消費者決策之拖累現象：錨定效應之影響;The dragging-down effect on consumer decision-making: the influence of anchoring effect

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/94939

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Title:	消費者決策之拖累現象：錨定效應之影響;The dragging-down effect on consumer decision-making: the influence of anchoring effect
Authors:	張珮芸;Chang, Pei-Yun
Contributors:	企業管理學系
Keywords:	拖累現象;錨定效應;消費者購買決策;特價活動;dragging-down effect;anchoring effect;consumer decision;special dicount
Date:	2024-07-26
Issue Date:	2024-10-09 15:38:18 (UTC+8)
Publisher:	國立中央大學
Abstract:	舉辦特價活動是目前許多零售業者皆會採取的行銷方式，但大多是利用需購買到一定數量才可享有特價優惠，鮮少針對少量限購的特價數量進行研究，因此本論文決定探討低於消費者平時購買數量的特價數量，藉由錨定效應會如何影響消費者的最終購買數量，希望能藉由本論文提供商家更多過去在訂定銷售活動時，未曾注意過的資訊，也提供思考行銷方案時另一種思考方向。本論文將特價數量(高/低)及折扣幅度(高/低)作為自變數，並加入消費者可接受範圍(寬/窄)、參考點數量(多/少)、個人認知需求程度(相對高/相對低)、產品類別(有形/服務)作為干擾變數，觀察其如何對消費者最終購買數量產生影響。本論文之研究結果發現，消費者在遇到可接受但比原先預期購買數量低的特價數量時，確實會出現拖累現象，減少他們的購買數量，但此現象當折扣幅度提高時會被消除，而此現象較容易在消費者為高認知需求者以及消費產品為服務產品的情況下發生，因此零售業者因針對此些情況作出相對應的措施，避免拖累現象產生。 ;Holding special price events is currently adopted by many retailers, but most of them require a certain quantity of purchases to enjoy special discounts. Research on a small number of special discount quantity is rarely conducted. Therefore, this paper decided to explore how a special discount quantity that is lower than the usual purchase quantity of consumers will af-fect the consumers through the anchoring effect. It is hoped that this paper can provide merchants with more information that they have not paid attention to when setting sales ac-tivities in the past. This phenomenon also changes the direction of thinking when making marketing plans. Sometimes just a little quantity of special discount can achieve a higher sales figure without spending too much sales cost. 　　This paper takes the quantity of special discount (high/low) and discount range (high/low) as independent variables, and adds the consumer’s acceptable range (wide/narrow), the number of anchor points (more/less), the degree of need for cognition (relatively high/relatively low), and product category (tangible /Service) as an moderating variables, observe how they affect the final purchase quantity of consumers. 　　The research results of this paper found that when consumers encounter a special dis-count quantity that is acceptable but lower than their originally expected purchase quantity, they will indeed be dragged down and reduce their purchase quantity, but this phenomenon will be eliminated when the discount range is increased. This dragging-down effect is more likely to occur when consumers have high degree of need for cognition and when the con-sumer products are service products. Therefore, retailers should take corresponding measures in response to these situations to avoid the dragging-down effect.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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