服務接觸對價格敏感度影響之研究

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Title:	服務接觸對價格敏感度影響之研究 The Relationship between Service Encounter and Price Sensitivity
Authors:	劉小淳 Liu, Hsiao-Chun
Contributors:	國際企業管理學系碩士在職專班
Keywords:	服務接觸價格敏感度 3C零組件採購 service encounter price sensitivity 3C components procurement
Date:	2015-06
Issue Date:	2015-08-20 14:43:19 (UTC+8)
Abstract:	消費者價格敏感度會影響消費者的購買意願，進而影響企業的銷售和獲利。如何降低消費者價格敏感度，是廠商在制定行銷策略時的重要課題之一。消費者認為產品或服務能帶給自身的價值越高，就會產生較低的價格敏感度。而消費者對於服務品質與知覺風險的認知，是藉由消費者與服務提供者接觸互動的過程才得以產生。有關探討服務接觸的程度高低與價格敏感度的相關文獻，探討的對象缺乏以B2B環境為研究對象，故本研究擬以3C零組件產業的工業型企業之採購人員為對象，來探討服務接觸的類型對採購人員的價格敏感度之影響。本研究在控制性別、所得與教育程度對價格敏感度之影響下，經統計分析後得出，人際型服務接觸和科技型服務接觸皆與工業型企業之採購人員的價格敏感度呈現顯著正相關。當人際型與科技型服務接觸程度越高時，消費者價格敏感度越高。最後依據上述研究結果提出未來建議供研究探討。 Consumer price sensitivity influences consumers’ willingness of purchase, which has a direct impact on the sales figures and the profitability of a corporate. It is crucial for enterprises to reduce the price sensitivity when developing marketing strategies. The level of price sensitivity would be lower as long as consumers believe that the value of the products or services exceeds the cost. Consumers’ cognitions of service quality as well as the perceived risks also occur when service encounters apply to consumers and service providers. Most of the literatures related to service encounters and price sensitivity focus on the “Business-to-Consumer” model rather than the “Business-to-Business” model. Therefore, this thesis intends to discuss, from 3C components procurement staff’s perspective, how service encounters influence price sensitivity. The results show that in the manufacturing industry, purchasers' price sensitivity has a significant positive impact on the technology-based and interpersonal-based service encounters, with the effects from gender, income and education level to the price sensitivity under control. That is, the consumer price sensitivity increases when higher level technology-based and interpersonal-based service encounters occurs.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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