參考價格與語意線索對於消費者網路購買行為之探討

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林鍵(Chien Lin) 查詢紙本館藏

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資訊管理學系

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參考價格與語意線索對於消費者網路購買行為之探討

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摘要(中)

綜觀過去學者對於商品促銷語意的研究，多數以參考價格和語意線索為主題。而在消費者個人與環境方面，則分別有學者針對個人情感與消費決策的關係，商店形象對於消費者採購意願的影響進行研究。因此本研究整合三方面的議題，採實驗設計的方式，探討在網際網路環境中，商品廣告之參考價格與語意線索對於消費者評價的影響，並針對消費者在不同的情感與面對不同形象的商店情境下進行深入研究。
由於本實驗的主題為探討在網際網路的環境中，消費者接觸的商品參考價格、語意線索與消費者個人情感、網站形象之間的關係。研究環境設定在全球資訊網上，所以本實驗係由研究者自行架設網站及製作網頁，模擬實際網站購物的環境，並從中操弄各項變數。研究結果主要有下列幾點︰
1.參考價格與語意線索對於消費者評價有顯著的影響。
2.參考價格和語意線索、個人情感與商店形象沒有交互影響。
3.個人情感對於消費者評價有顯著的影響。
4.商店形象對於消費者評價沒有顯著的影響。
本研究乃是結合資訊管理與行銷跨領域的整合性研究，將傳統行銷理論擴展至網際網路環境，同時也提供消費者行為理論的後續研究方向。

關鍵字(中)

★ 參考價格
★ 語意線索
★ 個人情感
★ 商店形象
★ 消費者評價

關鍵字(英)

★ image
★ affect
★ semantic cues
★ reference price
★ consumer evaluation

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的與問題 4
第三節研究範圍 5
第四節研究程序 6
第二章文獻探討 8
第一節參考價格 8
一、參考價格的意義 8
二、內部價格標準 12
三、調適水準理論與同化對比理論 14
第二節語意線索 19
一、語意線索的義意 19
二、語意線索的相關理論 20
三、語意線索的分類 22
四、語意線索與消費者知覺價值 22
第三節個人情感 24
一、決策前偏差 24
二、情感的定義 25
三、情感與決策前偏差 26
第四節商店形象 29
一、知覺風險 29
二、風險降低策略 31
三、商店形象 34
第三章研究方法 36
第一節研究架構 36
第二節研究假說 39
一、參考價格 39
二、語意線索 40
三、個人情感 42
四、商店形象 43
第三節變數的定義與操作化 46
一、自變項的定義與操作化 46
二、干擾變項的定義與操作化 49
三、應變項的定義與操作化 50
第四節研究設計 53
一、實驗設計 53
二、前測 55
三、實驗系統 59
第五節實驗流程 61
第四章資料分析 62
第一節樣本基本資料分析 62
第二節信度檢測 65
第三節假說檢定 66
一、參考價格 66
二、語意線索 69
三、個人情感 73
四、商店形象 78
第五章結論與建議 81
第一節研究結論 81
一、參考價格對消費者購買評價的影響 81
二、語意線索對消費者購買評價的影響 83
三、個人情感對消費者購買評價的影響與干擾效果 84
四、商店形象對消費者購買評價的影響與干擾效果 84
第二節對實務的建議 86
一、在購物網站中採用參考價格策略 86
二、在商品促銷活動中使用抽象的語意線索 86
三、致力於網站中購物氣氛的提升 87
第三節研究限制 88
一、產品選擇限制 88
二、樣本自我選擇 88
三、樣本數不足 89
四、實驗情境與現實不符 89
第四節後續研究建議 90
一、參考價格的操弄技巧 90
二、個人情感與參考價格的關係 90
三、消費者、商品與購物網站之間的關係 91
四、網路環境消費者決策模式之相關研究 91
參考文獻 92
一、中文部分 92
二、英文部分 93
附錄一、實驗網站畫面 1
附錄二、前測 1

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指導教授

李小梅(Shau-Mei Li)

審核日期

2002-6-21

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