政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/109618
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109951/140887 (78%)
造访人次 : 46265976      在线人数 : 987
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/109618


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/109618


    题名: 知覺品質、知覺價值與行為意圖關係之研究－交易成本觀點
    其它题名: Perceived Quality, Perceived Value, and Behavior Intention from the Perspective of Transaction Cost
    作者: Chen, Kuan-Yang;Chen, Po-Yuan;Dai, You-De;Wu, Lei-Yu
    陳冠仰;陳柏元;戴有德;巫立宇
    贡献者: 企管系
    关键词: 「品質-價值-行為意圖」模式;交易成本;資訊搜尋成本;道德危機成本;perceived quality-perceived value-behavior intention (Q-V-B) model;transaction cost;information searching cost;moral hazard cost
    日期: 2016-12
    上传时间: 2017-05-16 16:13:43 (UTC+8)
    摘要: 「品質－價值－行為意圖」(Q-V-B) 模式常用於解釋消費者的購買行為，然而研究上常忽略負面成本的降低是否有助於提升消費者的知覺品質與知覺價值進而提升行為意圖。由於行銷的本質是一種交換行為，而交易成本理論主張資訊搜尋成本與道德危機成本是影響交易進行的關鍵，因此本文以資訊搜尋與道德危機成本作為前因，探討降低交易成本對消費者購買知覺歷程的影響。本文以旅遊服務商品為研究情境，蒐集111 筆旅遊消費者問卷進行分析，研究結果顯示資訊搜尋成本對知覺品質有負向影響，道德危機成本對知覺品質、知覺價值之負向影響亦成立。據此，本文認為運用Q-V-B 模式解釋消費行為時，廠商除了創造正面的品質與價值認知外，更應重視交易成本對消費購買決策的影響。Scholars have long used the perceived quality-perceived value-behavior intention (Q-V-B) model to examine consumers’ purchasing behavior. Determining the factors that affect the Q-V-B model is a critical task for consumer research. Most previous studies primarily assess positive antecedents (e.g., product image) of Q V-B model, neglecting related negative factors (e.g., transaction cost). The main task of marketing lies in solving the problem of “exchange”. This study assumes that transaction cost economics (TCE), which posits that information searching cost and moral hazard cost are the crucial elements that influence a transaction, can compensate for the deficiency of the Q-V-B model. Accordingly, this study proposes a research framework that integrates both the Q-V-B model and TCE. Travel service is selected as the study field to be examined. A total of 111 consumer questionnaires are collected and examined using empirical analysis. The results indicate that, in addition to supporting the hypothetical Q-V-B relationship, information searching cost negatively affects perceived quality, and moral hazard cost is negatively related to perceived quality and value.
    關聯: 台大管理論叢, Vol.27, No.1, pp.191-224.
    数据类型: article
    DOI 連結: http://dx.doi.org/10.6226/NTUMR.2016.MAR.C102-019
    DOI: 10.6226/NTUMR.2016.MAR.C102-019
    显示于类别:[企業管理學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    191-224.pdf3592KbAdobe PDF21089检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈