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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68704

    Title: How Materialist Perceive Product Quality and Monetary Sacrifice: In Different Price Level and Promotion Types
    Authors: 王穎錡;Wang,Ying-Chi
    Contributors: 資訊管理學系
    Keywords: 唯物主義;價格;商品品質;產品引發的情感;折價卷;Materialism;price;product quality;product-evoked emotion;coupon
    Date: 2015-07-09
    Issue Date: 2015-09-23 14:18:00 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 唯物主義者相信「獲取」能帶給他們充滿意義和完滿的生活。 相較於低唯物主義者,高唯物主義者對高價品有較高的產品引發之情感,且渴望獲得真正的好產品。唯物主義者不論是否有節儉傾向,都相信「一分錢一分貨」,也就是有看到價格聯想到品質的傾向,且高唯物主義者有比較喜歡使用信用卡的傾向。
    ;Materialist believes that acquisition will bring them meaningful and wonderful life. Compared to lower materialism consumers, higher materialism consumers have higher positive product-evoked emotions for high price product (Richins 2013) and desire to get really good things. Materialist will endorse the price-quality relationship wherever they have the tendency of frugality or not (Tatzel 2014) and they has more favorable attitude toward credit use (Richins 2011).
    Today, online shopping is popular, the biggest difference between online shopping and offline shopping is that consumer can’t touch before they buy it when they purchase in online stores. This means that consumers are more dependent on price information to judge product quality when they purchase in online store rather than in offline store.
    Therefore, this research’s purpose is to understand how materialist perceive product quality and monetary sacrifice for different price level and how consumer’s perceptions influence their evaluation of the product and product-evoked positive emotions. Because sales promotion is usually used to induce sale quantity, this research discuss how different kinds of sales promotion types, coupon and direct discount, influence high- materialism customers’ perceiving, evaluation of product, and experiencing product-evoked emotions.
    In different price level, the results show that materialist has higher perceived quality and lower sacrifice rather than others when product price is high compared to when product price is low. In different sales promotion types, the results show that materialist has higher perceived quality and lower sacrifice rather than others when consumer use coupon to when consumer use direct discount. Finally, consumer’s evaluation and their product-evoked emotion would be positively influenced by their perceived quality and negative influenced by their perceived sacrifice.
    Appears in Collections:[資訊管理研究所] 博碩士論文

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