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價格上漲包裝效果與產品類型交互作用對購買意願之影響 = The Inte...

國立高雄大學經營管理研究所

價格上漲包裝效果與產品類型交互作用對購買意願之影響 = The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions

Record Type:	Language materials, printed : monographic
Paralel Title:	The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions
Author:	施沛甫,
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:	45面圖，表格 : 30公分;
Subject:	價格包裝效果
Subject:	price framing
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/13795453341798023648
Notes:	106年10月31日公開
Notes:	參考書目：面21-24
Notes:	附錄：1.前測問卷；2.正式問卷
Summary:	大部分先前對價格包裝效果的研究注重在促銷效果上。價格促銷效果不外乎直接調降產品價格或是增加產品容量。除此之外，僅有部份的研究專注在價格上漲對價格知覺公平性之影響。先前研究缺乏探討不同上漲價格包裝效果(調漲產品價格與調降產品容量)是否會影響消費者的購買意願。本研究之目的是調查價格上漲包裝效果與產品類型交互作用對購買意願之影響。本研究執行2 (價格上漲包裝效果：調漲產品價格與調降產品容量) x 2 (產品類型：實用型與享樂型)因子實驗設計檢驗購買意願的影響。結果顯示價格上漲包裝效果與產品類型交互作用對購買意願沒有影響。這表示當面臨價格上漲的情況時，消費者並不會因價格包裝效果的操弄而改變他們購買意願。 Most of the previous researches about price framing focused on promotion. The ways of promotion was either price decrease or increasing the volume. In addition, only a few studies focused on the effect of price increases to the price perception of fairness. Prior researches lack discussed whether different framing price increasing (stated price increases versus actual quantity decreases) will affect the consumers' purchase intentions or not. The purpose of this study was to investigate the interaction effects of price increasing framing and product types on purchase intentions. An experiment in a 2 (price increasing framing: straightforward price increase vs. volume decrease) x 2 (product types: utilitarian product vs. hedonic product) factorial design was conducted to examine these effects on purchase intentions.The results displayed there were no difference between the interaction effects of price increasing framing and product types on purchase intentions. This indicated when facing the price increase situations, people wouldn't change their purchase intentions by the framing messages.

價格上漲包裝效果與產品類型交互作用對購買意願之影響 = The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions
施, 沛甫

價格上漲包裝效果與產品類型交互作用對購買意願之影響 = The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions / 施沛甫撰 - [高雄市] : 撰者, 2012[民101]. - 45面 ; 圖，表格 ; 30公分.
106年10月31日公開參考書目：面21-24附錄：1.前測問卷；2.正式問卷.
價格包裝效果price framing

價格上漲包裝效果與產品類型交互作用對購買意願之影響 = The Interaction Effects of Price Increasing Framing and Product Types on Purchase Intentions
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300 $a 附錄：1.前測問卷；2.正式問卷
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328 $a 碩士論文--國立高雄大學經營管理研究所
330 $a 大部分先前對價格包裝效果的研究注重在促銷效果上。價格促銷效果不外乎直接調降產品價格或是增加產品容量。除此之外，僅有部份的研究專注在價格上漲對價格知覺公平性之影響。先前研究缺乏探討不同上漲價格包裝效果(調漲產品價格與調降產品容量)是否會影響消費者的購買意願。本研究之目的是調查價格上漲包裝效果與產品類型交互作用對購買意願之影響。本研究執行2 (價格上漲包裝效果：調漲產品價格與調降產品容量) x 2 (產品類型：實用型與享樂型)因子實驗設計檢驗購買意願的影響。結果顯示價格上漲包裝效果與產品類型交互作用對購買意願沒有影響。這表示當面臨價格上漲的情況時，消費者並不會因價格包裝效果的操弄而改變他們購買意願。 Most of the previous researches about price framing focused on promotion. The ways of promotion was either price decrease or increasing the volume. In addition, only a few studies focused on the effect of price increases to the price perception of fairness. Prior researches lack discussed whether different framing price increasing (stated price increases versus actual quantity decreases) will affect the consumers' purchase intentions or not. The purpose of this study was to investigate the interaction effects of price increasing framing and product types on purchase intentions. An experiment in a 2 (price increasing framing: straightforward price increase vs. volume decrease) x 2 (product types: utilitarian product vs. hedonic product) factorial design was conducted to examine these effects on purchase intentions.The results displayed there were no difference between the interaction effects of price increasing framing and product types on purchase intentions. This indicated when facing the price increase situations, people wouldn't change their purchase intentions by the framing messages.
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