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引文資料
題名:
產品屬性資訊、品牌權益與抵價深度對消費者產品置換決策之影響
書刊名:
臺灣管理學刊
作者:
顧萱萱
/
邱于玲
作者(外文):
Ku, Hsuan-hsuan
/
Qiu, Yu-ling
出版日期:
2005
卷期:
5:2
頁次:
頁269-286
主題關鍵詞:
產品屬性
;
品牌權益
;
抵價深度
;
知覺價值
;
產品置換決策
;
Product attributes
;
Brand equity
;
Depth of trade-ins
;
Perceived value
;
Product replacement decisions
原始連結:
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相關次數:
被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:0
共同引用:0
點閱:33
以舊品抵價置換新品是業者透過差別取價誘因,鼓勵消費者採取購買行動的促銷手法,以原品牌折價可刺激重購、鼓勵忠誠,而允許競爭品牌折價則為吸引顧客轉換。現有客戶群享有抵價置換權利時,可能會進行兩類產品資訊比較,其一為考量抵價物與可換購新品間品牌權益差異性,另外則是權衡兩者屬性優勢,此些評比結果將影響消費者對可換購新品之知覺利益,續配合抵價深度,決定消費者價格公平知覺、知覺交易價值與知覺獲得價值,以至於置換意願。而且,透過適當抵價額度,可將舊品剩餘價值實質化,有助於消費者克服持有舊品的心理成本。據此,本研究藉由實驗設計方法,操弄抵價物與可換購新品品牌權益差異、可換購新品相對優勢,以及抵價深度等三變數,並採知覺價值取向,探討影響消費者置換決策的主要路徑。研究結果支持各項假設推論,整體結構模型之適配程度亦堪稱良好。
以文找文
Trade-ins are the price discrimination tools marketers adopting to attract switchers from competitors or encourage consumer loyalty. When a consumer who already owns a durable-type product in a category faces the trade-ins opportunity to upgrade to a new, higher-quality product, the replacement decision is driven by comparisons of product-related information and depth of trade-ins. Based on the attributes of the new product, consumer engages in comparison to differentiate its relative advantages from the old one. In addition, consumer would take brand equity into consideration. The relative advantages and brand equity of the new product determine on consumer’s perceived benefits, and in turn, along with depth of trade-ins, would result in impact on perceived price fairness, perceived transaction value, and perceived acquisition value. Consumer’s replacement decision then can be guided by perceived acquisition value. Through a between-subject factorial design, this study manipulates the relative advantages of the new product, the difference of brand equity between the old product and the new one, and depth of trade-ins, to explore the ways consumers undergo to make replacement decisions. Given the favorable test results, suggestions for further explicating are offered.
以文找文
期刊論文
1.
Heath, Chip、Fennema, Martin G.(1996)。Mental Depreciation and Marginal Decision Making。Organizational Behavior and Human Decision Processes,68(2),95-108。
2.
Okada, E. M.(200103)。Trade-ins, Mental Accounting, and Product Replacement Decisions。Journal of Consumer Research,27(4),433-446。
3.
Estelami, Hooman(2003)。The effect of price presentation tactics on consumer evaluation effort of multi-dimensional prices。Journal of Marketing Theory and Practice,11(2),1-16。
4.
Kalwani, Manohar U.、Yim, Chi Kin(1992)。Consumer Price and Promotion Expectations: An Experimental Study。Journal of Marketing Research,29(1),90-100。
5.
Monroe, K. B.、Chapman, J. D.(1987)。Framing Effects on Buyers' Subjective Product Evaluations。Advances in Consumer Research,14(1),193-197。
6.
Wansink, Brian、Kent, Robert J.、Hoch, Stephen J.(1998)。An Anchoring and Adjustment Model of Purchase Quantity Decisions。Journal of Marketing Research,35(1),71-81。
7.
Yadav, Manjit S.(1994)。How buyers evaluate product bundles: A model of anchoring and adjustment。Journal of Consumer Research,21(2),342-353。
8.
Lichtenstein, Donald R.、Netemeyer, Richard G.、Burton, Scot(1990)。Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-transaction Utility Theory Perspective。Journal of Marketing,54(3),54-67。
9.
Narasimhan, C.(1984)。A Price Discrimination Theory of Coupons。Marketing Science,3(2),128-147。
10.
Grewal, Dhruv、Krishnan, R.、Baker, Julie、Borin, Norm(1998)。The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions。Journal of Retailing,74(3),331-352。
11.
Lichtenstein, Donald R.、Bearden, William O.(1989)。Contextual influences on perceptions of merchant-supplied reference prices。Journal of Consumer Research,16(1),55-66。
12.
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。
13.
Tversky, A.、Kahnema, D.(1974)。Judgment under Uncertainty: Heuristic and Biases。Science,185(4157),1124-1131。
14.
Mayhew, Glenn E.、Winer, Russell S.(1992)。An empirical analysis of internal and external reference prices using scanner data。Journal of Consumer Research,19(1),62-70。
15.
Urbany, Joel E.、Bearden, William O.、Weilbaker, Dan C.(1988)。The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search。Journal of Consumer Research,15(1),95-110。
16.
Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science,4(3),199-214。
17.
Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science,22(1),16-27。
18.
Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。
19.
Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing,52(3),2-22。
圖書
1.
Blattberg, Robert C.、Neslin, Scott A.(1990)。Sales Promotion: Concepts, Methods, and Strategies。Prentice Hall。
2.
Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。
其他
1.
Boyd, D. E. & S. Bhat(1998)。The role of dual entitlement and equity theories in consumers’ formation of fair price judgment: An investigation within a business-to-business service setting。
2.
Fudenberg, D. & J. Tirole(1998)。Upgrades, trade-ins, and buybacks。
3.
Urbany, J. E., W. O. Bearden, A. Kaicker, & M. Smith-de Borrero(1997)。Transaction utility effects when quality is uncertain。
4.
van Ackere, A. & S. J. Reyniers(1995)。Trade-ins and introductory offers in a monopoly。
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