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Student Number 90421052
Author Hsin-chih Kuo(郭欣芝)
Author's Email Address No Public.
Statistics This thesis had been viewed 4437 times. Download 2751 times.
Department Business Administration
Year 2006
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The Effects of Discount Magnitude, External reference Price on Consumer’s Behavior
Date of Defense 2007-07-05
Page Count 105
Keyword
  • discount magnitude
  • external reference price
  • Abstract In 2004, the scale of Taiwan cosmetic market was NT $ 60 billion. The budget of advertising and promotion usually cost 20% to 25% of cosmetic company‘s sale amount. When planning a marketing strategy, managers are eager to know the factors that influence customer’s purchasing intension.
    For well-known brands, will customer take higher price as higher quality? How does the relationship between price and perceived quality influence customer’s perceived value and purchasing intension? How to set the magnitude of discount to improve the sale but not to damage the product’s image?
    This study is focused on how the discount magnitude and external reference price influence customer’s purchasing intension.
    A 3 (reasonably low/ medium / reasonably high discount magnitude)*3 (reasonably low/ medium / reasonably high external reference price) factorial design experiment was employed in this study.
    This research proposes a model with two exogenous constructs (discount magnitude and external reference price ) and six endogenous constructs (internal reference price, consumer’s perceived quality, perceived acquisition value, perceived transaction value, searching intension and purchasing intension).
    As far as the subject products are concerned, we employ several well-known brands and their products.
    ANOVA and Regression Analysis were used to test the hypotheses. The major findings of this experiment include: (as far as the well-known cosmetics brands are concerned)
    1.The external reference price has a significant effect on consumer’s internal reference price. But consumer’s perceived quality and discount magnitude have no effect on consumer’s internal reference price.
    2.The discount magnitude and external reference price of well-known brands have no effect on consumer’s perceived quality.
    3.The discount magnitude has a significant effect on consumer’s perceived transaction value. But the internal reference price has no effect on consumer’s perceived transaction value.
    4.Both the discount magnitude and consumer’s perceived transaction value have significant effects on consumer’s perceived acquisition value. But consumer’s perceived quality has no effect on consumer’s perceived acquisition value.
    5.Consumer’s perceived acquisition value has a positive effect on purchasing intension.
    6.The discount magnitude has a significant effect on consumer’s searching intension.
    Table of Content 中文摘要  ………………………………………….……… i
    英文摘要  …….……………………………….………… iii
    誌謝    …..……………………………….………..… v
    目錄    ....……….…………………..………….. vi
    圖目錄   ………………………..………..….….... viii
    表目錄   ……………………………....…….……… ix
    第一章 序論 ……………………..…………………… 1
    第一節 研究動機 …………………………………….…… 1
    第二節 研究目的 ……………………………….……… 3
    第三節 研究背景 ………………………………….………… 4
    第四節 研究流程 ……………………………….………… 9
    第二章 參考文獻 ……………………….………… 10
    第一節 價格促銷 ……………………………………… 10
    第二節 參考價格 …………………………………………… 15
    第三節 知覺產品品質 …………………………………… 24
    第四節 知覺價值 …………………………………… 31
    第五節 化妝品的意義與種類 …………………………… 38
    第三章 研究方法 ……………………….……… 40
    第一節 研究架構與研究假設 ………………………………… 40
    第二節 研究設計 …………………………………………… 46
    第三節 變數的定義與衡量 …………………………………… 49
    第四節 資料來源與分析工具 …………………………… 54
    第四章 資料分析與結果 ……………………………………… 55
    第一節 內部一致性衡量 ……………………………...…… 55
    第二節 樣本基本資料分析 ……………………...……… 57
    第三節 各組別受測者在各依變數之平均數分析 ....…… 62
    第四節 假設驗證 …………………………..….…… 63
    第五章 研究結論與建議 ………………..…… 73
    第一節 研究結論 …………….………………….….……… 73
    第二節 建議 ………………………………..….……… 78
    參考文獻  ……………………….…………….…… 81
    附錄一:問卷情境廣告  ………………….….....…… 89
    附錄二:測試問卷 ……………………….….….………. 99
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    Advisor
  • Chien-Huang Lin(林建煌)
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    Date of Submission 2007-07-16

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