利用選項框架搭配套餐價格策略提升消費者的選擇及購買

陳建中

doi:10.6267/JTLS.2009.15(3)3

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P239 - 266

Humanities > Geography & Area Studies
Social Sciences > Physical Education

DOI： 10.6267/JTLS

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利用選項框架搭配套餐價格策略提升消費者的選擇及購買

Using Option Framing with Price Strategy of Set Menu Improves Consumers' Choosing and Purchase

陳建中(Chien-Chung Chen)

觀光休閒學報； 15卷3期 (2009 / 12 / 01) ， P239 - 266

繁體中文 DOI： 10.6267/JTLS.2009.15(3)3

套餐；選項框架；價格；購買金額；策略； set menu ； option framing ； price ； expense ； strategy

Abstract │ Reference (32) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The study applies the theory of option framing to the marketing strategy of set menu of nondurable product. Two experiments of optional models (adding option framing [+OF] / subtractive option framing [-OF]) and price strategies (low/high main dish price) are used to investigate their effects on customer’s purchase decision (numbers of item choice and final expense) and psychological reaction on the set menus of fast food restaurant and traditional western restaurant, respectively. The results of both experiments show that +OF with low main dish price has more items chosen than +OF with high main dish price. However, they have no significant difference in final expense. Contrarily, in –OF condition, low main dish price and high main dish price have the same numbers of item choice; however, the -OF with high main dish price obtains the highest final expense and has no bad consequence on satisfaction. Therefore, the marketing strategy of -OF with high main dish price can earn more profit than the traditional promotion method (+OF) in restaurants.

Reference ( 32 ) 〈TOP〉

張淑青(2004)。顧客滿意與信任對忠誠度影響之研究。管理學報，21(5)，611-627。
連結：
Bettman, J. R.,Luce, M. F.,Payne, J. W.(1998).Constructive consumer choice processes.Journal of Consumer Research,25(3),187-217.
Biswas, D.,Grau, S. L.(2008).Consumer choices under product option framing: Loss aversion principles or sensitivity to price differentials?.Psychology & Marketing,25(5),399-415.
Brenner, L.,Rottenstreich, Y.,Sood, S.,Bilgin, B.(2007).On the psychology of loss aversion: Possession, valence, and reversals of the endowment effect.Journal of Consumer Research,34(3),369-376.
Working paper

Times Cited ( 3 ) 〈TOP〉

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