價格保證與便利性對購買意願之影響：以零售業為例

Impacts of Price-Matching Guarantee and Convenience on Purchase Intention: Based on the Retailer

劉財龍(Tsai-Lung Liu)

《行銷評論》 6卷4期 (2009/12) Pp. 549-589

https://doi.org/10.29931/MR.200912.0004

摘要

本研究旨在探討零售業者價格保證與便利性如何影響購買意願，及便利性如何干擾價格保證與購買意願間之關係，以補足先前研究缺口。本研究並針對國內目前有實施價格保證之五大著名零售商店之消費者進行便利抽樣調查，共回收500份有效問卷，實證結果發現(1)零售業者之價格保證補償金額愈高與交涉複雜度愈低，則消費者購買意願愈高；(2)零售業者之價格保證退款時間，對消費者購買意願無顯著影響；(3)零售業者提供愈多便利性（含時間、地點、獲得、使用、執行），則消費者購買意願愈高；及(4)便利性對價格保證與購買意願間具有顯著干擾效果。據此，本研究提出管理實務意涵，及對國內零售業者提出四項經營管理策略之相關建議，(1)傳達價格保證方案訊息給潛在消費者，(2)鎖定價格敏感度較高之消費族群建立高補償金額可信度，(3)簡化價格保證之交涉複雜度，及(4)強化便利性措施。

關鍵字

價格保證 ； 便利性 ； 購買意願

並列摘要

To bridge the gap of past studies, the purpose of this research was to explore how impacts of retailer's price-matching guarantees and convenience on purchase intention, and how moderate effects of convenience on price-matching guarantees and purchase intention. After 500 pieces of questionnaires was collected by random sampling from consumer of five price-matching guarantees retailers. Results were indicated that (1) the higher retailer's price-matching guarantees compensation money and the lower involvement complexity, the higher purchase intention; (2) the retailer's price-matching guarantees refund time had no significant influence on purchase intention; (3) the retailer provided more convenience (i.e., time, place, acquirement, use, implementation) and the higher purchase intention; and (4) convenience had moderate effects on price-matching guarantees and purchase intention. Based implications of the research findings, four suggestions were discussed for retailers (1) providing price-matching guarantees information to potential consumer; (2) focusing higher price sensitive consumer group to build up high reliability of compensation money; (3) simplification of price-matching guarantees involvement complexity; and (4) enlargement of convenience alternative.

並列關鍵字

Price-Matching Guarantees ； Convenience ； Purchase Intention

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