價格、第三方組織背書及廠商聲譽對知覺品質與購買意願的影響

The influence of price, third-party organization endorsement and firm reputation on consumers` perceived quality and purchase intention

李昀真(Yun-Chen Lee)

指導教授 ： 曾信超

長榮大學/管理學院/經營管理研究所/博士(2012年)

https://doi.org/10.6833/CJCU.2012.00103

摘要

本研究的核心目的在於依據Sporleder and Goldsmith（2001）以及Feng, Wang and Peracchio（2008）提出的品質訊號觀點，將第三方組織背書以及廠商聲譽作為外部線索，並以Dodds, Monroe, and Grewal (1991)的架構為基礎簡化而得，探討價格、第三方組織背書和廠商聲譽等外部線索如何影響知覺品質和購買意願。因此本研究同時納入價格、第三方組織背書和廠商聲譽三個外部線索，整合性探討其如何扮演產品品質訊號的角色。
本研究採用2×2×2的實地實驗（Field experiment）設計。研究對象為半年內有使用過面膜的消費大眾，總共發出800份問卷，回收687份。資料分析上，採用部分最小平方法作為驗證假設的工具。
在研究結果方面，第三方組織背書、廠商聲譽和價格透過知覺品質對知覺價值具部份中介效果，因此此研究結果說明上述三者之間的確可以扮演知覺品質信號的角色。
進一步探討三者間的關係可發現，如果當產品並「無」第三方組織背書時，消費者則會倚重廠商聲譽來作為品質訊號的判斷。而第三方組織背書的信號在「低」廠商聲譽時，反而其角色的重要性增加。而在價格信號角色上，研究結果顯示，當分成高低價格群時，第三方組織背書和廠商聲譽對消費者知覺品質的信號作用則同等重要。
綜上所述，本研究建議廠商除了價格和廠商聲譽的信號之外，並可再借用第三方組織背書作為品質信號，影響消費者的購買意願。

關鍵字

第三方組織背書 ； 廠商聲譽 ； 價格 ； 知覺品質 ； 購買意願

並列摘要

The objective of this study is to explore the effects of the pricing, third party endorsement and manufacturers’ reputation on the perception of quality and willingness to purchase of the product. This study’s framework adopted Dodds, et al.’s (1991) study, and utilizing the quality of signals’ perspectives from Sporleder and Goldsmith (2001), and Feng, et.al. (2008). By using a 2x2x2 field experiment design and the partial least-square method as a data analysis tool in order to verify the hypothesis in this study.
The results of this study show that third-party perceptual quality endorsement, manufacturer reputation and prices play as the partial mediator to the perception of value. Also, perception of sacrifices is the partial mediator between pricing and perception value. Moreover, perceptual quality must use perception value as the partial mediator to the purchase intention. The relationship between these three variables are when the product does not have the third party endorsements, the consumers will use the manufacturer's reputation as their quality signal judgment. In contract, the third party endorsement will be more important when the manufacturer's reputation is low.
In conclusion, the study recommended that manufacturers not only using the price signals and manufacturers reputation, but only use a third-party endorsement as a quality signal to increase the consumers ' willingness to purchase of the product.

並列關鍵字

third-party endorsement ； manufacturer reputation ； price ； quality of consciousness ； willingness to purchase

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