一創意產品在某時點價格常常受到該時點前之歷史價格的影響，因為人的行為模式具有模仿性，亦就是具有參考群體的特性，這是一種從眾心理的效應。消費者藉由模仿歷史價格來進行對產品價格認知的編碼，在有效資訊與訊息不對稱的貧乏下，跟著別人的經驗做，出錯的機率較低，因此消費者的購買行為會受到從眾心理的影響，又歷史價格的變化及新價格訊息的傳播擴散速率是影響消費者對創意產品的價值評估的重要因素，我們構建一個動態需要函數以及一個數學模型來反映此一現象，本研究的成果與發現如下： 1.相對於靜態需求函數，本研究建構一個受消費者的從眾心理效應影響之動態需求函數模型，更能切實反映如創意產品之類的商品的真實消費者行為。 2.創意產品歷史價格訊息的傳播擴散效果影響其消費者的從眾效應，以及對該產品整體需求函數的改變過程。3.創意產品的歷史成交價格軌跡影響該產品在未來各時點的需求率，進而改變需求函數的變化。4.消費者的參考歷史成交價格效應影響消費者購買行為，本研究模式可提供市場領先資訊，幫助經營者做出決策。5.應用本研究所構建之動態需求函數，可建立最適價格策略模型，以求廠商利潤最大化。 The time point of the creative product price will be influenced by the historical price before the time point. The nature of human behavior possesses imitation. That is also the characteristic of reference group. Consumers encode the product price cognition by modeling the historical price. Under the situation of valid information and asymmetric information shortage, the probability of mistakes will be reduced if people follow the other’s experience. The consumer purchase behavior will be influenced by the historical price and the limit of information cognition. Therefore, they will make deviation on the purchase decision. The change of the historical price and spreading speed of new price information are the key factors which influence the consumer value evaluation to product. That is the reason that we want to construct a dynamic demand function and mathematical model to reflect the phenomenon. The results of the study are formed in the following. 1.The conformity of consumer influence the change of consumer value evaluation of the creative product. And then discuss the consumer purchase behavior.2.The spread effect to the historical price information of one product influences the conformity of consumer and the change process to the whole demand function of the creative product.3.The historical price of one creative product influences its own sales rate at some point of time in the future and then change the variation of demand function.4.Compared with dynamic demanding function, this research construct a dynamic demand function influenced by the conformity of consumer in order to practically reflect the consumer behavior neglected.5.To establish an optimal penetration pricing strategy model for the creative product in the future. The model can provide the information of market leading. And It can help mangers to make the decision.
