網路購物價格訊息揭露之影響

Price Framing Effect in Online Shopping

陳文廷(Wei-Ting Chen)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2010年)

https://doi.org/10.6840/cycu201001020

摘要

摘要

本研究主要有兩個主軸，過去有學者提出消費者面對同對的產品及不同的價格時，會產生不一樣的滿足，甚至不一樣的購買意願。另一個主軸就是本研究將「揭露方式」融入了「方案建構方式」，也就是消費者面對付出多一點的價格加購或是面對不完整產品的簡配方式，心目中的知覺價值會如何的變化。
本研究利用網路問卷的方式證實本研究的假設，將研究分成2（方案建購方式：加購與簡配）*2 （產品特性：實用性【手機】與享樂性產品【MP5】）*2（促銷時間限制：三天與三個月）一共八組，受試者隨機選擇其中一組回答相關問題。其有效問卷一共344份，並且利用ANOVA分析不同價格訊息揭露方式對於知覺價值的影響。
經過分析後結果發現，以往的研究顯示價格揭露方式會影響消費者的知覺價值，但本研究發現若加上「加購」此限制，價格揭露方式並不會影響其知覺價值。另外針對「簡配」的部份，不同的價格揭露方式不但會影響消費者的知覺價值，其直接現金回饋也最吸引消費者喜愛。
另外，若加上產品屬性的變數時，反而是「加購」的限制會影響消費者的知覺價值，而「簡配」卻不會；也證實其享樂性產品的知覺價值會高於實用性產品的知覺價值。
最後，無論在「加購」或「簡配」，促銷時間的限制都會影響消費者的知覺價值，且促銷時間較短的知覺價值也會高於促銷時間較長的知覺價值。另外，也證實了「簡配」的促銷方式較適合搭配「促銷時間限制」的行銷手法，較不適合改變其「產品的屬性」，這也是不同於以往的研究。

關鍵字

價格訊息揭露 ； 知覺價格 ； 購買意願

並列摘要

Abstract

The research had two major objectives. The results obtained in the research on behavioral decision theory undertaken in the present study suggest that contexts, or “framing” effects, have important implications for the manner in which individuals evaluate decision alternatives. This study examined the impact of option framing of price framing on consumer perceived value and buying behavior.
The research used a questionnaire survey to validate the hypothesis. A 2 (option framing: +OF, -OF) * 2 (product: hedonic product, utilitarian product) * 2 (promotion limit: three days, three months) between subjects design was used in which subjects were randomly assigned to one of eight experimental treatments. A total of 400 questionnaires were handed out; 344 valid, completed questionnaires were returned. ANOVA was used to test the different effects of price framing on perceived value.
In the present study, we found that price framing has an effect on perceived value, but that additive option framing of price framing does not have an effect on perceived value. We also found that subtractive option framing of price framing has an effect on perceived value, and that price reduction has a greater influence on perceived value than price discount and free shipping.
In addition, we found that the product attribute “product’s special features” has an effect on perceived value, and we find that the promotion limit has an effect on perceived value and purchase intention

並列關鍵字

Purchase intention ； Perceived value ； Price framing

參考文獻

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