評估價格對顧客購買意願的影響

本研究欲調查的有效性的內部 (記憶) 和外部 (刺激) 參考價格對消費者的購買意願。在現有的預估價格中已經找到對應的消費者，評估他們的購買決策時的參考價格的影響。本研究擬探討在越南和臺灣不同預估價格因素對消費者購買意願，以及內部和外部預估價格與消費者購買意願的關係之影響。本研究抽樣三百八十五位 (N = 385) 來自臺灣和越南的受訪者選擇，應邀參與這項研究。利用問卷回應作迴歸分析檢查提出的十一項研究假說。這是通過在李克特五點量表問卷。研究結果表示，越南和台灣之間的內部和外部參考價格的各因素之間的不同。消費者的特點在於購買場合因素影響。此外，在產品類別因素方面台灣比越南更有影響力；在越南，內部和外部參考價格的效果比台灣高。

關鍵字

內部參考價格；外部參考價格；消費者的購買意願

並列摘要

This study attempts to investigate the effectiveness of internal (memory-based) and external (stimulus-based) reference pricing on consumer purchasing intentions. Numerous studies in existing reference pricing literature have recognized the influence that the reference price has on customers, when evaluating their purchasing decisions. This study proposes to investigate the effect of different reference pricing factors on consumer purchasing intentions in Vietnam and Taiwan, and the relation of both internal and external reference pricing with consumer purchasing intentions. Three hundred and eighty five (N = 385) respondents from Taiwan and Vietnam were selected and invited to participate in this study. Response surface regression analysis was utilized to examine the eleven proposed research hypotheses. This was done through a questionnaire designed on the Likert five point scale. The results indicate that seven of the eleven hypotheses were supported and internal and external reference pricing has shown significantly, positively influence consumer purchasing intention. Finally, the study is summarized with a conclusion and suggestions for practitioners.

並列關鍵字

internal reference price ； external reference price ； consumer purchasing intention

參考文獻

[2]. Bell, David R. and Randolph E. Bucklin (1996), Investigating the 'Incidence' of Reference Effects: A Nested Logit Approach with Latent Segments, Working paper, Anderson School, UCLA

[3]. Briesch Richard a., Krishnamurthi Lakshman, Mazumdar Tridib(1997), A Comparative Analysis Of Reference Price Models, Journal of consumer research, Vol. 24, pp.202 – 214

[4]. Bolton, Ruth N (1989), The Relationship Between Market Characteristics And Promotional Price, Marketing Science, Vol. 8, 2, pp. 153

[6]. Daniel S Putler (1992), Incorporation Reference Price Effects Into A Theory of Consumer Choice, Marketing Science, Vol. 11, pp. 287

[7]. David R. Bell, Randilph E. Bucklin (1999), The Role Of Internal Reference Points In The Category Purchase Decision, Journal of consumer research, Vol. 26, pp. 128 – 143

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評估價格對顧客購買意願的影響

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