以本論文研究不同價格呈現方式下，參考價格對消費者行為的影響，所採用的自變數為參考價格的高低、參考價格的表達語意與折扣幅度的大小。而欲衡量的變數是消費者對促銷的可信度、認知的價格標準移動程度、因促銷所知覺的節省程度及搜尋其它零售點所能產生的利益。

經過因子設計的實驗後，發現：

一、消費者所認知的最可能市價、最高市價、最低市價，在看過有外部參考價格的廣告後，不一定是以相同的方向作移動，且各別的移動百分比也不相同，所以必須各別來探討其效果。

二、出售價格的高低 (折扣幅度的大小) 會影響消費者對促銷所知覺的可信度的水準及消

費者認知最可能市價的移動程度，但不會造「最高」價格認知與「最低」價格認知移動程度的差異，且在節省知覺及知覺的搜尋利益上也無明顯效果。而且發現以下數點：

(一)高出售價格的可信度大於低出售價格的可信度

(二)高出售價格造成的最可能市價上移程度大於低出售價格造成的最可能市價上移程度。

三、參考價格的高低會影響消費者對促銷所知覺的可信度、認知的最高市價、認知的最低市價、節省知覺，但卻無法影響認知中最可能市價及搜尋利益上的差異。並且發現以下數點：

(一)以內部參考價作參考價及合理高參考價格的可信度大於誇大參考價格的可信度。

(二)以內部參考價作參考價與合理高參考價格造成最高市價認知上移程度小於誇大參考價格造成上移程度。

(三)以內部參考價作參考價格造成的最低市價認知上移程度大於誇大參考價格造成上移程度。(四)以內部參考價與合理高參考價格造成的節省知覺大於誇大參考價格所造成的節省知覺。

四、「過去售價」或「目前市價」來表達參考價格，只有在認知最高市價的移動比率上有所不同。且以「目前市價」造成的上移程度較大。

五、同時以「過去售價」表達誇大參考價格及「目前市價」表達合理高參考價格，比單一方式呈現單一參考價格而言

(一)認知的最低市價向上移動百分比最大

(二)知覺的搜尋利益最小，消費者最不願再尋求其它零售點。

也就是廠商若同時以過去售價及目前市價來表達價格標,且所標示價格要偏高,此時所產生的促銷效果較好,消費者較不願再尋求其他零售點進行交易。

六、加上以｢過去售價｣表達比實際出售價還低的參考價格，在促銷效果上並不比單一方式呈現參考價格或其他呈現方式來得好。

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