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預算框架對購買意願的影響 = How the Frames of Tim...

國立高雄大學亞太工商管理學系碩士班

預算框架對購買意願的影響 = How the Frames of Time Temporal Influence the Purchase Intentions - Budget Framing, Perceived Overspending and Purchase Intentions : 預算框架、知覺預算超支與購買意願

Record Type:	Language materials, printed : monographic
Paralel Title:	How the Frames of Time Temporal Influence the Purchase Intentions - Budget Framing, Perceived Overspending and Purchase Intentions
Title Information:	預算框架、知覺預算超支與購買意願
Author:	張理淳,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2013[民102]
Description:	101面圖，表格 : 30公分;
Subject:	預算框架
Subject:	budget framing
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/80358477975830140736
Notes:	參考書目：面55-57
Notes:	102年10月31日公開
[NT 15001349]:	預算框架、知覺預算超支與購買意願
[NT 15001349]:	預算框架知覺預算超支與購買意願
Summary:	根據過去心理預算與數值效果理論，本研究提出不同數值大小的預算框架(月框架vs. 年框架)是如何影響消費者對於購買產品時的知覺預算超支，並進一步影響購買意願。本研究同時探討預算額度、單位框架轉換與自我控制程度對預算框架下數值效果的干擾。本研究透過四個實驗驗證假說：第一個實驗證實消費者面對年預算框架時，會認為有較低的知覺預算超支，並對目標產品有較高的購買意願；相對的，在面對月預算框架時，則會有較高的知覺預算超支，並對目標產品有較低的購買意願；第二個實驗中發現加入預算額度會干擾預算框架的數值效果，改變人們在知覺預算超支的結果，進而影響購買意願；第三個實驗則增加了單位框架轉換變數，發現在有突顯的預算框架的情境下，消費者會有轉換經驗而降低預算框架的數值效果；第四個實驗是衡量消費者的自我控制程度，發現自我控制程度較低的受測者較容易受到預算框架的數值效果影響。本研究透過四個實驗的分析彌補過去研究的不足。行銷理論上的貢獻包含結合數值效果的心理預算研究、增加預算額度在數值效果研究的運用、單位框架轉換運用在心理預算以及自我控制程度理論與心理預算的結合。在實務的運作上本研究給予的建議包含對於廠商推出未來性商品時的思考策略、商品廣告的內容設計以及廠商實行市場定位時對於預算額度的相關考量等建議。 Based on the past studies of mental budgeting and numerosity effects theory, this study proposes how the budget framing of different numerical value (framing of months vs. framing of years) influences the consumers’ perceived overspending and further affects the purchase intentions when they buy products. This study also discussed how the level of budget, converted unit framing and level of self-control interfere the numerosity effects of the budget framing. With four experiments, this study shows that consumers would think that there is a lower perceived overspending and has higher purchase intentions when they face the year-framing. In contrast, consumers would think that there is a higher perceived overspending and has lower purchase intentions when they face the month-framing. This study takes the four experiments in order to make up for the lack of previous studies. The contribution on marketing theory includes the mental budgeting with numerosity effects, the application of increasing the level of budget on the numerical effect research, the use of converted of unit framing in mental budgeting, and the combination of self-control degree theory and the mental budgeting. The practical recommendations for the operation include the thinking strategies of manufacturers’ launching futuristic goods, content design of commercial advertising, and the related consideration of level of budget when manufacturers are implementing the market positioning.

預算框架對購買意願的影響 = How the Frames of Time Temporal Influence the Purchase Intentions - Budget Framing, Perceived Overspending and Purchase Intentions : 預算框架、知覺預算超支與購買意願
張, 理淳

預算框架對購買意願的影響 = How the Frames of Time Temporal Influence the Purchase Intentions - Budget Framing, Perceived Overspending and Purchase Intentions : 預算框架、知覺預算超支與購買意願 / 張理淳撰 - [高雄市] : 撰者, 2013[民102]. - 101面 ; 圖，表格 ; 30公分.
參考書目：面55-57102年10月31日公開.
預算框架budget framing

預算框架對購買意願的影響 = How the Frames of Time Temporal Influence the Purchase Intentions - Budget Framing, Perceived Overspending and Purchase Intentions : 預算框架、知覺預算超支與購買意願
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