價格水準對消費者評比雙方案相同與相異屬性權重之影響

The Impact of Price Level on Evaluating Alignable and Nonalignable Attribute

廖畢槐(Pi-Huai Liao)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300819

摘要

為了瞭解消費者在評估這些產品或服務之屬性特質，本研究將進行了解價格水準和個人認知需求對於消費者之評估相同與相異屬性權重的影響，此外，鑒於服務業對於現今國民生活影響扮演著重不可或缺的角色之下，所以本研究選定經驗服務做為實驗品以進一步探討消費者在選擇與評估屬性權重時的差異。
本研究結果發現，價格水準對於消費者評估相同屬性與相異屬性之權重差異有影響，亦即當消費者面對選購高價位的服務時，會在相異屬性上給予較高權重，並會給予相同屬性較低之評估權重。另外，消費者本身之認知需求程度對於消費者評估之權重較無明顯差異。
最後，本研究根據結果歸納出，價格水準仍是扮演影響消費者購買的重要因素之一，消費者會根據購買產品或服務之價格不同在選擇上給予不同屬性不同權重之差別。再者，市場上的廠商可以根據自身產品或服務之價格來推廣與宣傳其屬性特色與優勢，藉以吸引消費者購買。

關鍵字

相同屬性 ； 相異屬性 ； 知覺風險 ； 不確定性

並列摘要

This study investigates the impact of price level and need for cognition on assessing alignable attributes and nonalignable attributes, in addition, service industry plays an indispensable role in the research. This study selected experience service as an experimental subject to further explore how consumers assessing difference attributes in different weights.
The study found that price level has significant impact on consumers evaluate different attributes has different weights, that is, when consumers face to buy high-priced services, they will give higher weights on nonalignable attributes and give lower weights on alignable attributes. In addition, consumers own need for cognition has no significant impact on evaluate different attributes.
Finally, it is concluded that the price level plays an important rule on affecting consumer’s purchase intention. Consumers may purchase products or services based upon different price levels and attributes. Furthermore, companies can using various price levels of products or service to promote or advertise its advantages that attracts consumers to buy.

並列關鍵字

perceived risk ； uncertainty ； nonalignable attributes ； alignable attributes

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