省為最容易引起消費者衝動性購買的價息訊息揭露方式。在無法超出利得接受閾的情境下，根據展望理論消費者偏好一次損失而非兩次損失的揭露方式，因此消費者在不易達到兩次利得的知覺下，傾向選擇一次降價而非兩次降價的揭露方式；此外，相同數量下較大幅度的單一降價相對於兩次小幅度降價會產生較高的知覺節省，因此消費者傾向選擇一次大幅度的降價。本研究亦發現產品組合的知覺互補影響價格揭露方式的知覺節省以及衝動性購買。

關鍵字

展望理論；價格訊息揭露；衝動性購買；知覺節省；知覺互補性

並列摘要

The results of price bundling research bases on the prospect theory are inconsistent. Bases on the prospect theory, this study examined the impact of four different price bundling frames on consumers' impulsive buying behavior. The price bundling frames are together (single) pricing, separate pricing, single saving and multiple savings. The complementarities of bundle products was also examined in the research, where perceived saving was considered as a mediating variable, residing between price bundling frames and impulsive buying behavior. Our findings suggest that: (1) different frames of bundle presentation influence consumer's impulsive buying. Both together pricing and separate pricing demonstrates no appreciable difference on impulsive buying, but single saving and multiple savings have. (2) The extent of complementarity of bundled products moderates the relationship between bundle presentations and perceived saving. (3) The perceived saving mediates the relationship between the frames of price bundle presentation and consumer's impulsive buying.