範圍訂價、資源稀少性對消費者購買意願的影響

Range Offers, Resource Scarcity’s Impact on Consumers' Purchasing Intention

鄒政翰(CHENG-HAN TSOU)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000388

摘要

影響消費者購物的因素有很多，因此在商家就會用許多的行銷手法來吸引消費者。本研究分別探討調節焦點理論(促進導向/預防導向)的兩種人。在單點訂價、範圍訂價、資源稀少性的情形下，讓消費者去做選擇，想了解消費者會因為哪些因素而增加他們的購買意願。本研究用獨立樣本t檢定、變異數分析。

研究得到的結果:1.在資源稀少性的條件下，促進導向的人會選擇範圍訂價的商品，而不是單點訂價的商品；預防導向的人會選擇單點訂價的商品，而不是範圍訂價的商品。2.在資源稀少性的條件下，促進導向的人會傾向選擇支撐範圍訂價，而不是正常/後退範圍訂價；預防導向的人會傾向選擇正常/後退範圍訂價，而不是支撐範圍訂價。

關鍵字

調節焦點理論 ； 資源稀少性 ； 範圍訂價

並列摘要

There are many factors that affect consumer shopping, so many marketing methods are used by merchants to attract consumers. This study explores two types of people who regulatory focus theory (promotion orientation/prevention orientation).In the case of point offers, range offers, and resource scarcity, let consumers make choices, want to understand what factors consumers will increase their willingness to buy. In this study, independent sample t test and three way ANOVA were used.

　　The results of the research: 1. under the condition of scarcity of resources, people who promote orientation will choose range offers products instead of point offers; prevent-oriented people will choose point offers products instead of range offers commodity. 2. Under the condition of scarcity of resources, those who promote orientation will tend to choose bolstering range offers instead of normal/back-down range offers; those who prevent orientation will tend to choose normal/back-down range offers instead of bolstering range offers.

並列關鍵字

regulatory focus theory ； resource scarcity ； range offers

參考文獻

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