折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響

The Effects of Price Discount, Brand Image, and Product Category on Consumers' Perceived Quality and Perceived Risk

蔡東峻(Dung-Chun Tsai) ； 李曉青(Hsiao-Ching Lee)

《中山管理評論》 13卷1期 (2005/03) Pp. 143-176

摘要

相較於其他促銷的方式，折扣促銷是業者最常用來增加消費者購買意願的一項工具，但當價格下降後，雖然消費者的支出減少了，其對該產品的知覺品質和知覺風險的認定將會如何改變是廠商在運用折扣促銷必須要瞭解的。而在購買過程中，產品的品牌形象對知覺品質和知覺風險亦有重要的影響。此外，商品和服務的特性基本上有很大的差異，不同產品種類對折扣比例和品牌形象影響知覺品質和知覺風險的干擾效果亦是值得探討的議題。本研究利用實驗設計的方式來蒐集資料以探討折扣比例、品牌形象和產品種類對消費者知覺品質和知覺風險的影響。研究結果發現高品牌形象的產品除可以提高消費者的知覺品質，且可降低消費者的知覺社會風險；另高品牌形象亦可減緩因折扣促銷時所造成知覺品質的降低。而折扣比例的高低雖不影響消費者對產品的知覺品質，但卻可降低消費者的知覺財務風險。此外，產品種類對於折扣比例和品牌形象影響知覺品質和知覺風險的干擾效果不大。最後本研究亦發現折扣比例和品牌形象對知覺風險的影響，會因風險構面不同而有不同的效果。

關鍵字

折扣比例 ； 品牌形象 ； 產品種類 ； 知覺品質 ； 知覺風險

並列摘要

Compared to other promotion tools, firms use price discount more often to increase consumers' purchase intention. But it is important for firms to know how price discount will influence consumers' perceived quality and perceived risk although consumers' expenditures decrease. In addition, brand image of products may have a significant effect on consumers' perceived quality and perceived risk. Besides, goods and services are different in terms of several product characteristics that may moderate the impacts of price discount, and brand image on consumers' perceived quality and perceived risk. Thus, this research implements an experimental design to examine how price discount and brand image influence consumers' perceived quality and perceived risk and whether such influences will be moderated by product categories. The results show that a product with high brand image will increase consumer' perceived quality and decrease consumers' perceived social risk. And high brand image could stabilize the impact of price discount on consumers' perceived quality. Moreover, price discount does not affect consumer' perceived quality, but will lower consumers' perceived financial risk. In addition, product category does not significantly moderate the influences of price discount and brand image on perceived quality and perceived risk. Finally, the impacts of price discount and brand image are different for different dimensions of perceived risk.

並列關鍵字

Price Discount ； Brand Image ； Product Category ； Perceived Quality ； Perceived Risk