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| 研究生： |
葉乃綺 Yeh, Nai Chi |
|---|---|
| 論文名稱： |
最低購買金額門檻促銷對消費者購物決策與價格認知之影響 The effects of minimum purchase requirement promotion on consumers' purchase decisions and price perceptions |
| 指導教授： |
樓永堅
Lou, Yung Chien 別蓮蒂 Bei, Lien Ti |
| 學位類別： |
博士
Doctor |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 中文 |
| 論文頁數： | 219 |
| 中文關鍵詞： | 促銷型態 、交易效用 、價格回憶 、內部參考價格 |
| 外文關鍵詞： | Promotion, Transaction Value, Price Recall, Internal Reference Price |
| 相關次數： | 點閱：319 下載：0 |
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本文主要探討「最低購買金額門檻」促銷，例如、「滿一千送一百」、「滿三千送三百」等對於消費者購物行為之影響。分為兩大研究主題：研究主題一旨在探討「最低購買金額門檻」促銷對購物決策與認知之影響，透過實地賣場購物實驗，瞭解該促銷能否提高購買金額、令消費者傾向去計算購買商品總價格，及帶來較高之知覺交易效用。
研究主題二則根據研究一中發現「最低購買金額門檻」促銷下消費者會傾向於心中計算總價格之結果，進一步探究該促銷是否會影響消費者對價格的認知，包括如價格記憶的正確性、及內部參考價格的影響，透過型錄購物及電腦網頁模擬購物之實驗來驗證。
根據上述兩大研究主題，本文中進行了三個實驗，皆同樣以提供10%折扣幅度，但未設定購買金額門檻的「九折優惠」促銷來做為控制組：研究一實驗在實際書店賣場舉行，以賣場門口發放三種促銷 (滿一千送一百、滿五百送五十、及九折優惠)折扣券方式，購物結束後再透過購物發票、賣場銷售資料及問卷衡量，瞭解消費者當日購物行為結果。
研究二則透過實驗室實驗法，以商品型錄模擬購物來瞭解消費者在「滿千送百」與「九折優惠」促銷下回憶商品價格正確性之差異；研究三實驗以電腦網頁模擬百貨公司購物，先讓受測者在兩種促銷 (滿三千送三百、九折優惠)情境下購買商品，觀察他們購物接近促銷金額門檻時，購買最後一件商品的選擇結果，之後再請受測者賣回所購買商品，並藉由訂價過程瞭解其內部參考價格水準。
本研究的主要發現，對於消費者購物行為影響方面：(1)「最低購買金額門檻」促銷確實能夠提高消費者購買的金額，符合定錨調整理論 (Tversky and Kahneman, 1974)推論之結果；(2)兩種促銷下的知覺交易效用結果則無法證實，推測由於實驗中「滿千送百」贈送的現金是緊接著消費決策後發生，延遲得到小額利得的感受不夠明顯，使得銀線原則 (Thaler, 1985)無法被驗證。
對於商品價格認知影響方面：(1) 當購買金額超過促銷門檻時，「最低購買金額門檻」促銷下的內部參考價格高於「直接折扣」促銷者；(2)在該促銷下消費者在心中計算總價格的比例明顯高於「直接折扣」促銷；(3)在該促銷下消費者因為必須計算總價格，使得價格回憶的正確性提高；(4)透過內部參考價格間接推估「最低購買金額門檻」促銷在購買金額超過促銷門檻時，有較高之交易效用。
The present research explores the effects of “the minimum purchase requirement promotions” on consumers’ purchasing behavior. Study 1 examined consumers’ purchasing decisions in a field experiment with three types of promotional coupons randomly handed to customers: Purchase over $1000 and get a $100 cash reward, purchase over $500 and get a $50 cash reward, or 10% off price discount. Consumers’ invoices from the bookstore’s database were recorded, and questionnaires were used to measure transaction value and how these promotions influenced consumers’ shopping spending, and tendency to calculate total expense.
Study 1’s findings show that consumers tend to calculate total expense under “the minimum purchase requirement promotion”. Study 2 and Study3 explored how this promotional type influences on consumers’ price cognition, including price recall accuracy and internal reference price. In Study 2, laboratory experiment was used: (a) purchase over $1000 and get a $100 cash reward and (b) 10% off price discount through manipulated catalog shopping. Study 3 was a computer-manipulated shopping experiment, with participants purchasing product in the shopping stage of experiment and selling the products in a later auction to ascertain their internal reference price under two different promotional frames (purchase over $3000 and get a $300 cash reward, and a 10% off price discount).
Major findings about consumers’ purchasing decisions were: (a) as the inference of anchoring and adjusting heuristic theory (Tversky and Kahneman, 1974), consumers increase their spending; (b) the “requirement promotion” improvement of consumers’ transaction value cannot be proved as the inference of silver linings principle (Thaler, 1985) because the time delay was not obvious in the experiment.
The results of the influence on price cognition were: (a) “the minimum purchase requirement promotion” had a higher internal reference price than regular price discount with total expense over the promotional threshold; (b) this promotion will increase consumers’ tendency to calculate total expense; (c) consumers have higher price recall accuracy in this requirement promotion; and (d) the internal reference price was used to infer that this promotion might have a higher transaction value with total expense over the promotional threshold.
中文摘要……………………………………………………… I
英文摘要……………………………………………………… III
章節目錄……………………………………………………… V
內文目錄………………………………………………………………… V
表目錄…………………………………………………………………… IX
圖目錄…………………………………………………………………… XI
第一章 緒論………………………………………………… 1
第一節 研究背景與動機……………………………………………… 1
第二節 研究目的……………………………………………………… 5
第二章 文獻探討…………………………………………… 7
第一節 「最低購買金額門檻」促銷方案…………………………… 7
(一)、「最低購買門檻」……………………………………………… 8
(二)、「最低購買門檻」促銷之特性………………………………… 8
(三)、「最低購買金額門檻」與「現金回饋」之異同點………………10
(四)、「最低購買金額門檻」與「多件商品價格」促銷之異同點……13
第二節 「最低購買金額門檻」促銷目前購買行為之影響……………15
(一)、「最低購買金額門檻」促銷下的定錨調整效果……………… 15
(二)、「最低購買金額門檻」促銷對提升購買金額之影響………… 17
第三節 「最低購買金額門檻」促銷對消費者心理之影響……………20
(一)、心理帳戶理論………………………………………………… 20
(二)、心理編碼的四種情形………………………………………… 23
(三)、交易效用……………………………………………………… 26
第四節 「最低購買金額門檻」促銷對價格認知之影響………………29
第五節 「最低購買金額門檻」促銷對商品價格認知之影響…………31
第三章 研究主題一：
「最低購買金額門檻」促銷對消費者購物決策與認知之影響…………34
第一節 研究一之研究架構…………………………………………… 34
第二節 研究一程序－實際賣場實驗………………………………… 36
(一)、實驗設計……………………………………………………… 36
(二)、問卷衡量變數………………………………………………… 37
第三節 研究一實驗結果……………………………………………… 39
(一)、折扣券發放結果……………………………………………… 39
(二)、敘述性統計分析……………………………………………… 42
(三)、賣場實際購物資料結果……………………………………… 45
(四)、H1假設驗證分析：對增加購買金額之影響結果…………… 48
(五)、H2假設驗證分析：對知覺交易效用之影響結果…………… 54
(六)、H3假設驗證分析：在心中計算總價格之結果……………… 59
(七)、對購物花費時間之影響結果………………………………… 60
第四節 研究一討論…………………………………………………… 61
第四章 研究主題二：
「最低購買金額門檻」促銷對商品認知之影響………………… 64
第一節 研究二：「最低購物金額門檻」促銷，對價格記憶之影響效果……………………………………………………………… 65
(一)、研究架構……………………………………………………… 65
(二)、模擬購物實驗………………………………………………… 67
(三)、衡量變數……………………………………………………… 69
(四)、分析結果……………………………………………………… 70
第二節 研究三之研究架構…………………………………………… 73
第三節 研究三程序－電腦模擬購物實驗…………………………… 76
(一)、實驗流程……………………………………………………… 77
(二)、實驗中受測者可能發生的十種情境………………………… 84
第四節 研究三結果…………………………………………………… 87
(一)、敘述性統計分析……………………………………………… 87
(二)、第三件商品之購買結果……………………………………… 88
(三)、H2假設驗證分析：個別與整體購物之交易效用…………… 90
(四)、H4假設驗證分析：價格回憶正確性………………………… 94
(五)、H5假設驗證分析：內部參考價格…………………………… 95
第五節 研究三討論…………………………………………………… 110
(一)、內部參考價格與心理帳戶之討論…………………………… 110
(二)、交易效用結果之討論………………………………………… 111
第六節 三個實驗之假設驗證結果…………………………………… 114
(一)、「滿千送百」促銷增加購買金額結果………………………… 114
(二)、「滿千送百」促銷影響消費者對商品價格的記憶與計算…… 114
(三)、「滿千送百」促銷對交易效用之影響………………………… 115
(四)、「滿千送百」促銷對內部參考價格之影響…………………… 116
第五章 結論與建議………………………………………… 118
第一節 研究結果與討論……………………………………………… 118
(一)、針對消費者購買行為現況部分……………………………… 119
(二)、針對未來消費者商品購買之影響部分……………………… 121
第二節 學術貢獻與管理意涵………………………………………… 123
(一)、學術貢獻……………………………………………………… 123
(二)、管理意涵……………………………………………………… 126
第三節 研究限制與未來研究方向…………………………………… 128
參考文獻……………………………………………………… 133
中文部分………………………………………………………………… 135
英文部分………………………………………………………………… 135
附錄部分……………………………………………………… 139
附錄一 研究一書局賣場實驗之訪員記錄表與正式問卷…………… 140
附錄二 研究二型錄購物實驗促銷說明與正式問卷………………… 147
促銷說明－促銷情境「滿一千送一百」……………………148
正式問券－促銷情境「滿一千送一百」……………………149
促銷說明－促銷情境「九折優惠」…………………………155
促銷情境－促銷情境「九折優惠」…………………………156
附錄三 研究三百貨公司購物實驗網頁流程與正式問卷…………… 161
實驗情境－「滿三千送三百」………………………………162
實驗情境－「九折優惠」……………………………………174
附錄四 研究三百貨公司購物實驗訂該價格出售之理由…………… 186
研究三實驗流程可能之十種情境結果…………………… 187
十種實驗情境訂該價格出售之理由……………………… 188
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