促銷價格標示方式與內部參考人格對消費者行為之影響

張重昭; 周宇貞; 張心馨

doi:10.6504/JOM.2006.23.02.04

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P209 - 226

社会科学 > 管理学

DOI： 10.6504/JOM

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促销价格标示方式与内部参考人格对消费者行为之影响

The Effects of Promotional Price Format and Internal Reference Price on Consumers' Behavior

张重昭(Chung-Chau Chang) ；周宇贞(Yu-Jen Chou) ；张心馨(Shin-Shin Chang)

管理学报； 23 卷 2 期 (2006 / 04 / 01) ， P209 - 226

繁体中文 DOI： 10.6504/JOM.2006.23.02.04

参考价格；知觉品质；内部参考价格；获得价值；交易价值； reference price ； perceived quality ； internal reference price ； acquisition value ； transaction value

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摘要 │ 参考文献 (38) │ 被引用文献 (7) │ 国际计量

摘要〈TOP〉

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Consumers' purchase and search intention are usually determined by their acquisition value from the products. However past researches have shown that acquisition value is a function of both perceived product quality and transaction value. Therefore, crucial issue is whether the firms can influence consumers' internal reference prices through external reference prices (i.e. market price, manufacturer's suggested retail price, past selling price and current promotional price) and then change their perceived value and perceived quality. This study is aimed at exploring the possible effects of external reference prices (i.e. past selling price, current promotional price, and current market price) and consumers' perceived quality on their perceived values (i.e. perceived transaction and acquisition value), search intention and purchase intention.
Consumers form their internal reference prices based on the external reference prices to which they are exposed. Much of the research to date in consumer behavior has focused on consumers' comparison between market price and current selling price (Grewal et al, 1998; Chang et at. 1999; Chang et al. 2000). Little attention has been given to the effects of firm's past selling price. In the real world, retailers often label past selling prices on the products, which are on sale. Researchers recently have shown that consumer overstocking is more common with larger discounts (i.e. Krishna, 1994) and deep discounts affect brand choice and purchase quantity more than frequent discounts (i.e. Jedidi et at., 1999). These findings imply that past selling price plays an important role in consumer price perception due to the discount effects. Therefore, this research is devoted at empirically testing the relationships among perceived product quality, external reference price, internal reference price, transaction value, acquisition value, and consumers' purchase as well as search intention. A conceptual model is proposed to demonstrate the relationship among those constructs. It contains four exogenous constructs (market price, past selling price, current selling price and perceived quality) and five endogenous constructs (internal reference price, perceived transaction value, perceived acquisition value, purchase intention, and search intention). A 2 (past selling prices: low and high)χ 2 (promotional prices: low and high)χ2 (p market prices: plausible and implausible) between-subject factorial design on 233 college students is employed. A pretest is utilized to select the target product (i.e., Levi's Jeans) and multiple price levels (i.e. the treatment levels of market price, past selling price and current promotional price). Additionally, data in this study is analyzed by LISREL 8.3 to test the relationships among the constructs and the goodness-of-fit of the model.
The results show that consumers' purchase intention is influenced by perceived values. The higher perceived acquisition value lead to higher purchase intention. As to perceived acquisition value, higher perceived transaction value and perceived quality induce higher perceived acquisition value. These results also support that a causal relationship between perceived acquisition value and perceived transaction value. Furthermore, it is found that perceived transaction value is influenced by both internal reference price and current promotional price. Higher internal reference price and lower current promotional price induces higher perceived transaction value. As for internal reference price, it is influenced by past selling price, market price and perceived quality, but not by current promotional price. It is possible that for famous brands, consumers may consider the current promotional price as a short-term price. Therefore, their internal price standard shifts rely more on the past selling price and market price, but lesson current promotional price. In addition, it is interesting to find college students in Taiwan always have higher search intention, and there is no relationship between perceived acquisition value and search intention. Finally, the indices of Goodness-of-Fit Statistics by LISREL show adequate fit (i.e. GFI=0.85 and CFI=0.91). Theoretical contributions and marketing implications of this study are also addressed.

参考文献 ( 38 ) 〈TOP〉

Alford, Bruce L.,Abhijit Biswas(2002).The Effects of Discount Level, Price consciousness and Sale Proneness on Consumers` Price Perception and Behavioral Intention.Journal of Business Research.
Biswas, Abhijit,Edward A. Blair(1991).Contextual Effects of Reference Prices in Rctail Advertisement.Journal of Marketing.
Bitta, Alber J. Della,Kent B. Monroe,John M. McGinnis(1981).Consumer Perceptions of Comparative Price Advertisements.Journal of Marketing Research.
Blair, Edward A.,E. Laird Landon(1981).The Effect of Reference Prices in Retail Advertisements.Journal of Marketing,45,61-69.
Bolton, Ruth N.,James H. Drew(1991).The Multistage Model of Customers` Assessments of Service Quality and Value.Journal of Consumer Research.

被引用文献 ( 7 ) 〈TOP〉

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