今日零售環境處於詭譎多變之時代，且面對愈來愈多商品與服務選擇的消費者，其消費心理亦愈趨於複雜，而零售商無不使出各種推陳出新的行銷手法，以滿足消費者易替換的口味。而其中價格保證係為廠商影響消費者購買決策的價格訊號之一，競爭者間所採取的價格政策是零售商在制定價格保證時的關鍵考量；而過去研究僅著重於價格保證的經濟面與消費者觀點，少有以整個競爭情況加以探討。因此，本研究係探究零售業所處之競爭態勢，在消費者對價格保證的知覺評估上的影響性為何。
本研究以市場上的競爭面因子(競爭範疇、競爭強度與競爭相配度)為自變數，探討最低價格保證對消費者的知覺評估過程，以期藉由本研究結果所延伸之策略性意涵，使零售業者更重視提供價格保證時，須加以考量該業態的競爭態勢層面。據此，本研究操弄競爭範疇、競爭強度與競爭相配度所形成之八種實驗情境，以三C電子零售與家居家飾零售為目標零售業，對各大專院校學生進行施測。在資料分析上則以結構方程式模式（SEM）為工具，分析驗證各實驗結果。
而研究結果顯示如下：
(1)零售業競爭範疇會正向影響最低價格保證知覺；當零售商的競爭範疇隨其連鎖密度提高而擴大時，會強化消費者對價格保證的確信程度與價值。
(2)零售業競爭強度會正向影響最低價格保證知覺；零售業的競爭強度愈高，則會使刊登價格保證的可信程度與知覺價值提高。
(3)零售業競爭相配度會負向影響最低價格保證知覺；零售業態內廠商間若採取跟進競爭者的最低價格保證，則會降低消費者對價格保證刊登價格之真實性。
(4)最低價格保證可信度與知覺價值呈正相關；當消費者預期零售商若宣稱一個較真實的價格保證訊息，則可為其節省支出，進而強化其知覺價值。

It can bee seen that the retailing environment nowadays is more capricious and changeable, and consumers facing more and more service and product choices have sophisticated decision-making process. For retailers, they use repeatedly updated marketing approaches to meet the consumer’s changeable need. Price-matching policy can be seen as one key price signal that retailer could have certain effects on consumers’purchasing decisions. The pricing strategies among competitors can be seen to be relevant TO devising one’s price-matching policy. However, previous researches almost focus price-matching policy on economic and consumers’views, that is to say these researches failed to consider the whole competitive conditions. Therefore, the competition of retailers plays an influential role on the consumers’ evaluation of price matching policy.
The conceptual framework is based on competitive factors(competitive scope、competitive intensity and competitive match) that discusses the effects of price-matching policy on consumers’ perceived evaluation and purchase intentions in order to extend the strategic implementation emerging from the results of this study. 3C electronic and home furnishing retailing were chosen to be the experimental retailing, and subjects were students of the universities. Hypotheses of this research are tested using structure equation model. The results of this study show that:
(1)competitive scope has a positive effect on the believability and value of price-matching guarantee.
(2)Competitive intensity has a positive and significant effect on the believability and value of price-matching guarantee.
(3)Competitive match has a negative and significant effect on the believability of price-matching guarantee.
(4)The believability of price-matching guarantee has a positive and significant effect on the value of price-matching guarantee.

目錄 Ⅰ
表目錄 Ⅲ
圖目錄 V
第一章 緒論 1
第一節 研究背景與問題1
第二節 研究目的 6
第二章 文獻探討 7
第一節 最低價格保證 7
第二節 競爭範疇、競爭強度與競爭相配度 12
第三節 最低價格保證與消費者知覺 18
第四節 最低價格保證、價格保證知覺與購買意圖 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 27
第三節 變數及其操作型定義 32
第四節 研究設計 35
第五節 資料來源與分析工具41
第四章 研究結果 42
第一節 樣本結構分析42
第二節 外生變數之操弄檢定43
第三節 各變數之描述性統計、信度與效度46
第四節 信度與效度分析47
第五節 線性結構關係模式分析.52
第五章 結論與建議56
第一節 研究結論 56
第二節 研究建議 61
第三節 行銷意涵 63
第四節 研究限制 66
第五節 未來研究方向68
參考文獻 69
附錄一 前測問卷 78
附錄二 正式問卷 83

表目錄
表2-1.1 建構一個價格保證政策的選擇.......................8
表2-1.2 業者提供價格保證的動機...........................9
表2-1.3 以不同觀點探討執行價格保證的影響................10
表2-1.4 影響價格保證的干擾因素..........................11
表3-3.1 自變數的觀念性定義與操作性定義..................32
表3-3.2 中介變數的觀念性定義與操作性定義................33
表3-3.3 依變數的觀念性定義與操作性定義..................34
表3-4.1 業態選擇之成對樣本t檢定-前測部分................38
表3-4.2 連鎖家數之成對樣本t檢定-前測部分................39
表3-4.3 競爭範疇之成對樣本t檢定-前測部分................39
表3-4.4 競爭強度之成對樣本t檢定-前測部分................40
表3-4.5 競爭相配度之成對樣本t檢定-前測部分..............40
表4-1.1 有效樣本的基本資料..............................42
表4-1.2 各組有效樣本之回收情形..........................42
表4-2.1 競爭範疇之操弄性檢定結果........................43
表4-2.2 競爭強度操弄檢定之一因子變異數分析..............44
表4-2.3 競爭相配度操弄檢定之單因子變異數分析............45
表4-3.1 各變數之描述性統計值............................46
表4-4.1 各變數的內部一致性..............................47
表4-4.2 各變數間之共變數矩陣............................49
表4-4.3 驗證性因素分析結果..............................50
表4-5.1 LISREL模型各變數路徑關係及適合度檢定結果........53

圖目錄
圖2-2.1 廠商面對競爭者之回應方式........................16
圖2-4.1 知覺價值的因果模式..............................23
圖2-4.2 交易效用理論....................................24
圖3-1.1 本研究之研究架構................................26

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