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頁籤選單縮合
題 名 | 零售價格廣告對消費者價格認知和購買意願之影響=The Influence of Retail Price Advertisements on Consumers' Price Perceptions and Purchase Intention |
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作 者 | 李皇照; 周佩霖; | 書刊名 | 農林學報 |
卷 期 | 48:1 1999.03[民88.03] |
頁 次 | 頁97-108 |
分類號 | 497.01317 |
關鍵詞 | 價格廣告; 價格認知; 購買意願; Price advertisements; Price perceptions purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 價格廣告是零售商常用的一種促銷活動。本研究運用實驗設計方法,搜集樣本資 料,以探討零售促銷價格廣告文案型式、商店類型,和產品熟悉度,對消費者價格認知和購 買意願之影響。統計結果顯示原價、特價和節省金額的文案表現方式最吸引受訪者注意,量 價店的價格促銷廣告可信度最高,超級市場次之,百貨公司最低。多變量變異數分析顯示, 價格廣告文案型和產品熟悉度兩個主效果具有顯著性;單變量變異數結果進一步指出,價格 廣告文案內容對參考價格認知,商店類型和產品熟悉度對購買者意願等評價都有顯著性影響 。 |
英文摘要 | Retailers often use price advertising as a promotional tool. This study performed a Latin-Square design experiment to collect sample data for examining how types of price advertising copy, types of retail store, and consumer's product familiarity affect consumers' price perceptions and purchase intentin. The results indicate that an advertising copy involving sale price, reference price, and saving amount is the most attractive price advertisement, and promotional price advertisements issued by discount store is the most believable. In addition, significant multivariate analysis of variance main effects are obtained for types of price advertising copy as well as consumer's product familiarity. Furthermore, ANOVA shows that price advertising copy can substantially affect consumer price perceptions, while types of store and product familiarity exert a strong influence on consumer purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。