價格促銷幅度與廣告參考價格對消費者行為之影響

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郭欣芝(Hsin-chih Kuo) 查詢紙本館藏

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論文名稱

價格促銷幅度與廣告參考價格對消費者行為之影響
(The Effects of Discount Magnitude, External reference Price on Consumer’s Behavior)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 廣告參考價格
★ 價格促銷幅度

關鍵字(英)

★ discount magnitude
★ external reference price

論文目次

中文摘要 ………………………………………….……… i
英文摘要 …….……………………………….………… iii
誌謝 …..……………………………….………..… v
目錄 ....……….…………………..………….. vi
圖目錄 ………………………..………..….….... viii
表目錄 ……………………………....…….……… ix
第一章序論 ……………………..…………………… 1
第一節研究動機 …………………………………….…… 1
第二節研究目的 ……………………………….……… 3
第三節研究背景 ………………………………….………… 4
第四節研究流程 ……………………………….………… 9
第二章參考文獻 ……………………….………… 10
第一節價格促銷 ……………………………………… 10
第二節參考價格 …………………………………………… 15
第三節知覺產品品質 …………………………………… 24
第四節知覺價值 …………………………………… 31
第五節化妝品的意義與種類 …………………………… 38
第三章研究方法 ……………………….……… 40
第一節研究架構與研究假設 ………………………………… 40
第二節研究設計 …………………………………………… 46
第三節變數的定義與衡量 …………………………………… 49
第四節資料來源與分析工具 …………………………… 54
第四章資料分析與結果 ……………………………………… 55
第一節內部一致性衡量 ……………………………...…… 55
第二節　樣本基本資料分析 ……………………...……… 57
第三節各組別受測者在各依變數之平均數分析 ....…… 62
第四節假設驗證 …………………………..….…… 63
第五章研究結論與建議 ………………..…… 73
第一節研究結論 …………….………………….….……… 73
第二節建議 ………………………………..….……… 78
參考文獻 ……………………….…………….…… 81
附錄一：問卷情境廣告 ………………….….....…… 89
附錄二：測試問卷 ……………………….….….………. 99

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2007-7-16

推文