價格、保證及來源國形象對產品評價與購買意願的影響

The Effect of Price, Warranty and Country-of-Origin Image on Product Evaluation and Purchasing Intention

蔡東峻(Dung-Chun Tsai) ； 吳萬益(Wann-Yih Wu) ； 李奇勳(Chi-Hsun Lee)

《管理學報》 21卷1期 (2004/02) Pp. 21-46

https://doi.org/10.6504/JOM.2004.21.01.02

摘要

本研究利用線性結構關係模式，來整合探討價格、保證來源國形象三產品外部線所如何透過知覺品質和知覺風險的中介來與知覺價值聯結。進而影響購買意願。研究的結果發現：(1)價格和保證均具有傳達品質訊號的功能；(2)價格和保證都是風險評估的工具，價格會直接影響財務風險，保證會直街影響功能風險；(3)知覺品質和知覺風險聯動進而影響知覺價值；(4)功能風險會直接影響購買意願，但財務風險則否；(5)價格之品質訊號和風險評估的角色均不受來源國形象的影響；(6)低來源國形象的產品提供保證以增強知覺品質的效果優於高來源國形象的產品。文中並根據研究發現，提出相關的管理意涵供業者擬定行銷策略的參考。

關鍵字

外部線索 ； 價格 ； 保證 ； 來源國形象 ； 產品評價

並列摘要

Under the situation of asymmetric informatiom, consumers frequently utilize extrinsic cues of products to evaluate product quality and inform purchasing intention. Numerous studies have examined the effect of extrinsic cueson consumer behavior. For example, Rao and Monore(1989), Dodds, Monore and Grewal(1989), Dadds, Monore and Grewal(1991), and Teas and Agarwal(2000)investigated the effects of price, product brand, store brand, and country-of-origin on perceived quality and perceived value. However, Wood and Scheer (1996) mentioned that consumers may cinsider perceived risk as well as perceived benefits and cost when they evaluate a product, and, Teas and Agarwal (2000) proposed that perceived risk is anther important factor to be considered. Some research has been conducted to ecamine the influence of extrinsic cues on perceived risk such as: Bearden and Shimp (1982), Shimp and Bearden (1982), Perry and Perry (1976), Witt and Rao (1992), and Cordell (1993). Howver, these studies did not consider the effect of extrinsic cues on perceived quality.
Previous examination of extrinsic cues' impact on quality evaluation and risk assessment have not adopted a holistic perspective. In addition, interactive relationships among perceived quality, perceived risk and perceived value have been overlooked to date. The main purpose of this study is to fill these two gaps. This study explores the following three extrinsic cues: price (the most important product signal), warranty (a matter being able to help consumers handleperceived risk as well as convey quality signal), and country-of-origin image (another important product cue under the circumstance of global marketing). We first examined how price and warranty affect, perceived value and purchasing intention were mediated by perceived quality, perceived sacrifice, and perceived risk through application of the Linear Structural Relation Model. In addition, this study investigated the moderating effect of country-of-origin image on the previous-mentioned relationship.
A 2 (high/low price level)*2(high/low warranty) *2(high/low coumtry-of-origin image)between subject design was emploved with 303 respondens. A pretest is utilized to determine the manipulation levels of three manipulated variables. Major results included: (1)both price and warranty are able to convey quality signal; (2)price influences financial risk directly while warranty directly affects performance risk; (3)perceived quality influences perceived risk and therefore, influences perceived value; (4)performance risk influences purchasing intention directly while financial risk doesn't; (5)the effect of price on the quality sighal and risk assessment is not is not moderated by country-of-origin image; (6)the effect of warranty ti enhancing oerceived quality provided by low country-of-origin image product is greater than high country-of-origin image product; Based on these findings, we propose that: (1) a firm can set a high price and/or offer a high warranty to convey a high-quality signal only when its product quality is corresondingly hogh; (2) the appeal of a warranty should be emphasized to reduce performance risk not finacial risk; (3) a global firm should examine the country-of-origin image of its product formed by the local consumers before developing its pcicing and warranty program.

並列關鍵字

extrinsic cue ； price ； warranty ； country-fo-roigin image ； product evaluation

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