陌生品牌之知覺品質差異：產品包裝與價格對知覺品質之影響

Perceived Quality Differentiation from Meaningless Brands: The Dependence on Product Package and Price

魏志雄(Chih-Hsiung Wei) ； 周文玲(Wen-Ling Chou) ； 謝茵如(Yin-Ru Hsieh) ； 王幸珍(Shing-Chen Wang)

《多國籍企業管理評論》 4卷1期 (2010/03) Pp. 193-207

摘要

本研究以台灣尚未銷售的巧克力品牌，探討包裝、價格對知覺品質的影響，由受訪者在知曉商品價格前與後評估品質，以驗證在未受品牌印象影響下，包裝與價格是否影響消費者對商品品質之判斷。
本研究採用兩個接續步驟完成實驗，並以問卷收集數據資料，針對台北市消費者進行調查。研究結果顯示(1)當受測者對品牌名稱不熟悉，而且不知道價格，只能以包裝來判斷品質時，則受訪者對於不同的包裝類型，產生不同的品質判斷。(2)受測者知道商品價格之後，對於品質判斷立即產生變化。研究結果意涵可提供進口商與零售業者研擬商品包裝與定價策略。

關鍵字

知覺品質 ； 包裝 ； 價格 ； 內在線索 ； 外部線索

並列摘要

This research investigates the influence of package and price on perceived quality under the chocolate brand which not yet sold in Taiwan. Comparing the perceived quality before and after aware of the commodity price investigates whether the exterior package and price affect the consumer's judgment on the product quality without knowing the brand name.
This research takes two subsequent experiments and collects data from the questionnaires, and completes the investigation which is directed against Taipei consumers. The findings show that (1) being not familiar to the brand name, moreover not knowing the price, the participant can merely judge the quality from the exterior package of chocolate. Thus and so, the participant makes the different quality judgment through the different exterior package. (2) As soon as knowing the chocolate price, the participant changes the quality judgment immediately. The implications of research findings may help the importer and retailer to draw up the exterior package and price strategy.

並列關鍵字

perceived quality ； package ； price ； intrinsic cues ； extrinsic cues

參考文獻

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