脈絡線索對休閒農場價格認知與參與意願之分析

Analysis of Contextual Cues Affect Price Perception and Willingness to Participate in Leisure Farms

10.29975/CJAM.200412.0003

林俊昇(Jeun-Sheng Lin)；陳美伊(Mei-Yi Chen)；潘信穎(Hsin-Ying Pan)

知名度 ； 價格促銷 ； 價格認知 ； 休閒農場 ； 參與意願 ； reputation ； price promotion ； price perception ； leisure farm ； participation intention

農業經營管理年刊

10期（2004 / 12 / 01）

70 - 89

繁體中文

本研究在探討休閒農場知名度與促銷價等脈絡線索，是否影響消費者的價格認知，進而影響其參與意願，針對渡假型休閒農場進行實證分析。文中以實驗設計製成四種不同廣告情境，並以農場知名度和價格促銷有無兩種線索為操弄變數，價格認知和參與意願為依變數，針對前往休閒農場的遊客為研究對象。在進行價格促銷時，休閒農場之知名度對遊客價格認知會產生影響，進而影響其參與意願；即高知名度農場配合價格促銷，消費者會感覺到較多的價格節省認知；低知名度農場，無論是否進行價格促銷活動，均不會使消費者產生有便宜的價格節省認知感覺。在行銷意涵上顯示，農場經營者應該重視其知名度，再配合價格策略成為其競爭優勢，才能達到農場永續經營的目標。

This study is to explore whether the contextual cues, such as reputation and price promotion etc., affect consumers' price perception and further affect participant intentions. The survey use experiment design to describe four different advertising contexts. The samples include tourists who attended on leisure farms. The reputation of the farms and promotion price are independent variables, which price perception and intention for participation are dependent variables. The results show that both farm reputation and price promotion affect tourists' price perception and intentions for participation. That means high reputation combines with price promotion activity may make tourists feel that they get good deal for the price paid. The implication for marketing is that the farm managers should pay attention to build reputation and price strategy to create competitive advantage.

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