影響消費者要求退費意願相關因素之研究

The Factor of Impact on Consumer's Willingness to Request Refund

廖國鋒(Guo-Fong Liaw) ； 蔡宜均(Yi-Chung Tsai)

《輔仁管理評論》 17卷1期 (2010/01) Pp. 33-54

https://doi.org/10.29698/FJMR.201001.0002

摘要

最低價格保證經常是零售商宣告價格訊息所採用的策略之一，透過最低價格保證可以對消費者宣稱其爲業內的最低價格，一旦消費者知道有其他零售商的價格更低，消費者可以要求購後獲得差額或倍數退費的權利。由於最低價格保證政策是零售業者相當重要的價格策略，也是消費者做爲購買決策依據之重要訊號。但是在價格保證過程中，消費者對其要求退費的困難度之認知，爲低價保證政策成功能否的關鍵性因素。因此，瞭解消費者意圖去要求退費的過程，在實務上具有實質的行銷意涵。過去的一些相關研究對於退費意圖的影響因素多所著墨，但是對於不同通路體系下，要求退費意圖的影響關係可能不同。爲此，本研究的重點在於探討零售商通路類型（實體商店和虛擬商店）、退費深度（高低）、商店聲譽（高低）影響知覺要求退費的困難度和知覺服務品質和要求退費時接收退費的可能性對消費者要求退費之意願的影響關係。本文同時探討價值意識和價格意識是否會干擾消費者知覺要求退費的困難度。本文試圖藉由理論模型的建立以及實證資料的分析，驗證各構念間的關聯性，以提供未來零售商進行管理決策之參考。

關鍵字

最低價格保證政策 ； 商店聲譽 ； 價值意識 ； 價格意識 ； 退費政策

並列摘要

Price-matching guarantees (PMG) is defined as a retailer's policy and practice of promptly matching a lower price offered by a nearby retailer on an identical or similar item or refunding the price difference for a short period after the sale has been made. A PMG may operate as an effective promotional tool for retailer and a valid market signal for consumer. It is important to understand that consumer willingness to claim a price-matching refund's process. The purpose of this paper is to discuss what are the factors influencing consumer willingness to claim the refund, by manipulation the retail channel (internet or bricks-and-mortar), store reputation, depth of refund. This variable affect the perceive difficulty of claiming the price-matching refund, the perceived service quality, the perceived likelihood of receiving the refund if request, and through them consumer willingness to claim the refund. And it is important to discuss whether value consciousness and price consciousness moderate the perceive difficulty of claiming the price-matching refund. At last, I hope that I could get some kinds of relationship to these variables and offer some managerial implications to retails.

並列關鍵字

price-matching guarantees ； store reputation ； value consciousness ； price consciousness ； refund policy

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