張重昭2006-07-252018-06-292006-07-252018-06-292003http://ntur.lib.ntu.edu.tw//handle/246246/3076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、對產品之知覺品質、產品之促銷價、過去售價以及一般 市價水準。本研究擬探討在促銷時同時標示過去售價、促銷價以及市價之 情形下，對消費者知覺品質、內部參考價格以及知覺價值之可能影響。本 研究操弄三種價格訊息，採2(低、高之過去售價) x 2 （低、高之促銷價） x2(合理、誇大之市價)，並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、搜尋意圖作為內生構念。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.application/pdf68101 bytesapplication/pdfzh-TW國立臺灣大學工商管理學系過去售價促銷價市價知覺品質內部參考價格獲得價值交易價值past selling pricespromotional pricesmarket priceperceived qualityinternal reference priceacquisition valuetransaction valuereporthttp://ntur.lib.ntu.edu.tw/bitstream/246246/3076/1/912416H002004.pdf