• 作者： 林建煌; 楊玉真
• 作者服務機構： 國立中央大學企業管理研究所
• 中文摘要： 行銷業者進行促銷活動時，常運用組合產品的銷售方式。但是消費者是如何處理組合產品價格折扣的資訊，至今很少的學者討論此方面的問題。本研究提出「非貨幣認知犧牲」的觀念來解釋消費者處理各種組合產品價格資訊的方式，並且界定許多種非貨幣認知犧牲。本研究包含三個實驗，分別操弄六種不同組合產品中所包含的產品個數、三種組合產品價格折扣陳述方式、三種消費者的需求程度、兩種組合產品中個別產品的價格差異性以及三種組合產品中產品的包裝完美程度來觀察其對消費者認知交易價值的影響。本研究的研究結果大致上支持「非貨幣認知犧牲」的推論，並且驗證了數種非貨幣認知犧牲的存在，了解其對消費者認知交易價值的影響。除此之外，本研究亦發現了組合非貨幣認知犧牲及單獨非貨幣認知犧牲存在的情況下，組合產品價格折扣陳述方式對消費者認知交易價值所產生的影響。
• 英文摘要： Sellers frequently employ bundling strategy to promote their products. However, few researcherspaid their attention to investigate how consumers process the discount information offered by bundlingstrategy. This study introduces perceived nonmonetary sacrifices for explaining the effect of bundlingstrategy. Besides, many kinds of perceived nonmometary sacrifice are identified in this study. This studyincludes three experiments that were designed to investigate the effect of the number of items in a bundle,the discount framing of bundles, the consumers' demand, price difference between items in a bundle, andthe deficit of package on consumers' perceived value. The results verify the hypotheses on perceived non-monetary sacrifice. Furthermore, this study also examined the way that the discount framing of bundleinfluence consumers' perceived value when it exists nonmonetary sacrifice from bundle and items.
• 中文關鍵字： 組合產品; 非貨幣認知犧牲; 交易價值; 價格折扣陳述方式
• 英文關鍵字： perceived nonmonetary sacrifice; bundle; transaction value; price framing