Effects of Extreme-Priced Products on Consumer Reservation Prices

• Main Authors: Lan Hsing, 邢藍
• Other Authors: T. Y. Chen
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/26566260458758229872

碩士 === 長庚大學 === 工商管理學系 === 98 === Base on the accessibility-diagnosticity formulation proposed by Feldman and Lynch (1988) and the feature similarity model proposed by Tversky (1977), the main purpose of this study is to explore that how extreme price present in the catalogue affect the customer’s reservation price.The results show :1. The difference of reservation price among three feature relatedness groups are significant in both tangible and intangible product. 2. The influence of category relatedness to reservation price is significantly only in tangible product and female customer. 3. Contiguity will enhance the relationship between feature relatedness and the reservation price. Keywords: Extremely priced, Reservation price, Category relatedness, Feature relatedness, Contiguity