不同價格呈現框架對於升級產品購買意願之影響：以因果訴求、慈悲心與慈善訴求作為干擾變數=The Effect of Different Price Presentation Framework on Purchase Intention for Premium Product :The Causal Appeals, Compassion, and Charitable Appeals
本研究探討不同的價格呈現框架對於升級產品購買意願之影響，並以因果訴求、慈悲心及慈善訴求為干擾變數以探討其影響之效果。 本研究採用實驗設計法。實驗一為價格呈現框架(包容性價格框架 vs. 差異性價格框架)與因果訴求(有因果 vs.無因果)對消費者升級產品購買意願的影響，研究結果顯示在有因果訴求之下，包容性價格框架相較於差異性價格框架有更高的購買意願；而在無因果訴求之下，包容性價格框架與差異性價格框架沒有差異。 實驗二為價格呈現框架(包容性價格框架 vs. 差異性價格框架)與慈悲心(高度慈悲 vs. 低度慈悲)對消費者升級產品購買意願的影響，研究結果顯示在高度慈悲之下包容性價格框架相較於差異性價格框架有更高的購買意願；在低度慈悲之下，包容性價格框架與差異性價格框架沒有差異。 實驗三為價格呈現框架(包容性價格框架 vs. 差異性價格框架)與慈善訴求(有內疚vs. 無內疚)對消費者升級產品購買意願的影響，研究結果顯示在有內疚之下包容性價格框架相較於差異性價格框架有更高的購買意願；在無內疚之下，包容性價格框架與差異性價格框架沒有差異。 本研究的研究結果可以做為企業及慈善機構進行行銷活動與定價策略建立之參考依據。 This study explores the effect of different price presentation framework on purchase intention for premium product, and employs the causal appeals, compassion, and charitable appeals frame to explore this issue. The study adopts the experimental design method. The experiment 1 investigates the impact of different price presentation frameworks (IPF vs DPF) on the purchase intention of high-quality products under the causal appeals (have karma vs no karma); then, the experiment 2 explores the impact of different price presentation frameworks (IPF vs DPF) on the purchase intention of high-quality products under different compassions(high compassion vs low compassion); finally, the experiment 3 explores the impact of different price presentation frameworks (IPF vs DPF) on the purchase intention of high-quality products under different charitable appeals (guilt and not-guilt). The results of this study can be used as a reference for enterprises and charities to establish marketing activities and pricing strategies.
