價格建構效果之研究－以認知需求為干擾變數

The Effect of Price Framing on Consumer's Behavior-A Moderator of Need for Cognition

10.29735/SJEB.200603.0005

曾忠蕙(Chung-Hui Tseng)；王又鵬(Yu-Peng Wang)

價格建構方式 ； 廣告參考物 ； 知覺價值 ； 購買意願 ； 認知需求 ； Framing of Price ； Comparisons on Ads ； Perceived Value ； Purchase Intention and Need for Cognition

東吳經濟商學學報

52期（2006 / 03 / 01）

117 - 149

繁體中文

為了要提升消費者的購買意願，廠商常會將廣告訊息以更有吸引力的方式傳達給消費者，本研究欲探討廣告訊息中將一筆總額的費用轉換為一連串小額費用呈現的形式，稱為價格建構方式的影響效果。此外，如果在上述廣告中再加入一些廣告參考物，是否更能夠強化廣告效果則亦是本研究欲探討的主題。此外，消費者的認知需求程度是否會對上述關係產生干擾，也值得探討。本研究採實驗室實驗法，以2（小額與總額的價格建構方式）×2（有與無呈現廣告參考物）＝4組間因子設計進行實驗，並以LISREL方法進行分析，研究結果如下：（一）小額價格建構方式所產生的知覺交易價值高於總額方式，並且會正向影響購買意願。（二）有呈現廣告參考物所產生的知覺交易價值高於沒有呈現廣告參考物的情形，並且會正向影響購買意願。（三）消費者認知需求程度的高低對於不同的價格建構方式與廣告參考物的影響效果具有干擾作用。

In order to increase consumers' willingness to buy, marketers sometimes take much more attractive way to convey the information of price to public, such as expressing the price of a product on ads from an aggregate expense to a series of small ongoing expenses. Besides, if a comparison presents on the ad, ho this comparison influences consumers' decision-making is another interesting issue. Moreover, need for cognition is taken as a moderator to be examined in this study. This research used 2x2 between-subjects experimental design and LISREL to test hypotheses. The result pointed out the different ways about framing of price and comparisons on ads did affect consumers' perceived transaction value, and then consumers' perceived transaction value would positively make an influence on purchase intention. In addition, need for cognition shows moderating effect in the relationship among framing of price, comparison on ads and perceived transaction value.

1. Alba, Joseph W.,Wesley J. Hutchinson(1987).Dimensions of Consumer Expertise.Journal of Consumer Research,13,411-454.
2. Bailey, J. R.,M. J. Strube,M. Lynn,J.M. Jackson (Eds.)(1991).Proceedings of the Society for Consumer Psychology at the 1991 Annual Convention of the American Psychological Association.Madison, WI:Omnipress.
3. Barnes, James G.(1975).Factor Inferencing Consumer Reaction to Retail Newspaper Sale Advertising.Proceedings of American Marketing Association.
4. Baron, Reuben M.,David A. Kenny(1986).The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
5. Berkowitz, Eric N.,John R. Walton(1980).Contextual Inference on Consumer Price Response: An Experimental Analysis.Journal of Consumer Research,7,349-358.
6. Bettman, James R.,M. Sujan(1987).Effects of Framing on Evaluations of Comparative and Non-comparative Alternatives by Expert and Novice Consumers.Journal of Consumer Research,14,141-154.
7. Biswas, Abhijit(1992).The Moderating Role of Brand Familiarity in Reference Price Perception.Journal of Business Research,25,251-262.
8. Biswas, Abhijit,Edward A. Blair(1991).Contextual Effects of Reference Prices in Retail Aadverrtisement.Journal of Marketing,55,1-12.
9. Blair, Edward A.,E. Laird Landon(1981).The Effect of Reference Prices in Retail Advertisements.Journal of Marketing,45,61-69.
10. Bruck, Merrie(1985).The Effects of Product Class Knowledge on Information Search Behavior.Journal of Consumer Research,12,1-16.
11. Cacioppo, J. T.,R. E. Petty(1982).The Need For Cognition.Journal of Personality and Social Psychology,42,116-131.
12. Cacioppo, J. T.,R. E. Petty,C. F. Kao,R. Rodriguez(1986).Central and Peripheral Routes to Persuasion: An Individual Difference Perspective.Journal of Personality and Social Psychology,51,1032-1043.
13. Cacioppo, J. T.,R. E. Petty,Jeffrey A. Feinstein,W. Blair G. Jarvis(1996).Dispositional Differences in Cognitive Motivation: The Life and Times of Individuals Varying in Need for Cognition.Psychological Bulletin,119(2),197-253.
14. Cacioppo, J. T.,R. E. Petty,K. J. Morris(1983).Effects of Need For Cognition on Message Evaluation, Recall, and Persuasion.Journal of Personality and Social Psychology,45,805-818.
15. Cohen, A. R.,E. Stotland,D. M. Wolfe(1955).An experimental Investigation of Need For Cognition.Journal of Abnormal and Social Psychology,51,291-294.
16. Cox, Anthony D.,Dena Cox(1990).Competing on Price: The Role of Retail Price Advertisements in Shaping Store-Price Image.Journal of Retailing,66(4),428-445.
17. Della Bitta,Albert J.,Kent B. Monroe,John M. McGinnis(1981).Consumer Perceptions of Comparative Price Advertisement.Journal of Marketing Research,18,416-427.
18. Frankenberger, Kristina D.,Liu Ruiming(1994).Does Consumer Knowledge Affect Consumer Responses to Advertised Reference Price Claim.Psychology & Marketing,11(3),235-251.
19. Gourville, John T.(1995).Pennies A Day: Increasing Consumer Compliance Through Temporal Re-Framing.Chicago, Illinois:UMI Press.
20. Gourville, John T.(1999).The Effect of Implicit Versus Explicit Comparisons On Temporal Pricing Claims.Marketing Letters,10(2),113-124.
21. Gourville, John T.(1998).Pennies-a-Day: The Effect of Temporal Reframing On Transaction Evaluation.Journal of Consumer Research,24,395-408.
22. Grewal, Dhruv,Kent B. Monroe,R. Krishnan(1998).The Effects of Price-Comparison Advertising on Buyers` Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions.Journal of Marketing,62,46-59.
23. Haugtvedt, C. P.,R. E. Petty(1992).Personality and Persuasion: Need for Cognition Moderates the Persistence and Resistance of Attitude Changes.Journal of Personality and Social Psychology,63,308-319.
24. Haugtvedt, C. P.,R. E. Petty,J. T. Cacioppo(1992).Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior.Journal of Consumer Behavior,1,239-260.
25. Heath, Chip,Jack B. Soll(1996).Mental Budgeting and Consumer Decisions.Journal of Consumer Research,23,40-52.
26. Helson, Harry(1964).Adaptation-Level Theory: An Experimental And Systematic Approach To Behavior.New York:Harper and Row.
27. Herr, Paul M.(1989).Priming Price: Prior Knowledge and Context Effects.Journal of Consumer Research,16,67-75.
28. Johnson, Michael D.(1984).Consumer Choice Strategies for Comparing Noncomparable Alternatives.Journal of Consumer Research,11,741-753.
29. Joreskog, Karl,Dag Sorbom(1996).Lisrel 8: User`s Reference Guide.Chicago:Scientific Software International.
30. Joreskog, Karl,Dag Sorbom(1996).Prelis 2: User`s Reference Guide.Chicago:Scientific Software International.
31. Kaheneman, Daniel,Amos Tversky(1979).Prospect Theory: An Analysis of Decision Under Risk.Econometrica,47,263-291.
32. Kotler, Philip(2003).Marketing Management.New Jersey:Pretice-Hall, Inc..
33. Leone, C.,C. H. Dalton(1988).Some Effects of the Need for Cognition on Course Grades.Perceptual and Motor Skills,67,175-178.
34. Lichtenstein, Donald R.,Scot Burton,Eric J. Karson(1991).The Effect of Semantic Cues on Consumer Perceptions of Reference Price.Journal of Consumer Research,18,380-391.
35. Lichtenstein, Donald R.,Scot Burton,S. O`Hara Bradley(1989).Marketplace Attribution and Consumer Evaluation of Discount Claims.Psychology & Marketing,6,163-180.
36. Lichtenstein, Donald R.,Willian O. Bearden(1988).An Investigation of Consumer Evaluations of Reference Price Discount Claims.Journal of Business Research,17,189-200.
37. Lichtenstein, Donald R.,Willian O. Bearden(1989).Contextual Inferences on Perceptions of Merchant Supplied Reference Price.Journal of Consumer Research,16,55-66.
38. MacKinnon, David P.,J. L. Krull,C. M. Lockwood(2000).Equivalence of the Mediation, Confounding and Suppression Effect.Prevention Science,1,173-181.
39. MacKinnon,David P.,Chondra M. Lockwood,Jeanne M. Hoffman,Stephen G. West,Virgil Sheets(2002).A Comparison of Methods to Test Mediation and Other Intervening Variable Effects.Psychological Methods,7(1),83-104.
40. Monroe, Kent B.(1990).Pricing: Making Profitable Decisions.McGraw-Hill Publishing Company.
41. Muehling, Darrel D.,Jeffrey J. Stoltman,Sanford Grossbart(1990).The Impact of Comparative Advertising on Levels of Message Involvement.Journal of Advertising,19,41-50.
42. Noble, Charles H.,Rajiv K. Sinha,Ajith Kumar(2002).Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications.Journal of Marketing,66,25-39.
43. Payne, John W.,James R. Bettman,Eric J. Johnson(1993).The Adaptive Decision Maker.Cambrideg:Cambridge University Press.
44. Pechmann, Cornelia,David W. Stewart(1990).The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions.Journal of Consumer Research,17,180-191.
45. Petty, Richard,John Cacioppo,K. Schumann(1983).Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.Journal of Consumer Research,10,135-146.
46. Sherif, Muzafer,Carl I. Hovland(1961).Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change.New Haven, CT:Yale University Press.
47. Thaler, Richard(1985).Mental Accounting And Consumer Choice.Marketing Science,4(3),199-214.
48. Urbany, Joel E.,William O. Bearden,Dan C. Weilbaker(1988).The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and price Search.Journal of Consumer Research,15,95-110.
49. Wang, Yu-Peng,Chung-Hui Tseng(2001).The Influence of Framing of Price, Amount of Money and Comparisons on Ads on Consumer`s Perceived Value and Purchase Intention.Proceedings of Hawaii Conference on Business
50. Wilkie, William L.,Paul W. Farris(1975).Comparison Advertising: Problems and Potential.Journal of Marketing,39,7-15.
51. Zeithaml, Valarie A.(1988).Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52,2-22.
52. 吳明純(2003)。碩士論文(碩士論文)。國立台灣大學商學研究所。
53. 高泉豐(1994)。認知需求的概念與測量。中華心理學刊，36(1)，1-20。
54. 陳志劍(1994)。碩士論文(碩士論文)。淡江大學國際企業研究所。
55. 黃俊英(1996)。行銷研究。台北:華泰書局。

1. 謝育芬,劉仲矩(2018)。手機使用者人格特質與品牌忠誠度關聯之研究：探討使用動機的干擾效果。Electronic Commerce Studies，16(1)，27-58。