附屬產品對購物行為所產生的心理效用

The Psychological Effect of Augmented Product to Purchasing Behavior

朱修賢(Hsiu-Hsien Chu)

指導教授 ： 李培齊

淡江大學/商管學院/管理科學學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.01026

摘要

近年來，民眾遇到連續假期和寒暑假期間，選擇出國旅遊的人數逐漸增加。出國旅遊的機票價格是消費者關心的旅遊成本之一，因此出現了提供廉價機票的航空公司。提供廉價機票的作法之一是專注於核心產品，減少附屬產品。舉例而言，廉價機票可能不提供搭乘飛機期間所附屬的產品，包括服務、餐點、行李托運等。消費者在價格和附屬產品之間如何取捨，是一個值得研究的議題。具體而言，本論文主要的研究問題為：產品價格、附屬產品與消費者購買意願間之關係為何？
本論文的研究變數包括附屬產品分開銷售與否、知覺價格、知覺貨幣犧牲、知覺價值與購買意願，研究結果整理如下：
在主產品與附屬產品分開銷售情形下，知覺價格會比在主產品與附屬產品同時銷售且廠商未特別將附屬產品的價格標示出來時低，表示消費者覺得便宜，但在知覺價格的分析結果為低時，卻出現知覺價值與購買意願也低的情形。
在主產品與附屬產品沒有分開銷售的情形下，知覺價格會比廠商同時標明主產品與附屬產品的價格，且消費者會同時購買主產品與附屬產品的情境來的高，表示消費者覺得昂貴，但在知覺價格的分析結果為高時，卻出現知覺價值與購買意願也高的情形。

關鍵字

附屬產品 ； 知覺價格 ； 知覺貨幣犧牲 ； 知覺價值 ； 購買意願

並列摘要

In recent years, the popularity of travelling abroad during summer or winter vacations is on the rise in Taiwan. The price of airplane tickets is a major concern for those who plan to do the trip. Therefore, airline companies often offer inexpensive air ticket to attract foreign bound travelers. One way to offer lower priced ticket is to take away some augmented services previously included in the ticket price. For example, services such as meals and check-in baggage are not provided free. Under this situation, how consumers choose between price and augmented services is a subject worth studying. Specifically, the research question for this thesis is: what is the relationship among pricing, augmented products, and purchase intention?
Variables included in this study are whether augmented products are provided giving the price of a product, price perceptions, perceived monetary sacrifice, perceived value, and purchase intention. Findings are as follows：
When augmented products are not included in a price, price perception is lower than the situation when augmented product are included in the price and that the price of augmented products is not particularly identified. It shows that consumers would feel the product is cheaper. Interesting enough though, when price perception is low, perceived value and purchase intention are also low.
Comparing the situation when augmented products are included in a price with the situation when the total price is the same but the core product and augmented products are separately priced. If consumers pay the full price, i.e., obtaining core product and augmented products simultaneously, price perception is higher when augmented product is included in a price. It shows that consumers would feel the product is more expensive. Again, it is interesting to get the result that when price perception is high, perceived value and purchase intention are also high.

並列關鍵字

Augmented Product ； Perceived Price ； Perceived Sacrifice ； Perceived Value ； Purchase Intention

參考文獻

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