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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/75953


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/75953


    题名: The face value of foreign currency on consumer price perception—The moderating effect of product substitution
    作者: 林穎青;Fang, Shiuan-Huei
    Lin, Ying-Ching;Fang, Shiuan-Huei
    贡献者: 廣告系
    关键词: Face value effect;Currency numerosity effect;Price perception;Foreign currency
    日期: 2013
    上传时间: 2015-06-18 15:13:37 (UTC+8)
    摘要: Consumers shopping in a foreign environment evaluate prices based on the relationship between the local currency`s face value and their home currency. The face value effect suggests that when a foreign currency is a multiple of domestic currency (HDCs), consumers overestimate the actual value. In contrast, when their domestic currency (LDCs) is a fraction of the foreign currency, consumers underestimate the actual value. Three experiments examine a premium product`s moderating effect on foreign currency face values. Results show the foreign currency`s face value biases consumer price perception. Testing the face value effect, product substitution serves as an important moderator. The findings suggest implications for regional pricing, Internet pricing, and international tourism pricing.
    關聯: Journal of Business Research,66(6), 745-751
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/j.jbusres.2011.09.013
    DOI: 10.1016/j.jbusres.2011.09.013
    显示于类别:[廣告學系] 期刊論文

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