Language: English
Help
圖資館首頁
Login
Switch To: Labeled | MARC Mode | ISBD

促銷框架、沉沒成本與升級意願 = The Framing of Sale...
~
傅皓謙

 

  • 促銷框架、沉沒成本與升級意願 = The Framing of Sales Promotions, Sunk Cost and Upgrade Intention
  • Record Type: Language materials, printed : monographic
    Paralel Title: The Framing of Sales Promotions, Sunk Cost and Upgrade Intention
    Author: 傅皓謙,
    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: 128面圖，表格 : 30公分;
    Subject: 促銷組合框架
    Subject: Sales Frame
    Online resource: http://handle.ncl.edu.tw/11296/ndltd/10428072957969692542
    Notes: 參考書目：面63-69
    Notes: 104年10月31日公開
    [NT 15001349]: 促銷框架沉沒成本與升級意願
    Summary: 本研究試圖去探討促銷組合框架(如，搭售 vs. 免費贈品)，是如何影響消費者對於其中主產品與附屬品的成本配置；同時也探討不同的成本配置是否會影響日後對於個別產品的升級意願。本研究透過三個實驗來驗證：第一個實驗證實消費者面對免費贈品促銷時，在附屬品會配置較少的成本，並對於附屬品有較高的升級意願；相對的，在面對搭售促銷時，則會對主產品配置較少的成本，並對主產品有較高的升級意願；第二個實驗中發現加入升級促銷(以舊換新 vs. 價格折扣)會改變實驗一中促銷組合在升級意願的結果，並證實了促銷框架會受到升級促銷所干擾，進而影響其升級意願；第三個實驗則增加時間間隔變數，發現在長時間間隔下，消費者對於購置產品的成本已折舊完成，進而降低促銷框架對於升級產品的效果。 本研究透過三個實驗的分析，針對促銷組合產品，將促銷框架、心理會計與升級意願相互結合，彌補過去研究的不足，也對於實務上的運作給予建議。 This research 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 will assign more cost to the focal (supplementary) product in the free (bundle) condition; therefore, those in the free gift (bundle) condition will have higher upgrade intentions to supplementary (focal) product item. These findings have significant implications for both framing research and marketing practice.
Reviews
Export
pickup library
 
 
Change password
Login