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

Consumer's Evaluation of Price-Matching Guarantees: The Role of Guarantee Clauses

10.6656/MR.2006.25.3.CHI.1

顧萱萱(Hsuan-Hsuan Ku)；郭建志(Chien-Chih Kuo)；彭員芝(Yuan-Zhi Peng)

最低價格保證政策 ； 保證條款 ； 價格保證可信度 ； 價格保證價值 ； 購買意圖 ； Price-Matching Guarantees ； Guarantee Clauses ； PMG Believability ； PMG Value ； Purchase Intentions

管理評論

25卷3期（2006 / 07 / 01）

1 - 15

繁體中文

最低價格保證政策為零售商宣告價格訊息所採用的策略，指稱其承諾所標示之商品價格為特定期間內同業間下限，若非如此，則消費者於購買後可獲得差額或倍數退費權利。由於最低價格保證政策是零售業者相當重要的價格工具，亦為消費者奉為參考依據之市場訊號，對其選擇與購買決策影響甚鉅，瞭解消費者對最低價格保證政策之評價，具有實質行銷意涵。本研究基於零售商所設定之最低價格保證政策條款內容，採消費者取向，探討其如何基於保證條款特徵，評估最低價格保證政策之可信度與價值，並據以影響其購買意圖。研究方法利用受試者間實驗設計，操弄退費深度、限制範疇與交涉複雜度等條款特徵，探討消費者對零售商最低價格保證政策可信度與價值之評估。經結構模型分析結果顯示退費深度愈高，消費者對零售商最低價格保證政策之可信度與價值評價均愈高，而消費者欲主張退費權益時所遭受的限制條件愈多，對該政策之可信度愈抱持懷疑態度，此外，消費者會基於最低價格保證政策可信度評斷其價值，並藉以影響購買意圖。

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 retailers and a valid market signal for consumers. It is important to understand how consumers process and evaluate the PMG. This study manipulates retailer's guarantee clauses, including depth of refund, restriction scope, and negotiation complexity, to explore their influences on consumers' evaluations of PMG believability and value. The findings analyzed by LISREL are as follows: First, depth of refund has a positive effect on the PMG believability and value. Second, restriction scope results in negative effect on PMG believability. Finally, PMG believability has the significant positive influences on PMG value, and in turn on purchase intentions.

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