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貨幣面額效果對耐久財產品升級意願的影響-貨幣面額效果、沉沒成本與升級意願...

國立高雄大學亞太工商管理學系碩士班

貨幣面額效果對耐久財產品升級意願的影響-貨幣面額效果、沉沒成本與升級意願 = The Impact of Currency Face Value Effect on the Upgrade Intentions of the Durable Goods–The Currency Face Value Effect, Sunk Cost and Upgrade Intentions

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Impact of Currency Face Value Effect on the Upgrade Intentions of the Durable Goods–The Currency Face Value Effect, Sunk Cost and Upgrade Intentions
作者:	王詠婕,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	85面圖，表格 : 30公分;
標題:	貨幣面額效果
標題:	currency face value effect
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/83218683766541102931
附註:	參考書目：面46-50
附註:	102年10月31日公開
摘要註:	本研究主要探討貨幣面額效果對耐久財產品的知覺沉沒成本與升級意願的影響，以及使用時間與貨幣匯率轉換熟悉度的調節作用。基於數值效果的理論基礎，作者主張相對於本國貨幣標價(e.g., NT 25000的筆記型電腦)，當消費者原有的耐久財產品是以乘數貨幣標價(e.g., ￥ 67600)，會知覺較高的沉沒成本，因而有較低的升級意願；反之，當消費者原有的耐久財產品是以分數貨幣標價(e.g., USD 865)，會知覺較少的沉沒成本，因而有較高的升級意願。三個實驗證實，當消費者原有的耐久財產品是以乘數貨幣標價(相較於分數貨幣標價)時，消費者會有較高的知覺沉沒成本，以及較低的升級意願，且知覺沉沒成本中介了貨幣面額效果對升級意願的影響。本研究亦發現，耐久財產品在長使用時間(vs. 短使用時間)下，或是消費者對貨幣匯率轉換熟悉度高 (vs. 貨幣匯率轉換熟悉度低) 時，會削弱貨幣面額效果對耐久財產品的知覺沉沒成本與升級意願之影響。過去關於貨幣面額效果的文獻多為討論貨幣面額效果如何影響消費性產品的購買意願，而本研究將貨幣面額效果延伸於耐久財產品的知覺沉沒成本與升級意願，並建議廠商可以從各國貨幣面額間的數值差異著手，以分數貨幣標價耐久財產品能夠降低消費者的知覺沉沒成本並增加未來可能的銷售。 This study investigated the currency face value effect influences consumers perceived sunk cost and upgrade intention of durable goods, and the moderating roles of the used time and familiarity of currencies covert. Based on the theorey of numberousity effect, the authors advocate that relative to price with the domestic currency (eg, NT 25000 notebook), when the consumer owned durable products are price with multiple currency (eg, ￥ 67600), will be perceived higher sunk costs, and lower upgrade intention. Moreover, when the consumer owned durable products are price with multiple currency fraction currency (eg, USD 865), will be perceived lower sunk costs, and higher upgrade intention.Three experiments confirmed that when the consumer owned durable products are price with multiple currency (compared price with fraction currency), consumers have higher perceived sunk costs, and lower upgrade intention, and perceived sunk cost mediates the impact of the currency face value on upgrade intention. This study also found that when use of durable goods in a long time (vs. short usage time), or the consumers have high currency conversion familiarity (vs. low degree of familiarity currency conversion), will weaken the currency face value effect on perceived sunk cost and upgrade intention of durable products.About past literature of currency face value effect mostly discuss currency face value effect how to influence consumer purchase intentions on the consumer product, but in this study extends currency face value effect to perceived sunk costs and upgrade intention on durable goods. This study suggests that firms can use numerical different of currency face value, if use fraction currency priced durable goods can reduce the perceived sunk costs and increase future sales.

貨幣面額效果對耐久財產品升級意願的影響-貨幣面額效果、沉沒成本與升級意願 = The Impact of Currency Face Value Effect on the Upgrade Intentions of the Durable Goods–The Currency Face Value Effect, Sunk Cost and Upgrade Intentions
王, 詠婕

貨幣面額效果對耐久財產品升級意願的影響-貨幣面額效果、沉沒成本與升級意願 = The Impact of Currency Face Value Effect on the Upgrade Intentions of the Durable Goods–The Currency Face Value Effect, Sunk Cost and Upgrade Intentions / 王詠婕撰 - [高雄市] : 撰者, 2013[民102]. - 85面 ; 圖，表格 ; 30公分.
參考書目：面46-50102年10月31日公開.
貨幣面額效果currency face value effect

貨幣面額效果對耐久財產品升級意願的影響-貨幣面額效果、沉沒成本與升級意願 = The Impact of Currency Face Value Effect on the Upgrade Intentions of the Durable Goods–The Currency Face Value Effect, Sunk Cost and Upgrade Intentions
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