All-inclusive or Free? The Mechanism of Price Sensitivity Plays a Role in the Effect of Framing of Surcharge
| Autor: | SZU-HAN,WANG, 王思翰 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 This study tested the hypothesis that comparable information of price and quality may effect the consumers’ preference when message framing was different. And price sensitivity probably plays a role in the effect of framing of surcharge. In the Study 1, we found that consumers faced the additional product was 32G memory card, they would choose the all-inclusive store. Contrastly, when they faced the one was camera bag, they would choose the free store. In the Study 2&3, we found that even the perceived value of additional product was low, when consumers faced the main product having comparable information of price, they would choose the all-inclusive store. On the other hand, when consumers faced the main product having comparable information of quality, they also would choose the all-inclusive store. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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