[[abstract]]過去研究已經驗證了廣告參考價格對於消費者知覺利益的正向影響，本研究聚焦在線上購物環境中廣告參考價格來源的角色，提出如果消費者知覺購物網站上所列示的廣告參考價格是具可信度的，且也預期在線上銷售的產品價格應該要低於實體販售的價格時，當其所面對的參考價格是來自於其他線上零售業者，則其所知覺到的交易價值，會比當該參考價格是來自於其他實體零售業者時。本研究你建立一個模擬的線上購物網站來操弄廣告參考價格來源，並衡量受試者的知覺交易價值。 Past research has examined whether using an ARP (advertised reference price) increases consumers’ perceived benefit. The present study concerns the role of the APR source within the online shopping environment. This study propose that if consumers (1) perceive the ARP which listed on shopping website is credible and (2) expect products sold on the Internet should be cheaper than products sold through offline retail channels, then consumers would perceive higher transaction value when an online seller adopts another online retailer’s sale price as ARP than when the online seller uses an offline competitor’s sale price as the ARP. We plan to build a mock online shopping website to manipulate the ARP source and to measure the subjects’ perceived transaction valu
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