影響消費者購買意願的外部線索策略之研究

The Study of Extrinsic Cues Strategy on Consumers' Purchasing Intention

10.29931/MR.200603.0001

林素吟(Su-Yin Lin)

價格 ； 品牌知名度 ； 商品保證年限 ； 產品知識 ； Price ； Brand Awareness ； Product Warrant ； Product Knowledge

行銷評論

3卷1期（2006 / 03 / 01）

565 - 586

繁體中文

本研究主要的動機是：不同產品知識的消費者，會使用不同的資訊來評估產品品質，因此，不同「產品知識」的消費者可能會干擾「價格」、「品牌知名度」、「商品保證年限」對「購買意願」的影響關係。本研究主要在探討價格、品牌知名度、商品保證年限對購買意願的主效果和產品知識的干擾效果。 本研究將價格、品牌知名度與商品保證年限均分為兩個層級，採用的是2（價格）×2（品牌知名度）×2（商品保證年限）的實驗設計，資料分析以ANOVA來檢測本研究主效果和交互效果的假設。 研究結果顯示：價格、品牌知名度、商品保證年限分別對購買意願都有直接效果，另一方面，產品知識並不會干擾價格對購買意願的效果，但產品知識與品牌知名度之間有交互作用，高產品知識和品牌知名度的交互作用高過於低產品知識和品牌知名度的交作用。關於產品知識對商品保證年限的干擾，低產品知識的受測者比高產品知識的受測者展現出較強的購買意願。

The main motivation of the study is that different consumers who have different product knowledge will use different information to evaluate product quality. Therefore, product knowledge maybe will moderate price、brand awareness and product warrant effects on purchasing intention. The purpose of this study is to explore the main effects of price、brand awareness and product warrant on purchasing intention and the moderating effects of product knowledge. A laboratory experiment employing a 2(price)*2(brand awareness)*2(product warrant) design was constructed. Using ANOVA to test hypotheses of the main effects and interaction effects The results indicate that the main effects all are supported. The interaction effect of product knowledge with price on purchasing intention is not supported. The product knowledge with brand awareness and product warrant on purchasing intention all have interaction effects. But, the high product knowledge consumers have higher moderating effects of product knowledge on brand awareness than low product knowledge consumers. For the moderating effect of product knowledge on product warrant, the consumers who have low product knowledge display higher purchasing intention than the consumers who have high product knowledge.

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