網路動態階梯式訂價模式對消費者集購意願之影響

Consumer's Group Buying Intention in Dynamic Pricing Mechanisms of Internet-Based Selling

10.6226/NTURM2009.19.2.171

顧萱萱(Hsuan-Hsuan Ku)；徐誓濱(Shi-Bin Xu)；郭建志(Chien-Chih Kuo)

動態階梯式訂價 ； 網路集購模式 ； 集購意願 ； dynamic pricing mechanisms ； online group-buying scheme ； consumer's group buying intention

臺大管理論叢

19卷2期（2009 / 06 / 01）

171 - 196

繁體中文

網路集購指網路業者預先設定標購週期，並依據累積之集購數量安排產品售價變化軌道，以行數量折扣作用，消費者則就自我選擇決定標購時機，而集購人數愈多，價格隨階梯波段調降，結標時集購數量落點所揭示之價格即為所有買家需支付者，此種設計使網路集購得以發揮動態階梯式價格機制。本研究探討網路集購模式中起標價格、區間間隔與價格底限設計對消費者知覺其吸引力、可信度，以致於集購意願的影響。透過受試者問實驗設計，並經線性結構模型分析顯示，集購價格底限在不合理低時，集購吸引力最大，但卻易遭致質疑，而區間間隔、價格底限設計愈合理，集購可信度愈高，集購可信度則對吸引力有增進效果，兩者並可影響集購參與意願。

In group-buying schemes, a product is put on sale with a specified auction cycle. According to a predetermined price change trajectory, quantity discounts are offered on the total of all customer orders. As more buyers join the group to purchase the product, the imputed price is updated dynamically. At the end, all buyers who participate in the cycle will be charged the same clearing price, irrespective of what their actual bids were. This study, through experimental design, manipulates the starting price, price interval, and the ending price of group-buying schemes, and incorporates in perceived attractiveness and believability as endogenous variables; to explore their influences on consumers' group buying intentions. The findings are as follows: First, with regard to the ending price, when manipulated to be in unreasonable low level, consumers perceive the attractiveness of group buying most. Second, the reasonableness of price interval and ending price have significantly positive influences on consumer's perceived believability of group buying. Third, group buying believability results in positive effect on perceived attractiveness, and both strongly contribute to consumers' group buying intentions.

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