利用選項框架搭配套餐價格策略提升消費者的選擇及購買

Using Option Framing with Price Strategy of Set Menu Improves Consumers' Choosing and Purchase

陳建中(Chien-Chung Chen)

《觀光休閒學報》 15卷3期 (2009/12) Pp. 239-266

https://doi.org/10.6267/JTLS.2009.15(3)3

摘要

本研究應用選項框架理論至非耐久財的套餐行銷策略上。二個實驗分別探討「基本型產品加上想要增加的產品選項(+OF)」和「完整型產品扣除不想要的產品選項(-OF)」這二種選擇方式及主餐價格高低策略下，影響消費者西式速食和高級西餐套餐購買決策(選項數目及購買金額)及選購心理。其結果皆顯示：+OF且低主餐價格方式可得到比+OF且高主餐價格方式較多的選項數目；然而，+OF方式下，低高主餐價格所得的總購買金額並沒差異。相對地，-OF方式下，低高主餐價格所得的選項數目沒差異；然而，-OF且高主餐價格方式，可得到最多的總購買金額，並且這樣的銷售策略也不會影響到選購滿意度。因此，-OF且高主餐價格銷售策略可得到比傳統銷售方式(+OF)較多的獲利。

關鍵字

套餐 ； 選項框架 ； 價格 ； 購買金額 ； 策略

並列摘要

The study applies the theory of option framing to the marketing strategy of set menu of nondurable product. Two experiments of optional models (adding option framing [+OF] / subtractive option framing [-OF]) and price strategies (low/high main dish price) are used to investigate their effects on customer’s purchase decision (numbers of item choice and final expense) and psychological reaction on the set menus of fast food restaurant and traditional western restaurant, respectively. The results of both experiments show that +OF with low main dish price has more items chosen than +OF with high main dish price. However, they have no significant difference in final expense. Contrarily, in –OF condition, low main dish price and high main dish price have the same numbers of item choice; however, the -OF with high main dish price obtains the highest final expense and has no bad consequence on satisfaction. Therefore, the marketing strategy of -OF with high main dish price can earn more profit than the traditional promotion method (+OF) in restaurants.

並列關鍵字

set menu ； option framing ； price ； expense ； strategy

參考文獻

張淑青(2004)。顧客滿意與信任對忠誠度影響之研究。管理學報。21(5)，611-627。

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Working paper