顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響

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姓名

楊坤山(Kun-Shan Yang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

顧客對折扣促銷的評價－探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響
(Consumer Evaluation of Price Promotions: the Effects of Pricing Policies, Semantic Cues and Discount Sizes.)

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摘要(中)

伴隨外部參考價格的折扣促銷被各式各樣的商店所廣泛採用。而過去的研究雖然探討過單一價格與折扣對於消費者知覺價值的影響，但商店平時的訂價策略在折扣促銷當中，對於消費者知覺價值的影響卻還沒被探討過。本研究中，作者檢驗了當進行折扣促銷時，不同定價策略對於消費者知覺交易價值的影響。另一方面，當進行折扣促銷時常使用各種類型的語意線索以及不同折扣深度的效果也被同時討論。研究結果顯示，消費者在使用高－低定價策略的商店中面對一個折扣促銷會比在天天低價的商店中面臨折扣促銷有更高的知覺交易價值。更近一步研究發現，折扣促銷中常使用的兩種型態的語意線索的效果會根據商店的訂價策略以及折扣的深度而有所不同。

摘要(英)

Price promotions, discounts accompanied by higher external reference prices, are extensively used in all types of stores. While researchers have examined the impact of the uniform price and discounts on consumers’ perceptions of value, the effect of the store’s pricing policy (EDLP or Hi-Lo) on consumers’ perceived value in a price promotion has not been detected. In this paper, the author investigates the effects of different pricing strategies (EDLP or Hi-Lo) on consumers’ perceptions of deal value when the store having a price promotion. Additionally, the types of semantic cues that widely used in a price promotion and discount sizes are further examined together. Findings are reported that consumers face a price promotion in a Hi-Lo store will have higher perceptions of value than in an EDLP store. Furthermore, the effectiveness of two widely used types of semantic cues in the promotion program depends on both stores pricing policy (EDLP or Hi-Lo) and the discount sizes.

關鍵字(中)

★ 天天最低價
★ 定價策略
★ 參考價格
★ 價格促銷
★ 價格折扣

關鍵字(英)

★ pricing policy
★ price discount
★ price promotion
★ EDLP
★ Reference price
★ Hi-Lo

論文目次

1. Introduction 1
2. Conceptual Background and Hypothesis 5
2.1 Store’s pricing policy 5
2.1.1 Hi-Lo 5
2.1.2 EDLP 6
2.1.3 Effect of customary pricing policy on customers’ perceptions 7
2.2 Effects of semantic cues 9
2.3 Effects of semantic cues and store’s pricing policy 10
2.4 The moderating effect of discount sizes on the type of semantic cues and the store’s pricing policies 12
3. Research Methods 15
3.1 Theoretical Framework 15
3.2 Experimental Design 15
3.2.1 Pretest 15
3.2.2 Experimental Design 17
3.2.3 Procedure 18
3.3 Measures 19
Perceptions of offer price 19
Perceptions of deal value 19
3.4 Sample and Data Collection 19
4. Data Analysis 21
4.1 Reliability 21
4.2 Manipulation Checks 21
4.3 Hypotheses Tests 22
4.3.1 Perceptions of deal value 23
4.3.2 Price perceptions 25
5. Discussion and Managerial Implication 29
5.1 Discussion 29
5.2 Managerial Implication 32
5.3 Limitations and Future Research 33
References 35
Appendix 42
Experiment Webpage 42
Questionnaire 46

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2006-6-22

推文