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題 名 | 消費者對伸展價格訊息下的真正折扣推估:「雙參考點決策模型」的觀點=Consumers' Estimate of the Actual Discount They Can Get From Tensile Price: The Viewpoint of Two-Reference-Points Model |
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作 者 | 林建煌; | 書刊名 | 管理評論 |
卷 期 | 15:1 1996.07[民85.07] |
頁 次 | 頁61-83 |
分類號 | 496.34 |
關鍵詞 | 雙參考點決策模型; 伸展價格; 定錨點; 趨向點; Two-reference-points model; Tensile price; Anchor point; Approach point; |
語 文 | 中文(Chinese) |
中文摘要 | 廠商在進行促銷活動時,經常會運用伸展價格的方式來同時進行多項產品的促銷。但是我們對消費者再面臨上述的伸展價格時,其如何產生真正可得折扣的認知,以及其在進行決策時所根據的標準又為何則並不十分清楚。本研究試圖提出一種「雙參考點決策模型」(Two-Reference-Points Model)的觀點來解釋消費者在面對類似伸展價格的模糊訊息時所採用的處理方式。所謂「雙參考點決策模型」是指人們在處理模糊訊息時,會同時考慮外在的參考點與內部參考點。本研究的研究結果大致上支持「雙參考點的決策模型」的推論。 |
英文摘要 | Retailers usually employ tensile price to promote many items of merchandise in a single campaign. However, we are not quite sure how consumers form their perception of the real discount they can get in facing the ambiguous price information. This study proposes a Two-Reference-Points Model for explaining the way consumers process the tensile price. Two-Reference-Points Model suggests that consumers' processing of tensile price is based on two reference points-internal reference point and external reference point. The external reference point was expected to be an anchor point. Consumers make their adjustment based on the external reference point in tensile price. The direction of adjustment is influenced by consumers' internal reference point. The results support the inferences and hypotheses based on Two-Reference-Points Model. |
本系統中英文摘要資訊取自各篇刊載內容。