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題 名 | Currency Face Values and Upgrade Intentions=貨幣面額價值與升級意願 |
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作 者 | 劉信賢; 周軒逸; 劉信賢; | 書刊名 | 管理評論 |
卷 期 | 37:1 2018.01[民107.01] |
頁 次 | 頁1-14+93 |
分類號 | 561.13 |
關鍵詞 | 貨幣面額價值; 升級意願; 沉沒成本; 時間延遲; 貨幣轉換經驗; Currency face value; Upgrade intention; Sunk cost; Temporal delay; Currency conversion experience; |
語 文 | 英文(English) |
中文摘要 | 在許多耐久財產品產業中,產品銷售取決於吸引新的使用者,或是說服既有使用者進行產品升級,有鑑於越來越多消費者會於國外市場買入耐久財產品,本研究旨在探討當初購買產品之外國貨幣面額價值,如何影響消費者未來的升級意願,並檢視可能的干擾變數。三個實驗的結果指出:當消費者原有的耐久財產品是以乘數(相較於分數)貨幣面額價值購入時,消費者會有較高的知覺沉沒成本,以及較低的升級意願,且知覺沉沒成本中介了貨幣面額價值對升級意願的影響;不過,上述貨幣面額價值效果僅發生於距離原耐久財產品之購買時間短、消費者知道正確的貨幣匯率、以及消費者缺乏貨幣轉換經驗的情境下。本研究結果對於相關理論發展和行銷實務皆有其重要意涵。 |
英文摘要 | In many industries, sales depend on attracting new users and convincing existing users to upgrade to newer models. Consumers are also increasingly able to purchase these products in foreign markets. This research explores how the face value of the foreign currency used to pay for a product influences future upgrade intentions, and it examines the effects of possible moderators. The results of three experiments are evidence that consumers express lower upgrade intentions when they perceive higher sunk costs in the original purchase. This occurs when the foreign currency face value of the owned product is a multiple rather than a fraction of the consumer's home currency. However, the currency face value effect occurs only when the temporal delay is short, consumers know the correct exchange rate, and consumers lack currency conversion experience. These findings have significant implications for both theory development and marketing practice. |
本系統中英文摘要資訊取自各篇刊載內容。