價格尾數對知覺品質和購買意願的影響-以TOMS休閒鞋為例

The Effect of Price Endings of TOMS Shoes on Perceived Quality and Consumer Buying Intentions

鄭雨萱(Priscillia Yee Shuan Tey)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00260

摘要

TOMS於2006年間成立，創辦人Blake Mycoskie成立這家公司的主要目的是為了通過One for One的長期慈善計劃幫助有需要的人。雖然TOMS早在2006年成立，但是仍有大部分的人不知道TOMS是一個慈善品牌。另外，在這個先進時代的消費者並不如往常那麼重視價格的尾數了，因此這個研究的主要目的是為了要了解價格尾數，口碑和慈善標語是否會影響台灣年輕族群的產品知覺品質和購買意願。
本研究通過網路問卷形式，共收取了235份有效問卷。研究結果顯示當今的年輕族群不重視價格尾數，導致價格尾數對知覺品質和購買意願沒有顯著的影響。另外，本研究也證明了現在的消費者，比起各企業想要通過商品傳達的資訊，他們較易於相信和依賴口碑。最後，本研究也發現了現在的消費者對於有慈善標語的產品有著較高的購買意願。

關鍵字

TOMS ； 價格尾數 ； 口碑 ； 慈善標語 ； 知覺品質 ； 購買意願

並列摘要

TOMS is a company that was founded in the year of 2006. The founder, Blake Mycoskie, started this company was to help the people in need to have a better tomorrow by holding a long term charitable program, One for One. However, during this research it is proven that there are still a lot of people are not aware about TOMS having this program. And, due to this modern and highly educated era, consumers nowadays judge prices differently from before. Therefore, the purpose of this study is to examine the factors that affect perceived quality and buying intention of TOMS shoes among Taiwanese young adults. These factors include prices with 9 or 0 endings, words-of-mouth, and charitable slogans.
The information and data of this study was collected through internet. Total 235 copies of effective questionnaires were retrieved. The results of this research first found that young consumers nowadays do not have much concern on price endings, neither from the phase of perceived quality nor buying intentions. Then, it is proven that people are brands as the consumers trust words-of-mouth in any form more than what the firms trying to convey. Lastly, it is also proven that products with charitable slogans do affect the one’s buying intention, in order to feel relief.

並列關鍵字

TOMS ； Price Endings ； Words-Of-Mouth ； Charitable Slogan ； Perceived Quality ； Consumer Buying Intention

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