「低導入價格」為許多服務提供者在服務導入期間會使用的行銷手法，暗示消費者此導入價格給廠商帶來的損失，廠商為了在未來恢復原價後維持消費者的再購，消費者會猜想服務應當有較高的品質及較高的價值，進而提高其購買意圖。低導入價格為品質訊號的一種，過去學者對於訊號理論的實證研究大多只著重於實體產品，且研究範圍主要為廣告、品牌名稱、高價格等的訊號類型。因此本研究之主要目的即在於驗證在於服務業中，低導入價格是否能作為一項有效的品質訊號，並找出可能與低導入價格產生交互作用的變數，進而研究對消費者知覺的影響。

本研究以新上市服務所推出的導入價格來設計情境，設定墾丁的旅館業為實驗產業，並利用實驗設計研究法來探討消費者在得知導入價格資訊時，所知覺到的品質、犧牲、價值與購買意圖。此外，將「預期原價」引入研究架構中，發展出「相對導入價格」的概念，而「競爭者價格資訊」與「成本資訊」會與「導入價格」產生交互作用，進而深入瞭解影響消費者知覺與購買意圖的因素。

本研究發現，雖然消費者無法意識到「導入價格」與一般「長期價格」的差異，仍舊普遍存在「便宜沒好貨」此等傳統價格與品質間的正向關係，但是卻可以藉由其他價格資訊的搭配，影響到消費者心中的「相對導入價格」，進而影響消費者知覺；此外，台灣地區服務廠商訂定「高原價」的定價型態，也使得其他價格資訊的存在更為重要。

“Introductory Price” is a quality signal used in the service introductory period, implying consumers that introductory price brought the loss to service providers. Consumers will guess service providers wish them repurchase the service to recover their loss, so the service should be higher quality and higher value. Past researchers’ empirical studies about signal theory mostly focused on products. Therefore, the objective of this study is to verify whether “Introductory Price” is an effective quality signal in service industry, and find out other potential variables which have moderate effect with “Introductory Price”.
This study use experimental design to examine consumers’ perceived quality, perceived sacrifice, perceived value, and purchase intention when they hear about the introductory price information of new service. Besides, this study use “Price estimate” to develop a new concept “Relative Introductory Price”. “Introductory Price”, “Competitor’s Price Information”, and “Cost Information” will influence “Relative Introductory Price”, which will influence the consumers’ perceived quality.
The result shows that even though consumers can’t differentiate the introductory price and long-term price, and still think “low price means low quality”, but other price information still has the moderate effect with “Introductory Price” to influence the “Relative Introductory Price”. Besides, the service providers in Taiwan used to make a high origin price. This kind of pricing style makes existence of other price information become more important.

目錄

致謝辭 I
中文摘要 II
英文摘要 III

第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究目的與問題 4
第三節 研究流程 5

第二章 相關理論與文獻探討 6
第一節 訊號理論與導入價格 6
第二節 相對導入價格 13
第三節 競爭者資訊、成本資訊與導入價格之間的交互作用 14
第四節 消費者知覺品質與知覺價值 17
第五節 消費者購買意圖 23
第六節 相對導入價格與消費者知覺品質、知覺犧牲、知覺價值、購買意圖之關係 24

第三章 研究方法 26
第一節 研究架構 26
第二節 假說推論 28
第三節 研究設計 34
第四節 問卷設計與前測 38
第五節 實驗進行方式 47
第六節 分析方法 48

第四章 研究結果 50
第一節 樣本結構 50
第二節 信度分析 51
第三節 實驗情境操弄確認 53
第四節 「導入價格」、「競爭者價格資訊」與「成本資訊」對「相對導入價格」之影響 55
第五節 「相對導入價格」對「消費者知覺」與「購買意圖」之影響 60
第六節 「知覺品質」與「知覺犧牲」對「知覺價值」之影響 62
第七節 「知覺價值」對「購買意圖」之影響 63

第五章 結論與建議 64
第一節 研究發現與討論 64
第二節 研究貢獻 70
第三節 研究限制 74
第四節 研究展望 76

參考文獻 77
附錄：情境一之正式問卷 87

圖目錄
圖1-1 研究流程圖 5
圖2-1 知覺品質的組成要素 20
圖2-2 知覺價值的組成要素 22
圖3-1 研究架構圖 26
圖4-1 導入價格與競爭者價格資訊的交互作用 57
圖4-2 導入價格與成本資訊的交互作用 58

表目錄
表2-1 高低品質廠商對品質訊號的收益賽局 7
表2-2 訊號理論的類型整理 8
表2-3 訊號理論的實證研究 10
表3-1 實驗情境設計 36
表3-2 八種實驗情境 37
表3-3 「導入價格」之操作型定義與衡量題項 39
表3-4 「預期原價」之操作型定義與衡量題項 39
表3-5 「競爭者價格資訊」之操作型定義與衡量題項 40
表3-6 「成本資訊」之操作型定義與衡量題項 41
表3-7 「知覺品質」之操作型定義與衡量題項 41
表3-8 「知覺犧牲」之操作型定義與衡量題項 42
表3-9 「知覺價值」之操作型定義與衡量題項 43
表3-10 「購買意圖」之操作型定義與衡量題項 44
表3-11 操弄確認題項 45
表3-12 知覺犧牲修改後之題項內容 46
表4-1 問卷中各構念的信度分析結果 51
表4-2 操弄確認的情境平均分數 53
表4-3 「導入價格」、「競爭者價格資訊」與「成本資訊」對「相對導入價格」之影響 55
表4-4 導入價格與競爭者價格資訊的交互作用 56
表4-5 導入價格與成本資訊的交互作用 58
表4-6 假說一檢驗結果 59
表4-7 「相對導入價格」對各項「消費者知覺」的主效果 60
表4-8 假說二檢驗結果 61
表4-9 「知覺品質」與「知覺犧牲」對「知覺價值」之影響 62
表4-10 假說三檢驗結果 62
表4-11 消費者知覺價值對購買意圖之影響 63
表4-12 假說四檢驗結果 63

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三、相關網站
經濟部統計處，2007，http://2k3dmz2.moea.gov.tw/GNWEB/default.aspx

中華民國統計資訊網，2006，http://www.stat.gov.tw/mp.asp?mp=4