百貨公司價格促銷對行為意圖之影響：知覺風險之干擾效果

Impacts of Department Store Price Promotion on Behavioral Intentions: Moderate Effect of Perceived Risk

劉財龍(Tsai-Lung Liu)

《中華管理學報》 11卷4期 (2010/12) Pp. 1-36

https://doi.org/10.30053/CHJM.201012.0001

摘要

本研究旨在探討百貨公司價格促銷對行為意圖之影響，及知覺風險之干擾效果，以補足先前研究缺口。本研究採用問卷調查法，針對高雄地區漢神、新光三越、太平洋崇光、大統和平店及大立伊勢丹等五大知名百貨公司之顧客為抽樣對象，共抽取500個樣本。經由複迴歸分析驗證各研究假說，研究結果發現1.價格促銷之一致性、訊息內容對忠誠度與願意支付更多皆有正向顯著影響，但對移轉傾向、問題之外向反應、問題之內向反應有負向顯著影響；價格促銷之折扣幅度、獨特性對行為意圖則無呈現顯著影響。2.知覺風險（含財務風險、功能風險）會減弱價格促銷與行為意圖（含忠誠度、願意支付更多）間關係，及增強價格促銷與行為意圖（如移轉傾向）間關係。最後，本研究提出管理意涵與建議。

關鍵字

價格促銷 ； 知覺風險 ； 行為意圖 ； 百貨公司

並列摘要

To bridge the gap of past studies, the purpose of this research was to explore how impacts of price promotion on behavioral intentions, and how moderate effects of perceived risk on price promotion and behavioral intentions. 500 questionnaires were collected from Taiwan top five famous department stores' customers (i.e., Hanshin, shin Kong Mitsukoshi, SoGo, President Ho Ping, and Ta Lee Isctan). By implementing the multiple regression analysis to verify each hypothesis, this research found that (1) the consistent, information content of price promotion has significantly positive effect on loyalty and willingness to pay more, but has significantly negative effect on propensity to switch, external response to problem and internal response to problem. In addition, there was no significant relationship between price discount range, uniqueness of price promotion and behavioral intentions. (2) the moderate effect of perceived risk (i.e. financial risk, functional risk) reduces the relationship between price promotion and behavioral intentions (i.e. loyalty, willingness to pay more) and increases the relationship between price promotion and behavioral intentions (e.g. propensity to switch). Finally, based management implications of the research findings, some suggestions were discussed.

並列關鍵字

Pice Pomotion ； Perceived Risk ； Behavioral Intentions ； Department Store