增額定價對消費者知覺及選擇之影響

The Effect of Incremental Pricing on Consumers’ Perception and Selection

黃慈云(Tzu-Yun Huang)

指導教授 ： 吳佩勳

共同指導教授 ： 王親仁

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2014年)

https://doi.org/10.6826/NUTC.2014.00033

摘要

心理定價策略運用價格對於消費者知覺價值與內部參考價格的影響來提升產品銷售量。過去研究顯示畸零定價(如999)及整數定價(如1000)被廣泛運用於市場中，但並未探討增額定價(如1080)對消費者知覺價值是否有所影響。本研究透過兩個實驗探討消費者對增額定價的知覺及選擇，實驗一論證不同定價方式(畸零定價、整數定價及增額定價)對於消費者知覺價值之影響，在知覺價值(產品品質、綜合價值、耐用性、實用性、產品訂價、優惠程度、好奇程度、吸引程度)方面，整數定價比起畸零定價皆有較佳的表現，而增額定價比起整數定價亦有較佳的表現，即論證消費者對增額定價有較高的知覺價值；實驗二在選擇的情境(畸零定價、整數定價及增額定價三個選項的選擇集)下，論證在未引導消費者進行三個選項的知覺價值評估時，消費者選擇畸零定價選項的比例會顯著高於其他兩個選項，而當先引導消費者進行知覺價值評估時，消費者選擇增額定價選項的比例會顯著高於其他兩個選項，這顯示在有引導的狀態下，更能強化消費者對於增額定價選項的知覺價值；實驗三則在選擇-轉換情境(畸零定價、整數定價兩個選項的選擇集及是否更換增額定價兩個選項的選擇集)下，論證比起引導消費者進行三個定價的知覺價值評估時，消費者選擇增額定價選項的比例會顯著高於未引導時的狀態。

關鍵字

知覺價值 ； 整數定價 ； 畸零定價 ； 選擇 ； 增額定價

並列摘要

Psychological pricing method was adopted to improve sales volume through influence consumers’ perceived value and internal reference price. Prior studies had shown that the odd pricing (ex:999) and integer pricing (ex:1000) are be use in market widely, but it seems to have neglected the effect of incremental pricing (ex:1080) on consumers’ perception. This research conducted three experiments to examine the influence of incremental pricing on consumers’ perception and selection. Study 1 in the present research demonstrated that the effect of different pricing (odd pricing, integer pricing and incremental pricing) on consumers’ perceived value. The perceived value (quality, comprehensive value, durable, practicability, rationality of price, preference, curiosity and attraction) of integer pricing is greater than that of the odd pricing, and the perceived value of incremental pricing is greater than integer pricing. Study 2 demonstrated that in selected context (a choice set of three options: odd pricing, integer pricing and incremental pricing), when consumers have no evaluate the perceived values of the three options before selection, the proportion of chosen the odd pricing option was significantly higher than the proportion of the chosen the incremental pricing option and the integer pricing option. While consumers evaluate the perceived values of the three options before selection, the proportion of chosen the incremental pricing option was significantly higher than the proportion of the chosen the odd pricing option and the integer option. Study 3 demonstrated that the proportion of switching to the incremental pricing option after the selection between the odd pricing option and integer option was significantly higher than that the proportion of no switching whether consumers evaluate the perceived value of the three options before decision or not.

並列關鍵字

Perceived Value ； Odd Pricing ； Integer Pricing ； Selection ； Incremental Pricing

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