網路商品促銷價格標示與內部參考價格對購買意願之影響

科技的蓬勃發展與時代變遷使網際網路普及化因此造成部分消費者之消費習性有所改變而以網路購物成為生活較忙碌消費者主要的購物管道。價格促銷是常見的企業行銷方式，目的在於提高消費者知覺獲得價值與交易價值，進而提高消費者之購買意願。本研究之目的為探討網路商店在進行網路價格促銷活動時，同時標示廠商建議價、網路價以及促銷價的情形下及消費者知覺品質對內部參考價格、知覺價值可能之影響。過去參考價格文獻中，多半探討實體店面零售商之價格訊息，但消費者在上網搜尋產品時也可能同時接收多樣的價格訊息。因此本研究以網路廣告方式操弄三種價格訊息，採2 (廠商建議價：誇大、合理) x2 (網路價：高、低) x2 (促銷價：高、低)之組間實驗設計。研究結果顯示：在網路平台進行交易時網路消費者之內部參考價格會受到廠商建議價之影響，但不會受到知覺品質、網路價及促銷價之影響；當網路消費者內部參考價格愈高時會增加其知覺交易價值，促銷價雖與知覺交易價值呈反向關係，但影響並不顯著；加強網路消費者之知覺品質及知覺交易價值，有助於提升其知覺獲得價值；網路消費者購買意願會隨知覺獲得價值提高而稱加。

關鍵字

網路促銷價格；知覺品質；內部參考價格；知覺價值；網路購買意願

並列摘要

The rapid development of technology change with the times so that the popularization of the Internet, thereby causing some consumers to change consumption habits and to the Internet to become more busy lives of consumers to the main pipeline. Price Promotion is a common way of business marketing, aimed at raising consciousness of consumers to obtain the value of the transaction value, therefore increasing willingness of consumers to buy. The purpose of this study in order to investigate the online store price promotions; at the same time, marked the market price, advertised price and the online price in cases where quality and consumer perception of the internal reference price, the impact of perceived value may be. Reference price were talking about the physical store retailers the most over the past literature, but consumers in the Internet search products that may also be a variety of prices at the same time to receive the message. Therefore this study, three types of Internet advertising price manipulation message, take 2(market value: exaggerated and reasonable) x2 (online price: high-and low-) x2 (advertised price: high-and low-) of the inter-group experimental design.The results showed that: in the network platform to conduct transactions on the internal reference price consumers will be the impact of market price, but quality will not be perceived, in online price and the impact of advertised price; when consumers the higher the internal reference price will increase consumer perception of transaction value, advertised price, although the perceived value of the transaction was the reverse, but the impact is not significant; strengthen consumer perception of quality and perceived value of the transaction, and will also enhance consumer perception of value received; the wishes of consumers with the increase in the value of the consumer perception would increase.