參考價格與語意線索對於消費者網路購買行為之探討

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：49

、訪客IP：3.139.97.233

姓名

林鍵(Chien Lin) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

參考價格與語意線索對於消費者網路購買行為之探討

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

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

參考文獻

一、中文部分
王旭民（1995），「參考價格建構方式、脈絡線索對消費者價格認知的影響」，中央大學企業管理研究所碩士論文。
王凱（2001），「超媒體電腦媒介環境中消費者涉入與廣告效果研究—廣告情境與導引策略的調節影響」，國立中央大學資訊管理學系博士論文。
李定家（2000），「網路購物之降低風險策略研究」，國立中央大學資訊管理學系碩士論文。
谷雅惠（1996），「資訊呈現方式對網路行銷廣告效果之研究—以實驗法探討WWW網路購物情境」，國立中央大學資訊管理學系碩士論文。
林俊毅（1997），「網路行銷的現況與迷思」，0 與 1 BYTE 雜誌。
黃俊英（1992），「行銷研究－管理與技術－」，華泰書局。
趙志堯（1996），「比較性廣告中的情感反應與訊息陳述對廣告效果的影響」，中央大學企業管理研究所碩士論文。
二、英文部分
Aaker, David a., Douglas M. Stayman, and Michael R. Hagerty (1986), “Warmth in Advertising: Measurement, Impact, and Sequence Effects,” Journal of Consumer Research, 12, March, pp. 365-381.
Adaval, Rashmi (2001), “Something It Just Feels right: The Differential weighting of Affect-Consistent and Affect-Inconsistent Product Information,” Journal of Consumer Research, 28, June, pp. 1-17.
Akaah, I. P. and P. K. Korgaonkar (1988), “A Conjoint Investigation of the Relative Importance of Risk Relievers in Direct Marketing,” Journal of Advertising Research, August/September, pp. 38-44.
Bagozzi, Rixhard P. (1996), “ The Role of Arousal in the Creation and Control of the Halo Effect in Attitude Models,” Psychology and Marking, 13, May, pp. 235-264.
Balzer, William K. and Lorne M. Sulsky (1992), “Halo and Performance Appraisal Research: A Critical Examination,” Journal of Applied Psychology, 77, December, pp. 975-985.
Barnes, James G. (1975), “Factors Influencing Consumer Reaction to Retail Newspaper ‘Sale’ Advertising,” in Combined Proceedings, ed. Edward Mazze, Chicago: American Marketing Association, pp. 471-477.
Batra, Rajeev and Michael L. Ray (1988), “How Advertising Works at Contact,” in Psychological Process and Advertising Effects, eds. Linda F. Alwitt and Andrew A. Mitchell, Hillsdale, NJ: Lawrence Erlbaum, pp. 13-44.
Barone, Michael J., Barone, Paul W. Miniard and Jean B. Romeo (2000), “The influence of Positive Mood on Brand Extension Evaluations” Journal of Consumer Research, 26, March, pp. 386-400.
Batra, Rajeev and Michael L. Ray (1986), “Affective Response Mediating Acceptance of Advertising,” Journal of Consumer Research, 13, September, pp. 234-247.
Bauer, R. A. (1960), “Consumer Behavior as Risk Taking,” Dynamic Marketing for a Changing World, Chicago: American Marketing Association, pp. 389-393.
Bearden, W. O. and T. A. Shimp (1982), “The Use of Extrinsic Cues to Facilitate Product Adoption,” Journal of Marketing Research, May, pp. 229-239.
Berkowitz, Eric N. and John R. Walton (1980),“Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Marketing Research, 17, August, pp. 349-358.
Bettman, J. R. (1973), “Perceived Risk and Its Components: A model and Empirical Test,” Journal of Marketing Research, 10, May, pp.184-190.
Blair, Edward A. and E. Laird Landon (1981), “The Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 45, Spring, pp. 61-69.
Biswas, Abhijit, Chris Pullig, Balaji C. Krishnan and Scot Burton (1999), “Consumer evaluation of reference price advertisements: Effects of other brands ’prices and semantic cues,” Journal of Public Policy and Marketing, 18, Spring, pp.52-65.
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55, July, pp. 1-12.
Biswas, Abhijit and Scot Burton (1993), “Consumer Perceptions of Tensile Price Claims in Advertisements: An Assessment of Claim Types Across Different Discount Levels,” Journal of the Academy of Marketing Science, 21, March, pp. 217-229.
Biswas, Abhijit and Scot Burton (1994), “An Experimental Assessment of Effects Associated with Alternative Tensile Price Claims,” Journal of Business Research, 29, January, pp. 65-73.
Bitta, Della, Albert J., Kent B. Monroe, and John M. McGinnis (1981), “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18, November, pp. 418-427.
Bower, Gordon H. (1981), “Mood and Memory,” American Psychologist, 36, February, pp.129-148.
Cohen, Brent L. and Thomas S. Wallsten (1992), “The Effect of Consistent Outcome Value and Judgments and Decision Making given Linguistic Probabilities,” Journal of Behavioral Decision Making, 5, January-March, pp.53-72.
Cox, Donald F. (1967), “Risk Handling in Consumer Behavior – An Intensive Study of Two Cases,” in Donald F. Cox (ED.), Risk Taking and Information Handling in
Consumer Behavior, Boston: Harvard University Press, pp. 34-81.
Cunningham, Michael R., David R. Shaffer, Anita R. Barbee, and Patricia L. Wolff (1990), “Separate Processes in the Relation of Elation and Depression to Helping: Social versus Personal Concerns,” Journal of Experimental Social Psychology, 26, January, pp. 13-33.
Cunningham, S. M. (1967), “The Major Dimension of Perceived Risk,” in Donald F. Cox (ED.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, pp. 82-108.
Day, George S. (1973), “Theories of Attitude Structure and Change,” in Consumer Behavior: Theoretical Sources, ed. Scoot Ward and Thomas S. Robertson, Englewood Cliffs, NJ: Prentice-Hall, pp. 303-353.
Derbaix, C. (1983), “Perceived Risk and Risk Relievers: An Empirical Investigation,” Journal of Economic Psychology, March, pp.19-38.
Diskson, Peter R. and Alan G.. sawyer (1990), “The Price Knowledge and Search of Supermarket Shoppers,” Journal of Marketing, 42, July, pp. 42-53.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28, August, pp. 307-319.
Drecer, J. (1984), A Dictionary of Psychology, Penguin, Harmondsworth, pp. 764-768.
Edwards, Kari and Edward E. Smith (1996), “A Disconfirmation Bias in the Evaluation of Arguments,” Journal of Personality and Social Psychology, 71, July, pp. 5-24.
Festervand, T. A., D. R. Snyder and J. D. Tsalikis (1986), “Influence of Catalog vs. Store Shopping and Prior Satisfaction on Perceived Risk,” Journal of the Academy of Marketing Science, 14 (4), Winter, pp. 28-36.
Fischer, Ilan and David V. Budescu (1995), “Desirability and Hindsight Biases in Predicting Results of a Multi-Party Election,” in Contributions to Decision Making I, ed Jean-Paul Caverni, Maya Bar-Hillel, Frank H. Barron, and Helmut Jungermann, New York: Elsevier Science, pp. 193-211.
Fiske, T. M. and S. E. Taylor (1984), “Social Cognition,” California: Addison-Wesley Publishing Company.
Ford, Gary T., Darlene B. Smith and John L. Swasy (1990), “Consumer Skepticism of Advertising Claims:Testing Hypotheses from Economics of Information,” Journal of Consumer Research, 16, March, pp. 433-441.
Forgas, Joesph P. and Gordon H. Bower (1987), “Mood Effects on Person Perception Judgments,” Journal of Personality and Social Psychology, 53, July, pp. 53-60.
Gardner, Meryl Paula (1985), “Mood States and Consumer Behavior: A Critical Review”, Journal Of Consumer Research, 12, December, pp. 281-301.
Gilovich, Thomas (1991), “How We know What Isn’t So: The Fallibility of Human Reason in Everyday Life,” New York: Free Press.
Grewal, D., R. Krishnan, J. Baker, N. Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74(3), pp. 331-352.
Grewal, Dhruv and Larry D. Compeau (1992), “Comparative Price Advertising: Informative or Deceptive?” Journal of Public Policy and Marketing, 11, Spring, pp. 52-62.
Helson, Harry (1964), “Adaptation-Level Theory.” New York: Harper and Row.
Isen, A. and Shalker, T. (1982), “The Effect of Feeling State on Evaluation of Positive, Neutral and Negative Stimuli: When you ‘Accentuate the Positive’ Do you ‘Eliminate the Negative’?,” Social Psychology Quarterly, 45, September, pp. 58-63.
Isen, and Robert A. Baron (1991), “Positive Affect as a Factor in Organizational Behavior,” in Research in Organizational Behavior, ed. Barry M. Staw and L. L. Cummings, Greenwich, CT: JAI, 13, pp. 1-53.
Isen, Alice M. (1981), “Toward Understanding the Role of Affect in Cognition,” in Handbook of Social Cognition, eds. Robert S. Wyer and Thomas K. Srull, Hillsdale, NJ: Erlbaum, pp. 179-236.
Isen, Alice M. (1993), “Positive Affect and Decision Making,” in Handbook of Emotions, ed. Michael Lewis and Jeanette M. Haviland, New York: Guilford, pp. 261-277.
James, D. L., R. M. Durand and R. A. Dreves (1976), “The Use of a Multi-Attribute Attitude Model in a Store Image Study,” Journal of Retailing, 52(2), pp. 23-32.
Kaplan, L. B. and J. Jacoby (1972), “The Components of Perceived Risk,” in Proceedings, Third Annual Conference, ed. M. Venkatesan, Urbans, IL: Association for Consumer Research.
Kaplan, L. B., G. J. Szybillo and J. Jacoby (1974), “Components of Perceived Risk in Product Purchase: A Cross-Validation,” Journal of Applied Psychology, 59(3), pp. 287-291.
Klayman, Joshua (1995), “Varieties pf Confirmation Bias,” in Decision Making from the Perspective pf Cognitive Psychology, ed. Jerome Busemeyer, Reid Hastie, and Douglas L. Medin, New York: Academic Press, pp. 385-418.
Kotler, Philip, Swee Hoon, Siew Meng Leng, Chin Tiong Tan (1999), “Marketing Management,” an asian perspective second edition, pp. 208-213.
Leventhal, Howard, and Andrew J. Tomarken (1986), “Emotion: Today’s Probleem,” Annual Reviews of Psychology, 37, pp. 565-610.
Lichtenstein, Donald R., and William O. Bearden (1989), “Contextual Inferences on Perceptions of Merchant Supplied Reference Price,” Journal of Consumer Research, 15, September, pp. 55-66.
Lichtenstein, Scot Burton. and Eric J. Karson (1991), “The effect of Semantic Cues on Cunsumer Perceptions pf Reference Price Ads,” Journal of Consumer Research, Vol. 18, December, pp. 380-391.
Liefeld, John and Louise A. Heslop (1985), “Reference Prices and Deception in Newspaper Advertising,” Journal of Consumer Research, Vol. 10, February, pp. 70-80.
Lindquist, J. D. (1974), “Meaning of Image: A Survey of Empirical and Hypothetical Evidence,” Journal of Retailing, 50(4), pp. 29-38.
Lord, Charles G., Lee Ross, and Mark R. Lepper (1979), “Biased Assimilation and Attribute Polarization: The Effects of Prior Theories on Subsequently Considered Evidence,” Journal of Personality and Social Psychology, 37, November, pp. 2098-2110.
Mayer, John D., Yvonne N. Gaschke, Debra L. Braverman, and Temperance W. Evans (1992), “Mood-Congruent Judgment Is a General Effect,” Journal of Personality and Social Psychology, 63, July, pp. 119-132.
Meloy, Margaret G. (2000), “Mood-Driven Distortion of Product Information,” Journal of Consumer Research, 27, December, pp. 345-359.
Mischel, Walter, Ebbe Ebbesen, and Antonette Zeiss (1973), “Selective Attention to the Self: situational and Dispositional Determinants,” Journal of Personality and Social Psychology, 27, July, pp. 129-142.
Mitchell, V. W. and M. Greatorex (1994), “Modeling Consumer Risk Reduction Preferences from Perceived Loss Data,” Journal of Economic Psychology, 15, pp. 669-685.
Mitchell, V. W. and M. Greatorex (1989), “Risk Reducing Strategies Used in the Purchase of Wine in the UK,” European Journal of Marketing, pp. 31-46.
Mitchell, V. W. and M. Greatorex (1993), “Risk Perception and Reduction in the Purchase of Consumer Services,” The Service Industries Journal, 13(4), October, pp.179-200.
Mitchell, V. W. and P. Boustani (1994), “A Preliminary Investigation into Pre- and Post- Purchase Risk Perception and Reduction,” European Journal of Marketing, 28(1), pp. 56-71.
Mobley, Mary F., William O. Bearden and Jesse E. Teel (1988), “An Investigation of Individual Responses to Tensile Price Claims,” Journal of Consumer Research, 15, September, pp. 273-279.
Monroe, Kent B. (1984), “Theoretical and Methodological Developments in Pricing,” Advances in Consumer Research, 11,Thomas C. Kinnear, ed. Provo, Utah: Association for Consumer Research, pp. 636-637.
Monroe, Kent B. (1990), “Pricing: Making Profitable Decisions”, 2d ed. St. Louis, MO: McGraw-Hill.
Mitra, K., M. C. Reiss and L. M. Capella (1999), “An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services,” The Journal of Services Marketing, 13(3), pp. 208-228.
Murphy, Levin R., Robert A. Jako, and Rebecca L. Anhalt (1993), “Nature and Consequence of Halo Error: A Critical Analysis,” Journal of Applied Psychology, 78, April, pp. 218-225.
Murray, K. B. and J. L. Schlacter (1990), “The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability,” Journal of the Academy of Marketing Science, 18(1), pp. 51-65.
Nunnally, J. (1978), “Psychometric Theory,” New York: McGraw-Hill. Park.
Nygren, Thomas E., Alice M. Isen, Pamela J. Taylor, and Jessica Dulin (1996), “The Influence of Positive Affect on the Decision Rule in Rick Situations: Focus on Outcome (and Especially Avoidance of Loss) Rather Then Probability,” Organizational Behavior and Human Decision Processes, 66, April, pp. 59-72.
Paul, P. (1996), “Marketing on the Internet,” Journal of Consumer Marketing, 13(4), pp. 27-39.
Peter, J. P. and L. X. Tarpey, SR. (1975), “A Comparative Analysis of Three Consumer Decision Strategies,” Journal of Consumer Research, 2, June.
Peter, J. Paul and Jerry C. Olson (1987), “Consumer Behavior: Marketing strategy perspective.” Illinois: Irwin.
Puto, Christopher P. (1987), “The Framing of Buyer Decision,” Journal of Consumer Research, 14, pp. 301-315.
Raghubir, Priya & Corfman, and Kim (1999), “When Do Price Promotion Affect Pretrial Brand Evaluations?” Journal of Marketing Research, 36, May, pp. 211-222.
Richardson, Paul S., Alan S. Dick, and Arun K. Jain (1994), “Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality,” Journal of Marketing, 58, October, pp. 28-36.
Rosch, Eleanor (1975), “Cognitive Reference Point,” Cognitive Psychology, 7(4), pp. 532-547.
Roselius, T. (1971), “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, 35, January, pp. 56-61.
Russo, J. Edward, Victoria H. Medvec, and Margaret G. Meloy (1996), “The Distortion of Information during Decisions,” Organizational Behavior and Human Decision Processes, 66, April, pp. 102-110.
Russo, J. Edward, Margaret G. Meloy and Victoria H. Medvec (1998), “Predecisional Distortion of Product Information,” Journal of Marketing Research, 25, November, pp. 438-452.
Russo, J. Edward, Margaret G. Meloy and T. Jeffrey Wilks (2000), “Predecisional Distortion of Information by Auditors and Salespersons,” Management Science, 46, January, pp. 13-27.
Sedikides, Constantine (1992), “Changes in the Valence of the Self as a Function of Mood,” in Review of Personality and Social Psychology, Vol. 14 ed. Margaret Clark, Newbury Park, CA: Sage, pp. 271-311.
Sherif, Muzafer and Carl I. Hovland (1961), “Social Judgment: Assimilation and Contrast Effect in Communication and Attitude Change.” New Haven, CT: Yale University Press.
Sheth, J. N. and M. Venkatesan (1968), “Risk-Reduction Processes in Repetitive Consumer Behavior,” Journal of Marketing Research, 5, August, pp. 307-310.
Shimp, T. A. and W. O. Bearden (1982), “Warranty and Other Extrinsic Cue Effects on Consumers’ Risk Perceptions,” Journal of Consumer Research, 9, June, pp. 38-46.
Sinclair, Robert C. and Melvin M. Mark (1992), “The Influence of Mood State in Judgment and Action: Effects on Persuasion, Categorization, Social Justice, Person Perception and Judgmental Accuracy,” in The Construction of Social Judgments, ed. Leonard L. Martin and Abraham Tesser, Hillsdale, NJ: Erlbaum, pp. 165-193.
Srull, T. (1983),”Affect and Memory The Impact of Affective Reactions in Advertising on the Representation of Product Information in Memory,” in Advances in Consumer Research, 10,Richard Bagozzi and Alice Tybout, Eds., Ann Arbor, MI: Association for Consumer Research, pp. 520-525.
Swinyard, William R. (1993), “The Effects of Mood Involvement, and Quality of Store Experience on Shopping Intentions,” Journal of Consumer Research, 20, September, pp. 271-280.
Tan, S. J. (1999), “Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, 16(2), pp.163-180.
Thaler, Richard (1985), “Mental Accounting and Consumer Voice,” Marketing Science, 4, Summer, pp. 199-214.
Tversky, Amos and Daniel Kahneman (1974), “Judgment Under uncertainty: Heuristics and Biases,” Science, 185, September, pp. 1124-1131.
Roselius (1971), “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, 35, January, pp. 56-61.
Urbany, Joel E., William O. Bearden, and Dan C. Weilbaker (1988), “The Effect of Plausible and Exaggerated Reference Prices on Comsumer Perceptions and Price Search,” Journal of Consumer Research, 15, June, pp. 95-110.
Wegener, Duane T. and Richard E. Petty (1994), “Mood Management across Affective States: The Hedonic Contingency Hypothesis,” Journal of Personality and Social Psychology, 66, July, pp. 1034-1048.
Wegener, Richard E. Petty, and Stephen M. Smith (1995), “Positive Mood Can Increase or Decrease Message Scrutiny: The Hedonic Contingency View of Mood and Message Processing,” Journal of Personality and Social Psychology, 69, July, pp. 5-15.
Winer, Russell S. (1986), “A Reference Price Model of Brand Choice for Frequently Purchased Products,” Journal of Consumer Research, 13, September, pp. 250-256.
Woodside, A. G. (1968),“Group Influence and Consumer Risk Taking: An Experimental Study,” Unpublished Doctoral Disserration the Pennsylvania State University.
Wycham, R. G. (1974) “Consumer Image of Retail Institution,” Handbook of Marketing Research, New York: MCGraw-Hill.
S.M. Young and C.W. (1983), “Types and Levels of Involvement and Brand Attitude Formation,” Advances in Consumer Research, 10, pp. 320-324.
Zaichkowsky, J.L. (1985). “Measuring the Involvement Construct,” Journal of Consumer Research, 12, December, pp. 341-352.
Zaichkowsky, J.L. (1994), “The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising, XXIII(4), pp. 59-70.

指導教授

李小梅(Shau-Mei Li)

審核日期

2002-6-21

推文