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博碩士論文 etd-0730107-103004 詳細資訊
Title page for etd-0730107-103004
論文名稱
Title
差別取價對於消費者感受之公平性與購買意圖的影響
The Influence of Price Discrimination on Consumers’ Perceived Unfairness and Purchase Intention
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
32
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2007-06-16
繳交日期
Date of Submission
2007-07-30
關鍵字
Keywords
差別取價、公平性
discount framing, discount depth, price discrimination, fairness
統計
Statistics
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中文摘要
none
Abstract
Price discrimination has been widely discussed in economics. Scholars have discussed perceived fairness in the direct exchange perspective, sellers and buyers. However, there are few studies related price discrimination and its impact on consumers’ psychology. Therefore, this paper examines the influence of price discrimination on consumers’ perceived unfairness and their purchase intention as well as the effect of discount depth and discount framing in consumer’s perspective.

Results obtained from 402 questionnaires collected in Taiwan indicate that (1) price discrimination has influence on consumers’ perceived (un)fairness; (2) discount depths moderate the impact of price discrimination on consumers’ perception of unfairness; (3) advantaged inequality has influence on consumers’ purchase intention; (4) discount framing doesn’t have influence on either consumers’ perceived unfairness or their purchase intention.
目次 Table of Contents
Abstract 1
1. Introduction 1
2. Literature Review and Model Construct 3
2.1 Price discrimination 3
2.2 Price fairness 5
2.3 Framing 6
3. Study 1 8
4. Study 2 17
5. Conclusion 22
6. Managerial implications 23
7. Appendix 24
8. Reference 27
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