說服知識及品牌來源國對消費者態度及購買意願之影響-以價格形象為中介效果

The Influence of Persuasion Knowledge and COO Image on Consumer Attitude and Purchase Intention - the Mediating Effect of Pricing Image

張嘉雯(Chia-Wen Chang)

指導教授 ： 陳水蓮

淡江大學/商管學院/管理科學學系碩士班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00772

摘要

國外各大平價服飾品牌業者紛紛來台設立實體通路據點，主打快速，平價，時尚，產品數量較少但多樣化的營銷方法。在虛擬通路盛行的時代，已經有許多廠商瞄準了在網路上購買商品的消費者。服飾廠商之間的競爭非常激烈，販售商品不再侷限於實體通路。平價服飾品牌業者開設實體通路之外，也都陸續在虛擬通路上銷售產品及推廣。服飾業者們需要了解消費者的想法及需求，藉此使用一些訂價手法來吸引消費者的目光。因此本研究以平價服飾品牌來探討消費者對虛擬和實體通路的選擇，以及主觀定價策略說服知識的了解程度。除此之外，平價服飾品牌的原產國以及價格形象，也是消費者選購產品的關鍵因素。
本研究主要研究調查對象為曾經購買過知名平價服飾的消費者，其有效問卷共529份。本研究使用AMOS 20.0統計軟體進行信度和效度分析，並以結構方程模型進行假設檢定。實證結果顯示如下:一、主觀定價策略說服知識對價格的感知、評估確定性和價格水平感知有顯著影響，但對價格可比性和物有所值的感知沒有顯著影響;二、品牌來源國對價格可比性、價格的感知、物有所值的感知和價格水平有顯著影響，對評估確定性沒有顯著影響;三、價格的感知、評估確定性和價格水平對物有所值的感知有顯著影響，價格可比性對物有所值的感知沒有顯著影響;四、價格的感知、物有所值的感知對態度有顯著影響，價格可比性、評估確定性和價格水平對態度沒有顯著影響;五、價格可比性、價格的感知、物有所值的感知和價格水平對購買意圖有顯著影響，評估確定性對購買意圖沒有顯著影響;六、態度對購買意圖有顯著影響;七、品牌來源國相較於原產地有顯著的干擾效果。最後，本研究綜合研究結果提出管理以及理論意涵，並且對後續研究者提出建議與未來研究方針的參考。

關鍵字

說服知識 ； 原產國 ； 五個價格形象 ； 態度 ； 購買意圖

並列摘要

There are many foreign parity apparel brands in Taiwan for their extension points. Their main marketing methods are quick, fashion, parity, and product quantity less but a variety of different design styles. In the era of Internet popularity, virtual channels are rising. Many marketers are targeting consumers who buy products on the Internet. Competition is fierce among apparel manufacturers sell products no longer limited to offline. In addition to the physical channels, the parity apparel brands are selling products and promotions on virtual channels. Apparel manufacturers need to understand the consumers what they want, so as to use some pricing tactics to attract the attention of consumers. Therefore, this study uses the parity apparel brand to explore the consumer's choice of virtual and physical channels, as well as the degree of understanding of subjective pricing tactics persuasion knowledge. Furthermore, the country-of-origin of the apparel brand and price image is also a key factor for consumers to purchase products.
This study focused on the survey of consumers who have purchased well-known parity apparel with a total of 529 valid questionnaires. This study used AMOS 20.0 statistical software for reliability and validity analysis, and the hypotheses test was performed using a structural equation model. The empirical results show the following: First, subjective pricing tactics persuasion knowledge has a significant impact on price perceptibility, evaluation certainty, and price-level perception, but it has no significant impact on price processibility and value-for-money perception; Second, brand country-of-origin has a significant impact on price processibility, price perceptibility, value-for-money perception, and price-level perception, but it has no significant impact on the evaluation certainty; Third, price perceptibility, evaluation certainty, and price-level perception have a significant impact on the value-for-money perception, but price processibility has no significant impact on the value-for-money perception; Fourth, price perceptibility and value-for-money perception has a significant impact on attitude, but price processibility, evaluation certainty and price-level perception have no significant impact on attitude; Fifth, price processibility, price perceptibility, value-for-money perception and price-level perception have significant effects on purchase intention, while evaluation certainty has no significant impact on purchase intention; Sixth, attitudes have a significant impact on purchase intention; Seventh, The brand country-of-origin have significant moderating effects compared with place-of-origin. Finally, this study synthesizes the results and proposes to managerial and theoretical implications, and also the follow-up researchers put forward suggestions and future research guidelines for reference.

並列關鍵字

Persuasion knowledge ； Country-of-origin ； Five Price image ； Attitude ； Purchase intention

參考文獻

中文文獻

1. 經濟部統計處(2019)。我國布疋及服飾品零售業年度營業額【線上資料】，取自: https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx

英文文獻

1. Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(2), 123-156.

2. Andéhn, M., Nordin, F., & Nilsson, M. E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country‐of‐origin effect research. Journal of Consumer Behaviour, 15(3), 225-238.