臺灣博碩士論文加值系統

廠商經常使用「價格折扣」來作為行銷活動，因為它能在短期間內激起消費者的購買意願，進而提高銷售量，為廠商帶來利潤。然而，過往的文獻發現，價格折扣會提高消費者的知覺風險及損害廠商的品牌形象。就我們所知，價格折扣最主要的目的便是要刺激消費者的購買意願，如果消費者因其知覺風險的提升，而怯於購買該項商品，則價格折扣便會失去它原有的效果及意義。因此，如何訂定一個「合適」的價格折扣，使得消費者知覺風險提升幅度最小，對於今日注重品牌形象的廠商而言是一項重要的課題。再者，過往文獻亦發現，在不同產品涉入情況下，消費者的行為模式非常相異；然而，過往在探討消費者知覺風險的研究當中，卻鮮少將產品涉入這個變項納入考量，因此本研究加入了產品涉入作為干擾變項。亦即，本研究藉由2x2x2的因子實驗設計來探討在產品涉入的干擾下，品牌形象與價格折扣幅度對消費者知覺風險的影響，並根據結論，對廠商提出一些實務上的建議。

本研究所得到之結論如下：

1.在低產品涉入的情況下，品牌形象對消費者知覺風險的影響
低於在高產品涉入的情況下。

2.在低產品涉入的情況下，價格折扣幅度對消費者知覺風險的影響
低於在高產品涉入的情況下。

3.在低品牌形象的情況下，價格折扣幅度對消費者知覺風險的影響
低於在高品牌形象的情況下。

4.在高價格折扣幅度的情況下，品牌形象對消費者知覺風險的影響
低於在低價格折扣幅度的情況下。

Nowadays, firms often adopt price promotion as their marketing tactics because it can arouse consumers'' purchasing intention rapidly in a short period. Nevertheless, previous studies indicated that price promotion may augment consumers'' perceived risk. To our knowledge, the main purpose of price promotion is to stimulate the consumers'' purchasing intention. If this action would cause consumer''s perceived risk and make them hesitate to buy the product, it will be a vain attempt of this elaborate marketing tactic. Hence, how to balance these two conflicting considerations is an important issue for a firm. In addition, previous studies indicated that consumers'' behavior is very different under different levels of product involvement. Therefore, product involvement is adopted as the moderated variable in this study. To sum up, this study attempts to explore this issue by investigating the effect of brand image and price discount margin on perceived risk, adding product involvement as the moderated variable.

After a period of arduous effort, there are several important findings in this study:

1.Under low level of product involvement, the impact of brand image on consumers'' perceived risk is less than that under high level of product involvement.

2.Under low level of product involvement, the impact of price discount margin on consumers'' perceived risk is less than that under high level of product involvement.

3.Under low brand image, the impact of price discount margin on consumers'' perceived risk is less than that under high brand image.

4.Under high price discount margin, the impact of brand image on consumers'' perceived risk is less than that under low price discount margin.

中文摘要……I
ABSTRACT……II

TALBE OF CONTENTS……III
LIST OF TABLES……V
LIST OF FIGURES……VII

CHAPTER 1 INTRODUCTION……1
1.1 Research Motivation……1
1.2 Research Objects……3
1.3 Research Process……4

CHAPTER 2 LITERATURE REVIEW……5
2.1 Perceived Risk……5
2.1.1 The Definition……5
2.1.2 Reduction of Perceived Risk……7
2.1.3 Perceived Risk and Consumer Behavior……9
2.1.4 Summary……11
2.2 Brand Image……11
2.2.1 The Definition……11
2.2.2 Brand Image and Perceived Risk……13
2.2.3 Summary……15
2.3 Price Promotion……15
2.3.1 The Definition……15
2.3.2 Price Discount and Perceived Risk……16
2.3.3 Summary……18
2.4 Product Involvement……19
2.4.1 The Definition……19
2.4.2 Product Involvement and Consumer Behavior……20
2.4.3 Summary……15

CHAPTER 3 METHODOLOGY……16
3.1 Research Framework……16
3.2 Hypotheses Development……18
3.3 The Measurement and Definition of Variables……21
3.4 Experimental Design……22
3.5 Pretest Ι ……24
3.4.1 Questionnaire Design……24
3.4.2 The Result of Pretest I ……26
3.4.3 Conclusion……27
3.6 Research Scope and Sample……27
3.6.1 Research Scope……27
3.6.2 Research Sample……27
3.7 Pretest ΙΙ ……28
3.6.1 Questionnaire Design……28
3.6.2 The Result of Pretest ΙΙ ……29
3.6.3 Conclusion……30
3.8 Formal Test……31
3.7.1 Questionnaire Design……31
3.7.2 Analysis of Validity……32
3.7.3 Analysis of Reliability……34
3.7.4 Conclusion……34

CHAPTER 4 ANALYSIS AND RESULTS……35
4.1 Composition of Sample……35
4.2 Test of Variance Analysis Assumption……36
4.2.1 Homogeneity Test……36
4.2.2 Normal Distribution Test……38
4.2.3 Summary……38
4.3 Test of Manipulation……38
4.3.1 Test of Different Treatments of BI……38
4.3.2 Test of Different Treatments of PDM……38
4.3.3 Test of Different Treatments of PI……39
4.3.4 Summary……39
4.4 Hypotheses Test……39

CHAPTER 5 CONCLUSION AND SUGGESTION……46
5.1 Conclusion……46
5.2 Marketing Implication……49
5.3 Contribution……52
5.3.1 Theoretical Contribution……52
5.3.2 Practical Contribution……53
5.4 Limitation……53
5.5 Future Research……54

References……56
Appendix A : Pretest I……63
Appendix B : Pretest II……66
Appendix C : Formal Test……71
Appendix D : Pretest I (Chinese)……84
Appendix E : Pretest II (Chinese)……87
Appendix F : Formal Test (Chinese)……92



LIST OF TABLES
Table 3-1 The Definition and Measurement of Independent Variables……21
Table 3-2 The Definition and Measurement of Moderated Variable……22
Table 3-3 The Definition and Measurement of Dependent Variable……22
Table 3-4 Factorial Design of This Study……24
Table 3-5 The Scale for Product Involvement - I……25
Table 3-6 The Scale for Product Involvement - II……25
Table 3-7 Questionnaire Design of Pretest I……26
Table 3-8 The Result of Pretest I - Low Involvement Product……26
Table 3-9 The Result of Pretest I - High Involvement Product……26
Table 3-10 Questionnaire Design of PretestΙΙ ……29
Table 3-11 The Result of PretestΙΙ- Brand Image……29
Table 3-12 The Result of PretestΙΙ- Low Price Discount Margin……29
Table 3-13 The Result of PretestΙΙ- High Price Discount Margin……30
Table 3-14 The Result of PretestΙΙ- Brand Image……30
Table 3-15 The Result of PretestΙΙ- Low Price Discount Margin……30
Table 3-16 The Result of PretestΙΙ- High Price Discount Margin……30
Table 3-17 Questionnaire Design of Formal Test……31
Table 3-18 KMO and Bartlett''s Test……32
Table 3-19 Analysis of Factor Loading - Perceived Risk……33
Table 3-20 Analysis of Reliability……34
Table 4-1 Composition of Sample……35
Table 4-2 Levene''s Test of Equality of Error Variance……36
Table 4-3 Kolmogorov-Smirnov Test……37
Table 4-4 Test of Different Treatments of Brand Image……38
Table 4-5 Test of Different Treatments of Price Discount Margin……39
Table 4-6 Test of Different Treatments of Product Involvement……39
Table 4-7 Summary of Three-way ANOVA Analysis……40
Table 4-8 Simple Main Effect of BI Under Different PI……41
Table 4-9 Simple Main Effect of PDM Under Different PI……42
Table 4-10 Simple Main Effect of PDM Under Different BI……43
Table 4-11 Simple Main Effect of BI Under Different PDM……45



LIST OF FIGURES
Figure 1-1 Research Process……4
Figure 3-1 Conceptual Framework……17
Figure 3-2 Operational Framework……17
Figure 3-3 Screen Plot of Perceive Risk……33
Figure 4-1 Normal Q-Q Plot of Perceived Risk……37
Figure 4-2 Simple Main Effect of BI under Different PI……41
Figure 4-3 Simple Main Effect of PDM Under Different PI……44
Figure 4-4 Simple Main Effect of PDM Under Different BI……44
Figure 4-5 Simple Main Effect of BI Under Different PDM……45

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