- 學位論文
模糊容忍度對參考價格與消費者認知價值之關聯性探討
A Study of the Impact of Tolerance of Ambiguity on the Relationship between Reference Price and Perceived Value
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摘要
本研究旨在探討參考價格的提示效果對消費者認知價值之影響，並以模糊容忍度作為消費者人格特質上的干擾變數進一步分析對消費者認知價值之影響效果。本研究採用二個因子二個水準的實驗設計，在實驗產品方面選用高單價的數位相機與低單價的牙膏，資料蒐集透過問卷調查方式，所得資料以ANOVA、t-test進行分析，主要的結果彙整如下：一、參考價格 (提示與不提示) 會影響消費者對數位相機產品的認知價值；但不會影響牙膏產品的認知價值。二、參考價格促銷效果在不同模糊容忍度下對數位相機產品認知價值有顯著的交互作用；但對牙膏產品認知價值不具有交互作用。三、廠商提示參考價格訊息的情況下，對於模糊容忍度高的消費者，其認知價值會高於模糊容忍度低的消費者。
並列摘要
The research aimed to explore the impact of different levels of tolerance of ambiguity (TOA) on consumer perceived value when consumers were provided with an advertised reference price. The experiment was designed and conducted treating two factors and two levels. The participants were 300 college students and 300 Internet users. Analysis of data was conducted using t-test and two-way ANOVA. The results of this study were as follows: (a) Offering a reference price influenced consumers’ perceived value of digital cameras but not of toothpaste. (b) The promotion effectiveness of the reference price correlated with different levels of TOA on consumers’ perceived value of digital cameras; however, the researcher did not arrive at the same result in the case of toothpaste. (c) When retailers offered the reference price, the perceived value of high TOA customers was higher than that of low TOA ones.
參考文獻
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延伸閱讀
- 曾思衛（2020）。消費者行為偏誤在捆綁訂價上的應用研究〔碩士論文，國立政治大學〕。華藝線上圖書館。https://doi.org/10.6814/NCCU202000809
- 黃慈云（2014）。增額定價對消費者知覺及選擇之影響〔碩士論文，國立臺中科技大學〕。華藝線上圖書館。https://doi.org/10.6826/NUTC.2014.00033
- 簡見安（2004）。產品價格標示方式對消費者知覺價格與購買量之影響〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU.2004.00020
- 徐世同、王東昇（2009）。The Impact of Pricing Variables of Price Bundling on Impulsive Buying Behavior: An Empirical Test of Prospect Theory。行銷科學學報，5(1)，99-123。https://www.airitilibrary.com/Article/Detail?DocID=18166601-200910-201410200018-201410200018-99-123
- Erragcha, N., & Gharbi, J. E. (2012). Moderating Effect of Accompaniment on the Relationship between Online Perceived Quality and Perceived Value. Asian Journal of Business Management, 4(3), 260-266. https://www.airitilibrary.com/Article/Detail?DocID=20418752-201206-201508130022-201508130022-260-266