影響消費者知覺品質因素之探討

An investigation of factors affecting perceived quality

許為傑(Wei-Jie Hsu)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500460

摘要

知覺品質是指消費者以主觀態度去評斷產品品質之特性，並可利用易用性、多功能性、耐久性、可服務性、績效和聲望等六大構面去判斷不同產品類別之品質，成為一個衡量的指標，而知覺品質會受到許多因素的影響，其中最常見為價格和品牌形象兩大變數，根據先前之研究得知價格和品牌形象兩者都會影響到知覺品質，且隨著高低的不同，知覺品質也會跟著變動，兩者之間為正比關係，意思指當價格與品牌形象變高時，知覺品質也會隨著提高，而顧客關係類型又可細分為交換關係和共有關係兩大類，交換關係與共有關係不同點在於情感上之連結有所區別，交換關係擁有在商言商之特性，與企業之間較無情感之連結，親密關係的程度較低，而共有關係與企業已發展出一段長遠之關係，彼此之間像朋友或家人一樣，因此在情感連結上親密程度較高。
而本研究將顧客關係類型當做干擾變數，去探討當價格跟品牌形象兩大變數在影響知覺品質時，不同的顧客關係類型是否會影響消費者對於知覺品質的判斷?此外，根據價格(高價vs低價)和品牌形象(高品牌vs中品牌)之變化，也可以分析出在不同的顧客關係類型下，影響程度也會有所不同。研究結果顯示:
(一)共有關係相對於交換關係顧客對於品質有較佳之評價
(二)對高價品而言，共有關係顧客相較於交換關係顧客有較佳之品質評價
(三)對高品牌形象產品而言，共有關係相較於交換關係有較佳之品質評價

關鍵字

知覺價格 ； 品牌形象 ； 知覺品質 ； 交換關係 ； 共有關係

並列摘要

Perceived quality, as the subjective attitude of consumers, becomes a mean to judge the quality of different product features. Perceived quality can be affected by many factors by using ease of use, versatility, durability, serviceability, performance and prestige, and other six dimensions. However, the most common variables are the price and brand image. According to a previous study, we know both of the price and brand image which affect the perceived quality, and perceived quality will follow changes in the proportional relationship of the two variables, which mean that when the price goes high and brand image goes high as well. Perceived quality could increase by customer relationship types, subdivided into exchange relations and communal relationship in the two categories. There are different points exchange relationship with the relations that link the different emotion, exchange relations having characteristics of business is business, no link between the business and the more emotion, the lower degree of intimacy and a total relationship with the enterprise. They have developed a long-term relationship, such as friends or family members, so the emotional link to a higher level of intimacy.
In this study, types of customer relationship as interference variables, discussion on the brand image when the two variables, the price and the time, affect perceived quality of different types of customer relations, will it affect consumers' perception of the quality of judgment? Moreover, according to the high and low price and the changes of the brand image, you can also analyze the different types of customer relationships, the impact will be different. Experimental study will be divided into two major categories of price and brand image, and the use of situational manipulation way to do analysis of questionnaires designed in eight different types of questionnaires to the subject's answer.
The results showed that: (1) The relationship with communal customer more than exchange relationship to have a better quality of evaluation (2) For high price items, the relationship with communal customer more than the exchange relationship have a better quality of evaluation (3) For high brand image product, the relationship with communal customer more than the exchange relationship have a better quality of evaluation.

並列關鍵字

perceived price ； brand image ； perceived quality ； exchange relationship ； communal relationship

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