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前後期促銷可比較性對無為慣性的影響 = How the comparab...

國立高雄大學亞太工商管理學系碩士班

前後期促銷可比較性對無為慣性的影響 = How the comparability between the fogone and current promotional formates infuences the inaction interia

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	How the comparability between the fogone and current promotional formates infuences the inaction interia
作者:	黃健瑜,
其他團體作者:	國立高雄大學
出版地:	高雄市
出版者:	國立高雄大學;
出版年:	2015[民104]
面頁冊數:	105葉圖，表格 : 30公分;
標題:	無為慣性
標題:	Inaction Inertia
電子資源:	https://hdl.handle.net/11296/5gf285
附註:	參考書目：葉48-51
附註:	附錄：實驗...等4種
摘要註:	無為慣性是指當人們錯過先前較高吸引力的機會後,當後來面對相同或相似但相對吸引力較小的機會時,會將先前與當前機會作比較,使得採取行動的可能性會偏低的現象。本研究探討不同促銷型式的轉換是否會降低消費者的可比較性,並進一步降低無為慣性,提高購買意願。作者透過四個實驗來驗證假說:第一個實驗驗證了不同促銷型式 (金錢性 vs. 非金錢性) 轉換時,會降低消費者的可比較性,進一步的降低無為慣性;第二個實驗不使用情境設計,而藉由受測者在促銷前後的決策分析;結果驗證了當受測者決定接受當前較小吸引力的促銷時,會偏好採用與錯失促銷不同的促銷型式 (現金 vs. 點數),以降低促銷前後的可比較性;第三個實驗透過誘因相容實驗以測試受測者的真實偏好,結果與實驗一一致,亦即不同 (vs. 相同) 促銷型式的轉換會降低消費者的可比較性,進一步的降低無為慣性;最後,實驗四驗證了促銷型式的可比較性會影響到願付價格,進而影響到購買意願。本研究結合無為慣性、心理會計與促銷框架理論,彌補過去研究的不足,也對於實務上的運作給予建議。 Inaction inertia is a phenomenon in which people are less likely to accept a less attractive opportunity after having missed a superior one. This study is to explore whether the comparability of different promotion types/ framings would reduce consumers’ inaction inertia and thus increase their purchase intention. The current research examined the hypotheses through four experiments. The first experiment approved that the comparability of different promotional frames (monetary vs. non-monetary) would influence consumers' inaction inertia. The second one did not adopt scenario design but utilize the subjects' decision-making analysis before and after promotion. Results showed that, when subjects decide to accept the less attractive promotion, they are more likely to adopt different promotional types (cash vs. points) so as to reduce the comparability. Experiment 3 examined the subjects' real preferences with an incentive-compatible design, and again supports that the comparability of different (vs. same) promotion types/ framings would reduce consumers' inaction inertia. Finally, Experiment 4 validated that the comparability of promotional types would impact on the willingness to pay as well as purchase intention. This present study has integrated the theories of inaction inertia, mental accounting and promotion framing to fill the gap in the past studies. This study also provides some suggestions for the practice.

前後期促銷可比較性對無為慣性的影響 = How the comparability between the fogone and current promotional formates infuences the inaction interia
黃, 健瑜

前後期促銷可比較性對無為慣性的影響 = How the comparability between the fogone and current promotional formates infuences the inaction interia / 黃健瑜撰 - 高雄市 : 國立高雄大學, 2015[民104]. - 105葉 ; 圖，表格 ; 30公分.
參考書目：葉48-51附錄：實驗...等4種.
無為慣性Inaction Inertia

前後期促銷可比較性對無為慣性的影響 = How the comparability between the fogone and current promotional formates infuences the inaction interia
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