- 學位論文
Ending Price Matching Effect On Reference Price
Ending Price Matching Effect On Reference Price
並列摘要
External reference price research has focused on the cognitive process between the original price and the sale price. A portion of literature focuses on location between the original price and the sale price, such as vertical, horizontal, and overlapped display. (Coulter&Norberg, 2009; Kahn et al., 2013) Besides, other literature discussed on the numerical relation between the original price and the sale price such as left-right display location(Biswas et al, 2013). In this paper, we want to prove the numerical design between the original price and the sale price may influence customers' judgement. We find the rightmost two digits as the same between the original price and the sale price in three digits(i.e. Sale price $679, original price $879). Besides, we name this design as “ending price matching effect” and design three experiments to test this phenomenon.The result showed that consumers perceive a cheaper price when the ending price of the original price and sale price are matching than not matching. Moreover, consumers perceive a higher purchase intention when the ending price of the original price and the sale price are matching than not matching.We found that different ending price (include 0,5,6,8,9-ending price) not influence “ending price matching effect”.However, the ending price matching effect only above three digits.