网路动态阶梯式订价模式对消费者集购意愿之影响.PDFVIP

2007 11 MAY 19, pp362-381 網路動態階梯式訂價模式對消費者集購意願之影響 顧萱萱 徐誓濱 林威霖 東吳大學國際貿易學系教授 東吳大學國際貿易學系碩士班 東吳大學國際貿易學系碩士班 hsuan@.tw .tw 摘要 網路集購指網路業者預先設定標購週期，並依據累積之集購數量安排產品售價變化軌道，以行數量 折扣作用，集購人數愈多，價格隨階梯波段調降，結標時集購數量落點所揭示之價格即為所有買家需支 付者。本研究探討網路集購模式中起標價格、區間間隔與價格底限設計對消費者知覺其吸引力、可信度， 以致於集購意願的影響。透過受試者間實驗設計，並經變異數分析與迴歸分析顯示集購模式的起標價格 愈高或價格底限愈低，消費者所知覺之集購吸引力愈大，區間間隔或價格底限則對可信度知覺並無顯著 影響，而消費者會基於網路集購模式吸引力與可信度評斷參與集購的意願。 關鍵字：動態階梯式訂價、網路集購模式、集購意願 Consumer’s Group Buying Intention in Dynamic Pricing Mechanisms of Internet-Based Selling Hsuan-Hsuan Ku Shi-Bin Xu Wei-Lin Lin Dept. of International Business, Dept. of International Business, Dept. of International Business, Soochow University Soochow University Soochow University Abstract In group-buying schemes, a product is put on sale with a specified auction cycle. According to a predetermined price change trajectory, quantity discounts are offered on the total of all customer orders. At the end, all buyers who participate in the cycle will be charged the same clearing price, irrespective of what their actual bids were. This study, through experimental design, manipulates the starting price, price interval, and the ending price of group-buying schemes, and incorporates in perceived attractiveness and believability as endogenous variables; to explore their influences on consumers’ group buying intentions. The findings are as follows: First, the starting price has a positive effect on