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題名：品牌知覺、價格促銷與知覺品質對消費者購買意願影響之研究--以服飾零售業為例
書刊名：輔仁民生學誌
作者：廖國鋒 引用關係／尤政平 引用關係／關友雯
作者(外文)：Liaw, Gou-fong／Yu, Cheng-ping／Kuan, Yu-wen
出版日期：2006
卷期：12:1
頁次：頁87-112
主題關鍵詞：價格促銷；品牌知覺；內部參考價格；知覺品質；Price promotion；Internal reference price；Brand awareness；Quality perception
原始連結：連回原系統網址new window
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市場飽和的臺灣零售市場，消費活動轉向差異性的符號價值，而非商品的固有價值，商品開發符號的價值。包德利亞爾（1997）認為當商品的符號價值受重視勝於物之價值時，消費者會追求符號的差異性而非商品的實質價值；這可以視為消費者的重點將從物的實質因素轉向為抽象因素。 過往的研究（如Dodds, Monroe and Grewal, 1991; Olson and Jocaby, Olson, 1977）都證實了知覺品質的重要性以及對於消費者在產生知覺價值或是購買意願時的正向影響。本研究擬進一步探討知覺品質中的各項變數對於消費者決策影響。文獻回顧與整合理論基礎後，提出研究架構並推導假設，研究方法採用2×2（折扣促銷高低×知覺品質高低）的二因子實驗設計法，探討在折扣、品牌影響下對消費者的價值與品質知覺的影響，研究結果發現：1.折扣促銷對於內部參考價格呈現負向相關不成立，品牌知覺對於內部參考價格呈現正相關不成立。2.折扣促銷實質因素與抽象因素對於知覺品質呈現負相關不成立；品牌知覺實質因素與抽象因素對於知覺品質呈現正向相關。3.折扣促銷對於知覺價值呈現正向相關成立；內部參考價格對於知覺價值呈現正向相關成立；知覺品質對於知覺價值呈現正向相關部分成立，知覺品質的實質因素對於知覺價值呈現正向相關不成立，知覺品質的抽象因素對於知覺價值呈現正向相關成立。4.知覺價值對於購買意願呈現正向相關不成立。 本研究最後針對上述研究結果提出管理意涵，以提供學術以及業界之參考。
Due to Taiwan’s retail market share is full and limited, the market is changing to a different situation. According to Baudrillard’s (1997) study finding that when the symbolic value of product is more important than the essence value of product. Consumer will looking for the symbolic difference but not the essence value. Past study (Dodds et al, 199; Olson and Jocaby 1972; Olson, 1977) all confirmed that Quality Awareness is an important reason when consumer is aware product’s value or purchase intension. This study will deeply study the different reason of Quality Awareness and how they interactive with consumers’ decision making. According to literature, we set up the structure and hypothesis. Furthermore, the research employs 2×2 experiment design and discusses the consumer’s behavior when the Price Promotion and Brand Awareness is different. The results are as follows: 1. The relationship between Price Promotion and internal Reference Price is significantly negative. The relationship between Brand Awareness and Internal Reference Price is not significant. 2. The relationship between Price Promotion and Quality Perception is not significant and the relationship between Brand Awareness and Quality Perception is Positive significantly. 3. The relationship between Price Promotion and Perceived Value is positive significantly and the relationship between Internal Reference Price and Perceived Value is positive significantly. 4. The relationship between Perceived Value and Purchase Intension is not significant. Finally, we propose some implications of these findings for management practice, academic and future research are discussed.
期刊論文
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2.Biswas, A.、Sherrel, D. L.(1993)。The Influence of Product Knowledge and Brand Name on Internal Price Standard and Confidence。Psychology and Marketing，10，31-46。  new window
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6.Forker, Laura B.(1991)。Quality: America, Japanese and Soviet Perspective。Academy of Management Executive，5(4)，63-74。  new window
7.Grewal, D.、Compeau, L. D.(1991)。Comparativa Price Advertising: Information or Deceptive?。Journal of Public Policy and Marketing，11，52-62。  new window
8.Gupta, S.、Cooper, L. G.(1992)。The Discounting of and Promotion Thresholds。Journal of Consumer Research，19，401-411。  new window
9.Kamen, J.、Robert, T.(1970)。Psychographics of Price。Journal of Marketing Research，8，252-257。  new window
10.Lichtenstein, D. R.、Bearden, W. O.(1989)。Contextual Influence on Perception of Merchant Supplied Reference Price。Journal of Consumer Research，16，55-66。  new window
11.Murphy, P. E.、Enis, B. M.(1986)。Classification Product Strategically。Journal of Marketing，50，24-42。  new window
12.Olson, J. C.、Jacoby, J.(1978)。Belief Formation in The Cue Utilization Process。Advertising in Consumer Research，5，706-713。  new window
13.Pecotich, A.、Pressley, M.、Roth, D.(1996)。The Impact of Country of Origin in the Retail Service Context。Journal of Retailing and Consumer Services，3，213-224。  new window
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15.Rajendran, K. N.、Tellis, Gerard J.(1994)。Contextual and Temporal Components of Reference Price。Journal of Marketing，58(1)，22-34。  new window
16.Teas, S. K.、Agarwal, S.(2000)。The Effect of Extrinsic Product Cues on Consumers' Perception of Quality, Sacrifice, and Value。Journal of the Academy of Marketing Science，28，278-290。  new window
17.Urbany, J. E.、Bearden, W. O.、Weilhaker, D. C.(1988)。The Effects of Plausible and Exaggerated Reference Price on Consumer Perception and Price Search。Journal of Consumer Research，15，95-110。  new window
18.Wall, M.、John, L.、Heslop, L. A.(1991)。Impact of Country-of-origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis。Journal of the Academy of Marketing Science，19，105-113。  new window
19.Winer, R. S.(1986)。A Reference Price Model of Brand Choice for Frequently Purchased Products。Journal of Consumer Research，13，250-256。  new window
20.Zeithaml. V. A.、Graham, K. L.(1993)。The Accuracy of Reported Reference Prices for Professional Services。Advances in Consumer Research，10，607-611。  new window
21.Steenkamp, Jan-Benedict E. M.(1990)。Conceptual Model of the Quality Perception Process。Journal of Business Research，21(4)，309-333。  new window
22.Bhuian, S. N.(1997)。Marketing cues and perceived quality: Perception of Saudi consumers toward products of the U. S., Japan, Germany, Italy, U. K. and France。Journal of Quality Management，2(2)，217-235。  new window
23.Samiee, Saeed(1994)。Customer evaluation of products in a global market。Journal of International Business Studies，25(3)，579-604。  new window
24.Chang, T. Z.、Albert, R. W.(1994)。Price, Product Information, and Purchase Intertion: An Empirical Study。Journal of the Academy of Marketing Science，22，16-27。  new window
25.Dawar, N.、Philip, P.(1994)。Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality。Journal of Marketing，58，81-95。  new window
26.Dodds, W. B.、Monroe, K.(1985)。The Effects of Brand and Price Information on Subjective Product Evaluations。Advances in Consumer Research，12，85-90。  new window
27.Dodson, J. A.、Alice, M. T.、Sternthal, B.(1978)。Impact of Deals and Deal Retraction on Brand Switching。Journal of Marketing Research，15，72-81。  new window
28.Grewal, D.、Marmorstein, H.、Sharma, A.(1998)。The Effect of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions。Journal of Marketing，62，148-155。  new window
29.張重昭、高麗文(19950300)。參考價格對消費者行為之影響。中山管理評論，3(1)，80-107。new window  延伸查詢new window
30.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science，4(3)，199-214。  new window
31.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
32.Dickson, Peter R.、Sawyer, Alan G.(1990)。The Price Knowledge and Search of Supermarket Shoppers。Journal of Marketing，54(3)，42-53。  new window
33.Grewal, Dhruv、Krishnan, Ramayya、Baker, Julie、Borin, Norm(1998)。The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions。Journal of Retailing，74(3)，331-352。  new window
34.張重昭、周宇貞(19990900)。知覺品質與參考價格對消費者知覺價值與購買意願之影響。企業管理學報，45，1-35。new window  延伸查詢new window
35.Richardson, P. S.、Dick, A. S.、Jain, A. K.(1994)。Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality。Journal of Marketing Research，58(4)，28-36。  new window
36.Garvin, David A.(1983)。Quality on the Line。Harvard Business Review，61(5)，64-75。  new window
37.Bearden, William O.、Lichtenstein, Donald R.、Teel, Jesse E.(1984)。Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements。Journal of Retailing，60(2)，11-34。  new window
38.Raghubir, Priya、Corfman, Kim(1999)。When Do Price Promotions Affect Pretrial Brand Evaluations?。Journal of Marketing Research，36(2)，211-222。  new window
39.Lee, Moonkyu、Lou, Yung-Chien(1996)。Consumer Reliance On Intrinsic And Extrinsic Cues In Product Evaluations: A Conjoint Approach。Journal of Applied Business Research，12(1)，21-29。  new window
40.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
41.Hoyer, Wayne D.、Brown, Steven P.(1990)。Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product。Journal of Consumer Research，17(2)，141-148。  new window
42.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
43.Rao, Akshay R.、Monroe, Kent B.(1988)。The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations。Journal of Consumer Research，15(2)，253-264。  new window
會議論文
1.Lutz, R.(1986)。Quality is as Quality Does: An Attitude Perspective on Consumer Quality Judgement。The Marketing Science Institute Trustees' Meeting。Cambridge, MA。  new window
研究報告
1.Holbrook, M. B.、Corfman, K. P.(1983)。Quality and Other Types of Value in the Consumption Experience: Paedrus Again。N.Y.：Columbia University。  new window
學位論文
1.王雲民(2000)。參考價格區間與知覺品質對知覺價値與購買意願之影響(碩士論文)。東吳大學。  延伸查詢new window
2.吳麗華(2000)。符號化品牌對品牌延伸效果之研究(碩士論文)。淡江大學。  延伸查詢new window
3.李曉菁(2000)。折扣比例、品牌形象和產品麵對知覺品質和知覺風險的影響--以手機和旅遊服務業為例(碩士論文)。國立成功大學。  延伸查詢new window
4.蔡鴻文(2001)。價格促銷頻率、幅度與外部參考價格對消費者行為的影響(碩士論文)。國立臺灣大學。  延伸查詢new window
5.李秉倫(2001)。折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究(碩士論文)。銘傳大學。  延伸查詢new window
6.吳文村(2001)。產品製造來源國之國家形象、價格折扣與品牌知名度對於消費者產品評價之影響(碩士論文)。國立成功大學，臺南。  延伸查詢new window
7.周宇貞(1999)。知覺品質與參考價格對消費者知覺價值與購買意願之影響(碩士論文)。東吳大學。  延伸查詢new window
圖書
1.Barthes, Roland(1998)。符號學與服飾符碼流行的神話學。  延伸查詢new window
2.Kaiser, Susan B.、李宏偉(1997)。服裝社會心理學。商鼎文化出版社。  延伸查詢new window
3.Monroe, Kent B.(1990)。Pricing : Marketing Profitable Decisions。McGraw-Hill Publishing Company。  new window
4.Aaker, David A.(1995)。Building Strong Brand。New York：The Free Press。  new window
5.星野克美、黃恆正(1988)。符號社會的消費。臺北：遠流。  延伸查詢new window
6.Kolter, P.(1996)。Marketing Management: Analysis, Planning, Implement, and Control。Prentic Hall。  new window
7.Helson, H.(1964)。Adaptation-level theory。New York：Harper and Row。  new window
8.Blattberg, Robert C.、Neslin, Scott A.(1990)。Sales Promotion: Concepts, Methods, and Strategies。Prentice Hall。  new window
9.Baudrillard, M. Jean、林志明(1997)。物體系。時報。  延伸查詢new window
10.Nunnally, Jum C.、Bernstein, Ira H.、Berge, Jos M. F. ten(1967)。Psychometric Theory。New York：McGraw Hill Book Company。  new window
圖書論文
1.Olson, J. C.(1977)。Price as an information cue: Effect in Product evaluation。Consumer and Industrial Buying Behavior。New York, NY：North Holland。  new window
2.Olson, J. C.、Jacoby, J.(1977)。Consumer Response to Price: An Attitudinal, Information Processing Perspective。Moving Ahead With Attitude Research。Chicago：America Marketing Association。  new window
3.Olsonj, J. C.、Reynolds, T. J.(1985)。Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy。Advertising and Consumer Psychology。Lexingtion, MA：Lexington Books。  new window
4.Zeithaml, V. A.、Kirmani, A.(1993)。Advertising, Perceived Quality and Brand Image。Brand Equity & Advertising: Advertising’s Role in Building Brands。Lawrence Erbaum Associates, Inc.。  new window
5.Holbrook, Morris B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Again。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Book。  new window
6.Olshavsky, Richard W.(1985)。Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Books。  new window
7.Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。  new window
 
 
 
 
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