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題名：語意線索的價格促銷建構方式對消費者認知與購買意圖的影響
書刊名：大葉學報
作者：李元恕／王佳綾
作者(外文)：Lii, Yuan-shuh／Wang, Chia-ling
出版日期：2003
卷期：12:2
頁次：頁45-54
主題關鍵詞：語意線索；參考價格；知覺節省；購買意圖；網路購物；Semantic cues；Internal reference price；Perceived savings；Purchase intention；Online shopping
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:11
  • 點閱點閱:17
　　　　　本研究主要是探討不同語意線索的價格促銷建構方式對消費者的內部參考價格、知覺節省與購買意圖的相對影響力，以及其影響程度是否會因購物情境的不同而有差異性存在。本研究採用3種不同語意線索的價格促銷建構方式（現金折扣、促銷價與百分比折扣）與2種購物情境（傳統與網路購物）的實驗設計。研究結果顯示，現金折扣、促銷價與百分比折扣之促銷建構方式對消費者的內部參考價格、知覺節省與購買意圖有顯著性的差別影響。然而，其影響程度不會因購物情境而有所不同。促銷價與百分比折扣僅在內部參考價格方面對消費者的影響大於現金折扣的建構方式；在知覺節省與購買意圖上，整體而言，現金折扣的影響力最大。
　　　　　The purpose of this research is to examine the relative influence of different promotional price formats through semantic cues on consumers’ internal reference prices, perceived savings, and purchase intentions within the context of online and offline shopping. A 3 x 2 factorial design experiment involving three types of semantic cues (dollars off, sale-price, and percentage-off) and two shopping situations (online and offline) was conducted. The results indicate that consumers’ internal reference prices, perceived savings, and purchase intentions are affected by promotional framings. However, these influences do not differ between online and offline shopping. Sale-price and percentage-off exert larger influences on internal reference price than dollars-off. In general, dollars-off has more influence on perceived savings and purchase intentions than sale-price and dollars-off in both shopping situations.
期刊論文
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26.Grewal, D.、Monroe, K. B.、Krishnan, R.(1998)。The effects of price-comparisons advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions。Journal of Marketing，62(2)，46-59。  new window
27.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
28.Donthu, Naveen、Garcia, Adriana(1999)。The Internet Shopper。Journal of Advertising Research，39(3)，52-58。  new window
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學位論文
1.Balasubramanian, Sridar(1997)。Two essays in Direct Marketing(博士論文)。Yale University，New Haven, CT。  new window
圖書
1.Monroe, K. B.(1990)。Pricing: making profitable decision。New York, NY：McGraw-Hill。  new window
圖書論文
1.Das, P. R.(1992)。Semantic cues and buyer evaluation of promotion communication。Enhancing Knowledge Development in Marketing。Chicago, IL：American Marketing Association。  new window
2.Barnes, J. G.(1975)。Factors influencing consumer reaction to retail newspaper sale's advertising。Combined Proceeding, American Marketing Association。Chicago, IL：American Marketing Association。  new window
 
 
 
 
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