The Study of the Impact of Price Information and Country-of-origin on Consumers' Quality Perceptions: Placebo-like Effect Validation

價格資訊與產品來源國對消費者品質知覺影響之研究－安慰劑效果之檢測

關復勇(Fu-Yung Kuan) ； 鄭婕理(Jei-Li Jeng)

《顧客滿意學刊》 10卷2期 (2014/09) Pp. 231-261

摘要

有謂透過行銷手法操弄，則消費者也許買得較為安心滿意，經證實此種安慰劑效果果然存在，但至今僅限於價格上的探討，本研究以價格資訊加入產品來源國，探討兩者如何影響消費者的產品品質知覺並產生安慰劑效果。本研究採以「2（價格資訊：原價、特價）×2（來源國形象：好、壞）」二因子受試者內實驗情境設計，以避免其他外部干擾因素影響實驗結果，受試樣本共計為120位，並以玫瑰精油為實驗標的物，驗證價格資訊、產品來源國對消費者之產品品質知覺及安慰劑效果的反應。結果顯示，在體驗產品後，價格與來源國對於品質知覺的影響皆為顯著，但不存在顯著交互效果。此外，兩者皆產生部分安慰劑效果，尤其是在來源國的部分，較價格來得更明顯。最後本研究將安慰劑效果、產品定位及定價進行管理意涵之討論，管理者應將安慰劑效果考慮進未來行銷策略中，有來源國優勢之國家可著重於來源國的推廣，可依高價格高品質的形象給消費者，最後提出未來研究方向的建議。

關鍵字

安慰劑效果 ； 價格資訊 ； 來源國 ； 產品品質知覺

並列摘要

By the marketing skill support, consumers get better purchase experiences that placebo-like effect does exist in marketing activities. However, there is so far only find placebo effect in price. In this study, we paired two extrinsic cues (price information/country-of-origin) to investigate the impact of price information and country-of-origin on consumers' product quality perceptions and validate placebo-like effect. In this study, experimental scenario design was used. It is a more rigorous and scientific method. It was examined by two-factor ＂2 (Price Information, original/discount) x 2 (Country Image, favorable/unfavorable)＂ within-subjects design to avoid external threats. 120 out of 126 samples were collected. Rose essential oils were taken as the experimental stimulus to examine the effect between price information and country-of-origin on product quality perception and validate placebo effect. The results show that price information and country-of-origin significantly affect consumers' product quality perception. However, there is no interaction between two independent variables. Furthermore, both two independent variables lead to placebo effect. Especially on country-of-origin, placebo effect is more salient than price information. Then we provide managerial implication of placebo-effect, positioning and pricing. Managers should take placebo-effect into account to make marketing strategy. Countries that have favorable country image could focus on promotion of country-of-origins and build up a ＂higher price, higher quality＂ image.

並列關鍵字

Placebo-like Effect ； Price Information ； Country-of-origin ； Product Quality Perception

參考文獻

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