品牌形象與價格折扣幅度對消費者知覺風險影響之研究-以產品涉入為干擾

The Effect of Brand Image and Price Discount Margin on Consumers' Perceived Risk- Under Moderation of Product Involvement

江安通(An-Tung Chiang)

指導教授 ： 吳文方 教授

共同指導教授 ： 胡同來 教授(Tung-Lai Hu)

國立臺灣大學/工學院/工業工程學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01267

摘要

廠商經常使用「價格折扣」來作為行銷活動，因為它能在短期間內激起消費者的購買意願，進而提高銷售量，為廠商帶來利潤。然而，過往的文獻發現，價格折扣會提高消費者的知覺風險及損害廠商的品牌形象。就我們所知，價格折扣最主要的目的便是要刺激消費者的購買意願，如果消費者因其知覺風險的提升，而怯於購買該項商品，則價格折扣便會失去它原有的效果及意義。因此，如何訂定一個「合適」的價格折扣，使得消費者知覺風險提升幅度最小，對於今日注重品牌形象的廠商而言是一項重要的課題。再者，過往文獻亦發現，在不同產品涉入情況下，消費者的行為模式非常相異；然而，過往在探討消費者知覺風險的研究當中，卻鮮少將產品涉入這個變項納入考量，因此本研究加入了產品涉入作為干擾變項。亦即，本研究藉由2x2x2的因子實驗設計來探討在產品涉入的干擾下，品牌形象與價格折扣幅度對消費者知覺風險的影響，並根據結論，對廠商提出一些實務上的建議。

本研究所得到之結論如下：

1.在低產品涉入的情況下，品牌形象對消費者知覺風險的影響
低於在高產品涉入的情況下。

2.在低產品涉入的情況下，價格折扣幅度對消費者知覺風險的影響
低於在高產品涉入的情況下。

3.在低品牌形象的情況下，價格折扣幅度對消費者知覺風險的影響
低於在高品牌形象的情況下。

4.在高價格折扣幅度的情況下，品牌形象對消費者知覺風險的影響
低於在低價格折扣幅度的情況下。

關鍵字

知覺風險 ； 產品涉入 ； 品牌形象 ； 價格促銷

並列摘要

Nowadays, firms often adopt price promotion as their marketing tactics because it can arouse consumers' purchasing intention rapidly in a short period. Nevertheless, previous studies indicated that price promotion may augment consumers' perceived risk. To our knowledge, the main purpose of price promotion is to stimulate the consumers' purchasing intention. If this action would cause consumer's perceived risk and make them hesitate to buy the product, it will be a vain attempt of this elaborate marketing tactic. Hence, how to balance these two conflicting considerations is an important issue for a firm. In addition, previous studies indicated that consumers' behavior is very different under different levels of product involvement. Therefore, product involvement is adopted as the moderated variable in this study. To sum up, this study attempts to explore this issue by investigating the effect of brand image and price discount margin on perceived risk, adding product involvement as the moderated variable.

After a period of arduous effort, there are several important findings in this study:

1.Under low level of product involvement, the impact of brand image on consumers' perceived risk is less than that under high level of product involvement.

2.Under low level of product involvement, the impact of price discount margin on consumers' perceived risk is less than that under high level of product involvement.

3.Under low brand image, the impact of price discount margin on consumers' perceived risk is less than that under high brand image.

4.Under high price discount margin, the impact of brand image on consumers' perceived risk is less than that under low price discount margin.

並列關鍵字

Perceived Risk ； Product Involvement ； Brand Image ； Price Promotion

參考文獻

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