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題名：以知覺不公平的角度探討目標促銷之效果及其干擾變數之影響
作者：李曉青 引用關係
作者(外文)：Hsiao-Ching Lee
校院名稱：國立成功大學
系所名稱：國際企業研究所碩博士班
指導教授：蔡東峻
學位類別：博士
出版日期：2008
主題關鍵詞：方案複雜性；關係強度；內部參考價格；顧客身份；不相等情況；顧客關係；購買意願；目標促銷；知覺價格不公平；負面情緒；知覺價值；purchase intentions；negative emotion；perceived value；customer relationship；targeted promotion；inequality conditions；perceived price unfairness；cutomer identification；internal reference price；relationship strength；complexity
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過去有關目標促銷方案的研究中，大部份皆是從廠商的角度探討目標促銷方案的競爭意涵和最佳的目標促銷方案，而較少有研究從消費者的角度去探討消費者在面對目標促銷方案時的心理狀態。其次，在許多探討促銷方案的研究中，皆指出促銷方案的使用確實將有效的提升消費者的購買意願。當目標促銷方案在針對不同顧客提供不同的促銷方案時，不同顧客對此目標促銷方案的看法是過去研究所沒有探討到的，且有可能引起負面的效果。本研究的主要研究目的是以知覺價格不公平的角度探討目標促銷方案對消費者知覺價格不公平之影響，進而探討顧客身份、內部參考價格、關係強弱和促銷方案的複雜性如何干擾目標促銷對知覺不公平的影響。最後瞭解知覺不公平如何認知地影響知覺價值和情感地影響負面情緒，再影響購買(重購)意願以及顧客關係。
為了蒐集本研究所需資料，共進行了四個組間因子設計的實驗，資料蒐集後，再進行變異數分析、線性結構模式和迴歸分析來分析資料以驗證假設。本研究結果發現：(一)當消費者同樣面臨不利和相等的目標促銷方案時，舊顧客所產生的知覺不公平比新顧客更高，但在面臨有利目標促銷方案時，新舊顧客的知覺不公平並無差異。(二)知覺價格不公平對購買意願的影響將透過認知面的知覺價值和情感面的負面情緒的中介。(三)內部參考價格並未干擾目標促銷方案對知覺價格不公平的影響，且也不受時間因素的影響。(四)關係強度會干擾目標促銷方案對知覺價格不公平的影響。(五)方案內容的複雜度可有效降低消費者對目標促銷方案的知覺價格不公平。(六)消費者的知覺價格不公平愈高將會使顧客關係惡化。本研究最後研究結果提出相關之理論貢獻和管理意涵以供管理者在提出目標促銷方案時作一參考，同時還提出本研究的限制和後續研究方向以作為未來研究的研究方針。
Previous research about targeted promotion focuses on its competitive implications and the way to develop optimal programs from the viewpoint of frims. Less research discusses customers’ psychological states toward targeted promotions. In ddition, many studies have shown that promotions can effectively enhance the purchase intentions. However, since targeted promotions offer different promotion programs to different customer segements, the customers of different segments may have different perceptions on the targeted promotion and the targeted promotion may induce negative effects. The above-mentioned issues are lack of examination. Based on the view of perceived price unfairness, the purposes of this research are to examine the effect of targeted promotions on consumers’ perceived price unfairness. And then, we examine the moderating effects of customer identifications, internal reference price, relationship strength, and complexity of progrom context between targeted promotions and perceived price unfairness. Finally, the mediating effects of perceived value and negative emotions between perceived price unfairness and purchase intentions, and the effect of perceived price unfairness on customer relationship are examined.
Four factorial between-subject design experiments are conducted to collect the data. Then, we use analysis of variance, structural equation model and regression to analyze the data and test the hypotheses. The findings of the results are six. First, current custoemrs’ perceived price unfariness is higher than the potential customers when both of them face the unfavored or equal targeted promotions. However, the perceived price unfairness between current and potential customers is no difference when both of them face the favored targeted promotions. Second, the effect of perceived price unfariness on purchase intentions is through the mediator of perceived value and negative emotions. Third, the internal reference price does not moderate the effect of targeted promotion on perceived price unfairess even cofounded by the time factor. Fourth, relationship strength moderates the effect of targeted promotions on perceived price unfairness. Fifth, the complexity of program context reduces consuemrs’ perceived price unfairness of targeted promotions. Sixth, the high perceived price unfairness detorioate customer relationship. Finally, the theoretical contributions and managerial implications are proposed as suugestions for implementing effective targeted promotions. Research limitations and future research suggestions are provided for future research devodting to the study of targeted promotions and perceived price unfairness.
【中文部分】
吳萬益、林清河 (民89)，企業研究方法，初版，華泰書局。
陳順宇 (民94)，多變量分析，四版，華泰書局。
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