數量折扣型組合商品的訊息建構效果

Abstract

本文將數量折扣視為組合商品來探討折扣的訊息建構。四個實驗結果指出，傳統的數量折扣不是最好的策略，增購產品折扣(將折扣給增購的產品)優於全部產品折扣(將折扣平均給全部的產品)，不同的訊息建構會影響消費者知覺增購產品的價格。實驗結果更進一步指出，高認知需求者、女性、以及年紀較小者在增購產品折扣的訊息下較會因數量折扣而購買，但在全部產品折扣下較不會購買；而高認知需求者、男性、以及年紀較大者的購買行為則不會因為增購產品折扣訊息和全部產品折扣訊息而有差異。

This article introduces different frames of quantity-discount bundles and investigates the framing effects. Four studies indicate that the traditional quantity discount strategy is not the best approach. The results indicate that the incremental-unit frame (e.g., “pay 60% of the second”) induces consumers to perceive more fairness than the all-units frame (e.g., “Pay 80% of the two”) and show that the framing also affects the perceived price of the incremental unit. Moreover, we further demonstrate that the framing effect on choice is moderated by need for cognition. Low NFC consumers are more likely to purchase products following incremental-unit frame (vs. all-units frame). As expected, the effect is eliminated for high NFC consumers. In addition, we also find females or low age consumers are more likely to purchase the offer that is promoted with an incremental-unit format.