- 學位論文
How Materialist Perceive Product Quality and Monetary Sacrifice: In Different Price Level and Promotion Types
How Materialist Perceive Product Quality and Monetary Sacrifice: In Different Price Level and Promotion Types
摘要
唯物主義者相信「獲取」能帶給他們充滿意義和完滿的生活。 相較於低唯物主義者，高唯物主義者對高價品有較高的產品引發之情感，且渴望獲得真正的好產品。唯物主義者不論是否有節儉傾向，都相信「一分錢一分貨」，也就是有看到價格聯想到品質的傾向，且高唯物主義者有比較喜歡使用信用卡的傾向。 現在，線上購物非常盛行，而線上購物和實體通路購物最大的不同之處，在於消費者在購買前無法觸摸、確認商品品質，這意味著比起在實體通路購物，消費者在線上購物時，更依賴價格資訊去判斷產品的品質。 因此，本研究的目的在於了解唯物主義者如何從不同價格水準感知產品的品質與金錢犧牲，以及消費者的品質感知與犧牲感知如何影響他們對產品的評價，和如何影響他們從產品感受到的正向情感。由於促銷經常被用於刺激商品銷量，因此本研究探討兩種不同的促銷方式：折價券與直接折價，會如何影響高唯物主義傾向的消費者的價格感知，以及這兩種折價方式如何影響消費者對商品的評價和他們從產品感受到的正向情感。 在不同的價格水準，研究結果顯示和其他消費者相比，唯物主義者在看到高價品時，相較於看到低價品，會感受到較高的品質感知和較低的犧牲感知。在不同的促銷方式時，研究結果顯示和其他消費者相比，唯物主義者在看使用折價券時，相較使用直接折價，會感受到較高的品質感知和較低的犧牲感知。最後，研究結果顯示消費者的品質感知對商品的評價和從產品感受到的正向情感有正向的影響，而消費者的犧牲感知對商品的評價和從產品感受到的正向情感則有負向的影響。
並列摘要
Materialist believes that acquisition will bring them meaningful and wonderful life. Compared to lower materialism consumers, higher materialism consumers have higher positive product-evoked emotions for high price product (Richins 2013) and desire to get really good things. Materialist will endorse the price-quality relationship wherever they have the tendency of frugality or not (Tatzel 2014) and they has more favorable attitude toward credit use (Richins 2011). Today, online shopping is popular, the biggest difference between online shopping and offline shopping is that consumer can’t touch before they buy it when they purchase in online stores. This means that consumers are more dependent on price information to judge product quality when they purchase in online store rather than in offline store. Therefore, this research’s purpose is to understand how materialist perceive product quality and monetary sacrifice for different price level and how consumer’s perceptions influence their evaluation of the product and product-evoked positive emotions. Because sales promotion is usually used to induce sale quantity, this research discuss how different kinds of sales promotion types, coupon and direct discount, influence high- materialism customers’ perceiving, evaluation of product, and experiencing product-evoked emotions. In different price level, the results show that materialist has higher perceived quality and lower sacrifice rather than others when product price is high compared to when product price is low. In different sales promotion types, the results show that materialist has higher perceived quality and lower sacrifice rather than others when consumer use coupon to when consumer use direct discount. Finally, consumer’s evaluation and their product-evoked emotion would be positively influenced by their perceived quality and negative influenced by their perceived sacrifice.