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題 名 | 柳燈汁消費者行為之研究--參考價格與價格容忍幅度之應用=The Study of Orange Juice on Consumer Behavior the Application of Reference Price and Price Tolerance |
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作 者 | 何京勝; 都鈺堂; | 書刊名 | 臺灣土地金融季刊 |
卷 期 | 35:1=135 1998.03[民87.03] |
頁 次 | 頁57-84 |
分類號 | 496.34 |
關鍵詞 | 參考價格; 價格容忍度; 價格認知; Reference price; Price tolerance; Price perception; |
語 文 | 中文(Chinese) |
中文摘要 | 本文利用調查資料分析柳橙汁消費者行為支持在參考價格附近有一價格不敏感 範圍。實證結果如下:第一,在消費者心中有一參考價格範圍,參考價格範圍隱含在參考 價格之附近有一價格範圍消費者之價格敏感度較弱。第二,消費者利得與損失認知為一不 對稱之價格反應。第三,高忠度之消費者有較寬的價格容忍幅度。第四,高購買頻率者對 損失認知與促銷活動有顯著的反應。第五,消費者不分性別均對促銷活動有顯著的反應, 兩者無差異。第六,兩個零售銷售通路之消費者在價格反應無差異,並均對促銷活動有顯 著反應。 |
英文摘要 | Survey data analyses for orange juice on consumer behavior support the presence of a region of price insensitivity around a reference price. The analyses produced several results. First, there is a support for the existence of a reference price range in the consumer's mind. The reference price range implies a range of prices around the reference price within which consumers demonstrate a reduced price sensitivity. Second, there is an asymmetric price response to perceived losses and gains. Third, consumers with higher average brand loyalty have wider latitudes of price acceptance. Forth, consumers with higher frequency of purchase have significant response to perceived losses and promotion. But consumers with lower frequency of purchase have significant response to promotion. Fifth, consumers regardless of sex, there is no difference in the response of promotion. Sixth, the purchases made buy the consumers in those two retail store have no difference in price response and also have a significant response in promotion. |
本系統中英文摘要資訊取自各篇刊載內容。