促銷價格標示方式與消費者內部參考價格對消費者行為之影響

This research is aimed at exploring the possible effects of external
reference prices (i.e. past selling price, 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. The possible influences of providing different level of
important product attribute information on perceived quality is also
investigated. A 2(low and high past selling prices) ×2(low and high
promotional prices) x 2(plausible and implausible-high market prices)
between-subject factorial design is employed in our study.