產品外部線索及產品知識對於知覺品質的影響效果研究

The Effects of the Extrinsic Cues of Products and Product Knowledge on Perceived Quality

林素吟(Su-Yin Lin)

《顧客滿意學刊》 4卷2期 (2008/09) Pp. 27-55

https://doi.org/10.30066/JCS.200809.0002

摘要

由於消費者對於產品品質的知覺，並非受單一因素的影響，爲提高研究的外部效度，故本研究選擇來源國形象、價格、品牌知名度同時探討對知覺品質的主效果。另外，消費者的產品知識在決定消費者行爲是個重要的變數，但在知覺品質的研究中被忽略。因此本研究除了探討來源國形象、價格、品牌知名度對知覺品質的主效果，亦加入消費者的產品知識當幹擾變數，以釐清外部線索與知覺品質之間的關係。
本研究將來源國形象、價格與品牌知名度每個變數都分爲兩個層級，採用的是2×（來源國形象）×2（價格）×2（品牌知名度）樣本間的實驗設計，資料分析的方法是以GLM單變量程式進行ANOVA，用來檢測本研究主效果和交互效果的假說。
研究結果顯示：對於知覺品質的影響，來源國形象、價格與品牌知名度三者都有主效果，在幹擾方面，產品知識分別與來源國形象和品牌知名度之間有交互作用，但產品知識與價格之間卻無交互作用。

關鍵字

來源國形象 ； 價格 ； 品牌知名度 ； 產品知識 ； 知覺品質

並列摘要

Because a consumer's perception on product quality is not affected only by single factor, in order to enhance the external validity of the study, the study choose country-of-origin image, price, and brand awareness to simultaneously explore their main effects on perceived quality. In addition, product knowledge of consumers is an important variable on the decision of consumer behavior. However, this variable is neglected in the studies of perceived quality. Therefore, in addition of exploring the main effects of country-of-origin image, price, and brand awareness on perceived quality, the study also adds product knowledge of consumers as a moderator to clarify the relationship between extrinsic cues and perceived quality.
The study classifies each variables of country-of-origin image, price, and brand awareness into two levels and adopts the between subjects' experimental design of 2(country-of-origin)*2(price)*2(brand awareness). Regarding the method of data analysis, the study uses the univariate of GLM to process ANOVA to test the hypotheses of the main effects and interaction effects.
The study results indicate that, regarding the effects on perceived quality, all of country-of-origin image, price, and brand awareness have main effects; in the other aspects, there are interaction effects of product knowledge respectively with country-of-origin image and brand awareness, but the interaction effect of product knowledge and price is not found.

並列關鍵字

Country-of-origin Image ； Price ； Brand Awareness ； Product Knowledge ； Perceived Quality

參考文獻

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