依照廠商2004年統計資料，台灣化粧品有近600億元的市場，光是保養品市場就有300億元以上。，各家廠商無不努力爭食這塊市場大餅。行銷企劃人員在擬定銷售策略時，最想掌握的便是影響消費者購買意願的因素，務使銷售活動能帶來理想的銷售量。 對知名品牌而言，消費者是否會認為較高的價格代表較高的產品品質？價格與知覺品質之間的關係又如何影響消費者的知覺價值、購買意願？如何拿捏折扣的幅度，才能在增加銷售量的同時，不會傷害到產品本身的形象呢？ 本研究主要探討價格促銷幅度與廣告參考價格對消費者購買意願的影響，採 3×3 實驗設計方式。研究架構包含兩組自變數：價格促銷幅度(合理小折扣幅度─九折、中等折扣幅度─七折與合理大折扣幅度─五折)與廣告參考價格(合理低廣告參考價格、中等廣告參考價格與合理高廣告參考價格)，以及六組依變數：內部參考價格、知覺產品品質、知覺獲得價值、知覺交易價值、搜尋意圖以及購買意願。在目標產品方面，為了模擬實際購物情境，在三種不同價位下(`合理高、中等、合理低)，各選取三個知名品牌，分別依照三種不同膚質(中偏油性、中性與混合性、中偏乾性)，各推出一組小容量的旅行組合包。 在資料分析上，採用「變異數分析」及「迴歸分析」作為檢驗假設的工具，研究結論如下：(對知名化妝保養品牌而言) 一、廣告參考價格對消費者的內部參考價格有顯著影響。但消費者的內部參考價 格並不會受到知覺產品品質及價格促銷幅度的影響。 二、消費者的知覺產品品質並不會受到價格促銷幅度與廣告參考價格的影響。 三、價格促銷幅度對消費者的知覺交易價值有顯著影響；但消費者所獲得的知覺 交易價值並不會受到內部參考價格的影響。 四、價格促銷幅度、消費者的知覺交易價值對消費者的知覺獲得價值有顯著影 響；但消費者對產品的知覺獲得價值並不會受到知覺產品品質的影響。 五、當消費者的知覺獲得價值愈高時，其購買意願也會愈高。 六、對知名化妝保養品牌而言，價格促銷幅度對消費者的搜尋意圖有顯著影響。 In 2004, the scale of Taiwan cosmetic market was NT $ 60 billion. The budget of advertising and promotion usually cost 20% to 25% of cosmetic company‘s sale amount. When planning a marketing strategy, managers are eager to know the factors that influence customer’s purchasing intension. For well-known brands, will customer take higher price as higher quality? How does the relationship between price and perceived quality influence customer’s perceived value and purchasing intension? How to set the magnitude of discount to improve the sale but not to damage the product’s image? This study is focused on how the discount magnitude and external reference price influence customer’s purchasing intension. A 3 (reasonably low/ medium / reasonably high discount magnitude)*3 (reasonably low/ medium / reasonably high external reference price) factorial design experiment was employed in this study. This research proposes a model with two exogenous constructs (discount magnitude and external reference price ) and six endogenous constructs (internal reference price, consumer’s perceived quality, perceived acquisition value, perceived transaction value, searching intension and purchasing intension). As far as the subject products are concerned, we employ several well-known brands and their products. ANOVA and Regression Analysis were used to test the hypotheses. The major findings of this experiment include: (as far as the well-known cosmetics brands are concerned) 1. The external reference price has a significant effect on consumer’s internal reference price. But consumer’s perceived quality and discount magnitude have no effect on consumer’s internal reference price. 2. The discount magnitude and external reference price of well-known brands have no effect on consumer’s perceived quality. 3. The discount magnitude has a significant effect on consumer’s perceived transaction value. But the internal reference price has no effect on consumer’s perceived transaction value. 4. Both the discount magnitude and consumer’s perceived transaction value have significant effects on consumer’s perceived acquisition value. But consumer’s perceived quality has no effect on consumer’s perceived acquisition value. 5. Consumer’s perceived acquisition value has a positive effect on purchasing intension. 6. The discount magnitude has a significant effect on consumer’s searching intension.
