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題 名 | 決策情境與語意線索對消費者價格促銷認知之影響=The Effects of Decision Context and Semantic Cues on Consumers' Perceptions of Price Promotion |
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作 者 | 李元恕; | 書刊名 | 中華管理評論 |
卷 期 | 7:1 2004.02[民93.02] |
頁 次 | 頁39-49 |
分類號 | 496.34 |
關鍵詞 | 語意線索; 決策情境; 網路購物; 知覺節省; 認知價值; Semantic cues; Decision context; Internet shopping; Perceived saving; Perceived value; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的主要目的是探討語意線索的價格促銷建構方式對消費者知覺節省與認知價值的影響是否會因購物情境(傳統與網路)與折扣幅度(小、適當、大)而有所差異。研究結果顯示,對於相同語意的價格促銷活動,消費者會認為網路零售通路比一般傳統零售通路提供更高的節省與價值。在網路零售通路裡,語意線索法若採用零售店內部比較方式會比零售店間的價格比較方式對消費者的知覺節省與認知價值有較大的正面影響力;而在傳統零售通路裡,語意線索法若採用零售店間的價格比較方式則會比零售店內部比較方式較具有正面的影響。語意線索對消費者的知覺節省與認知價值的影響會因為此價格促銷活動是處於傳統或網路購物的情境而有所不同,而此現象僅發生在折扣幅度小及適當的情形下。 |
英文摘要 | The purpose of this research is to examine whether the effect of semantic cues on consumers’ perceptions of saving and value differs in shopping channels (Internet and traditional) and discount size (small, moderate, large). The test results indicate that, using the same semantic cue in price promotions, consumers perceive saving and value in Internet stores to be higher than those in traditional stores. In the online shopping channel, a within-store comparison will result in greater perceptions of saving and value than a between-store comparison. When shopping offline, a between-store comparison will be more effective than a within-store comparison. The type of semantic price cue will interact with the shopping channel to affect consumers’ perceptions only when the discount size is in the small and moderate range. |
本系統中英文摘要資訊取自各篇刊載內容。