查詢結果分析
相關文獻
- The Study of the Impact of Price Information and Country-of-origin on Consumers' Quality Perceptions: Placebo-like Effect Validation
- 價格資訊溝通效果之研究
- 資本市場價格訊息與個人投資行為模式建構之研究
- 開放外資對國內證券市場之影響
- 地主國特性與自創國際品牌績效之關係研究--以臺灣廠商為例
- 長短期投資者並存時對價格資訊性與訊息價值之影響
- 臺灣廠商自創國際品牌策略與行銷績效之關係研究
- 產品知識及來源國形象對顧客滿意度之影響--Elaboration Likelihood Model之理論應用
- 產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究
- 文化特質對網路商場行銷策略與顧客忠誠度調解效應之研究
頁籤選單縮合
| 題 名 | The Study of the Impact of Price Information and Country-of-origin on Consumers' Quality Perceptions: Placebo-like Effect Validation=價格資訊與產品來源國對消費者品質知覺影響之研究--安慰劑效果之檢測 |
|---|---|
| 作 者 | 關復勇; 鄭婕理; | 書刊名 | 顧客滿意學刊 |
| 卷 期 | 10:2 2014.09[民103.09] |
| 頁 次 | 頁231-261 |
| 分類號 | 496.34 |
| 關鍵詞 | 安慰劑效果; 價格資訊; 來源國; 產品品質知覺; Placebo like effect; Price information; Country-of-origin; Product quality perception; |
| 語 文 | 英文(English) |
| 中文摘要 | 有謂透過行銷手法操弄,則消費者也許買得較為安心滿意,經證實此種安慰劑效果果然存在,但至今僅限於價格上的探討,本研究以價格資訊加入產品來源國,探討兩者如何影響消費者的產品品質知覺並產生安慰劑效果。本研究採以「2(價格資訊:原價、特價)×2(來源國形象:好、壞)」二因子受試者內實驗情境設計,以避免其他外部干擾因素影響實驗結果,受試樣本共計為120位,並以玫瑰精油為實驗標的物,驗證價格資訊、產品來源國對消費者之產品品質知覺及安慰劑效果的反應。結果顯示,在體驗產品後,價格與來源國對於品質知覺的影響皆為顯著,但不存在顯著交互效果。此外,兩者皆產生部分安慰劑效果,尤其是在來源國的部分,較價格來得更明顯。最後本研究將安慰劑效果、產品定位及定價進行管理意涵之討論,管理者應將安慰劑效果考慮進未來行銷策略中,有來源國優勢之國家可著重於來源國的推廣,可依高價格高品質的形象給消費者,最後提出未來研究方向的建議。 |
| 英文摘要 | By the marketing skill support, consumers get better purchase experiences that placebo-like effect does exist in marketing activities. However, there is so far only find placebo effect in price. In this study, we paired two extrinsic cues (price information/country-of-origin) to investigate the impact of price information and country-of-origin on consumers' product quality perceptions and validate placebo-like effect. In this study, experimental scenario design was used. It is a more rigorous and scientific method. It was examined by two-factor "2 (Price Information, original/discount) x 2 (Country Image, favorable/unfavorable)" within-subjects design to avoid external threats. 120 out of 126 samples were collected. Rose essential oils were taken as the experimental stimulus to examine the effect between price information and country-of-origin on product quality perception and validate placebo effect. The results show that price information and country-of-origin significantly affect consumers' product quality perception. However, there is no interaction between two independent variables. Furthermore, both two independent variables lead to placebo effect. Especially on country-of-origin, placebo effect is more salient than price information. Then we provide managerial implication of placebo-effect, positioning and pricing. Managers should take placebo-effect into account to make marketing strategy. Countries that have favorable country image could focus on promotion of country-of-origins and build up a "higher price, higher quality" image. |
本系統中英文摘要資訊取自各篇刊載內容。