政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/67698
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 51056184      在线人数 : 846
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 理學院 > 心理學系 > 期刊論文 >  Item 140.119/67698


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/67698


    题名: 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
    其它题名: Consumer`s Evaluation of Price-Matching Guarantees: The Role of Guarantee Clauses
    作者: 顧萱萱;郭建志;彭員芝
    Ku, Hsuan-Hsuan;Kuo, Chien-Chih
    贡献者: 心理系
    关键词: 最低價格保證政策;保證條款;價格保證價值;價格保證可信度;購買意圖
    Price-matching guarantees;Guarantee clauses;PMG believability;PMG value;Purchase intentions
    日期: 2006.07
    上传时间: 2014-07-22 16:46:29 (UTC+8)
    摘要: 最低價格保證政策為零售商宣告價格訊息所採用的策略，指稱其承諾所標示之商品價格為特定期間內同業間下限，若非如此，則消費者於購買後可獲得差額或倍數退費權利。由於最低價格保證政策是零售業者相當重要的價格工具，亦為消費者奉為參考依據之市場訊號，對其選擇與購買決策影響甚鉅，瞭解消費者對最低價格保證政策之評價，具有實質行銷意涵。本研究基於零售商所設定之最低價格保證政策條款內容，採消費者取向，探討其如何基於保證條款特徵，評估最低價格保證政策之可信度與價值，並據以影響其購買意圖。研究方法利用受試者間實驗設計，操弄退費深度、限制範疇與交涉複雜度等條款特徵，探討消費者對零售商最低價格保證政策可信度與價值之評估。經結構模型分析結果顯示退費深度愈高，消費者對零售商最低價格保證政策之可信度與價值評價均愈高，而消費者欲主張退費權益時所遭受的限制條件愈多，對該政策之可信度愈抱持懷疑態度，此外，消費者會基於最低價格保證政策可信度評斷其價值，並藉以影響購買意圖。
    Price-matching guarantees (PMG) is defined as a retailer`s policy and 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. A PMG may operate as an effective promotional tool for retailers and a valid market signal for consumers. It is important to understand how consumers process and evaluate the PMG. This study manipulates retailer`s guarantee clauses, including depth of refund, restriction scope, and negotiation complexity, to explore their influences on consumers` evaluations of PMG believability and value. The findings analyzed by LISREL are as follows: First, depth of refund has a positive effect on the PMG believability and value. Second, restriction scope results in negative effect on PMG believability. Finally, PMG believability has the significant positive influences on PMG value, and in turn on purchase intentions.
    關聯: 管理評論,25(3),1-15
    数据类型: article
    显示于类别:[心理學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    1-15.pdf331KbAdobe PDF2666检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈