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    题名: 產品類別和購買動機對價格記憶和網路購物行為之影響
    The effects of product type and motivational orientation on price recall and online shopping behavior
    作者: 丁千千
    贡献者: 邱志聖
    丁千千
    关键词: 價格記憶
    網路購物行為
    產品類別
    購買動機
    日期: 2009
    上传时间: 2016-05-09 14:48:28 (UTC+8)
    摘要: 產品定價一直以來皆為相當重要的行銷策略之一，行銷人員必須掌握消費者對於價格資訊之處理和反應以擬定最適當的定價策略。近幾年來，網路購物隨著網際網路使用的爆炸性成長而日漸普及，網路購物的市場商機也日益受到矚目。回顧過往價格知識之相關文獻，其中不乏探討不同因素對於消費者價格知識之影響的研究，然傳統購物環境的各項價格知識影響因素是否適用於網路購物環境，尚無相關研究進行探討。另外，過往許多研究皆指出產品類別和購買動機對於消費者的購物行為會有顯著影響，然其是否同樣會對消費者之價格記憶造成影響？其影響關係又是否適用於網路購物環境？此皆為過去尚未探討然具研究價值之議題。有鑑於此，本研究係針對產品類別和購買動機對於消費者價格記憶和網路購物行為之影響，作進一步之探討與研究。研究結果發現：

    1.享樂型產品之消費者的「產品瀏覽個數」和「價格在意程度」皆會較實用型產品之消費者為高。
    2.娛樂性購買動機之消費者的「總消費金額」較低、「預算控制程度」較高、「價格在意程度」也較高。
    3.針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的總消費金額會低（高）於實用型產品之消費者；針對娛樂性（目的性）購買動機之消費者而言，享樂型產品之消費者的預算控制程度會高（低）於實用型產品之消費者。
    4.針對享樂型產品之消費者而言，娛樂性購買動機之消費者的總消費金額（預算控制程度）則會低（高）於目的性購買動機之消費者。
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    描述: 碩士
    國立政治大學
    企業管理學系
    96355017
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0963550171
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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