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促銷框架、知覺漲價與再購意願 = The Framing of Sale...

國立高雄大學亞太工商管理學系碩士班

促銷框架、知覺漲價與再購意願 = The Framing of Sales Promotions, Perceived Price Raising, and Repurchase Intention

Record Type:	Language materials, printed : monographic
Paralel Title:	The Framing of Sales Promotions, Perceived Price Raising, and Repurchase Intention
Author:	李燿名,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2012[民101]
Description:	84面圖，表格 : 30公分;
Subject:	心理會計
Subject:	Sales Frame
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/43546650356530686439
[NT 15001349]:	促銷框架知覺漲價與再購意願
Summary:	根據過去心理會計理論，本研究提出不同型式的促銷框架(搭售 vs. 免費贈品)是如何影響消費者對於促銷組合內商品(主產品 vs. 附屬品)的成本配置，並更進一步影響消費者的知覺漲價以及再購買意願。本研究透過三個實驗驗證假說。實驗一和實驗二結果顯示消費者在面對免費贈品(搭售)促銷框架時會分配較多的成本在主產品(附屬品)；因此，當促銷結束後，主產品(附屬品)調回原價或漲價販售，原先面對到免費贈品(搭售)就會有較低的漲價知覺以及較高的再購買意願。而第三個實驗以混合促銷的方式以增強本研究主張，結果顯示消費者面對到搭售(免費贈品)促銷框架，當促銷結束後，會有較低(高)的漲價知覺以及較高(低)的再購買意願。因此本研究結果提供一個重要的觀點來探討「促銷框架」是如何影響消費者對於促銷結束(漲價後)對促銷組合中特定商品的購買意願，並補足過去文獻不足之處，不僅在學術上補足了過去有關「促銷框架」研究中的缺口，也對於實務上的運作有所貢獻。 This article explores how sales package framing, such as presenting a promotion as a bundle versus a free gift, influences consumers’ cost assignments to the specific items (focal vs. supplementary). It also considers the potential influence on perceived price increases and purchase intentions. With three experiments, this study shows that consumers assign more cost to the focal (supplementary) product in the free gift (bundle) condition; therefore, those in the free gift (bundle) condition perceive a smaller price raise and exhibit higher purchase intentions after the end of the promotional campaign, when the price of the focal (supplementary) product increases. These findings have significant implications for both framing research and marketing practice.

促銷框架、知覺漲價與再購意願 = The Framing of Sales Promotions, Perceived Price Raising, and Repurchase Intention
李, 燿名

促銷框架、知覺漲價與再購意願 = The Framing of Sales Promotions, Perceived Price Raising, and Repurchase Intention / 李燿名撰 - [高雄市] : 撰者, 2012[民101]. - 84面 ; 圖，表格 ; 30公分.
參考書目：面51-55.
心理會計Sales Frame

促銷框架、知覺漲價與再購意願 = The Framing of Sales Promotions, Perceived Price Raising, and Repurchase Intention
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330 $a 根據過去心理會計理論，本研究提出不同型式的促銷框架(搭售 vs. 免費贈品)是如何影響消費者對於促銷組合內商品(主產品 vs. 附屬品)的成本配置，並更進一步影響消費者的知覺漲價以及再購買意願。本研究透過三個實驗驗證假說。實驗一和實驗二結果顯示消費者在面對免費贈品(搭售)促銷框架時會分配較多的成本在主產品(附屬品)；因此，當促銷結束後，主產品(附屬品)調回原價或漲價販售，原先面對到免費贈品(搭售)就會有較低的漲價知覺以及較高的再購買意願。而第三個實驗以混合促銷的方式以增強本研究主張，結果顯示消費者面對到搭售(免費贈品)促銷框架，當促銷結束後，會有較低(高)的漲價知覺以及較高(低)的再購買意願。因此本研究結果提供一個重要的觀點來探討「促銷框架」是如何影響消費者對於促銷結束(漲價後)對促銷組合中特定商品的購買意願，並補足過去文獻不足之處，不僅在學術上補足了過去有關「促銷框架」研究中的缺口，也對於實務上的運作有所貢獻。 This article explores how sales package framing, such as presenting a promotion as a bundle versus a free gift, influences consumers’ cost assignments to the specific items (focal vs. supplementary). It also considers the potential influence on perceived price increases and purchase intentions. With three experiments, this study shows that consumers assign more cost to the focal (supplementary) product in the free gift (bundle) condition; therefore, those in the free gift (bundle) condition perceive a smaller price raise and exhibit higher purchase intentions after the end of the promotional campaign, when the price of the focal (supplementary) product increases. These findings have significant implications for both framing research and marketing practice.
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