低價保證深度及廣度認知對消費者惠顧意願的影響

The Effects of Refund Depth and Scope of Price-Matching Guarantee on Consumers' Patronage Intentions

翁興利(Seng-Lee Wong) ； 劉祥得(Hsiang-Te Liu)

《中國行政評論》 13卷4期 (2004/09) Pp. 1-22

https://doi.org/10.6635/cpar.2004.13(4).01

摘要

本研究調查低價保證深度與廣度認知，對於消費者對低價保證策略之信賴度、評價與惠顧意願的影響。研究結果發現，低價保證的深度不影響消費者的信賴度，並藉由高度的低價保證評價，提高消費者惠顧意願。同理，低價保證廣度亦不影響消費者對低價保證策略的相信程度，同時藉由高度的低價保證評價，提升消費者的惠顧意願。

關鍵字

低價保證 ； 惠顧意願 ； 保證深度 ； 保證廣度

並列摘要

This research investigates the effects of the refund depth and scope of price-matching on consumer perceptions of believability, value and patronage intentions. The results show that large depth refund increase the consumer patronage intentions by enhancing the value of price-matching guarantee, while the large depth refund still exerting a positive impact on the consumer believability of the price-matching guarantee. As the same logics, the large scope refund also increase the consumer patronage intentions in he same way.

並列關鍵字

price-matching guarantee ； patronage intentions ； refund depth ； refund scope