行銷情境、價格建構與網路價格認知

Marketing Situation, Price Framing and Consumer Perception Effect by Internet Price Information

黃淯慈(Yu-Tzu Huang)

指導教授 ： 鄭聖時

長榮大學/管理學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6833/CJCU.2008.00075

摘要

消費者透過網路搜尋資訊與購物行為的日漸普及，消費者進行跨虛擬與實體通路的比價行為也是非常地普遍，然而，消費者對網路價格影響的相關研究，尚未被完整探討，因此本研究主要目的為，建構消費者網路價格認知之理論價格模型，並依此理論模型發展研究操作模型，探討網路價格建構方式、行銷情境與相對價格，對消費者網路價格認知的影響，在主觀價格認知部分，由「主觀節省認知」、「客觀節省認知」、「主觀搜尋意圖」、「客觀搜尋利益」四個方面來詮釋。
本研究採用2×2×2實驗設計，透過線上網路問卷蒐集到528份樣本，並利用共變異數分析將消費者網路使用行為、網路涉入與參考價格可信度的對價格認知的影響排除。研究假設如下：
1、行銷情境不同，消費者的價格認知有顯著差異。
2、消費者的價格認知會因不同的價格建構方式有顯著差異。
3、在行銷情境為促銷時，相較於建構方式為附加一種價格資訊的參考價格，售價與附加兩種價格資訊有較高的主/客觀節省，較低的主/客觀搜尋意願。
4、在相對水準低與即將漲價之行銷情境下，消費者對於售價與附加兩種價格資訊的價格建構方式會有較高的主/客觀節省與較低的主/客觀搜尋意圖。
5、在相對價格高與即將漲價之行銷情境下，價格建構方式對主/客觀節省與主/客觀搜尋意圖沒有顯著的影響。
實驗設計共分八組，經由ANCOVA所得之實證結果顯示：
1、在主觀節省認知部分，行銷情境與相對價格具有交互作用，因此假設1與2獲得支持。
2、在客觀節省上，價格建構方式與行銷情境交互效果顯著，且在促銷情境下，消費者對於售價附加兩種價格資訊的建構方式，有較高的客觀節省，因此假設3成立。
3、相對價格水準與價格建構方式具有交互作用，因此消費者在不同的價格水準與建構方式時，在價格認知上會有所差異，例如當相對價格高時，消費者對於售價附加兩種價格建構方式的標示方式，有較高客觀搜尋意圖。
4、在相對價格、行銷情境與價格建構方式的三因子交互作用不顯著，因此假設4未獲得支持，而假設5則成立。

年齡介於20~29歲之樣本，在共變異數分析之結果與研究中528個樣本所分析後結果相似，故本研究之結果亦可提供後續研究與廠商參考。

關鍵字

共變異數分析 ； 平衡設計 ； 定價策略 ； 網路價格認知 ； 價格建構方式 ； 行銷情境

並列摘要

There are many people shopping online. Consumers collect price information online and compare internet prices with those in traditional market channels. However, there are few studies investigating online price perception and factors affecting the perception. The main purposes of this thesis are first to setup a theoretical model of internet price perception and then turn it to an operational model. Based on the operational model of price perception online, a 2x2x2 experiment design is formed. There are four dependent variables capturing the concept of price perception. They are subjective saving, objective saving, subjective search intension, and objective search intension. Three independent or manipulating variables are market situation (promotion vs raising price soon), price framing (price vs price and percentage information), and price levels of product (high (22 inches) vs low (17 inches)). In addition, confidence on advertised prices, involvement of internet and behavior of internet searching are three covariate variables. The hypotheses to be tested are:
(1)Different market situations cause different price perceptions.
(2)Different price framings cause different price perceptions.
(3)Under promotion, two pieces of price framing cause higher sub/objective saving, and lower sub/objective search intension.
(4)When price of product is low and price will be raised soon, two pieces of price framing cause higher sub/objective saving, and lower sub/objective search intension.
(5)When price of product is high and price will be raised soon, price framing has no significant effects on sub/objective saving and sub/objective search intension.
There are eight cells in the experiment design and eight simulated advertisements online designed for random assignment. Each advertisement has minor price information, market situation and the size of monitor differences. The object of experiment is LCD monitor. It is chosen because monitor is a popular item purchased online and it is free of gender difference. All data were collected online (My3Q) from May 1 to May 20, 2008. In total, 528 samples were collected. The average sample size of each cell is 66, closed to a balanced design.
Data were analyzed with ANCOVA. There major findings are:
(1) There is a significant interaction effect between the price of product and market situation for subjective saving. Market situation and price framing have only main effect on subjective saving. This implies that market situations cause different price perceptions. Hypotheses (1) and (2) are supported.
(2) As for objective saving, market situation and price framing form an interaction effect. Under promotion, two pieces of price framing cause higher objective saving, implying hypothesis (3) holds.
(3) There are two interaction effects on objective search intension. They are price levels x price framing and market situation x price framing. When, for example, the price of product is high, two pieces of price framing has more objective search intension. When there are price and percentage information posed together, product with high price would generate more objective search intension, which is as expected.
(4) Since there are no 2x2x2 interaction effect exists, hypothesis (4) will be rejected and hypothesis (5) could be supported.
Results with 20-29 years old sample are similar to 528 sample size case. Suggestions to firms and future research are also provided, based on the results of ANCOVA.

並列關鍵字

ANCOVA ； Balanced design ； Pricing strategy ； Internet price perception ； framing of price ； Market situation

參考文獻

1.王貞懿(2007)。產品特性與差別取價：以液晶螢幕為例。未發表碩士論文，國立中央大學，桃園縣。

1.Arnet, Jeffery Jenson, Reed Larson, ＆ Daniel Offer (1995), “Beyond Effects: Adolescents as Active Media Users,” Journal of Youth and Adolescence”, 24 (5). pp.38-45.

2.Berkowitz, Eric N. and John R. Walton (1980), “Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Marketing Research, 17 (August), pp.349-358

3.Bickart, B., and Robert M. Schindler (2001), “Internet Forums as Influential Sources of Consumer Information,” Journal of Interactive Marketing, Vol. 15(3), Summer, pp.31-40.

4.Biswas, A., and Blair, E.A.(1991), “Contextual Effects of Reference Price in Retail Advertisements,” Journal of Marketing (55:3), July, pp.1-12.