| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 99 === In daily life, consumers often use price as a basis for judging the value. Therefore, manufacturers often make consumers who change the price of perception by reference price, and thus enhance the extent of consumers' willingness to buy. Whether the difference between reference price and the actual selling price will
cause the identification gap between the quality of consumer goods or not? In the past research indicates that the reference price could make consumers change their value judgments of actual physical commodity in the scope which consumers will accept.However, are the intangible commodities such as services the same with actual product? It’s the focus of this study.
In this study, hair salon industry as an example, which includes three price level of services and three rationality level of reference price. Using 3x3 experimental design an to analyze the relationship between consumer purchase intention and service price and the relationship between consumer purchase intention and rationality of reference price. In addition, this study also investigated whether demographic characteristics of the nature is the factor which cause differences in consumer purchase intention.
This study random sampling, a total of 450 questionnaires sent, 416 valid questionnaires were returned as 92.44%. According to study, using SPSS 17.0 statistical analysis, statistical methods used included descriptive statistics, canonical correlation analysis, factor analysis, regression analysis and analysis of variance for conferring independent variables: price level of services, rationality of reference price; dependent variable: perceived quality of service, perceived price of service, reliability of promotions, perceived value of acquisition, perceived value of transaction, search intentions and purchase willingness of consumers ; demographic variables: gender, age, educational level and monthly disposable income.
Study found that:
(1) The higher service price the higher perceived price of services. However, the price of services does not affect the perceived quality of services.
(2) The rationality of reference price does not affect the perceived quality of service, perceived price of services and reliability of promotions. However, there is an
negative correlation between rationality of reference price and perceived quality of services at middle service price level.
(3) The higher perceived quality of services the perceived price of service and the perceived value of acquisition are higher.
(4) The higher perceived price of services the higher perceived value of transaction.
(5) The higher reliability of promotions the perceived price of services and the perceived value of the transaction are higher.
(6) The higher the perceived value of transaction the higher perceived value of acquisition.
(7) The higher the perceived value of acquisition the higher purchase intention. However, the perceived value of acquisition does not affect the search intentions.
(8) Impact of age on consumer purchase intention is significant. However, the impact of gender, educational level and monthly disposable income on consumer purchase intention are not significant.
(9) The impact of education level on the search intentions is significant. However, the impact of sex, age and monthly disposable income on search intentions are not significant.
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