管理學院: 商學研究所指導教授: 張重昭蘇偉綱Su, Wei-GanWei-GanSu2017-03-032018-06-292017-03-032018-06-292015http://ntur.lib.ntu.edu.tw//handle/246246/274468人們對價格會產生貨幣犧牲(monetary sacrifice)與品質兩種不同知覺，此為價格的雙重角色(dual role)，然而價格的兩種角色在決策時之相對權重隨不同情境而改變。本研究認為決策任務不同(即選擇或拒絕任務)將影響這兩種角色的相對權重，對選擇任務而言，品質角色比貨幣犧牲角色重要；但對拒絕任務而言貨幣犧牲角色則較品質角色重要。此外、本研究也認為決策任務對價格知覺之效果隨產品本質而改變，對有形產品與服務而言，進行拒絕任務時貨幣犧牲角色皆較品質角色重要；然而在選擇任務上品質角色較貨幣犧牲角色重要之現象僅限於有形產品、而不會發生於服務上。本研究以兩個實驗驗證上述假定，並提出相關理論及實務應用。People perceive price as a cue of monetary sacrifice, a quality signal, or both. However, this research proposed that the relative salience of these two roles varies with different decision tasks (i.e., selection and rejection). Furthermore, the effect of decision task type on price perception differs by product nature (i.e., tangible goods or services). Two experiments show that (1) the price–quality perception under the selection task is higher than that of rejection task for tangible goods but not for services, and (2) for goods and services, the sacrifice perception is greater in the rejection task than that in a selection task. These findings have important implications for formulating product assortment and marketing communications strategies.903848 bytesapplication/pdf論文公開時間: 2015/8/6論文使用權限: 同意有償授權(權利金給回饋學校)品質貨幣犧牲選擇拒絕qualitymonetary sacrificeselectionrejectionthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/274468/1/ntu-104-D98741006-1.pdf