知覺價格、知覺品質與知覺價值對購物意願之影響─不同通路類型及產品之比較

• Main Author: 林文婷
• Other Authors: 陳惠芳
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/46179574983465847429

碩士 === 東吳大學 === 國際貿易學系 === 89 === With the development of internet, customers have more choices when they want to purchase commodities besides traditional retailers and direct mail-order . They could use the new channel, ex. Internet, and shop on the net quickly and conveniently. Therefore, shopping behavior of customers is changing. When marketer sell products, no matter they are from traditional retail channel or e-shops, they are all interested in one issue, one of their favorite, namely discussion on the factors influencing shopping behavior of customers. By understanding this, they hope that they can make sales activities more efficient as well as rise their sales. In the point of view from shopping behavior, when customers consider about shopping, their will depends on value that they can get. In other words, customers expect they will make a choice between perceived benefit and perceived sacrifice after purchasing. The former usually symbolizes perceived quality, and the latter can be presented by actual price of commodity. Hence, sellers can enhance customers’ perceived quality toward product value by increasing customers’ perception regarding product benefit or quality. Accordingly, sellers can choose to sell goods by using three strategies basing on values: (1) high quality (2) low price (3) the balance between 1 and 2. sellers can rise customers’ perceived value and let them decide to buy things by using these three marketing strategies. Therefore, in this research we hope that we not only know how the perceived price and perceived quality of all products affect the perceived value of the consumers, but we also need to understand whether the consumers would have different perceived prices、different perceived qualities and different perceived values while the consumer shopping through the different channel, such as through the traditional channel or internet channel. Would the consumers have different shopping behaviors while purchasing different types of products, such as the physical products or the digital products? Those are the important issues in the internet marketing age. In this research, we focus on analyzing the domestic consumers’ perception of shopping to understand how the perceived price,perceived quality and perceived value affect the consumers either shopping through the traditional channel or through the internet business channel. Moreover, we’ll find the difference and try to analyze what would influence the consumers’ shopping behaviors.