顧客授權與價格敏感度關係之研究-以產品類別為干擾變數

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Title:	顧客授權與價格敏感度關係之研究-以產品類別為干擾變數
Authors:	趙穎萱
Contributors:	國際貿易學系
Keywords:	價格敏感度顧客授權產品類別
Date:	2010
Issue Date:	2011-10-24 13:37:03 (UTC+8)
Abstract:	價格敏感度是消費者面對產品價格差異時所反應的程度，當消費者較不在意產品價格上漲的幅度時，進而能為企業增加獲利。因此如何降低消費者價格敏感為企業創造及維持競爭優勢成為企業重視的課題之一。而顧客授權程度的多寡，影響消費者的知覺價值，進而影響消費者價格敏感度，且兩者間之關係尚未有實證的之持，故釐清顧客授權與價格敏感度之間的關係成為本研究主要動機之一。本研究據既有文獻之基礎及邏輯之推理，以產品類別為干擾變數來探討顧客授權與價格敏感度間之關係。以美髮業及直銷業為研究產業，採結構式問卷，向文化大學之大學部、推廣部、與研究所學生、及國立台北商業技術學院附設空中進修學院之學生，進行便利抽樣之調查。總計共發出500份，回收486份，問卷回收率為97.2%。研究結果顯示，顧客授權與價格敏感度間呈顯著負相關，而產品類別會正向干擾上述之效果。本研究之假設均獲得支持。根據分析結果，本研究探討管理上之意涵及未來之研究建議。 The price sensitivity of consumers is the reaction when they face the different prices. Once the consumer has lower price sensitivity, it means that consumers do not real care about the increased price. Thus, it may increase the profit for the company. How to reduce consumers’ price sensitivity to maintain a competitive advantage for companies becomes one of the topics. According to the previous studies discovered that consumers’ behaviors, products and external information cues, the level of consumer uptake of the information of products, product substitution, etc., will effect to consumer price sensitivity. But fewer scholars discuss about the relationship between consumer price sensitivity and customer empowerment, it becomes my first motivation of this study. This study is attempted to find the moderating effect of product categories on the relationship between consumer price sensitivity and customer empowerment. We choose the hair salon and direct marketing to be the product categories in this study. It used convenient sampling to collect 500 questionnaires from the students in Chinese Culture University and National Taipei College of Business. There are 486 questionnaires were returned, the response rate is 97.2%. The result shows that customer empowerment is significant negative related to consumer price sensitivity, and positive with the product categories moderating effect. Therefore, the result will be to explore the meaning of management and suggest directions of future.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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