消費者對價格保證策略的反應：知覺可信度的效果

Consumer Response of Price-matching Refund Policies: Effects of Perceived Credibility

10.6226/NTURM2008.18.2.197

林家五(Chia-Wu Lin)；宋進福(Jin-Fu Song)

價格保證策略 ； 可信度知覺 ； 搜尋與購買意願 ； price-matching refund policies ； perceived credibility ； information search and shopping intention

臺大管理論叢

18卷2期（2008 / 06 / 01）

197 - 228

繁體中文

本研究以兩個模擬實驗探討價格保證策略對可信度知覺的影響，及參考價格與商店形象，在高度可信價格保證策略對搜尋意圖與購買意願的影響中，所產生的交互作用。實驗一測試價格保證策略的強度（補償價差）與效率（退款期限）對可信度知覺的影響，結果發現強度與效率較差的條件組合（一倍價差補償，七天內退還）有最高的可信度知覺。實驗二測試參考價格與商店形象是否在高可信的價格保證策略的效果中，出現互動效果。結果如預期；形象優良廠商所提出，有參考價格之高可信度價格保證策略，有效地降低消費者的搜尋意圖並提高購買意願，而可信度知覺僅扮演部分中介，非完全中介的角色。

This study investigated the effect of price-matching refund policies on consumer's perceived credibility, and also explored the interaction effects between two situational variables (reference price and store image). In experiment 1, we test the effect of intensity and the efficiency of price-matching refund policies, results showed that consumers gave the highest credibility evaluations to the less intense and efficiency mix, 100% price difference refund and return in 7 days. In experiment 2, the interacting effects of reference price and store image under high credit price-matching refund policies were verified. Results showed that, with good store image and reference price provided, high credit price-matching refund policy could effectively reduce the search intention, while also increase the shopping intention. But the inverted U-shaped curvilinear relationship between conditions and perceived credibility was not observed, and the partial mediation, not fully mediation role of perceived credibility was founded.

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