旅遊產品促銷價格建構方式對消費者知覺之影響：以促銷深度與認知需求為干擾變數

The Effects of Price Promotion Framing of Travel Products on Consumers' Perception: Promotion Depth and Need for Cognition as Moderators

蔡進發(Chin-Fa Tsai)；蕭至惠(Chih-Hui Hsiao)

促銷價格建構 ； 促銷深度 ； 認知需求 ； 預期未來價格 ； 購買意願 ； framing of price promotion ； promotion depth ； need for cognition ； expected future price ； buying intention

行銷評論

12卷1期（2015 / 03 / 01）

1 - 26

繁體中文

本文以善用價格促銷為工具的旅遊產品為研究標的，執行2（絕對金額降價vs.折扣比例降價）×2（深度促銷vs.低度促銷）的二因子受試者間實驗設計，探討促銷價格建構方式、促銷深度與消費者認知需求對產品預期未來價格、知覺交易價值、知覺獲得價值與購買意願之影響。結果指出：（1）促銷價格建構方式不會影響旅客的預期未來價格。（2）促銷深度越低，旅客對旅遊產品促銷過後的預期未來價格越高。（3）促銷價格建構方式對預期未來價格的影響會受促銷深度所干擾。當深度促銷時，折扣比例降價的方式會給旅客帶來較高的未來價格預期。（4）預期未來價格越高，知覺交易價值與獲得價值也越高。（5）知覺交易價值越高，知覺獲得價值也越高。（6）知覺獲得價值越高，購買意願也越高。

The study chooses travel product as research target. We execute a 2 (dollar terms vs. percentage terms) × 2 (high-depth promotion vs. low-depth promotion) two-way between-subjects design to examine the effects of framing of price promotion, promotion depth of travel products and consumers' need for cognition on expected future price, perceived transaction value, perceived acquisition value and buying Intention. The results are as follows: (1) Different types of price promotion framing don’t lead to different expected future price. (2) The lower the promotion depth is, the higher the expected future price is. (3) The effect of price promotion framing on expected future price is moderated by promotion depth. When travel agencies adopt high-depth promotion, the price framing of percentage terms will lead to higher expected future price compared to the price framing of dollar terms. (4) The higher the expected future price is, the higher both perceived transaction value and perceived acquisition value are. (5) The higher the perceived transaction value is, the higher the perceived acquisition value is. (6) The higher the perceived acquisition value is, the higher the consumers' buying intention is.

1. 林陽助、李宜致、林吉祥、林婉婷(2009)。折扣幅度、促銷方式與品牌知名度對消費品牌評價及購買意願之影響、以行動電話為例。東吳經濟商學學報，67，1-46。
   連結：
2. 張重昭、周宇貞、張心馨(2006)。促銷價格折扣標示方式與內部參考價格對消費者行為之影響。管理學報，23(2)，209-226。
   連結：
3. 蔡進發、蕭至惠、郭大誠(2010)。價格標示方式在消費者認知需求干擾下對預期未來價格與品牌評價之影響—以團體套裝旅遊產品為例。觀光休閒學報，16(1)，19-44。
   連結：
4. 蕭至惠、高韻晴、蔡進發(2009)。知覺品質與價格標示方式對消費者知覺價值與購買意願之影響－以線上旅遊產品為例。戶外遊憩研究，22(2)，79-110。
   連結：
5. Montaldo, D. L. (2007). Marketers Offer Additional $37 Billion in Coupon Savings in 2005, November 31, 2010. Available online at http://couponing.about.com/od/groceryzone/a/ 2005cp_usage.html
6. Alvarez, B. A.,Casielles, R. V.(2005).Consumer evaluation of sales promotion: The effect on brand choice.European Journal of Marketing,39(1/2),54-70.
7. Anderson, E.,Simester, D.(2004).Long run effects of promotion depth on new versus established customers: Three field studies.Marketing Science,23(1),4-20.
8. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: a review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
9. Assael, H.(2004).Consumer Behavior and Marketing Actions.Boston:Kent Publishing.
10. Biswas, A.,Blair, E. A.(1991).Contextual effects of reference prices in retail advertisements.Journal of Marketing,55(3),1-12.
11. Blattberg, R. C.,Neslin, S. A.(1989).Sales promotion: The long and the short of it.Marketing Letters,1(1),81-97.
12. Cacioppo, J. T.,Petty R. E.,Morris K. J.(1983).Effects of need for cognition on message evaluation, recall, and persuasion.Journal of Personality and Social Psychology,45(4),805-818.
13. Cacioppo, J. T.,Petty, R. E.,Feinstein, J. A.,Jarvis, W. B. G.(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.,Petty, R. E.,Kao, C. F.,Rodriguez, R.(1986).Central and peripheral routes to persuasion: An individual difference perspective.Journal of Personality and Social Psychology,51(5),1032-1043.
15. Campbell, L.,Diamond, W. D.(1990).Framing and sales promotion: the characteristics of a good deal.Journal of Consumer Marketing,7(4),25-31.
16. Chen, S.-F. S.,Monroe, K. B.,Lou, Y. C.(1998).The effects of framing price promotion messages on consumers' perceptions and purchase intentions.Journal of Retailing,74(3),353-372.
17. Chen, W.,Tsai, D.,Chuang, H. C.(2010).Effects of missing a price promotion after purchasing on perceived price unfairness, negative emotions, and behavioral responses.Social Behavior and Personality: An International Journal,38(4),495-507.
18. Cohen, A. R.,Stotland, E.,Wolfe, D. M.(1955).An experimental investigation of need for cognition.Journal of Abnormal and Social Psychology,51(2),291-294.
19. Cuieford, J. P.(1965).Fundamental Statistics in Psychology and Education.NewYork:McGraw Hill.
20. Deighton, J.(1984).The interaction of advertising and evidence.Journal of Consumer Research,11(3),763-770.
21. Della Bitta, A. J.,Monroe, K. B.,McGinnis, J. M.(1981).Consumer perceptions of comparative price advertisements.Journal of Marketing Research,18(4),416-427.
22. DelVecchio, D.,Henard, D. H.,Freling, T. H.(2006).The effect of sales promotion on post-promotion brand preference: A meta-analysis.Journal of Retailing,82(3),203-213.
23. DelVecchio, D.,Krishnan, H. S.,Smith, D. C.(2007).Cents or percent? The effects of promotion framing on price expectations and choice.Journal of Marketing,71(3),158-170.
24. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).The effects of price, brand, and store information on buyers' product evaluations.Journal of Marketing Research,28(3),307-319.
25. Dodson, J. A.,Tybout, A. M.,Sternthal, B.(1978).Impact of deals and deal retraction on brand switching.Journal of Marketing Research,15(1),72-81.
26. Estelami, H.(1999).The computational effect of price endings in multi-dimensional price advertising.Journal of Product and Brand Management,8(3),244-56.
27. Estelami, H.(2003).The effect of price presentation tactics on consumer evaluation effort of multi-dimensional prices.Journal of Marketing Theory and Practice,11(2),1-16.
28. Folkes, V.,Wheat, R. C.(1995).Consumers' price perception of promoted products.Journal of Retailing,71(3),317-328.
29. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(3),39-50.
30. Frisch, D.(1993).Reasons for framing effects.Organizational Behavior and Human Decision Processes,54(3),399-429.
31. Greenleaf, E. A.(1995).The impact of reference price effects on the profitability of price promotions.Marketing Science,14(1),82-104.
32. Grewal, D.,Monroe, K. B.,Krishnan, R.(1998).The effect of price-comparison advertising on buyer's perception of acquisition value, transaction value, and behavioral intentions.Journal of Marketing,62(2),46-59.
33. Grewal. Dhruv,Marmorstein. H.(1994).Market price variation, perceived price variation, and consumers' price search decisions for durable goods.Journal of consumer research,21(3),453-460.
34. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate Data Analysis.UK:Prentice Hall International.
35. Hardie, B. G. S.,Johnson, E. J.,Fader, P. S.(1993).Modeling loss aversion and reference dependence effects on brand choice.Marketing Science,12(4),378-394.
36. Jacobson, R.,Obermiller, C.(1990).The formation of expected future price: A reference price for forward-looking consumers.Journal of Consumer,16(1),420-432.
37. Kahneman(1984).Choices, values, and frames.American Psychologist,39(4),341-50.
38. Kahneman, D.,Tversky, A.(1979).Prospect theory: An analysis of decision under risk.Econometrica,47(2),263-291.
39. Kim, H. M.,Kramer, T.(2006).The moderating effects of need for cognition and cognitive effort on responses to multi-dimensional prices.Marketing Letters,17(3),193-203.
40. Kotler, P.(2003).Marketing Management.Upper Saddle River, NJ:Pearson Education.
41. Lazarus, R. S.(1999).Stress and Emotion: A New Synthesis.New York:Springer.
42. Leone, R. P.,Srinivasan, S. S.(1996).Coupon face value: its impact on coupon redemptions, brand sales, and brand profitability.Journal of Retailing,72(3),273-289.
43. Lii, Y. S.,Lee, M.,Lin, M. J. J.,Lin, H. J. T.(2009).A study of reference-price formation in value judgment.International Journal of Commerce and Management,19(4),278-292.
44. McWilliams, B.,Gerstner, E.(2006).Offering low price guarantees to improve customer retention.Journal of Retailing,82(2),105-113.
45. Mela, C. F.,Jedidi, K.,Bowman, D.(1998).The long-term impact of promotions on consumer stockpiling behavior.Journal of Marketing Research,35(2),250-262.
46. Monroe, K. B.(1971).Measuring price thresholds by psychophysics and lattitudes of acceptance.Journal of Marketing Research,8(4),460-464.
47. Monroe, K. B.,Chapman, J. D.(1987).Framing effects on buyers' subjective product evaluations.Advances in Consumer Research,14(1),193-197.
48. Morwitz, V. G.,Greenleaf, E. A.,Johnson, E. J.(1998).Divide and prosper: consumers' reactions to partitioned prices.Journal of Marketing Research,35(4),453-463.
49. Morwitz, V. G.,Schmittlein, D.(1992).Using segmentation to improve sales forecasts based on purchase intent: which "intenders" actually buy?.Journal of Marketing Research,29(4),391-405.
50. Njus, D.,Johnson, D. R.(2008).Need for cognition as a predictor of psychosocial identity development.The Journal of Psychology,142(6),645-655.
51. Nowlis, S. M.,Kahn, B. E.,Dhar, R.(2002).Coping with ambivalence: The effect of removing a neutral option on consumer attitude and preference judgments.Journal of Consumer Research,29(3),319-334.
52. Pham, M. T.,Muthukrishnan A. V.(2002).Search and alignment in judgment revision: Implications for brand positioning.Journal of Marketing Research,39(1),18-30.
53. Rhymer, K. N.,Skinner, C. H.,Jackson, S.,McNeill S.,Smith, T.,Jackson, B(2002).The 1-minute explicit timing intervention: the influence of mathematics problem difficulty.Journal of Instructional Psychology,29(4),305-311.
54. Taylor, B.(ed.),Wills, G.(ed.)(1969).Pricing Strategy.London:Staples Press.
55. Thaler, R.(1985).Mental accounting and consumer choice.Marketing Science,4(3),199-214.
56. Urbany, J. E.,Bearden, W. O.,Kaicker, A.,Borrero, M. S.(1997).Transaction utility effects when quality is uncertain.Journal of the Academy of Marketing Science,25(1),45-55.
57. Wallendorf, M.(ed.),Anderson, P.(ed.)(1987).Advances in Consumer Research.Provo, UT:Association for Consumer.
58. Yadav, M. S.,Seiders, K.(1998).Is the price right? Understanding contingent processing in reference price formation.Journal of Retailing,74(3),311-329.
59. Zeithaml, V. A.(1988).Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence.Journal of Marketing,52(3),2-22.
60. Zhang, Q.,Seetharaman, P. B.,Narasimhan, C.(2012).The indirect impact of price deals on households' purchase decisions through the formation of expected future prices.Journal of Retailing,88(1),88-101.
61. 高泉豐(1994)。認知需求的概念與測量。中華心理學刊，36(1)，1-20。
62. 曾忠蕙、樓永堅、別蓮蒂(2009)。贈品促銷深度對贈品組合評價影響之研究。台大管理論叢，19(s1)，95-126。
63. 黃深勳、曹勝雄、容繼業、陳建和(2005)。觀光行銷學。台北:國立空中大學。