張重昭2006-07-252018-06-292006-07-252018-06-292004http://ntur.lib.ntu.edu.tw//handle/246246/3085價格促銷是最常見的企業行銷活動，其目的在提高消費者之知覺獲得價值，進而提高購 買意願，但知覺獲得價值決定於消費者原來對該產品之內部參考價格與產品知覺品質，而內 部參考價格與知覺品質又可能受到價格促銷頻率、產品之促銷價、以及一般市價水準之影響。 本研究探討零售店在進行價格促銷活動時，同時標示促銷價、市價，以及當消費者知道商店 促銷頻率之情形下，對消費者知覺產品品質、內部參考價格以及知覺價值之可能影響，並採 用2 (價格促銷頻率：低、高) X 2 (促銷價：低、高) X 2 (市價：低、高) 之實驗設計，以消費 者之知覺品質、內部參考價格、知覺交易價值、知覺獲得價值、購買意願、搜尋意圖作為內 生變數來進行探討。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.application/pdf75519 bytesapplication/pdfzh-TW國立臺灣大學工商管理學系價格促銷頻率知覺品質參考價格獲得價值交易價值price promotion frequencypromotional pricesmarket priceperceived qualityinternal reference priceacquisition valuetransaction valuereporthttp://ntur.lib.ntu.edu.tw/bitstream/246246/3085/1/922416H002006.pdf