商品標示、知覺品質與參考價格對消費者購買行為之影響

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/21722

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Title:	商品標示、知覺品質與參考價格對消費者購買行為之影響
Other Titles:	THE EFFECTS OF COMMODITY LABELING, PERCEIVED QUALITY AND REFERENCE PRICES ON THE CONSUMERS' PURCHASE BEHAVIOR
Authors:	林憲卿 Lin, Hsien-Ching
Contributors:	管理科學研究所陳券彪 Chuan-Biau Chen
Keywords:	購買行為;參考價格;知覺品質;商品標示 commodity labeling;perceived quality;purchasing behavior;reference price
Date:	2004
Issue Date:	2015-07-02 15:08:33 (UTC+8)
Abstract:	本研究以消費者行為相關理論為基礎，針對消費者在購買某一商品時，對於該商品之知覺利益與對該商品所須付出的知覺代價之間的差異，分析消費者對於商品標示、知覺品質與其購買行為間之關係，同時分析知覺品質與商品參考價格對消費者購買行為之影響，並以手機產品為例針對中部地區有購買或使用手機的消費者做實証研究，獲得一些具體的成果，主要的研究成果有下列九項：　1.消費者較重視商品標示中之商品名稱及商品規格，而較不重視有效期限及衛生安全標示。2.就手機產品而言，25歲以下之青少年對商品標示重要性之認知較25歲以上者缺乏。3.在全體受訪的消費者中認為商品標示會增加其購買意願者，所佔的比率高達90％以上。4.商品的基本功能，廣告促銷訊息及品牌知名度等與消費者對該產品之知覺品質均有正向相關。5.商品標示與知覺品質有顯著的相關性存在。6.消費者對產品之知覺品質與其知覺商品之價值呈顯著的正相關，換言之消費者對產品的品質之知覺愈好，其對產品的價值評估就會愈高。7.消費者認為商品過去市場成交價格、商品之定價及促銷價格等會影響消費者心目中參考價格，且目前市場成交價格較過去市場成交價格及定價與促銷價更容易形成消費者心目中參考價格之依據。8.當消費者對產品的評價愈高，消費者愈會覺得有物超所值的感覺，因而會調整其心目中的參考價格。9.根據調查結果顯示，當消費者心目中參考價格與實際售價之差距愈大，其所感覺之交易價值也會愈大。　 Based on theories relevant to consumers’ behaviors, this study is to analyze the correlation among consumers’ cognition of commodity labeling, perceived quality, and their purchasing behavior over the gap between the perceived benefit gained and perceived price paid during purchasing particular commodity, and to analyze the effects of perceived quality and commodity reference price on consumers’ purchasing behavior. With empirical study over consumers in central Taiwan who have purchased or used mobile phones, some concrete conclusions has been reached. The nine principal conclusions in this study are as follow:　1.Consumers put their attentions more over commodity name and specification than expired date and hygiene &safety labeling.2.For mobile phones, youth below 25 take less cognition over the importance of commodity labeling than the ones over 25.3.The ratio of consumers interviewed who have the thoughts that commodity labeling would increase their purchasing intentions come to above 90%.4.There is positive correlation between consumers’ perceived quality and fundamental functions, advertisement promotion, and brand popularity. 5.There is significant correlation between labeling and perceived quality. 6.Consumers’ perceived quality is significantly correlating to their perceived value. In other words, the better the perceived quality, the higher the perceived value. 7.Market price in the past, list price, and promotion price would influence the reference price in consumers’ minds, meanwhile, the market price in action is more easier to shape reference price in consumers’ minds than market price in the past, list price, and promotion price. 8.With higher evaluation over commodities, consumers have a feeling that what they gain is more than what they pay, adjusting reference price in consumers’ minds.9.Data from investigation shows the wider the gap between the reference price in consumers’ minds and selling price, the higher the market value being recognized.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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