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系統識別號 U0026-2406201518182600
論文名稱(中文) 促銷對參考價格和知覺價值的影響
論文名稱(英文) The Effect of Sales Promotion on Reference Price and Perceived Value
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 103
學期 2
出版年 104
研究生(中文) 姚道傑
研究生(英文) Tao-Chieh Yao
學號 R46024063
學位類別 碩士
語文別 中文
論文頁數 47頁
口試委員 指導教授-葉桂珍
口試委員-張太平
口試委員-張榮庭
口試委員-汪美香
中文關鍵字 金錢促銷  非金錢促銷  參考價格  知覺價值 
英文關鍵字 monetary promotion  nonmonetary promotion  reference price  perceived value 
學科別分類
中文摘要 促銷活動就是廠商為了提高產品的銷售量,針對消費者所建立的有效性、短期性的衝擊活動。而廠商為了增加交易的價值除了改變折扣幅度的大小之外,還可以操弄促銷的方式,藉以影響消費者的交易知覺,進而刺激甚至是改變消費者的對產品的知覺價值。促銷方案又可分為金錢和非金錢促銷,當消費者所接收到的是金錢的促銷方案(如:價格折扣)時,因為折扣的單位和金錢成本相同,所以消費者會認為是金錢成本付出上的減少,進而將金錢的促銷方案視為減少損失;當消費者在面對非金錢的促銷方案(例如:買一送一或贈品促銷)時,贈送的單位是可以得到更多的產品或者是其他的贈品,所以消費者較容易把非金錢的促銷視為增加額外的利得。根據過去的文獻指出,消費者會因為促銷活動而產生負面品質的訊號,而且當消費者在面對損失時會比面對利得時反應來得強烈,故金錢的促銷方案比非金錢的促銷方案更容易降低消費者的參考價格。本研究設計了三種促銷情境,分別是:金錢---兩件五折、非金錢---買一送一和贈品促銷,來驗證此理論的真實性。因此,本研究以手工香皂為產品來探討以下議題:促銷方式的不同對於消費者內部參考價格的影響程度差異,當消費者面對金錢促銷方案是否會比非金錢的促銷方案,產生較低的內部參考價格,進而對消費者的知覺價值造成影響。
研究結果顯示,金錢和非金錢的促銷方案都會降低消費者的內部參考價格,而金錢的促銷方案確實比非金錢的促銷方案對於消費者的內部參考價格影響較大,且會影響到消費者的知覺價值。
英文摘要 Companies use sales promotions to increase sales volume, especially in building effective and short-run activities for their consumers. Companies not only change the scale of discount, but also manipulate the content of sales promotions, further influencing consumers’ perceived transaction, further affecting consumer’s perceived value. Sales promotion can be categorized into monetary and nonmonetary. When consumers receive monetary promotion (e.g. price discount), consumers regard it as decreasing in cost, and consider monetary promotion as reduced loss; when consumers receive nonmonetary promotion (e.g. buy one get one free or bonus gift), it has the commensurable unit to product’s price (e.g. extra product offers), so consumers will consider nonmonetary promotion as an extra gain.
According to past studies, consumers receive a negative quality signal when sales promotions are presented. To consumers, facing loss has stronger effect than facing gain. Compared to nonmonetary promotion, monetary promotion is easier to decrease consumer’s reference price. My research designs three scenarios of sales promotions, including monetary promotion: two pack 50%off, nonmonetary: buy one get one free and bonus pack, to testify this theory. My research purpose is to discuss whether monetary promotion have a stronger decrease of inner reference price for consumers. Further to produce negative quality of products, leading to affect the consumers’ perceived value of purchase.
Results of this research indicate that monetary and nonmonetary promotion both affect consumers’ inner reference price. Monetary promotion indeed has a stronger effect on consumers’ inner reference price and perceived value of purchase as compared to nonmonetary promotion.
論文目次 目錄
中文摘要 I
The Effect of Sales Promotion on Reference Price and Perceived Value II
誌謝 VII
目錄 VIII
表目錄 IX
圖目錄 X
第一章 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
第二章 文獻探討 5
第一節 促銷 5
第二節 參考價格 7
第三節 知覺價值 10
第三章 研究方法 13
第一節 研究架構 13
第二節 變數的操作型定義與衡量 15
第三節 研究設計 17
第四節 資料分析方法 24
第四章 資料分析 26
第一節 樣本資料統計 26
第二節 因素與信度分析檢定 28
第三節 平均分析 29
第五章 結論與建議 38
第一節 結論 38
第二節 研究貢獻 40
第三節 管理意涵 40
第四節 研究限制與後續研究建議 41
參考文獻 43
附錄 正式問卷 45

表目錄
表 2-1 參考價格定義整理 8
表 3-2-1參考價格的衡量問項和參考文獻 15
表 3-2-2知覺價值的衡量問項和參考文獻 16
表 3-3-1市面上知名手工香皂的市價 16
表 3-3-2內部參考價格衡量題項 18
表 3-3-3知覺價值衡量題項 21
表 4-1樣本資料分佈 26
表 4-2樣本人口統計資料 27
表 4-3「知覺價值」因素與信度分析結果 28
表 4-4市面上手工香皂價格 29
表 4-5市售價格和受測者填寫價格比較 29
表 4-6平均參考價格(促銷前) 30
表 4-7促銷方案對參考價格(促銷前)的影響 31
表 4-8促銷前後參考價格的比較 32
表 4-9促銷方案對參考價格(促銷後)的影響 33
表 4-10促銷前後參考價格下降幅度的比較 33
表 4-11知覺價值在三種促銷方案下的分析表 36
表 4-12促銷方案對知覺價值的影響 35
表 4-13知覺價值與參考價格在三種促銷方案下的相關分析 37

圖目錄
圖1-1 本研究流程圖 4
圖2-1 交易效用理論 11
圖3-1-1本研究之架構圖 14
圖3-2-1金錢促銷方案:兩件五折 19
圖3-2-2非金錢促銷方案:買一送一 20
圖3-2-3非金錢促銷方案:贈品促銷 20
圖3-4-1操弄檢測(manipulation check) 23

參考文獻 中文部分
葉俐萱(2013).促銷框架和參考價格---以牙膏為例.成功大學企業管立研究所碩士論文
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