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題名：極端價格產品對顧客保留價格的影響：以自行車與SPA服務為例
書刊名：大專體育學刊
作者：王俊人 引用關係
作者(外文)：Wang, Jun-ren
出版日期：2014
卷期：16:3
頁次：頁274-286
主題關鍵詞：資類別相關；特徵相關；接近程度；可及性-診斷性；Category relatedness；Feature relatedness；Contiguity；Accessibility-diagnosticity
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(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:29
  • 點閱點閱:23
本研究目的在探討極端價格產品在目錄中，要如何呈現才能有效影響知覺保留價格。本研究採實驗設計，以過去三個月中曾經購買自行車或SPA服務的1,200位上班族為對象，探討極端價格產品在與目標產品間的不同相關程度、資訊呈現的不同接近程度、以及合併兩者的效果下，對目標產品之保留價格影響為何。研究結果發現：極端價格產品與目標產品間之特徵相關程度愈高，對目標產品保留價格影響愈大，若極端價格產品與目標產品之相關為特徵相關時，其接近程度能強化極端價格產品特徵相關程度與目標產品保留價格之間的關係；目標產品為有形產品時，極端價格資訊時空接近程度愈高目標產品保留價格愈高。本研究結論：極端價格產品的呈現方式，會影響顧客的保留價格。
This study aimed to investigate how the presence of an extremely high-priced product in the catalogue could influence the reservation price. This study adopted an experimental study design, and recruited 1,200 office workers, who bought bicycles or received SPA services in the last three months. The main investigations of this study were how the reservation price of a target product was influenced by the degree of relatedness and contiguity, and the combined effects of relatedness and contiguity. The results showed higher feature similarity between extreme-priced products and target product, and the extreme-priced products had a greater influence on the reservation price of target. Furthermore, contiguity enhanced the relationship between feature similarity and reservation price. If the target product is tangible, higher contiguity between extreme-priced products and target product; and the greater influence of extreme-priced products on reservation price of a target product was noticed. In conclusion, our findings suggest that the way of presence of an extremely high-priced product could influence the customer's reservation price.
期刊論文
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圖書
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