最低價保證策略保證條款特徵對最低價保證評價與購買意圖影響之研究：以零售商品牌知名度為干擾變項

Effect of Low Price Guarantees Clauses on Consumer Purchase Intention: The Moderating Role of Brand Awareness

10.29931/MR.201003.0003

王俊人(Jun-Ren Wang)；李奇叡(Chi-Rui Li)

最低價保證策略 ； 保證條款特徵 ； 品牌知名度 ； 購買意圖 ； low-price guarantees ； guarantee clauses ； brand awareness ； purchase intention

行銷評論

7卷1期（2010 / 03 / 01）

51 - 74

繁體中文

本研究目的在於探討零售商執行最低價保證策略時，其條款特徵在不同的零售商品牌知名度情況下，對消費者最低價保證評價之影響，同時也探討消費者最低價保證評價對消費者購買意圖的影響。本研究透過因子設計(factorial design)，將三個實驗變數分爲：零售商品牌知名度（高品牌知名度與低品牌知名度）、保證條款特徵的退費幅度（高退費幅度、低退費幅度）與知覺退費限制範疇（高知覺退費限制範疇，低知覺退費限制範疇），總共爲8組實驗組，選取3C量販店作爲實證的零售商類型，因爲國內目前3C量販店的主要消費群集中於17~25歲，因此取大學生做爲研究對象。 研究結果發現最低價保證之條款特徵對消費者最低價保證評價之影響不顯著，不過零售商品牌知名度對保證條款特徵與最低價保證評價之間的具有干擾效果，其中低品牌知名度零售可藉由提高退費幅度來提升消費者的知覺價値，不過若是高知名度的零售商若提高退費幅度時反而會提升消費者對其最低價保證策略的知覺風險。

Low-price guarantees (LPG) is defined as a retailer's policy & 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. It is important to underst & how consumers process & evaluate the LPG. In the result of the research we can find that the influence of retailer's guarantee clauses to consumers' evaluations of LPG is not significant, but the retailer's brand awareness has the moderating effect between them. Low brand awareness retailer can elevate the consumers' LPG perceived value by elevate the refunding depth, but the high brand awareness retailer will can elevate the consumers' LPG perceived risk by elevate the refunding depth.

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