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    題名: 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
    The influences of bond credibility and warranty specificity on warranty utility and purchase intention─considering the moderating effect of product type and consumer`s product knowledge
    作者: 張峻榮
    貢獻者: 張愛華
    張峻榮
    關鍵詞: 擔保可信度
    保證明確度
    產品保證
    產品保證效用
    產品知識
    產品類別
    日期: 2002
    上傳時間: 2016-05-10 15:48:37 (UTC+8)
    摘要: 　　為了因應加入WTO後國際知名高價產品的競爭以及東南亞低價產品傾銷的兩面衝擊之下，部分台灣廠商企圖以提供更好的服務來吸引消費者購買而儘量避免價格戰，而產品保證即是其中一項服務差異化的作法。然而產品保證是否影響購買決策，國外文獻對此已有許多研究報告，國內則少有研究，因此本研究擬探討保證明確程度、企業擔保可信度對企業所提供產品保證效用的影響，進而探討產品保證效用如何影響消費者知覺品質和知覺風險，並以產品知識及產品類別作為干擾變數研究其對上述影響的干擾效果。本研究的受測樣本為政大的學生（包括大學部和研究生），採用實驗室實驗法，有效問卷為240份，操弄的變數為擔保可信度（高／低）、保證明確度（高／低）及產品類別（筆記型電腦服務保證／旅行社服務保證），為一2×2×2的實驗因子，共有8個實驗組。研究結果如下：
    　　一、消費者對於擔保可信度較高廠商所提供的產品保證，感受的保證效用較高。
    　　二、消費者對於廠商所提供產品的保證明確度較高者，感受的保證效用較高。
    　　三、相對於擔保可信度低之保證，擔保可信度高之保證其保證明確度對保證效用之正向影響並不顯著。
    　　四、產品保證的效用對消費者的知覺品質有正向的影響，對知覺風險有負向的影響。進一步研究發現：
    　　　　1.擔保可信度透過產品保證效用的中介進而影響知覺風險；但是不透過產品保證效用而直接正向影響知覺品質。
    　　　　2.保證明確度透過產品保證效用的中介進而影響知覺品質、知覺風險。
    　　　　3.產品保證效用透過知覺品質的中介進而影響購買意願；但是不透過知覺風險而直接正向影響購買意願。
    　　五、擔保可信度、保證明確度對產品保證效用的影響並不受產品類別的干擾。
    　　六、擔保可信度、保證明確度對產品保證效用的影響部分受產品知識的干擾。進一步研究發現：
    　　　　1.產品知識高的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，則感受的產品保證效用愈高。
    　　　　2.產品知識低的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，並不能使消費者相信此廠商所提供的產品保證。
    　　依研究結果提出下列產品保證政策的建議，作為業者在擬訂保證政策計畫時的參考。
    　　一、廠商所提供產品保證內容、項目及範圍，讓消費者更明確易懂，則消費者感受的產品保證效用會愈高。
    　　二、擔保可信度較高的廠商，其所提供的產品保證效用優於擔保可信度較低的廠商，因此面對新進入者競爭時，可以使用在未來才可能產生直接成本的保證，作為行銷攻擊武器之一。
    　　三、對於知名度不高的新進廠商，不僅要提供更明確的產品保證，同時也要設法增加消費者的產品知識。
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    描述: 碩士
    國立政治大學
    企業管理學系
    88355045
    資料來源: http://thesis.lib.nccu.edu.tw/record/#A2010000484
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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