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系統識別號 U0026-0708201215192700
論文名稱(中文) 產品保證效果探討-以筆記型電腦為例
論文名稱(英文) Exploring the Effect of Product Warranty-A Study of Notebook
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 100
學期 2
出版年 101
研究生(中文) 劉穎晟
研究生(英文) Ying-Sheng Lau
學號 r46995028
學位類別 碩士
語文別 中文
論文頁數 56頁
口試委員 指導教授-葉桂珍
口試委員-楊澤泉
口試委員-陳明惠
口試委員-鄭至甫
中文關鍵字 產品保證  品質聲譽  知覺品質  知覺價值  購買意願 
英文關鍵字 warranty  quality reputation  perceived product quality  perceived product value  purchase intention 
學科別分類
中文摘要   產品保證是產品的其中一種外部線索外,它企圖說服消費者認為產品擁有高品質。現在越來越多企業經常利用外部線索的策略來影響消費者對產品的知覺品質。而在網路上,零售商所提供的保證方案比實體店面所提供的多且全面,為甚麼會有這種情形發生?本研究主要在探討產品保證、零售型態和商店品質聲譽會否對消費者態度與購買意願產生顯著影響以及其自變數間的交互作用。
  本研究採取2x2x2的實驗設計的方式,共有8種不同的實驗設計情境。零售型態分成兩種1.實體店面 2.虛體店面;產品保證分成兩種1.有額外保證2.無額外保證;商店品質聲譽分為兩種1.有品質聲譽商店2.無品質聲譽商店。
  本研究之結果:1.零售型態對知覺品質與知覺價值影響不大,但對購買意願有顯著影響;2.產品保證對知覺品質與知覺價值有正向影響;3.品質聲譽對知覺品質與知覺價值有正向影響;4.零售型態、產品保證與品質聲譽間的交互作用並不顯著。
英文摘要   Product Warranty is one of the external cues of products attempts to convince consumers that the products have high quality. Recently most companies realize that they need to use the strategy of external cues to influence consumers’ perceived quality of their products. In Internet, the warranty provided is more comprehensive than physical store retailer, why this scenario happening? This study aim to investigate the interaction effect between variables which include product warranty, different retail type and the quality reputation of store on consumer selection choice.
  This study adopts a 2x2x2 experiment design. A total of 8 different experimental scenarios are generated. Each scenario is formed based on a selected combination of 2-level factors:
(1) Retailer type divided to bricks-and-mortar retailer and internet retailer,
(2) Product warranty by extra warranty and no extra warranty,
(3) Quality reputation by high reputation and low reputation.
  The results show that:
(a) Retailer type has no significant effects on perceived product quality and perceived product value, but has a significant effect on purchase intention;
(b) Warranty has positive significant effects on both the perceived product quality and perceived product value;
(c) Quality reputation also has positive significant effects on both the perceived product quality and perceived product value;
(d) The interaction effects between these situational variables are not significant on either the perceived product quality or perceived product value.
論文目次 目錄
中文摘要..........................................................I
Abstract.........................................................II
致謝.............................................................IV
目錄..............................................................V
表目錄..........................................................VII
圖目錄.........................................................VIII
第壹章 緒論......................................................1
  第一節 研究動機..............................................1
  第二節 研究背景..............................................2
  第三節 研究目的..............................................3
第貳章 文獻探討..................................................4
  第一節 產品保證..............................................4
  第二節 店面環境.............................................10
  第三節 態度.................................................13
  第四節 階層式效果理論.......................................18
第叁章 研究方法.................................................21
  第一節 研究架構與假設.......................................21
  第二節 研究設計.............................................22
  第三節 變數的操作性定義與衡量方式...........................25
第肆章 資料分析.................................................29
  第一節 敘述性統計...........................................29
  第二節 因素及信度分析.......................................32
  第三節 相關分析.............................................35
  第四節 階層迴歸分析.........................................37
第伍章 結論與建議...............................................41
  第一節 研究結果.............................................41
  第二節 行銷實務上之意涵.....................................43
  第三節 研究限制與未來研究建議...............................44
參考文獻
  中文部分.....................................................46
  英文部分.....................................................46
附錄
  附錄一 各情境樣本...........................................50
  附錄二 完整問卷.............................................54













表目錄
表3-1 本研究之8種不同實驗情境...................................22
表3-2 各變數之操作性定義........................................25
表3-3 零售型態之確認問項........................................25
表3-4 產品保證構面之衡量問項....................................26
表3-5 商店品質聲譽構面之衡量問項................................26
表3-6 知覺品質構面之衡量問項....................................27
表3-7 知覺價值構面之衡量問項....................................27
表3-8 購買意願構面之衡量問項....................................28
表4-1 樣本基本資料..............................................30
表4-2 各情境樣本數..............................................31
表4-3 情境操弄檢測..............................................32
表4-4 「情境檢測」因素分析結果..................................33
表4-5 「態度」因素分析結果......................................34
表4-6 「行為」因素分析結果......................................34
表4-7 各變數之相關分析表........................................36
表4-8 階層式迴歸分析表-交互作用分析..............................38
表4-9 階層式迴歸分析表-中介效果分析..............................40
表5-1 假設1~3之結果............................................41
表5-2 假設7之結果..............................................42




圖目錄
圖2-1 感知的程序與過程圖.........................................9
圖2-2 說服傳播過程圖.............................................9
圖2-3 香吉士廣告圖..............................................10
圖2-4 價格、品質與價值之因果相關模式............................15
圖2-5 消費者購買決策過程........................................16
圖2-6 價格、品牌與商店資訊對消費者產品評估的影響................17
圖2-7 價格折扣、商店名稱、品牌名稱對消費者評估與購買意願影響....18
圖2-8 廣告階層式效果理論........................................20
圖3-1 本研究架構圖..............................................21
圖3-2 情境一之零售商介紹........................................23
圖3-3 情境八之零售商介紹........................................23
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戴永久(審訂),S. Thomas Foster(原著)(2003),“品質管理”,台北:台灣培生教育.

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