顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響

Consumer Evaluation of Price Promotions: the Effects of Pricing Policies, Semantic Cues and Discount Sizes.

楊坤山(Kun-Shan Yang)

指導教授 ： 謝依靜

國立中央大學/管理學院/資訊管理學系/碩士(2006年)

摘要

伴隨外部參考價格的折扣促銷被各式各樣的商店所廣泛採用。而過去的研究雖然探討過單一價格與折扣對於消費者知覺價值的影響，但商店平時的訂價策略在折扣促銷當中，對於消費者知覺價值的影響卻還沒被探討過。 本研究中，作者檢驗了當進行折扣促銷時，不同定價策略對於消費者知覺交易價值的影響。另一方面，當進行折扣促銷時常使用各種類型的語意線索以及不同折扣深度的效果也被同時討論。研究結果顯示，消費者在使用高－低定價策略的商店中面對一個折扣促銷會比在天天低價的商店中面臨折扣促銷有更高的知覺交易價值。更近一步研究發現，折扣促銷中常使用的兩種型態的語意線索的效果會根據商店的訂價策略以及折扣的深度而有所不同。

關鍵字

天天最低價 ； 定價策略 ； 參考價格 ； 價格促銷 ； 價格折扣

並列摘要

Price promotions, discounts accompanied by higher external reference prices, are extensively used in all types of stores. While researchers have examined the impact of the uniform price and discounts on consumers’ perceptions of value, the effect of the store’s pricing policy (EDLP or Hi-Lo) on consumers’ perceived value in a price promotion has not been detected. In this paper, the author investigates the effects of different pricing strategies (EDLP or Hi-Lo) on consumers’ perceptions of deal value when the store having a price promotion. Additionally, the types of semantic cues that widely used in a price promotion and discount sizes are further examined together. Findings are reported that consumers face a price promotion in a Hi-Lo store will have higher perceptions of value than in an EDLP store. Furthermore, the effectiveness of two widely used types of semantic cues in the promotion program depends on both stores pricing policy (EDLP or Hi-Lo) and the discount sizes.

並列關鍵字

pricing policy ； price discount ； price promotion ； EDLP ； Reference price ； Hi-Lo

參考文獻

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