消费者对搜寻品、体验品及相信品品牌线索偏好之研究.doc

消費者對搜尋品、體驗品及相信品品牌線索偏好之研究 林妙雀 輔仁大學國際貿易與金融學系教授 黃麗霞 輔仁大學企業管理學系助理教授 蔡雅雯 輔仁大學管理學研究所碩士 摘要 過去學者研究消費者對於搜尋品、體驗品及相信品其所依賴之品牌線索的探討，多以李克特尺度量表加以衡量，受測者僅針對單一問項來填答問題，無法反應消費者在購買產品時之整體線索全貌。本研究歸納過去品牌線索之相關文獻，篩選出價格、產品成份標示清晰度、品牌來源國、親朋好友的推薦、保證使用期間、產品客觀排名，分別評估消費者針對搜尋品、體驗品及相信品等三種不同產品屬性，對整體品牌線索的偏好次序差異。 本研究配合實驗設計，共發放400份問卷，經由聯合分析驗證得出：(1)無論是搜尋品、體驗品或相信品，消費者最重視之品牌線索為價格與產品成份標示清晰度。(2)針對搜尋品及體驗品，消費者相對偏好低價位商品，至於相信品則因消費者無法確知品質，反而會偏好高價位作為高品質決策依據。(3)消費者對於搜尋品與體驗品，偏好較長的保證使用期限，但是對於相信品反而偏好較短的使用期限。(4)性別差異會影響品牌線索的偏好，尤其在搜尋品的成份標示部份，男性比較偏好高清晰度，而女性卻偏好模糊性；對於體驗品的價格反映，男性偏好高單價，而女性卻喜好低價。 關鍵詞： ABSTRACT In the past, consumers have limited information to judge product quality. However, as the flow of information grow rapidly, consumers care about information overload instead of information insufficiency. Products can be classified as search, experience and credence goods based on consumers’ ability to judge product quality before or after consumption. Specifically, quality of search goods can be judged before purchase, quality of experience goods can be judged after consumption, quality of credence goods are hard to identify after consumption. Most of previous studies used Likert scale to measure the importance of brand cues and did not reflect the overall profile of products during purchase. This study selects price, clarity of component labeling, country of origin, recommendation by friends, warranty duration, and objective ranking to evaluate consumers’ preferences of these brand cues on search, experience and credence goods. Based on 400 samples, the results of conjoint analysis indicate that: (1) price and clarity of component labeling are the most important brand cues for consumers for all products; (2) consumers prefer low-price for search and experience goods and high-price for credence goods; (3) consumers prefer longer warranty duration for search and experience goods and lower warranty duration for credence goods; (4) for search goods, men prefer high clarity of component labeling but women prefer low c