產品組合、製造來源國與參考價格對購買意願之影響－以產品種類為干擾變數之研究

THE IMPACTS OF ASSORTMENT, COUNTRY OF MANUFACTURE AND REFERENCE PRICE ON PURCHASING INTENTION—PRODUCT CATEGROY AS A MODERATOR

吳諭菁(Wu Yu Ching)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

在全球化及國際專業分工的發展下，消費者面臨形形色色的商品。而多樣化的產品組合中，消費者需要更多的認知資源。然而，大的產品組合可能會困擾認知資源較低的消費者。在此情境下，產品的來源國效應在消費者進行產品評估時常扮演著重要的角色。最後，消費者對於大幅度的折扣商品，也會提高消費者本身的購買意願。消費者的購買意願受到國際化、產品多樣化與廣告的參考價格影響下，消費者會在各個選擇之間決定比較想要買的東西。因此我們依資訊不對稱的高低將產品或服務分成搜尋、經驗及信任三個實驗來討論。本研究使用2(大的產品組合、小的產品組合) × 2(製造國形象高、製造國形象低) ×2(參考價格高、參考價格低) ×3(搜尋品、經驗品、信賴品)，共24 組情境的受試者間實驗設計。 經由分析後的結果，本研究得到以下結果： 1.大的產品組合較小的產品組合更能提高消費者購買意願。 2.製造來源國形象高比製造來源國形象低更能提高購買意願。 3.高參考價格比低參考價格較能提高消費者購買意願。 4.產品種類會干擾產品組合對購買意願的效果。在搜尋品中，消費者在產品組合大 比產品組合小更能提高購買意願高為成立。在經驗品中，消費者在產品組合大比產 品組合小更能提高購買意願高為不成立。在信賴品中，消費者在產品組合小比產品組合大更能提高購買意願高為成立。 5.產品種類會干擾製造來源國對購買意願的效果。在搜尋品與經驗品中，製造來源 國形象高比製造來源國形象低更能提高購買意願高為成立。在信賴品中，製造來源國形象高低對購買意願無影響則不成立。 6.產品種類會干擾參考價格對購買意願的效果。在搜尋品與經驗品中，消費者在參 考價格高比參考價格低更能提高購買意願高為成立。在信賴品中，參考價格高低對購買意願無影響成立。 關鍵字: 產品組合、製造來源國、參考價格、產品種類、購買意願。

關鍵字

產品種類 ； 參考價格 ； 製造來源國 ； 產品組合 ； 購買意願

並列摘要

As as result of globalization and rofessional service, consumers face variety of products. However, increasing the size of the choice set can also have adverse consequences on choice, because it increases the demand on individuals’ cognitive resources. The Country-of-Origin effect plays an important role affecting on consumers’ product evaluation. Besides, the large discount can also enhance a consumer’s purchasing intention. Because of the reference price and the diversification of environment and products, one who has many choices to make will compare alternatives and decide which he or she prefers to buy. Depending on whether asymmetric information is high or low, we have three experiments of different product category: search good, experience good, and credence good. This research uses a 2 (large assortment, small assortment) x 2 (high image of manufacturer’s country of origin, low image of manufacturer’s country origin) x 2 (high reference price, low reference price)x 3 (search good, experience good, credence good) between-subject experimental design, amounting to 24 cells of experimental scenarios.
The analysis leads to the following results:
1.The large assortment will enhance the consumers' purchasing intention than the small assortment.
2.The high image of country origin of manufacturer will increase the consumers' purchasing intention than the low image of country origin of manufacturer.
3.The high reference price will increase the consumers' purchasing intention than the low reference price.
4.Product category moderates the effects of assortment on purchasing intention. In search goods, large assortment will increase the consumers' purchasing intention than small assortment is supported. In experience goods, large assortment will increase the consumers' purchasing intention than small assortment is not supported. In credence goods, small assortment will increase the consumers' purchasing intention than the large assortment is supported.
5.Product category moderates the effects of image of manufacturer’s country origin on purchasing intention. In search goods and experience goods, high image of country of manufacturewill increase the consumers' purchasing intention than low image of manufacturer’s origin country is supported. In credence goods, there is no impact of image of country of manufacture to the consumers' purchasing intention is not supported.
6.Product category moderates the effects of reference price on purchasing intention. In search goods and experience goods, high reference price will increase the consumers' purchasing intention than low reference price is supported. In credence goods, there is no impact of reference price to the consumers' purchasing intention is supported.
Keywords: Assortment, Country of Manufacture, Reference Price, Product Category, Purchasing Intention.

並列關鍵字

Country of Manufacture ； Reference Price ； Purchasing Intention. ； Product Category ； Assortment

參考文獻

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