臺灣人文及社會科學引文索引資料庫系統

:::

詳目顯示

回上一頁
第 1 筆 / 總合 1 筆   第一頁 上一頁 下一頁 最後一頁
/1頁
題名：影響消費者購買意願的外部線索策略之研究
書刊名：行銷評論
作者：林素吟
作者(外文)：Lin, Su Yin
出版日期：2006
卷期：3:1
頁次：頁1-23
主題關鍵詞：價格；品牌知名度；商品保證年限；產品知識；Price；Brand awareness；Product warrant；Product knowledge
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:16
  • 點閱點閱:39
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.
期刊論文
1.Lichtenstein, Donald R.、Burton, Scot、Bradley, S. O'Hara(1989)。Marketplace Attribution and Consumer Evaluation of Discount Claims。Psychology & Marketing，6(3)，163-180。  new window
2.Monroe, Kent B.(1976)。The Influence of Price Differences and Brand Familiarity on Brand Preferences。Journal of Consumer Research，3(1)，42-49。  new window
3.Menezes, M. A. J.、Quelch, J. A.(1990)。Leverage your warranty program。Sloan Management Review，31(4)，69-80。  new window
4.Agrawal, Jagdish、Richardson, Paul S.、Grimm, P. E.(1996)。The relationship between warranty and product reliability。The Journal of Consumer Affairs，30(2)，421-443。  new window
5.Kanwar, R.、Olson, J. C.、Sims, L. S.(1981)。Toward Conceptualizing and Measuring Cognitive Structures。Advances in Consumer Research，7，122-127。  new window
6.Cox, A. D.、Cox, D.(1990)。Competing on Price: The Role of Retail Price Advertisement in Shaping Store-Price Image。Journal of Retailing，66(4)，428-445。  new window
7.Gardner, M. P.(1984)。Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations。Journal of Consumer Research，21，145-153。  new window
8.Staelin, R.(1978)。The Effects of Consumer Education on Consumer Product Safety Behavior。Journal of Consumer Research，11，795-809。  new window
9.Lassar, W. M.、Folkes, V. S.、Grewal, D.、Costley, C.(1998)。Consumer Affective Reactions to Product Problems When the Timing of Warranty Expiration Varies。Journal of Business Research，42(3)，265-270。  new window
10.Dowling, G. R.、Staelin, R.(199406)。A Model of Perceived Risk and Intended Risk-Handing Activity。Journal of Consumer Research，21，119-134。  new window
11.Russo, J. E.、Johnson, E. J.(1980)。What Do Consumer Know About Familiar Products。Advances in Consumer Research，7，413-423。  new window
12.Erevelles, Sunil、Roy, Abhik、Vargo, Stephen L.(1999)。The Use of Price and Warranty Cues in Product Evaluation: A Comparison of U. S. and Hong Kong Consumers。Journal of International Consumer Marketing，11(3)，67-91。  new window
13.Kirmani, A.、Rao, A. R.(200004)。Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality。Journal of Marketing，64(2)，66-79。  new window
14.Marks, L. J.、Olson, J. C.(1981)。Toward a cognitive structure conceptualization of product familiarity。Advances in Consumer Research，8(1)，145-151。  new window
15.Park, C. W.、Lessig, V. P.(1981)。Familiarity and Its Impact on Consumer Decision Biases and Heuristics。Journal of Consumer Research，8(2)，223-231。  new window
16.Hoyer, Wayne D.、Brown, Steven P.(1990)。Effects of brand awareness on choice for a common, repeated-purchase product。Journal of Consumer Research，17(2)，141-148。  new window
17.Brucks, Merrie(1985)。The effects of product class knowledge on information search behavior。Journal of Consumer Research，12(1)，1-16。  new window
18.Biswas, Abhijit、Blair, Edward A.(1991)。Contextual Effects of Reference Prices in Retail Advertisements。Journal of Marketing，55(3)，1-12。  new window
19.Laroche, Michel、Kim, Chankon、Zhou, Lianxi(1996)。Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context。Journal of Business Research，37(2)，115-120。  new window
20.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
21.Park, C. Whan、Mothersbaugh, David L.、Feick, Lawrence(1994)。Consumer Knowledge Assessment。Journal of Consumer Research，21(2)，71-82。  new window
22.陳正男、丁學勤(20010800)。融入技術服務、功能服務於顧客滿意度模式之研究。交大管理學報，21(2)，113-146。new window  延伸查詢new window
23.Gaski, John F.、Nevin, John(1985)。The differential effects of exercised and unexercised power sources in marketing channel。Journal of Marketing Research，22(2)，130-142。  new window
24.Cobb-Walgren, Cathy J.、Ruble, Cythia A.、Donthu, Naveen(1995)。Brand equity, brand preference, and purchase intent。Journal of Advertising，24(3)，25-40。  new window
25.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
26.Chang, Tung-Zong、Wildt, Albert R.(1994)。Price, product information, and purchase intention: an empirical study。Journal of the Academy of Marketing Science，22(1)，16-27。  new window
27.Kamins, M. A.、Marks, L. J.(1999)。The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands。Journal of the Academy of Marketing Science，19(3)，177-185。  new window
28.Bearden, William O.、Shimp, Terence A.(1982)。The use of extrinsic cues to facilitate product adoption。Journal of Marketing Research，19(2)，229-239。  new window
29.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
30.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
學位論文
1.張峻榮(2002)。擔保可信度、保證明確度對產品保證效用與購買意願之影響--考慮產品類別及產品知識之干擾效果(碩士論文)。國立政治大學。  延伸查詢new window
2.王蓉莉(2001)。消費者對組合產品的知覺評估--以產品知識、產品涉入為調節變數(碩士論文)。義守大學。  延伸查詢new window
3.徐怡盈(2000)。品牌知名度、參考價格來源、產品特徵與產品知識對消費者購買意願及產品品牌評估的影響(碩士論文)。國立成功大學。  延伸查詢new window
4.李奇勳(2001)。價格、保證及來源國形象對產品評價與購買意願的影響(博士論文)。國立成功大學，臺南。new window  延伸查詢new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
無相關點閱
 
QR Code
QRCODE

臺灣人文及社會科學引文索引資料庫

目前上線人數：782（臺灣：745，外國：37） ／ 本年度總使用人次：2413552 ／ 訪客人次（自102年09月）：68215566
國家圖書館著作權聲明 Copyright © 2013 All rights reserved.
本館地址: 100201臺北市中山南路20號． 本館地圖及交通資訊．
總機：(02)23619132．最佳瀏覽解析度為1024x768以上