參考訂價之心理機制： 消費者交易效用、搜尋與購買意願

隨著智慧型手機之普及，行動商務在近年快速崛起，根據經濟部最新統計，2017年無店面零售業營業額達2387億元，創歷史新高，資策會產業情報研究所(MIC)在2017年第4季的消費者網購行為調查報告指出，國內行動網購普及率已達64.9%，業界亦表示，行動購物比率已從2011年的3%成長至2018年的80%。本研究將探討行動商務市場促銷活動中，知名度不同的網路商家如何運用參考價格機制進行價格促銷，促使消費者調整內部知覺價格，使交易效用增加、降低搜尋意圖、提高購買意願，並以不同產品價值類別之產品進行研究。本研究採3外部參考價格(高、低、無)×2品牌知名度(高、低)×2產品價值型態(功利性、享樂性)之三因子實驗設計，以網路問卷模擬行動商品頁面，並以MANOVA進行資料分析。本研究結論表示知名度較低的網路商家，在設計商品頁面時，加入價差較大的外部參考價格，將使消費者對商品售價具較高的可信度及公平性；知名度較高的網路商家，在設計商品頁面時，加入價差較小的外部參考價格，將使消費者降低再搜尋意圖，達到忠誠度上升之目標，以達到商品促銷之目的。

With the popularity of smart phones, mobile commerce has risen rapidly in recent years. According to the latest statistics of the Ministry of Economic Affairs, the turnover of non-store retail business reached 238.7 billion NTD in 2017, a record high. According to the Market Intelligence & Consulting Institute (MIC) survey report on consumer online shopping behavior in the fourth quarter of 2017, the domestic mobile online shopping penetration rate has reached 64.9%. The industry also express that the mobile shopping ratio has grown from 3% in 2011 to 80% in 2018. The purpose of the study was the network operators with different visibility use the reference price mechanism for price promotion, prompt consumers to adjust the internal perceived price, increase the transaction utility, reduce the search intention, increase the willingness to purchase, and use products in the hedonic value and utilitarian value are studied in the mobile business market promotion activities. This study uses 3 external reference prices (high, low, no) × 2 brand awareness (high, low) × 2 product value type (utilitarian, hedonic) three-factor experimental design, using the online questionnaire to simulate the action product page, and use MANOVA for data analysis. The conclusion of this study indicates that if the low visibility online merchants add the external reference price with higher price when designing the product page, the consumer will have higher credibility and fairness to the commodity price; A high visibility online merchant, when designing a product page, adding an external reference price with a small spread will enable the consumer to reduce the search intention and achieve the goal of increasing loyalty to achieve the purpose of product promotion.