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題 名 | 不同價格折扣對消費者購買意願之影響--以萬能科大學生為例=The Influence of Consumer Intention of Purchase on the Different Price Discount--The Case for Vanung University Students |
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作 者 | 孫衙聰; 曾莉莉; | 書刊名 | 萬能商學學報 |
卷 期 | 18 2013.07[民102.07] |
頁 次 | 頁129+131-140 |
分類號 | 496.34 |
關鍵詞 | 價格; 促銷; 消費者; 購買意願; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,市場上各產業競爭激烈,廠商為了吸引消費者購買,無不使用各種方式來增加消費者的購買意願。價格折扣(Price Discount)是指製造商或零售商透過低價促銷的方式刺激消費者的需求,基本上製造商可能採取的策略型態有二種,一種為百分比折扣方式,另一種則為絕對價格折扣方式,由於這二種促銷型態的會對消費者造成不同的效果,前者是直接對價格採取百分比的折扣,後者則是直接對價格採取絕對金額的折扣進行促銷,本研究係探討此二種型態的促銷方式對不同認知需求的消費者會產生何種程度之購買意願進行研究。結果顯示高認知需求的消費者,面對低價產品進行絕對金額扣相較於進行百分比折扣的情境下,為其購買意願會較高;高認知需求的消費者,面對高價產品先進行百分比折扣再進行絕對金額折,為其購買意願會較低。反之,低認知需求的消費者,面對低價產品進行百分比折扣相較於進行絕對金額折扣的情境下,為其購買意願會較高;低認知需求的消費者,面對高價產品先進行百分比折扣再進行絕對金額折扣,為其購買意願會較高。 |
英文摘要 | The objective of this study was to examine whether degrees of Consumer Intention of Purchase are influenced by the different type of the price discount. Consumer knowledge determines how prices are perceived and valued and also affects consumers' purchase decisions. Prior research has demonstrated human cognitive judgments are in truth influenced by the way decision problems are framed. The purpose of this study was to investigate whether degrees of purchase intention of consumers with different NFC (need of cognition) are influenced by the presentation form of the price discount. Moreover, the findings demonstrate that for the low-price product category conditions, the high-NFC consumers that there was a more significant difference in price reduction when it was presented in percentage terms than presented in dollar terms, and the opposite was true for the high-price product category conditions. |
本系統中英文摘要資訊取自各篇刊載內容。