頁籤選單縮合
題 名 | The Effect of Prices and Bond Credibility on the Relationship between Warranties and Quality=價格與保證可信度對保證與品質關係影響之研究 |
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作 者 | 潘明全; 邵明涵; | 書刊名 | 大同學報 |
卷 期 | 25 1995.11[民84.11] |
頁 次 | 頁59-77+431 |
分類號 | 494.56 |
關鍵詞 | 價格; 保證可信度; 產品保證; |
語 文 | 英文(English) |
中文摘要 | 產品保證於近年來已逐漸被用來做為產品差異化的行銷武器,而消費者也相信保 證條件較好的產品其品質較好,風險較低。由於消費者對本身權益的日漸重視,公司之信譽 與產品保證逐漸扮演重要的角色; 又 Boulding 和 Kirmani(1993) 以實驗設計驗證保證可 信度是否會影響保證與品質知覺的關係, 其結果也指出當公司的保證合約可信度( bond credibility )高時,對消費者而言,較好的保證會比差的保證有較高的品質知覺,同時他 們也建議驗證某些保證不是品質知覺的情況。而國內鮮少對於保證的研究,所以希望藉由此 一研究驗證保證與品質知覺之間的關係是否受產品價格的不同或保證可信度不同所影響,以 瞭解消費者對於保證的反應。 十個假設在一個 2 × 2 × 2 × 2 Between-Subjects Design 的實驗中被測試,四個主要 因子為: (1)保證可信度(高╱低) (2)保證年限(長╱短) (3)保證範圍(提及有限保證╱沒提及) (4)產品價格(高價╱低價) 電腦代表高價產品而磁片代表低價產品。 受試者為 320 名大同工學院學生,而分析結果大 致可以歸納出以下的結論: 1.當公司的保證可信度高時,而且生產高價產品,例如電腦,則宜採以下策略: (1)明確的列出有限保證:則消費者對於該產品的整體品質評價會高於低保證可信度的公 司。 (2)提供較長的保證年限:則消費者對於該產品的整體品質評價上將較高。 2.同樣明確的列出有限保證時,保證可信度高的公司將比保證可信度低的公司給消費者較 高的整體品質知覺和性能表現。 3.生產高價產品的公司應推出較長的保證年限,如此消費者會有較高的購買意願和整體品 質知覺,而生產低價產品的公司應推出較短的保證年限,否則會影響購買意願。 |
英文摘要 | The use of product warranties as a competitive weapon to differentiate one's product from competition has increased during the past decade. Consumers believe that a product with a superior warranty will be associated with greater quality and less risk. With consumers paying more and more attention to their rights, credibility of firms and warranties play very important role. We will examine empirically quality perceptions of consumers for specific firm actions, choice of warranty length and warranty scope presentation, under the different prices of objects--personal computers and floppy disks, and under the different warranty bond credibility of firms. The results of hypothesis test lead us to arrive at the following three points: 1. When high bond-credibility firms produce high-price products, for example, personal computers, for students, it is appropriate to apply the following warranty policies: (1) Presenting the limited warranty scope clearly: leading higher overall quality than low credibility firms. (2) Higher levels of warranty length: leading higher overall quality than lower levels of warranty. 2. For high bond-credibility firms, it is appropriate to present limited warranty scope, because it will lead to higher performance perceptions and higher levels of perceptions of overall quality than do low bond-credibility firms. 3. For high-price products, issuing higher levels of warranty length yields higher purchase intentions and quality perception; but for low-price products, higher levels leads lower purchase intentions. |
本系統中英文摘要資訊取自各篇刊載內容。