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題名 價格與品質之關係探討–以台灣市場為例
Price-Quality Relationship in the Taiwan Market ppt
作者 張香玉
Chang, Dolly
貢獻者 樓永堅
Lou, Yung-Chien
張香玉
Chang, Dolly
關鍵詞 價格
品質
台灣
消費者報導
price
quality
Taiwan
Consumer Report
日期 2005
上傳時間 18-九月-2009 13:39:37 (UTC+8)
摘要 一般消費者常常會有「一分錢一分貨」的想法，但是價格是否真的能夠準確的反應出品質？本研究用使用民國79年11月至民國94年4月份的「中華民國消費者報導」中102種產品的產品測試結果，用以探討台灣市場上價格與品質之間的關係。研究結果顯示，價格並不能準確的反應品質，台灣市場上的品質價格相關平均值為0.189，而且不同產品之間的品質價格相關性都有大幅的差異。本研究也發現價格品質相關性的變異原因之一為產品的特性 - 搜尋品的品質價格相關性高於經驗品的品質價格相關性。而本研究所提出的其他三項解釋原因 – 產品耐久程度、價格變異、以及價格高低並不能顯著的解釋產品品質價格相關性的變異。此研究的結果顯示價格並不能代表品質，因此消費者在購買產品之前必須有更多的資訊，不能單以價格做為購買衡量標準。
This paper uses 102 product category test results of the Chinese, Taipei Consumer Report from the period of November 1990 to April 2005 to examine the validity of price as a signal of quality in the Taiwan market. In other words, does price accurately reflect quality, and do consumers really get what they pay for? The findings of this study indicate that price is not a very good indication of quality in the Taiwan market, with an average correlation value of 0.189 and greatly varying levels of correlation across product categories. In terms of reasons for the varying correlation levels, product characteristic is a factor – search goods have a higher price-quality correlation than experience goods. Other factors proposed in this study including product durability and quality uncertainty (price range and price levels) do not significantly influence the correlation levels. The results of this study indicate that price is not a good indicator of quality and that consumers need to be informed on more than the price of products when making purchasing decisions.
參考文獻 Akerlof, G. (1970). The Market for “Lemons”: Qualitative Uncertainty and the Market Mechanism. [Electronic version]. Quarterly Journal of Economics, 84(3): 488-500.
Bodell, R. W., Kerton, R. R., & Schuster, R. W. (1986). Price as a Signal of Quality: Canada in the International Context. Journal of Consumer Policy, 9 (4): 431-444.
Curry, D. J. & Faulds, D. J. (1986). Indexing Product Quality: Issues, Theory, and Results. [Electronic version]. Journal of Consumer Research, 13 (1): 134-145.
Dardis, R. & Gieser N. (1980). Price and Quality of Durable Goods: Are They More Closely Related in the Seventies than in the Sixties? [Electronic version]. Journal of Consumer Policy, 4: 238-248.
Dickson, P. R., Urbany, J. E., & Wilkie, W. L. (1989). Buyer Uncertainty And Information Search. [Electronic version]. Journal of Consumer Research, 16 (2): 208-228.
Faulds, D. J., & Lonial, S. C., (2001). Price-Quality Relationships of Nondurable Consumer Products: A European and United States Perspective. Journal of Economic and Social Research, 3 (1): 59-76.
Finlay, J. L., Hackman, R., & Schwarz M.E. (1996). Price/Quality Associations Within the Consumer Goods Market in the United Kingdom. [Electronic version]. Multinational Business Review, 4 (2): 71-78.
Friedman, M.P. (1967). Quality and Price Considerations in Rational Consumer Decision Making. [Electronic version]. Journal of Consumer Affairs, 1 (1): 13-23.
Geistfeld, L.V. (1982). The Price-Quality Relationship-Revisited. [Electronic version]. The Journal of Consumer Affairs, 16 (2): 334-346.
Gerstner, E. (1985). Do Higher Prices Signal Higher Quality? [Electronic version]. Journal of Marketing Research, 22: 209-215.
Hjorth-Andersen, C. (1984). The Concept of Quality and the Efficiency of Markets for Consumer Products. [Electronic version]. Journal of Consumer Research, 11 (2): 708-719.
Kolbe, R. H. & Burnett, M. S. (1991). Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity. [Electronic version]. Journal of Consumer Research, 18 (2): 243-250.
Kotler, P. (2002). Marketing Management (9th ed.). New Jersey: Prentice-Hall.
Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability. [Electronic version]. Human Communication Research, 28 (4): 587-604.
Morris, R. T. & Bronson, C. S. (1969) The Chaos in Competition Indicated by Consumer Reports. [Electronic version]. Journal of Marketing, 33 (July): 26-43.
Nelson, P. (1970). Information and Consumer Behavior. [Electronic version]. Journal of Political Economy, 78 (2): 311 - 29.
Oxenfeldt, A. R. (1950). Consumer Knowledge: Its Measurement and Extent. [Electronic version]. Review of Economics and Statistics, 32 (4): 300-14
Riesz. P. C. (1979). Price-Quality Correlations for Packaged Food Products. [Electronic version]. Journal of Consumer Affairs, 13 (2): 236-247.
Salop, S. & Stiglitz J. (1977). Bargain and Ripoffs: A Model of Monopolistically Competitive Price Dispersion. [Electronic version]. Review of Economics Studies, 4: 493-510.
Sproles, G. B. (1977). New Evidence on Price and Product Quality. [Electronic version]. Journal of Consumer Affairs, 11 (1): 63-77.
Steenkamp, E. M. (1988). The Relationship Between Price And Quality In The Marketplace. [Electronic version]. De Economist, 136 (4): 491-507.
Stigler, G. (1961). The Economies of Information. [Electronic version]. Journal of Political Economy, 69 (3): 213-225.
Tellis, G. & Wernerfelt, B. (1987). Competitive Price and Quality Under Asymmetric Information. [Electronic version]. Marketing Science, 6 (3): 240-253
Statistics of International GDP Growth By Country. International Financial Statistics Yearbook 2003. Retrieved June 8, 2005, from
http://www.esds.ac.uk/international/support/user_guides/imf/ifs.asp.
Statistics of Taiwan Key Economic Indicators. The Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive Yuan. Retrieved June 8, 2005, from www.dgbas.gov.tw
Yamada, Y. & Ackerman, N. (1984) Price-Quality Correlations in the Japanese Market. The Journal of Consumer Affairs, 18 (2): 251-266.
描述 碩士
國立政治大學
企業管理研究所
92355012
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550121
資料類型 thesis
dc.contributor.advisor 樓永堅zh_TW
dc.contributor.advisor Lou, Yung-Chienen_US
dc.contributor.author (作者) 張香玉zh_TW
dc.contributor.author (作者) Chang, Dollyen_US
dc.creator (作者) 張香玉zh_TW
dc.creator (作者) Chang, Dollyen_US
dc.date (日期) 2005en_US
dc.date.accessioned 18-九月-2009 13:39:37 (UTC+8)-
dc.date.available 18-九月-2009 13:39:37 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:39:37 (UTC+8)-
dc.identifier (其他 識別碼) G0923550121en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35049-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 92355012zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 一般消費者常常會有「一分錢一分貨」的想法，但是價格是否真的能夠準確的反應出品質？本研究用使用民國79年11月至民國94年4月份的「中華民國消費者報導」中102種產品的產品測試結果，用以探討台灣市場上價格與品質之間的關係。研究結果顯示，價格並不能準確的反應品質，台灣市場上的品質價格相關平均值為0.189，而且不同產品之間的品質價格相關性都有大幅的差異。本研究也發現價格品質相關性的變異原因之一為產品的特性 - 搜尋品的品質價格相關性高於經驗品的品質價格相關性。而本研究所提出的其他三項解釋原因 – 產品耐久程度、價格變異、以及價格高低並不能顯著的解釋產品品質價格相關性的變異。此研究的結果顯示價格並不能代表品質，因此消費者在購買產品之前必須有更多的資訊，不能單以價格做為購買衡量標準。zh_TW
dc.description.abstract (摘要) This paper uses 102 product category test results of the Chinese, Taipei Consumer Report from the period of November 1990 to April 2005 to examine the validity of price as a signal of quality in the Taiwan market. In other words, does price accurately reflect quality, and do consumers really get what they pay for? The findings of this study indicate that price is not a very good indication of quality in the Taiwan market, with an average correlation value of 0.189 and greatly varying levels of correlation across product categories. In terms of reasons for the varying correlation levels, product characteristic is a factor – search goods have a higher price-quality correlation than experience goods. Other factors proposed in this study including product durability and quality uncertainty (price range and price levels) do not significantly influence the correlation levels. The results of this study indicate that price is not a good indicator of quality and that consumers need to be informed on more than the price of products when making purchasing decisions.en_US
dc.description.tableofcontents TABLE OF CONTENTS

1. Introduction 1
2. Literature Review 4
2.1. Theoretical Grounds - Why Does Price Reflect Quality? 4
2.2. Empirical Studies - Does Price Reflect Quality? 5
3. Research Methodology 11
3.1. Research Framework 11
3.2. Hypotheses 11
3.2.1. Product Characteristics – Durable vs. Non-durable 11
3.2.2. Product Characteristics – Search vs. Experience Goods 12
3.2.3. Quality Uncertainty – Product Price Range 13
3.2.4. Quality Uncertainty – Price Levels 13
3.3. Chinese Taipei Consumer Report 13
3.4 Method 16
3.4.1. Data Selection and Classification 16
3.4.2. Data Rating Classification 19
3.4.3. Statistical Procedures 22
4. Analysis Results 24
4.1. Overall Taiwan Market Correlation 24
4.2. Hypothesis Testing 26
4.3. Post Hoc Analysis 27
5. Conclusions 30
5.1. Implications 32
5.2. Limitations 33
5.3. Suggestions for Future Studies 34
References 36
Appendices 39
Appendix 1 – Correlation and Price Information 39
Appendix 2– Rater Results (Durable vs. Non-Durable) 42
Appendix 3– Rater Results (Search vs. Experience) 45



TABLE OF CONTENTS – TABLES

Table 1 Comparison of Country GDP Growth Rates in the Past Decade 2
Table 2 Comparison of Previous Studies 10
Table 3 Conditions Required for Inclusion 18
Table 4 Criteria for Classifying Durable and Non-Durable Goods 20
Table 5 Criteria for Classifying Search and Experience Goods 20
Table 6 Inter-Rater Reliability Results – Percentage Agreement Method 22
Table 7 Inter-Rater Reliability Results – Cohen’s Kappa Method 22
Table 8 Taiwan Market Correlation Results 24
Table 9 Price-Quality Correlation By Country 25
Table 10 Price-Quality Correlation by Independent Variables 26
Table 11 Regression Results with Price-Quality Correlations as Dependent Variables 27
Table 12 Chi-Square Analysis for Price-Quality Correlation Sign and Product Durability 28
Table 13 Chi-Square Analysis for Price-Quality Correlation Sign and Product Search or Experience Attribute 28

TABLE OF CONTENTS – FIGURES
Figure 1 Graph of Real GDP Growth by Country in the Last Decade 3
Figure 2 Research Framework 11		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923550121en_US
dc.subject (關鍵詞) 價格zh_TW
dc.subject (關鍵詞) 品質zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) 消費者報導zh_TW
dc.subject (關鍵詞) priceen_US
dc.subject (關鍵詞) qualityen_US
dc.subject (關鍵詞) Taiwanen_US
dc.subject (關鍵詞) Consumer Reporten_US
dc.title (題名) 價格與品質之關係探討–以台灣市場為例zh_TW
dc.title (題名) Price-Quality Relationship in the Taiwan Market ppten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Akerlof, G. (1970). The Market for “Lemons”: Qualitative Uncertainty and the Market Mechanism. [Electronic version]. Quarterly Journal of Economics, 84(3): 488-500.zh_TW
dc.relation.reference (參考文獻) Bodell, R. W., Kerton, R. R., & Schuster, R. W. (1986). Price as a Signal of Quality: Canada in the International Context. Journal of Consumer Policy, 9 (4): 431-444.zh_TW
dc.relation.reference (參考文獻) Curry, D. J. & Faulds, D. J. (1986). Indexing Product Quality: Issues, Theory, and Results. [Electronic version]. Journal of Consumer Research, 13 (1): 134-145.zh_TW
dc.relation.reference (參考文獻) Dardis, R. & Gieser N. (1980). Price and Quality of Durable Goods: Are They More Closely Related in the Seventies than in the Sixties? [Electronic version]. Journal of Consumer Policy, 4: 238-248.zh_TW
dc.relation.reference (參考文獻) Dickson, P. R., Urbany, J. E., & Wilkie, W. L. (1989). Buyer Uncertainty And Information Search. [Electronic version]. Journal of Consumer Research, 16 (2): 208-228.zh_TW
dc.relation.reference (參考文獻) Faulds, D. J., & Lonial, S. C., (2001). Price-Quality Relationships of Nondurable Consumer Products: A European and United States Perspective. Journal of Economic and Social Research, 3 (1): 59-76.zh_TW
dc.relation.reference (參考文獻) Finlay, J. L., Hackman, R., & Schwarz M.E. (1996). Price/Quality Associations Within the Consumer Goods Market in the United Kingdom. [Electronic version]. Multinational Business Review, 4 (2): 71-78.zh_TW
dc.relation.reference (參考文獻) Friedman, M.P. (1967). Quality and Price Considerations in Rational Consumer Decision Making. [Electronic version]. Journal of Consumer Affairs, 1 (1): 13-23.zh_TW
dc.relation.reference (參考文獻) Geistfeld, L.V. (1982). The Price-Quality Relationship-Revisited. [Electronic version]. The Journal of Consumer Affairs, 16 (2): 334-346.zh_TW
dc.relation.reference (參考文獻) Gerstner, E. (1985). Do Higher Prices Signal Higher Quality? [Electronic version]. Journal of Marketing Research, 22: 209-215.zh_TW
dc.relation.reference (參考文獻) Hjorth-Andersen, C. (1984). The Concept of Quality and the Efficiency of Markets for Consumer Products. [Electronic version]. Journal of Consumer Research, 11 (2): 708-719.zh_TW
dc.relation.reference (參考文獻) Kolbe, R. H. & Burnett, M. S. (1991). Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity. [Electronic version]. Journal of Consumer Research, 18 (2): 243-250.zh_TW
dc.relation.reference (參考文獻) Kotler, P. (2002). Marketing Management (9th ed.). New Jersey: Prentice-Hall.zh_TW
dc.relation.reference (參考文獻) Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability. [Electronic version]. Human Communication Research, 28 (4): 587-604.zh_TW
dc.relation.reference (參考文獻) Morris, R. T. & Bronson, C. S. (1969) The Chaos in Competition Indicated by Consumer Reports. [Electronic version]. Journal of Marketing, 33 (July): 26-43.zh_TW
dc.relation.reference (參考文獻) Nelson, P. (1970). Information and Consumer Behavior. [Electronic version]. Journal of Political Economy, 78 (2): 311 - 29.zh_TW
dc.relation.reference (參考文獻) Oxenfeldt, A. R. (1950). Consumer Knowledge: Its Measurement and Extent. [Electronic version]. Review of Economics and Statistics, 32 (4): 300-14zh_TW
dc.relation.reference (參考文獻) Riesz. P. C. (1979). Price-Quality Correlations for Packaged Food Products. [Electronic version]. Journal of Consumer Affairs, 13 (2): 236-247.zh_TW
dc.relation.reference (參考文獻) Salop, S. & Stiglitz J. (1977). Bargain and Ripoffs: A Model of Monopolistically Competitive Price Dispersion. [Electronic version]. Review of Economics Studies, 4: 493-510.zh_TW
dc.relation.reference (參考文獻) Sproles, G. B. (1977). New Evidence on Price and Product Quality. [Electronic version]. Journal of Consumer Affairs, 11 (1): 63-77.zh_TW
dc.relation.reference (參考文獻) Steenkamp, E. M. (1988). The Relationship Between Price And Quality In The Marketplace. [Electronic version]. De Economist, 136 (4): 491-507.zh_TW
dc.relation.reference (參考文獻) Stigler, G. (1961). The Economies of Information. [Electronic version]. Journal of Political Economy, 69 (3): 213-225.zh_TW
dc.relation.reference (參考文獻) Tellis, G. & Wernerfelt, B. (1987). Competitive Price and Quality Under Asymmetric Information. [Electronic version]. Marketing Science, 6 (3): 240-253zh_TW
dc.relation.reference (參考文獻) Statistics of International GDP Growth By Country. International Financial Statistics Yearbook 2003. Retrieved June 8, 2005, fromzh_TW
dc.relation.reference (參考文獻) http://www.esds.ac.uk/international/support/user_guides/imf/ifs.asp.zh_TW
dc.relation.reference (參考文獻) Statistics of Taiwan Key Economic Indicators. The Directorate General of Budget, Accounting and Statistics (DGBAS) of Executive Yuan. Retrieved June 8, 2005, from www.dgbas.gov.twzh_TW
dc.relation.reference (參考文獻) Yamada, Y. & Ackerman, N. (1984) Price-Quality Correlations in the Japanese Market. The Journal of Consumer Affairs, 18 (2): 251-266.zh_TW