價格分割對消費者購買意願之影響:以知覺利益作為干擾變數

Consumer's Reaction to Partitioned Price and the Moderating Role of Perceived Benefit

陳偉政(Wei-Cheng Chen)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

在市場上，一項產品或是服務的價格經常被分割成兩個或兩個以上，儘管這些產品或服務常常是消費者必須一起購買。舉例來說，許多汽車修理廠會將汽車零件以及裝置的人工費用分開收取，儘管這兩者都是消費者必須負擔的費用。過去的研究顯示，一項分割過價格的產品會比沒有分割過的來的更引人注意。分割價格在國內已經是常見的訂價方式，國外雖然已有文獻在探討分割價格的影響，但國內卻非常少文獻在研究這類議題。有鑑於過去的文獻都只專注於探討基本費用加上附加費用的分割價格情況，本篇研究將重點放於一項產品但包含了兩個組成零件(主要零件+非主要零件)的分割價格來做比較，並且檢驗知覺利益在分割價格中的干擾關係。實驗中顯示出消費者的購買意願會因為不同的分割價格而有所差異，並且這種關係會被對於組成零件的知覺利益所干擾。結論顯示，當消費者在評估一項總價格相同的分割價格時，對於知覺利益高的零組件會偏好將價格分割較高。

關鍵字

訂價策略 ； 價格分割 ； 知覺利益 ； 購買意願

並列摘要

The total price of a product or service is usually partitioned into two or more mandatory components that the consumers have to purchase together. Nowadays, firms often use partitioned price as their pricing strategy to increase seller’s benefit. Research on partitioned pricing suggests that separating the price makes the partitioned components more salient than when the prices are not partitioned. Whereas previous research has examined the case with base price and surcharge and investigated the effect of partitioned prices containing a variable number of price components, this article focuses on one product consist of two price components (focal and nonfocal component) of partitioned price and examine the moderating role of perceived benefit. In study 1, we show that consumer’s reactions to different partitioned pricing of nonfocal component. Characteristics of the nonfocal component attributes such as perceived benefit can therefore determine whether partitioned price stimulates demand. Secondary we conduct Study 2 and study 3 to examine the moderating role of perceived benefit and how it influences consumer’s perception. The result indicates that consumers prefer partitions in which they pay a lower price for the nonfocal component. The result also shows that perceived benefit will moderate consumers’ purchase intention. Consequently, when considering different partitions of the same total price, consumers prefer partitions in which the low-benefit component is lower and the price of the high-benefit component is higher.

並列關鍵字

partitioned price ； perceievd benefit ； purchase intention

參考文獻

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