零售業買貴退差價保證與其他選擇方案的吸引力對消費者購買意願之影響

Refund Depth in Price Matching Guarantees and Alternative Attractiveness: Effects on Store Patronage

鄭士蘋(Shih-Ping Jeng) ； 鄭迪(Ti Cheng)

《輔仁管理評論》 15卷1期 (2008/01) Pp. 1-17

https://doi.org/10.29698/FJMR.200801.0001

摘要

近年來許多零售商對消費者提出買貴退差價保證，本研究探討零售商宣稱的退款幅度與市場其他選擇方案的吸引力程度如何影響消費者知覺與購買意願。研究結果發現，較大的退款幅度會提高買貴退差價保證的知覺價值和可信度，而其他選擇方案的吸引力較大時，會降低買貴退差價保證的知覺價值和可信度，進而降低消費者的購買意願。與退款幅度相較，其他選擇方案吸引力對消費者購買意願的影響更大。

關鍵字

買貴退差價保證 ； 退款幅度 ； 其他選擇方案的吸引力 ； 購買意願

並列摘要

The study investigates the effect of refund depth of price-matching guarantees and attractiveness of alternatives on consumer perceptions and intentions to patronize the retailer. The results show that large refund depth increases consumer patronage intentions by enhancing perceived value and believability of the price-matching guarantees. Attractiveness of alternatives affects the patronage intentions by negatively influencing perceived value and believability of the price-matching policy. Alternative attractiveness has more influences on consumer patronage intentions than the refund depth does.

並列關鍵字

price-matching guarantees ； refund depth ； alternative attractiveness ； store patronage

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