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系統識別號 U0026-1906201416484000
論文名稱(中文) 公司名聲與產品論證對漲價理由與價格公平性知覺關係之調節
論文名稱(英文) The Moderation of Firm Reputation and Product Backing on Relationship between Price Increment and Perceived Price Fairness
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生(中文) 湯雅惠
研究生(英文) Ya-Hui, Tang
學號 R46014026
學位類別 碩士
語文別 中文
論文頁數 69頁
口試委員 口試委員-王瑜琳
口試委員-陳明惠
指導教授-葉桂珍
中文關鍵字 漲價理由  公司名聲  產品論證內容  價格公平性知覺 
英文關鍵字 the reasons of a price increment  firm reputation  trust-assuring arguments  price-fairness perception 
學科別分類
中文摘要 許多企業由於近年來原物料或人事成本等因素之變動,導致其銷售的商品或服務價格上漲。許多研究發現對於廠商的漲價行為,重視價格的消費者會進一步地影響到其對價格的接受程度、購買意願與品牌忠誠度。除了產品本身之售價外,也會選擇參考其他外佈線索,例如產品資訊、公司名聲、市場概況或代言人等因素,將這些資訊作分析後,進而判斷此產品或服務的價格公平性,而對於感知不公平的價格,消費者大多不會願意購買。
公司名聲代表企業整個品牌及產品的整體形象,故企業形象高者,消費者對於其產品的信賴度、忠誠度與知覺品質也較高,因此對於偏好高品質或針對某品牌有優越感的消費者而言,則會感知具有高名聲的企業其產品價格較合理,也願意支付較高的價格購買。
根據論證內容的模型 (TAP, Toulmin, 1958),當論證內容包含的資訊其結構越完整時,接收者將會感知其較有說服力且值得信賴,而學者Gilly (2007) 認為較具說服力的資訊則會影響消費者對於資訊的看法以及其購買意願。
本研究結果顯示,企業採取漲價行為時會使消費者改變對價格接受的程度,而其中當企業提出的漲價理由為外部因素時 (非廠商可控制之原因),相較於內部因素 (廠商可控制之原因),消費者會感知其漲價行為較合理。此外,當企業具備高名聲時,消費者會認為其產品漲價後的價格較可接受。再者,當產品提供較有說服力的資訊時,消費者容易被說服,且產生信任感,因而感知企業的漲價行為較可接受。
英文摘要 This thesis aims at investigating the effect of overall firm image and product information on the relationship between price increment and perceived price fairness. Eight scenarios were created in the experimental designs, which includes different criteria of firm reputation, completeness of product argument, and different reasons to increase product prices. The analysis focuses on the causal relationship between price raising and price fairness perception moderated by firm reputation and product argument. Online questionnaires were distributed and from which, 274 samples were collected. This research discovered that: first, the reasons for incrementing prices would create an impact on to consumers’ perceived price fairness. Second, the firm’s reputation moderates the relationship between the cause of price increment and price fairness perception; more particularly when price increment results from an external factor. And lastly, product argument moderates the relationship between the price increment cause and consumers’ perceived price fairness, specifically when the firm increases product’s price due to an external factor. In sum, consumers usually consider external cues in evaluating and rationalizing product price increments. And so as a result, companies should pay more attention to factors which will likely influence consumers’ attitude and acceptance toward product price increases.
論文目次 中文摘要.......I
The moderation of firm reputation and product backing between the Relationship of price increment and perceived price fairness.... II
致謝....... V
目錄....... VI
表目錄....... IX
圖目錄...... XI
第壹章 緒論.......1
第一節 研究動機......1
第二節 研究目的......2
第三節 研究流程.....4
第貳章 文獻探討.......6
第一節 論證法......6
第二節 價格公平性知覺.....8
一、 公平理論.....9
二、 雙重權利法則......9
第三節 漲價理由....10
第四節 公司名聲....11
一、 公司名聲之定義與重要性....11
二、 公司名聲之形成.....12
三、 公司名聲之衡量.....13

第參章 研究方法......15
第一節 研究架構與假設.....15
一、研究架構......15
二、研究假設......16
第二節 各變數之操作性定義與衡量...17
一、廠商漲價理由......17
二、公司名聲......18
三、產品論證說服力.....19
四、價格公平性知覺....20
第三節 研究設計...... 21
一、實驗設計與研究情境設計...21
二、廠商漲價理由、企業名聲與產品論證說服性之操作方式.......22
三、問卷設計.....23
第肆章 資料分析......27
第一節 樣本資料統計......27
第二節 因素與信度分析....30
第三節 設計操控檢驗......33
第四節 相關分析.....34
第五節 階層迴歸分析......36
第伍章 結論與建議......41
第一節 結論......41
一、廠商漲價理由對消費者價格公平性知覺之研究結果.. 41
二、廠商漲價理由與企業名聲交互作用之研究結果.. 42
三、廠商漲價理由與產品論證內容說服性交互作用之研究結果
....... 43
第二節 研究貢獻......43
第三節 行銷實務上之意涵.....44
一、 企業名聲對於價格公平性知覺影響之運用..44
二、 產品論證說服力對於價格公平性知覺影響之運用.43
第四節 研究限制與後續研究建議....45
一、研究樣本.....45
二、產品......45
三、研究變數.....46
參考文獻......47
附錄一、實驗設計問卷之報導及廣告....51
附錄二、正式問卷......65
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