探讨顾客知觉价值之产品及交易知觉价值
Customers’ Perceived Value Focusing on the Customers’ Perceived Product Value and Transaction Value
DOI: 10.12677/SSEM.2014.34006, PDF, HTML, 下载: 2,486  浏览: 8,313 
作者: 林育则*：辅仁大学企业管理学系，新北市
关键词: 杀价；知觉获得价值；知觉交易价值；展望理论；Bargain； Perceived Acquisition Value； Perceived Transaction Value； Prospect Theory
摘要: 消费者在购买商品的过程中总是喜欢“杀价”，过去关于消费者议价方面的研究，多半着重在消费者杀价对商家的影响，少有研究者剖析消费者杀价的心理机制。本研究针对30位受访者以一对一深度访谈的方式，彻底探查消费者议价过程中，与“产品本身”和“交易情境”相关的“具体事实”，并检测这些具体事件与“展望理论”之关联性。研究结果显示消费者对于无形服务的“知觉获得价值”与“知觉交易价值”，也会像有形的金钱一般能够符合“展望理论”价值函数的特性。
Abstract: Consumers always like to bargain with salespeople when they are shopping. Past researches about “bargaining” concern the influence on transaction and neglect consumers’ perception. In this study, 30 consumers are interviewed, and researcher observes their attitude and behavior when they bargain with salespeople. This study investigates the “events” consumers bargain with salespeople specially focused on “product” or “transaction.” The relationship between these events and Prospect theory is examined. The results show that the “perceived acquisition value” and “perceived transaction value” of service provided by salespeople also can fit the features of value function in Prospect theory.
文章引用：林育则. 探讨顾客知觉价值之产品及交易知觉价值[J]. 服务科学和管理, 2014, 3(4): 47-57. http://dx.doi.org/10.12677/SSEM.2014.34006

参考文献

[1] Winer, R.S. (2001) A framework for customer relationship management. California Management Review, 43, 89-105.
[2] Lehmann, D. (1998) Consumer reactions to variety: Too much of a good thing? Journal of the Academy of Marketing Science, 26, 62-65.
[3] Zeithaml, V.A. (1988) Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
[4] Monroe, K.B. (1990) Pricing: Making profitable decisions. 2nd Edition, McGraw-Hill Publishing Company, New York City.
[5] Van den Bos, K., Peters, S.L., Bobocel, D.R. and Ybema, J.F. (2006) On preferences and doing the right thing: Satisfaction with advantageous inequity when cognitive processing is limited. Journal of Experimental Social Psychology, 42, 273-289.
[6] Xia, L., Monroe, K.B. and Cox, J.L. (2004) The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68, 1-15.
[7] Lim, R.G. and Carnevale, P.J. (1995) Influencing mediator behavior through bargainer framing. International Journal of Conflict Management, 6, 349-368.
[8] Erdem, T., Mayhew, G. and Sun, B. (2001) Understanding reference-price shoppers: A within- and cross-category analysis. Journal of Marketing Research, 38, 445-457.
[9] Buchan, N.R., Croson, R.T.A. and Johnson, E.J. (2004) When do fair beliefs influence bargaining behavior? Experimental bargaining in Japan and the United States. Journal of Consumer Research, 31, 181-189.
[10] Kahneman, D. and Tversky, A. (1979) Prospect theory: An analysis of decision under risk. Econometrica, 47, 263- 291.
[11] Thaler, R. (1985) Mental accounting and consumer choice. Marketing Science, 4, 199-214.
[12] Lemon, K.N. and Nowlis, S.M. (2002) Developing synergies between promotions and brands in different price-quality tiers. Journal of Marketing Research, 39, 171-185.
[13] Price, P.C. (1994) Installment framing: The mental aggregation and disaggregation of monetary cost over time. Poster Presented at the Annual Meeting of the Society for Judgment and Decision Making, 13.
[14] Gourville, J.T. (1995) Pennies a day: Increasing consumer compliance through temporal re-framing. UMI Press, Chicago.
[15] Grewal, D., Monroe, K.B. and Krishnan, R. (1998) The effects of price-comparison advertising on buyers perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62, 46-59.
[16] Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
[17] Lichtenstein, D.R. and Bearden, W.O. (1989) Contextual inferences on perceptions of merchant supplied reference price. Journal of Consumer Research, 16, 55-66.
[18] Monroe, K.B. and Krishnan, R. (1985) The effect of price on subjective product evaluation. In: Jacoby, J. and Olson, J.C., Eds., Perceived Quality: How Consumers View Stores and Merchandise, Lexington Books, Lexington, 209-232.
[19] Urbany, J.E., Bearden, W.O. and Weilbaker, D.C. (1988) The effect of plausible and exaggerated reference prices on consumer perceptions and price search. Journal of Consumer Research, 15, 95-110.
[20] Szybillo, G.J. and Jacoby, J. (1974) Intrinsic versus extrinsic cues as determinants of perceived quality. Journal of Applied Psychology, 59, 74-78.
[21] Chandon, P., Wansink, B. and Laurent, G. (2000) A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64, 65-81.
[22] Nair, S.K. and Tarasewich, P. (2003) A model and solution method for multi-period sales promotion design. European Journal of Operational Research, 150, 672-687.
[23] Peattie, S. (2003) Applying sales promotion competitions to nonprofit contexts. International Journal of Nonprofit and Voluntary Sector Marketing, 8, 349-362.

为你推荐