消費者對公營遊樂區委外經營之合理價格知覺研究

The Effects of Park Reputation and Relative Profit on Consumer's Perceived Price Fairness from Public to Private management

在公營遊樂區不斷委外民間經營的趨勢與潮流下，本研究目的探討公營遊樂區委外民間經營的狀況下，經營單位信譽和企業獲得的相對利潤對於消費者合理價格知覺是否有影響，以及對消費者購買意願影響為何。本研究採受試者間設計的實驗設計，自變數分別為經營單位信譽與相對利潤，干擾變數為公民營企業形象，依變數為合理價格知覺。研究結果發現，好信譽的經營單位比壞信譽的經營單位，有較佳的合理價格知覺影響；獲得合理利潤的企業比獲得超高利潤的企業，有較佳的合理價格知覺影響；公民營企業形象對經營單位信譽、相對利潤以及合理價格知覺之關係具有干擾作用；合理價格知覺會消費者購買意願。

Results found that the good corporate reputation has more perceived price fairness than the bad one. Corporate obtain reasonable profit price has more perceived price fairness than the unreasonable one. Corporate reputation and relative profit is interacted with perceived price fairness. The intervening variable, the public or private corporate image, will effect on perceived price fairness between corporate reputation and relative profit. And perceived price fairness will effect on consumer’s purchase willingness.