消費者的價格敏感度與滿意度之關係研究

The Effect of Price Sensitivity on Customer Satisfaction

紀夙娟(Su-Chuan Chi)

《多國籍企業管理評論》 3卷1期 (2009/03) Pp. 235-251

摘要

消費者對價格是否敏感在購物之前就確定，則特定交易購後的滿意度，變成是購買之後的行為或感覺。因此本研究欲探討消費者的價格敏感度與消費者特定交易滿意度的因果關係，並且討論產品類型對價格敏感度與消費者特定交易滿意度之關係的干擾效果。本研究共抽樣254位消費者，利用結構方程式探討自變數與應變數間的因果關係。結果發現消費者對於價格愈敏感，則對該特定交易的滿意度愈高，產生正向且顯著的影響效果。若將產品類別分為享樂型產品，功能性產品兩類時，發現只有在購買功能性產品時，價格敏感度對於消費者特定交易的滿意度有顯著性的正向因果關係。但是在購買享樂型產品時，卻無顯著性的因果關係。

關鍵字

價格敏感度 ； 消費者滿意度 ； 享樂型產品 ； 功能性產品

並列摘要

The price sensitivity of consumer is the psychological factor which will affect the consumer's purchasing behavior. This paper examines the relationship between consumer price sensitivity and customer satisfaction. We survey 254 subjects. The results indicated that: Consumer's price sensitivity had significant effects on customer satisfaction. When the consumers are sensitive to price, they will make an effort to search the lower price. Then they purchase the specific products, they will feel more satisfied. Product types had significant moderated effects on the relationship between price sensitivity and customer satisfaction. For functional product, price sensitivity had significant effects on customer satisfaction, but for hedonic product, price sensitivity had no significant effects on customer satisfaction.

並列關鍵字

price sensitivity ； customer satisfaction ； hedonic product ； functional product

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