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題 名 | 價格資訊溝通效果之研究=The Effects of Communicating Price Information through Semantic Cues |
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作 者 | 潘明全; 林輝明; | 書刊名 | 大同學報 |
卷 期 | 28 1998.11[民87.11] |
頁 次 | 頁77-84+445 |
分類號 | 496.57 |
關鍵詞 | 價格資訊; 價格促銷; 行銷; |
語 文 | 中文(Chinese) |
中文摘要 | 行銷者常使用特別的措辭或語意暗示來傳達價格促銷。最常使用的語意暗示就是競爭者的現在價格、零售商自己過去的價格或是一些其他參考價格與目前零售商較低的銷售價格相比較。實驗的產品,本實驗根據預試結果決定採用586個人電腦(高涉入產品)和襯衫(低涉入產品)。實驗的結果歸納出以下的結論:(一)產品為襯杉(低涉入程度)時:實驗一結果指出,消費者在商店之內時,他們找尋商店之內價格比較資訊是比較有用的。相反地,當消費者在家時,提供商店之間價格比較的資訊對消費者價值的認知有較大的影響。更進一步,實驗二結果指出當沒有提供商店名稱時,消費者對產品的認知價值會受到語意暗示和情境的交互作用顯著的影響。(二)產品為電腦(高涉入程度)時:本研究結果指出,消費者對產品的價值認知並沒有受到語意暗示與情境的交互作用的影響。更進一步,實驗二結果指出當有提供商店名稱時,消費者對產品的認知價值會受到語意暗示和情境的交互作用顯著的影響。 |
英文摘要 | Marketers frequently use specific wording or semantic cues to convey a price promotion. The most commonly used semantic cues compare a competitor's current price, a retailer's own previous price, or some other reference price with the retailer's lower sale price. According to our results of pretest, we chose 586 desktop (high-involvement) and shirt (low-involvement) as our experiment product. And according the experiment results, we obtained the following conclusions. 1. When experiment product is shirt (low-involvement): (1) The result of experiment 1 indicate that semantic price cue by situation interaction is significant. The results of this study suggest that consumers find a within-store price comparison more useful when they are situated in a retail store. Conversely, semantic cues that provide a between-store price comparison have greater impact on perceptions of value when consumers are at hone. (2) Furthermore, the result of experiment 2 indicates that the effect of semantic cue by situation interaction on consumers' perceived value of product is significant when the name of the store is not provided. 2. When experiment product is computer (high-involvement): (1) The result of experiment 1 indicate that semantic price cue by situation interaction is not significant. (2) Furthermore, the result of experiment 2 indicates that the effect of semantic cue by situation interaction on consumers' perceived value of product is significant when the name of the store is provided. |
本系統中英文摘要資訊取自各篇刊載內容。