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題名 擔保可信度、保證明確度對產品保證效用與購買意願之影響－考慮產品類別及產品知識之干擾效果
The influences of bond credibility and warranty specificity on warranty utility and purchase intention─considering the moderating effect of product type and consumer`s product knowledge作者 張峻榮 貢獻者 張愛華
張峻榮關鍵詞 擔保可信度
保證明確度
產品保證
產品保證效用
產品知識
產品類別日期 2002 上傳時間 10-May-2016 15:48:37 (UTC+8) 摘要 為了因應加入WTO後國際知名高價產品的競爭以及東南亞低價產品傾銷的兩面衝擊之下，部分台灣廠商企圖以提供更好的服務來吸引消費者購買而儘量避免價格戰，而產品保證即是其中一項服務差異化的作法。然而產品保證是否影響購買決策，國外文獻對此已有許多研究報告，國內則少有研究，因此本研究擬探討保證明確程度、企業擔保可信度對企業所提供產品保證效用的影響，進而探討產品保證效用如何影響消費者知覺品質和知覺風險，並以產品知識及產品類別作為干擾變數研究其對上述影響的干擾效果。本研究的受測樣本為政大的學生（包括大學部和研究生），採用實驗室實驗法，有效問卷為240份，操弄的變數為擔保可信度（高／低）、保證明確度（高／低）及產品類別（筆記型電腦服務保證／旅行社服務保證），為一2×2×2的實驗因子，共有8個實驗組。研究結果如下： 一、消費者對於擔保可信度較高廠商所提供的產品保證，感受的保證效用較高。 二、消費者對於廠商所提供產品的保證明確度較高者，感受的保證效用較高。 三、相對於擔保可信度低之保證，擔保可信度高之保證其保證明確度對保證效用之正向影響並不顯著。 四、產品保證的效用對消費者的知覺品質有正向的影響，對知覺風險有負向的影響。進一步研究發現： 1.擔保可信度透過產品保證效用的中介進而影響知覺風險；但是不透過產品保證效用而直接正向影響知覺品質。 2.保證明確度透過產品保證效用的中介進而影響知覺品質、知覺風險。 3.產品保證效用透過知覺品質的中介進而影響購買意願；但是不透過知覺風險而直接正向影響購買意願。 五、擔保可信度、保證明確度對產品保證效用的影響並不受產品類別的干擾。 六、擔保可信度、保證明確度對產品保證效用的影響部分受產品知識的干擾。進一步研究發現： 1.產品知識高的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，則感受的產品保證效用愈高。 2.產品知識低的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，並不能使消費者相信此廠商所提供的產品保證。 依研究結果提出下列產品保證政策的建議，作為業者在擬訂保證政策計畫時的參考。 一、廠商所提供產品保證內容、項目及範圍，讓消費者更明確易懂，則消費者感受的產品保證效用會愈高。 二、擔保可信度較高的廠商，其所提供的產品保證效用優於擔保可信度較低的廠商，因此面對新進入者競爭時，可以使用在未來才可能產生直接成本的保證，作為行銷攻擊武器之一。 三、對於知名度不高的新進廠商，不僅要提供更明確的產品保證，同時也要設法增加消費者的產品知識。 參考文獻 中文部份洪順慶、闕河士(民國84年)，保證品質信號發射理論之消費者面實證，中山管理評論，第3卷第2期，P.1-23。周文賢，(民國90年)，多變量統計分析-SAS/STAT之應用，智勝文化公司。黃俊英，(民國83年10月)，企業研究方法，東華書局。張紹勳、張紹評、林秀娟，(民國91年)，SPSS For Windows 多變量統計分析，松崗電腦圖書資料公司。林建雄、張善斌譯，(民國90年)，商用統計學第三版，前程企管，P.433。李奇勳，(民國90年)，價格、保證及來源國形象對產品評價與購買意願的影響，國立成功大學企業管理學系未出版博士論文。賴加森，(民國83年)，價格，品牌名稱，產品保證等外部線索對消費者產品評估的影響－以組合音響產品為例，國立交通大學管理科學研究所未出版碩士論文。英文部份Agrawal, Jagdish, Paul S. 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國立政治大學
企業管理學系
88355045資料來源 http://thesis.lib.nccu.edu.tw/record/#A2010000484 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 張峻榮 zh_TW dc.creator (作者) 張峻榮 zh_TW dc.date (日期) 2002 en_US dc.date.accessioned 10-May-2016 15:48:37 (UTC+8) - dc.date.available 10-May-2016 15:48:37 (UTC+8) - dc.date.issued (上傳時間) 10-May-2016 15:48:37 (UTC+8) - dc.identifier (Other Identifiers) A2010000484 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95870 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 88355045 zh_TW dc.description.abstract (摘要) 為了因應加入WTO後國際知名高價產品的競爭以及東南亞低價產品傾銷的兩面衝擊之下，部分台灣廠商企圖以提供更好的服務來吸引消費者購買而儘量避免價格戰，而產品保證即是其中一項服務差異化的作法。然而產品保證是否影響購買決策，國外文獻對此已有許多研究報告，國內則少有研究，因此本研究擬探討保證明確程度、企業擔保可信度對企業所提供產品保證效用的影響，進而探討產品保證效用如何影響消費者知覺品質和知覺風險，並以產品知識及產品類別作為干擾變數研究其對上述影響的干擾效果。本研究的受測樣本為政大的學生（包括大學部和研究生），採用實驗室實驗法，有效問卷為240份，操弄的變數為擔保可信度（高／低）、保證明確度（高／低）及產品類別（筆記型電腦服務保證／旅行社服務保證），為一2×2×2的實驗因子，共有8個實驗組。研究結果如下： 一、消費者對於擔保可信度較高廠商所提供的產品保證，感受的保證效用較高。 二、消費者對於廠商所提供產品的保證明確度較高者，感受的保證效用較高。 三、相對於擔保可信度低之保證，擔保可信度高之保證其保證明確度對保證效用之正向影響並不顯著。 四、產品保證的效用對消費者的知覺品質有正向的影響，對知覺風險有負向的影響。進一步研究發現： 1.擔保可信度透過產品保證效用的中介進而影響知覺風險；但是不透過產品保證效用而直接正向影響知覺品質。 2.保證明確度透過產品保證效用的中介進而影響知覺品質、知覺風險。 3.產品保證效用透過知覺品質的中介進而影響購買意願；但是不透過知覺風險而直接正向影響購買意願。 五、擔保可信度、保證明確度對產品保證效用的影響並不受產品類別的干擾。 六、擔保可信度、保證明確度對產品保證效用的影響部分受產品知識的干擾。進一步研究發現： 1.產品知識高的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，則感受的產品保證效用愈高。 2.產品知識低的消費者面對低擔保可信度廠商時，倘其提供的保證明確度愈高，並不能使消費者相信此廠商所提供的產品保證。 依研究結果提出下列產品保證政策的建議，作為業者在擬訂保證政策計畫時的參考。 一、廠商所提供產品保證內容、項目及範圍，讓消費者更明確易懂，則消費者感受的產品保證效用會愈高。 二、擔保可信度較高的廠商，其所提供的產品保證效用優於擔保可信度較低的廠商，因此面對新進入者競爭時，可以使用在未來才可能產生直接成本的保證，作為行銷攻擊武器之一。 三、對於知名度不高的新進廠商，不僅要提供更明確的產品保證，同時也要設法增加消費者的產品知識。 zh_TW dc.description.tableofcontents 目錄-----i摘要-----iii謝辭-----v表目錄-----vi圖目錄-----vii第一章 緒論-----1 第一節 研究動機-----1 第二節 研究目的-----3 第三節 研究流程與論文結構-----4第二章 文獻探討-----5 第一節 訊號理論-----5 第二節 保證的意義、功能與效用-----8 第三節 保證的種類型式-----17 第四節 消費者偏好的保證內容-----20 第五節 在不同市場產品特性之下保證的效用-----22 第六節 產品類別與產品知識-----24第三章 研究假設與研究方法-----26 第一節 研究架構-----26 第二節 研究假設-----27 第三節 研究對象-----30 第四節 研究設計-----31 第五節 正式實驗設計-----36第四章 問卷結果與分析-----37 第一節 樣本結構-----37 第二節 自變數操弄檢定-----38 第三節 量表之信度檢驗-----39 第四節 擔保可信度、保證明確度的影響-----41 一、應變數平均值-----41 二、擔保可信度、保證明確度對產品保證效用的影響-----43 第五節 干擾變數對產品保證的效用的影響-----46 一、產品類別對產品保證效用的干擾效果-----47 二、產品知識對產品保證效用的干擾效果-----48 三、高低產品知識群對產品保證效用的干擾效果-----51 第六節 產品保證效用對知覺品質、知覺風險及購買意願的影響-----54 一、產品保證效用對知覺品質、知覺風險的影響-----54 二、知覺品質、知覺風險對購買意願的影響-----55 三、中介角色(mediator)的分析-----56 （一）產品保證效用的中介角色-----56 （二）知覺品質、知覺風險的中介角色-----58 四、小結-----59 第七節 研究假設結果整理-----60第五章 結論與建議-----61 第一節 研究結論-----61 第二節 產品保證政策的建議-----65 第三節 研究限制及對未來研究者的建議-----66 一、研究限制-----66 二、對未來研究者的建議-----66參考文獻-----67附錄一：前測問卷-----72附錄二：正式問卷（第一~四組）-----73附錄三：正式問卷（第五~八組）-----80表目錄表2-1 訊號的特徵分類-----6表3-1 實驗設計2×2×2因子設計-----31表3-2 筆記型電腦業者的信賴程度-----34表3-3 旅行社業者的信賴程度-----34表4-1 各實驗組有效樣本統計表-----37表4-2 有效樣本之基本資料描述統計表-----37表4-3 擔保可信度操弄的t檢定表-----38表4-4 保證明確度操弄的t檢定表-----39表4-5 問卷信度分析cronbach`s α值表-----40表4-6 筆記型電腦服務保證應變數平均值標準差-----41表4-7 旅行社服務保證應變數平均值標準差-----41表4-8a 高產品知識群之各應變數平均值標準差-----42表4-8b 低產品知識群之各應變數平均值標準差-----42表4-9 產品保證效用的平均值彙總表-----43表4-10 產品保證的效用變異數分析摘要表-----44表4-11 筆記型電腦產品知識集群分析結果-----46表4-12 旅行社產品知識集群分析結果-----47表4-13 高產品知識群產品保證的效用變異數分析摘要表-----51表4-14 低產品知識群產品保證的效用變異數分析摘要表-----52表4-15a 保證效用、知覺品質、知覺風險相關係數矩陣-----54表4-15b 知覺品質、知覺風險的迴歸分析-----55表4-16 購買意願的迴歸分析-----55表4-17 產品保證效用與知覺品質的複迴歸分析-----57表4-18 產品保證效用與知覺風險的複迴歸分析-----57表4-19 產品保證效用、知覺品質、知覺風險與購買意願的迴歸分析-----58表4-20 知覺品質與產品保證效用的複迴歸分析-----58表4-21 知覺風險與產品保證效用的複迴歸分析-----59表4-21 本研究假設結果整理-----60圖目錄圖1-1 研究流程-----4圖2-1 保證與服務變異對消費者評價的影響-----10圖2-2 保證與旅館等級對消費者評價的影響-----11圖2-3 保證與旅館等級對期望品質的影響-----12圖2-4 保證與旅館等級對知覺風險的影響-----13圖2-5 保證與旅館等級對購買意願的影響-----13圖2-6 Monroe與Krishnan(1985)知覺價值與購買意願的模式圖-----15圖3-1 概念性研究架構圖-----26圖4-1 擔保可信度與保證明確度對保證效用的交互作用圖-----45圖4-2 產品類別干擾效果的交互作用圖-----48圖4-3 產品知識干擾效果的交互作用圖-----50圖4-4 高產品知識群：擔保可信度與保證明確度對保證效用的交互作用圖-----52圖4-5 低產品知識群：擔保可信度與保證明確度對保證效用的交互作用圖-----53 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2010000484 en_US dc.subject (關鍵詞) 擔保可信度 zh_TW dc.subject (關鍵詞) 保證明確度 zh_TW dc.subject (關鍵詞) 產品保證 zh_TW dc.subject (關鍵詞) 產品保證效用 zh_TW dc.subject (關鍵詞) 產品知識 zh_TW dc.subject (關鍵詞) 產品類別 zh_TW dc.title (題名) 擔保可信度、保證明確度對產品保證效用與購買意願之影響－考慮產品類別及產品知識之干擾效果 zh_TW dc.title (題名) The influences of bond credibility and warranty specificity on warranty utility and purchase intention─considering the moderating effect of product type and consumer`s product knowledge en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部份洪順慶、闕河士(民國84年)，保證品質信號發射理論之消費者面實證，中山管理評論，第3卷第2期，P.1-23。周文賢，(民國90年)，多變量統計分析-SAS/STAT之應用，智勝文化公司。黃俊英，(民國83年10月)，企業研究方法，東華書局。張紹勳、張紹評、林秀娟，(民國91年)，SPSS For Windows 多變量統計分析，松崗電腦圖書資料公司。林建雄、張善斌譯，(民國90年)，商用統計學第三版，前程企管，P.433。李奇勳，(民國90年)，價格、保證及來源國形象對產品評價與購買意願的影響，國立成功大學企業管理學系未出版博士論文。賴加森，(民國83年)，價格，品牌名稱，產品保證等外部線索對消費者產品評估的影響－以組合音響產品為例，國立交通大學管理科學研究所未出版碩士論文。英文部份Agrawal, Jagdish, Paul S. 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