定價組合策略對消費者認知與購買意願之影響

The Effect of Price Bundling on Consumer Perception and Purchase Intention

10.29698/FJMR.200705.0005

李元恕(Yuan-Shuh Lii)

定價組合 ； 關聯特性 ； 互動特性 ； 產品組合 ； price bundling ； associative characteristics ； interactive characteristics ； product ； bundling

輔仁管理評論

14卷2期（2007 / 05 / 01）

93 - 111

繁體中文

本研究的主要目的是探討定價組合策略對消費者認知與購買意願的影響。根據是否與顧客建立關聯與互動特性，本研究將定價組合策略分成交易型、關係型（關聯特性）、制式化與客製化（互動特性）等四種類型。研究設計採用2（關聯特性）×2（互動特性）因子實驗設計以驗證各假設。研究結果發現，在關聯特性的定價組合方面，交易型的組合對消費者而言會有較高的認知利益，較低的認知風險及較高的認知價值。而在互動特性的定價組合方面，則沒有呈現任何顯著的差異性。消費者對定價組合的認知利益越高，則其認知價值越高，對此組合的認知風險越低，其認知價值也會越高。而消費者的認知價值與購買意願間呈現顯著的正向關係。

The purpose of research is to examine the effect of price bundling on consumers' perceptions and purchase intentions. Based on the associative power and interactivity, price bundling was categorized into transactional and relational price bundling (i.e., associative power) as well as predefined and customized price bundling (i.e., interactivity). A 2×2 between-subjects factorial design experiment was conducted to test the proposed hypotheses. The test results indicated that price bundling had a significant effect on consumers’ perceptions of benefit, risk, and value. Particularly, transactional price bundling significantly increased consumers' perceived benefit, decreased perceived risk, and increased perceived value. However, no significant effect was found for pricing bundling based on interactive characteristics. Within the context of price bundling, perceived benefit had a positive effect on perceived value. Perceived risk had a negative effect on perceived value. Finally, perceived value had a positive effect on purchase intention.

1. Agarwal, Sanjeev,Teas, R.K.(2004).Perceived Value: Mediating Role of Perceived Risk.Journal of Marketing Theory and Practice,9(4),1-15.
2. Bakos, Y.,Brynjolfsson, E.(1999).Bundling Information Goods: Pricing, Profits, and Efficiency.Management Science,45(12),1613-1631.
3. Baron, R.M.,Kenney, D.A.(1986).The Moderator-Mediator Variable Distinction in Socil Psychological Research: Conceptual, Strategic, and Statistical Considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
4. Bloemer, J.,Ruyter, K.D.(1999).Customer Loyalty in High and Low Involvement Service Settings: The Moderating Impact of Positive Emotions.Journal of Marketing Management,15(4),315-331.
5. Bolton, R.N.,Lemon, K.N.(1999).A Dynamic Model of Customer`s Usage of Services: Usage as an Antecedent and Consequence of Satisfaction.Journal of Marketing Research,36,171-186.
6. Caruana, A.,Money, A.H.,Berthon, P.R.(2000).Service Quality and Satisfaction-The Moderating Role of Value.European Journal of Marketing,34,1338-1352.
7. Chung, J.,Rao, V.(2003).A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles.Journal of Marketing Research,40(2),115-130.
8. Crosby, L.A.,Evans, K.R.,Cowles, D.(1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing,54,68-81.
9. Dodds, W.B.,Monroe, K.B.(1985).The Effect of Brand and Price Information on Subjective Product Evaluations.Advances in Consumer Research,12(1),85-91.
10. Dodds, W.B.,Monroe, K.B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information on Buyers` Product Evaluations.Journal of Marketing Research,28(3),307-320.
11. Dowling, G.R.,Uncles, M.(1997).Do Customers Loyalty Programs Really Work?.Slogan Management Review,Summer,71-82.
12. Fuerderer, R.,Herrmann, A.,Wuekbker, G.(1999).Optimal Bundling-Marketing Strategies for Improving Economic Performance.New York:
13. Grewal, D.,Monroe, K.B.,Krishnan, R.(1998).The Effects of Price-Comparison Advertising of Buyer`s Perceptions of Acquisitions Value, Transaction Value, and Behavioral Intentions.Journal of Marketing,62(2),46-60.
14. Guiltinan, J. P.(1987).The Price Bundling of Services: A Normative Framework.Journal of Marketing,51,74-85.
15. Harlam, B.A.,Lodish, L.M.(1995).Modeling Consumers` Choices of Multiple Items.Journal of Marketing Research,32,404-418.
16. Hart, C.W.,Johnson, M.D.(1999).Growing the Trust Relationship.Marketing Management,Spring,8-19.
17. Hennig-Thurau, T.,Gwinner, K.P.,Gremler, D.D.(2002).Understanding Relationship Marketing Outcomes-An Integration of Relational Benefits and Relationship Quality.Journal of Service Research,4(3),230-247.
18. Hitt, L.M.,Chen, Pei-yu(2005).Bundling with Customer Self-Selection: A Simple Approach to Bundling Low-Marginal-Cost Goods.Management Science,51(10),1481-1493.
19. Johnson M.D.,Herramann, A.,Bauer H.H.(1999).The Effects of Price Bundling on Consumer Evaluations by Product Offerings.International Journal of Research in Marketing,16(2),129-143.
20. Kahneman, D.,Tversky, A.(1979).Prospect Theory: An Analsis of Decision Under Risk.Econometrica,47(2),363-391.
21. Koku, P.S.(1995).Price Signaling: Does It Ever Work?.The Journal of Consumer Marketing,12(1),45-50.
22. Legareta J. B.,Miguel, C.E.(2004).Collaborative Relationship Bundling: A New Angle on Services Marketing.International Journal of Service Industry Management,15(3),264-283.
23. Mitchell, G.M.(1993).Risk Perception and Reduction in the Purchase of Consumer Services.Service Industries Journal,13(4),179-201.
24. Monroe, K.B.(1990).Pricing: Making Profitable Decisions.New York, NY:McGraw-Hill.
25. Mulhern, F.J.,Leone, R.P.(1991).Implicit Price Bundling of Retail Products: a Multiproduct Approach to Maximizing Store Profitability.Journal of Marketing,55,63-76.
26. Mumel, D.(1999).Ekonomosko Poslovna Fakulteta.Maribor:University of Maribor.
27. Murphy, P.E.,Enis, B.M.(1986).Classifying Products Strategically.Journal of Marketing,50,24-42.
28. Noble, S.M.,Phillips, J.(2004).Relationship Hindrance: Why Would Consumers Not Want a Relationship With A Retaler?.Journal of Retailing,80(4),289-303.
29. Oliver, R.L.,DeSarbo, W.S.(1988).Response Determinants in Satisfaction Judgments.Journal of Consumer Research,14(4),495-507.
30. Piller, F.T.,Müller, M.(2004).A New Marketing Approach to Mass Customisation.International Journal of Computer Integrated Manufacturing,17(7),585-594.
31. Rindfleisch, A.,Crockett, D.X.(1999).Cigarette Smoking and Perceived Risk: A Multidimensional Investigation.Journal of Public Policy Marketing,18(2),159-171.
32. Shumaila, Y.,Yousafzai, J.G.,Foxall, G.R.(2003).A Proposed Model of e-Trust for Electronic Banking.Technovation,23,847-860.
33. Simonin, B.L.,Ruth, J.A.(1995).Bundling as a Strategy for New Product Introduction: Effects on Consumers` Reservation Prices for the Bundle, the New Product, and its Tie-in.Journal of Business Research,33(3),219-230.
34. Slater, S.F.,Narver, J.C.(2000).Intelligence Generation and Superior Customer Value.Journal of the Academic of Marketing Science,28(1),120-128.
35. Snoj, B.,Korda, A.P.,Mumel, D.(2004).The Relationships Among Perceived Quality, Perceived Risk and Perceived Product Value.Journal of Product and Brand Management,13(3),156-168.
36. Soman, D.,Gourville, J.T.(2001).Transaction Decoupling: How Price Bundling Affects the Decision to Consume.Journal of Marketing Research,38(1),30-44.
37. Stoel, L.,Wickliffe, V.,Lee, K.H.(2004).Attribute Beliefs and Spending as Antecedents to Shopping Value.Journal of Business Research,57(10),1067-1074.
38. Stremersch, S.,Tellis, G.J.(2002).Strategic Bundling of Products and Prices: A New Synthesis for Marketing.Journal of Marketing,66,342-353.
39. Sweeney, J.C.,Soutar, G.N.,Johnson, L.W.(1999).The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment.Journal of Retailing,75(1),77-105.
40. Thaler, R.H.(1985).Mental Accounting and Consumer Choice.Marketing Science,4(3),199-214.
41. Thaler, R.H.(1999).Mental Accounting Matters.Journal of Behavioral Decision Making,12,183-206.
42. Ulaga, W.,Chacour, S.(2001).Measuring Customer-Perceived Value in Business Markets.Industrial Marketing Management,30,525-540.
43. Vandenbosch, M.,Dawar, N.(2002).Beyond Better Products: Capturing Value in Customer Interactions.MIT Sloan Management Review,43(4),35-43.
44. Venkatesh, R.,Mahajan, V.(1993).A Probabilistic Approach to Pricing a Bundle of Products or Services.Journal of Marketing Research,30(4),494-509.
45. Wood, C.M.,Scheer, L.K.(1996).Incorporating Perceived Risk into Models of Consumer Deal Assessment and Purchase Intent.Advances in Consumer Research,23(1),399-405.
46. Yadav, M.S.,Monroe, K.B.(1993).How Buyers Perceived Saving in a Bundle Price: An Examination of a Bundle`s Transaction Value.Journal of Marketing Research,30(3),350-358.
47. Zeithaml, V. A.(1988).Consumer Pperceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.Journal of Marketing,52(3),2-22.

1. 蔡璧如、陳冠利(2011)。促銷與通路之組合對消費者知覺價值的影響。管理研究學報，11(1)，131-155。
2. 李月華、王盡忠(2017)。選擇性搭售組合之品牌及價格配適對消費者選擇行為之影響。輔仁管理評論，24(2)，19-44。
3. (2017)。從公平競爭觀點探討政府採購中機關搭購之行為－美國聯邦政府採購機制之借鏡。軍法專刊，63(4)，57-83。
4. (2024)。鐵路交通旅遊組合套票之旅客認知與購買意願探討。運輸計劃季刊，53(2)，97-123。