價格建構效果之研究－以認知需求為干擾變數

The Effect of Price Framing on Consumer's Behavior-A Moderator of Need for Cognition

曾忠蕙(Chung-Hui Tseng) ； 王又鵬(Yu-Peng Wang)

《東吳經濟商學學報》 52期 (2006/03) Pp. 117-149

https://doi.org/10.29735/SJEB.200603.0005

摘要

為了要提升消費者的購買意願，廠商常會將廣告訊息以更有吸引力的方式傳達給消費者，本研究欲探討廣告訊息中將一筆總額的費用轉換為一連串小額費用呈現的形式，稱為價格建構方式的影響效果。此外，如果在上述廣告中再加入一些廣告參考物，是否更能夠強化廣告效果則亦是本研究欲探討的主題。此外，消費者的認知需求程度是否會對上述關係產生干擾，也值得探討。本研究採實驗室實驗法，以2（小額與總額的價格建構方式）×2（有與無呈現廣告參考物）＝4組間因子設計進行實驗，並以LISREL方法進行分析，研究結果如下：（一）小額價格建構方式所產生的知覺交易價值高於總額方式，並且會正向影響購買意願。（二）有呈現廣告參考物所產生的知覺交易價值高於沒有呈現廣告參考物的情形，並且會正向影響購買意願。（三）消費者認知需求程度的高低對於不同的價格建構方式與廣告參考物的影響效果具有干擾作用。

關鍵字

價格建構方式 ； 廣告參考物 ； 知覺價值 ； 購買意願 ； 認知需求

並列摘要

In order to increase consumers' willingness to buy, marketers sometimes take much more attractive way to convey the information of price to public, such as expressing the price of a product on ads from an aggregate expense to a series of small ongoing expenses. Besides, if a comparison presents on the ad, ho this comparison influences consumers' decision-making is another interesting issue. Moreover, need for cognition is taken as a moderator to be examined in this study. This research used 2x2 between-subjects experimental design and LISREL to test hypotheses. The result pointed out the different ways about framing of price and comparisons on ads did affect consumers' perceived transaction value, and then consumers' perceived transaction value would positively make an influence on purchase intention. In addition, need for cognition shows moderating effect in the relationship among framing of price, comparison on ads and perceived transaction value.

並列關鍵字

Framing of Price ； Comparisons on Ads ； Perceived Value ； Purchase Intention and Need for Cognition

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