零售業買貴退差價保證與其他選擇方案的吸引力對消費者購買意願之影響

Refund Depth in Price Matching Guarantees and Alternative Attractiveness: Effects on Store Patronage

10.29698/FJMR.200801.0001

鄭士蘋(Shih-Ping Jeng)；鄭迪(Ti Cheng)

買貴退差價保證 ； 退款幅度 ； 其他選擇方案的吸引力 ； 購買意願 ； price-matching guarantees ； refund depth ； alternative attractiveness ； store patronage

輔仁管理評論

15卷1期（2008 / 01 / 01）

1 - 17

繁體中文

近年來許多零售商對消費者提出買貴退差價保證，本研究探討零售商宣稱的退款幅度與市場其他選擇方案的吸引力程度如何影響消費者知覺與購買意願。研究結果發現，較大的退款幅度會提高買貴退差價保證的知覺價值和可信度，而其他選擇方案的吸引力較大時，會降低買貴退差價保證的知覺價值和可信度，進而降低消費者的購買意願。與退款幅度相較，其他選擇方案吸引力對消費者購買意願的影響更大。

The study investigates the effect of refund depth of price-matching guarantees and attractiveness of alternatives on consumer perceptions and intentions to patronize the retailer. The results show that large refund depth increases consumer patronage intentions by enhancing perceived value and believability of the price-matching guarantees. Attractiveness of alternatives affects the patronage intentions by negatively influencing perceived value and believability of the price-matching policy. Alternative attractiveness has more influences on consumer patronage intentions than the refund depth does.

1. 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(3)，1-15。
   連結：
2. Anderson, J. C.,Gerbing J. C.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach.Psychological Bulletin,103(3),411-423.
3. Boulding, W.,Kirmani A.(1993).A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signal of Quality?.Journal of Consumer Research,20(1),111-123.
4. Dhar, R.,Nowlis S. M.(1999).The Effect of Time Pressure on Consumer Choice Deferral.Journal of Consumer Research,25,369-384.
5. Estelami, H.,Grewal, D.,Roggeveen, A.L.(2007).The Negative Effect of Policy Restrictions on Consumers` Post-purchase Reactions to Price-matching Guarantees.Journal of the Academy of Marketing Science,35(2),208-219.
6. Fornell, C.,Larcker D. F.(1981).Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,18(1),39-50.
7. Grewal, D.,Monroe K. B.,Krishnan R.(1998).The Effects of Price-Comparison Advertising on Buyers` Perceptions of Acquisition Value, and Behavioral Intentions.Journal of Marketing,62,46-59.
8. Hauser, J. R.,Wernerfelt, B.(1990).An Evaluation Cost Model of Consideration Sets.Journal of Consumer Research,16(4),393-408.
9. Hess, J. D.,Gerstner E.(1991).Price-Matching Policies: An Empirical Case.Managerial and Decision Economics,12,305-315.
10. Hviid, M.,Shaffer G.(1999).Hassle Costs: The Achilles` Heel of Price-Matching Guarantees.Journal of Economics and Management Strategy,8(4),489-521.
11. Jain, S.,Srivastava J.(2000).An Experimental and Theoretical Analysis of Price-Matching Refund Policies.Journal of Marketing Research,351-362.
12. Jones, M. A.,Mothersbaugh D. L.,Beatty S. E.(2000).Switching Barriers and Repurchase Intentions in Services.Journal of Retailing,76(2),259-274.
13. Kukar-Kinney, M.(2005).An Investigation into the Timing of Consumer Requests for Price-Matching Refunds.Journal of Product and Brand Management,14(3),197-205.
14. Kukar-Kinney, M.,Grewal D.(2006).Consumer Willingness to Claim a Price-Matching Refund: A Look into the Process.Journal of Business Research,59,11-18.
15. Kukar-Kinney, M.,Walters R.G.(2003).Consumer Perceptions of Refund Depth and Competitive Scope in Price-Matching Guarantees: Effects on Store Patronage.Journal of Retailing,79,153-160.
16. Kukar-Kinney, M.,Walters R.G.,MacKenie, S.B.(2007).Consumer Responses to Characteristics of Price-matching Guarantees: The Moderating Role of Price Consciousness.Journal of Retailing,83(2),211-221.
17. Liefeld, J.,Heslop L. A.(1985).Reference Prices and Deception in Newspaper Advertising.Journal of Consumer Research,11,868-876.
18. Mobley, M. F.,Bearden W. O.,Teel J. E.(1988).An Investigation of Individual Responses to Tensile Price Claims.Journal of Consumer Research,15(2),273-279.
19. Nunnally, J. C.(1978).Psychometric theory.New York:McGraw-Hill.
20. Png, I. P. L.,D. Hirshleifer(1987).Price Discrimination through Offers to Match Price.Journal of Business,60(3),365-383.
21. Ratchford, B. T.(1982).Cost-Benefit Models for Explaining Consumer Choice and Information Seeking Behavior.Management Science,28(2),197-212.
22. Shaffer, G.,Zhang J.(2000).Pay to Switch or Pay to Stay: Preference-Based Price Discrimination with Switching Costs.Journal of Economics and Management Strategy,9,397-424.
23. Sharma, N.,Patterson P. G.(2000).Switching costs, Alternative attractiveness and Experience as Moderators of Relationship Commitment in Professional, Consumer Services.International Journal of Service Industry Management,11(5),470-490.
24. Sherif, C. W.(1963).Social Categorization as a Function of Latitude of Acceptance and Series Range.Journal of Abnormal Social Psychology,67,148-156.
25. Sirohi N.,Mclaughlin E. W.,Wittink D. R.(1998).A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer.Journal of Retailing,74(2),223-245.
26. Srivastava, J.,Lurie N.(2004).Price-Matching Guarantees as Signals of Low Store Prices: Survey and Experimental Evidence.Journal of Retailing,80,117-128.
27. Srivastava, J.,Lurie N.(2001).A Consumer Perspective on Price-matching Refund Policies: Effect on Price Perceptions and Search Behavior.Journal of Consumer Research,28(2),296-307.
28. Urbany, J. E.,Bearden W. O.,Weibaker D. C.(1988).The Effect of Plausible and Exaggerated Reference Prices on Consumer Perceptions and Price Search.Journal of Consumer Research,15,95-110.
29. Zaichkowsky, J. L.(1985).Measuring the Involvement Construct.Journal of Consumer Research,12(3),341-352.
30. Zeithaml, V. A.(1988).Consumers` Perception of Price, Quality, and Value: A Means-end Model and Synthesis of Evidences.Journal of Marketing,52,2-22.
31. Zhang, J.(1995).Price-Matching Policy and the Principle of Minimum Differentiation.Journal of Industrial Economics,43,287-299.