產品訊息與消費者處理價格資訊之關聯性

The Relationship between Product Message and the Role of Price

江玉琳(Yu-Lin Jiang)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400432

摘要

價格常被認為是消費者購買產品時，很重要的考量要素之一，在消費者選擇產品的過程中，價格扮演著雙重的角色，價格可以同時代表著犧牲的指標以及推斷品質的資訊，因此價格被視為具有正面及負面的效果。本研究欲探討之產品訊息主要為產品的類型，產品分類有許多種型式，本研究想要探討其中一種型式，此型式是將產品分為娛樂品以及實用品。兩者不同在於，娛樂品主要以產生愉悅感受為主，主要屬於感覺層面；而實用品以考量產品的功能、利益為主，是屬於認知導向。而本研究想要探討的是在娛樂品及實用品，這兩種不同類型的產品下，消費者對於高低價產品之知覺品質、知覺犧牲是否有差異。

關鍵字

價格雙重角色 ； 產品類型

並列摘要

Price is a determinant for consumer choices. Our theoretical framework is proposed that different product types (hedonic vs. utilitarian) may modify the weight of dual roles of price (percived quality and perceived sacrifice). One experiment is designed to exam the relationship bewteen product types and these opposing roles of price. The findings indicate that the linkage bewteen product types and perceived qualtiy, but no assocation bewteen product types and perceived sacrifice. The reults offer convergent evidences and implications for future related studies.

並列關鍵字

dual role of price ； product type

參考文獻

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