影響消費者要求退費意願相關因素之研究

廖國鋒; 蔡宜均

doi:10.29698/FJMR.201001.0002

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P33 - 54

Social Sciences > Management

DOI： 10.29698/FJMR

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影響消費者要求退費意願相關因素之研究

The Factor of Impact on Consumer's Willingness to Request Refund

廖國鋒(Guo-Fong Liaw) ；蔡宜均(Yi-Chung Tsai)

輔仁管理評論； 17卷1期 (2010 / 01 / 01) ， P33 - 54

繁體中文 DOI： 10.29698/FJMR.201001.0002

最低價格保證政策；商店聲譽；價值意識；價格意識；退費政策； price-matching guarantees ； store reputation ； value consciousness ； price consciousness ； refund policy

Abstract │ Reference (53) │ Times Cited (1) │ Altmetrics

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Price-matching guarantees (PMG) is defined as a retailer's policy and practice of promptly matching a lower price offered by a nearby retailer on an identical or similar item or refunding the price difference for a short period after the sale has been made. A PMG may operate as an effective promotional tool for retailer and a valid market signal for consumer. It is important to understand that consumer willingness to claim a price-matching refund's process. The purpose of this paper is to discuss what are the factors influencing consumer willingness to claim the refund, by manipulation the retail channel (internet or bricks-and-mortar), store reputation, depth of refund. This variable affect the perceive difficulty of claiming the price-matching refund, the perceived service quality, the perceived likelihood of receiving the refund if request, and through them consumer willingness to claim the refund. And it is important to discuss whether value consciousness and price consciousness moderate the perceive difficulty of claiming the price-matching refund. At last, I hope that I could get some kinds of relationship to these variables and offer some managerial implications to retails.

Reference ( 53 ) 〈TOP〉

顧萱萱、郭建志、彭員芝(2006)。「消費者對零售商最低價格保證政策效果之評估：保證條款特徵考量」。管理評論，25(13)，1-15。
連結：
(1974).Spence M. Market-signaling..Cambridge(MA):Harvard University.
Alford, Bruce L.,Abhijit Biswas(2002)."The Effects of Discount Level Price Consciousness and Sale Proneness on Consumers' Price Perception and Behavioral Intention".Journal of Business Research,55,775-783.
Baen, J. S(2000)."The Effects of Technology on Retail Sales, Commercial Property Values and Percentage Rents".Journal of Real Estate Portfolio
Biswas, Abhijit,Chris Pullig,Mehmet I. Yagci,Dwane H. Dean.C(2002)."Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image".Journal of Consumer Psychology, December,2,107-118.

Times Cited ( 1 ) 〈TOP〉

李佳勳(2016)。打卡訊息中品牌關係、購買成本以及社會線索對消費者購買決策之影響。義守大學管理碩博士班學位論文。2016。1-126。

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