價格促銷頻率與價格標示方式對消費者行為之影響
Date Issued
2004
Date
2004
Author(s)
張重昭
DOI
922416H002006
Abstract
1
This research is aimed at exploring the possible effects of price promotion frequency, external
reference prices (current promotional price and current market price) and consumers’ perceived
quality on their perceived values (including perceived transactional and acquisition value), search
behavior and purchase intention. A conceptual framework consisting of the above-mentioned
variables is suggested. And then a 2 (low and high price promotion frequency) × 2 (low and high
promotional prices) x 2 (plausible and implausible market prices) between-subject factorial design
is employed to test the proposed hypotheses.
Subjects
price promotion frequency
promotional prices
market price
perceived quality
internal reference price
acquisition value
transaction value
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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