產品資訊、參考價格與知覺品質對消費者行為之影響

The Effects of Product Information, Reference Prices and Perceived Quality on Consumers' Behavioral Intentions

張重昭(Chung-Chau Chang) ； 謝千之(Chien-Chih Hsieh)

《企業管理學報》 47期 (2000/08) Pp. 161-190

摘要

通常消費者於購物時的知覺獲得價值 ( perceived acquisition value ) 愈高，則購買意願愈高，而搜尋意圖愈低，但過去研究顯示，知覺獲得價值受到知覺品質、消費者內部參考價格、外部參考價格 ( 如廣告售價、市價等 )、以及知覺交易價值之影響 ( Grewal et al 1998 ) 。過去研究多以知名度最高的品牌為對象，但是對知名度較低的品牌而言，上述各變數之關係是否仍然成立，則甚少有學者探討。其次，有學者指出，當消費者對產品的相關資訊所知有限，或產品之品質無法保証，只能以價格做為評斷品質的基礎時，上述變數間之關係將會變的更為複雜 ( Dodds et al. 1991; Tellis and Gaeth 1990 )。基於此，本研究擬針對知名度在中上程度的品牌 ( 而非是同一產品市場中知名度最高的品牌 )，檢定在不同產品資訊下，「知覺品質」與「參考價格」對消費者知覺價值以及購買意願的影響。本研究採3 ( 三組產品資訊情境：簡單產品資訊、更詳細的產品資訊、提供品質保証的產品資訊 ) × 2(二組廣告參考價格：合理高廣告參考價格、合理低廣告參考價格）× 2( 二組廣告售價：高售價、低售價 ) 實驗設計，以知覺品質、內部參考價格、知覺獲得價值、知覺交易價值、購買意願、搜尋意圖為內生變數進行分析。結果顯示：(1)當廠商提供之產品資訊愈少，廣告售價對知覺品質之正面影響效果就愈強。(2)當產品資訊強度愈高時，消費者對產品之知覺品質愈高。(3)當消費者之知覺品質、廣告參考價格、廣告售價愈高時，其內部參考價格愈高。(4)當消費者之內部參考價格愈高、所面對之產品資訊強度愈高與廣告售價愈低時，則知覺交易價值愈高。(5)當消費者知覺品質、知覺交易價值愈高時，則知覺獲得價值愈高；且當消費者之獲得價值愈高時，其購買意願愈高。(6)對於台灣地區之學生消費群而言，搜尋意圖並不受知覺獲得價值之影響。

關鍵字

產品資訊 ； 參考價格 ； 知覺品質

並列摘要

Search Intent as well as their antecedents, but the research findings are mixed. This research proposes a model with three exogenous constructs (product information, advertised reference price and advertised selling price) and six endogenous constructs (consumers’ perceived quality, internal reference price, perceived transaction value, perceived acquisition value, willingness to buy and search intention.). This study employs 3 (three levels of product information context, strong, medium or and weak) x 2 (two levels of advertised reference price, plausible-high and plausible-low) x 2 (two levels of advertised selling price, high and low) between-subjects factorial design. The major conclusions are as follows: (I) As the firms provide less product information to the consumers, the advertised selling price exerts stronger effect on perceived quality. (2) Consumers perceive better quality as the firms provide stronger product perceived quality, advertised reference price and advertised selling price. (4) Perceived transaction value is positively correlated to consumers’ internal reference price and product information. Besides, there is a negative correlation between selling price and perceived transaction value. (S) Consumers’ perceived acquisition is positively influenced by perceived quality and perceived transaction value. And this higher acquisition will lead to higher willingness to buy. (6) For students, their research intent is not influenced by perceived acquisition value.

並列關鍵字

Product information ； Reference price ； Perceived quality