The Effect of Guarantee Components on Consumers’ Pre-Purchase Evaluations －An Example of Service Products

• Main Authors: Yi-Hsuan Ho, 何宜軒
• Other Authors: Hsi-Jui Wu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/y5an9h

碩士 === 銘傳大學 === 管理研究所 === 93 === Because of service intangibility, consumers often look to extrinsic cues to help them judge services quality and purchase risk. Service guarantees are one of those. Prior research has focused on the impact of guarantees offering on consumer decision making. However, little has been done to deeply examine the effect of various guarantee components on consumer perceptions, so it couldn’t offer effective suggestion of guarantee design for service firms. Therefore, this research focuses on two elements of guarantee, scope, payout, and a firm’s reputation for service quality to see if the various guarantee components will affect the consumers’ perceived quality, purchase risk, and examine the firm’s reputation as a moderating variable on the impact of guarantee on consumer perceptions. In this research conducted two experiment in a 2X2 X2 between-subjects design, one is hotel service (experience attribute) and another is eye surgery service (credence attribute). The main results of this research are as followed: 1. The elements of guarantee will affect the consumers’ perceived quality and purchase risk; 2. The firm’s reputation will moderate the effect of guarantee on consumers’ perceptions; 3. The different attribute of product will impact the effective of guarantee and reputation on consumer perceptions; 4. The higher the consumers’ perceived quality of product, the higher the purchase intention; 5. The higher the consumers’ perceived risk, the low the purchase intention.