How Consumers Respond to Money Back Guarantees---The Effect of Perceived Risk Types and Money Back Guarantee Believability

View Statistics Email Alert RSS Feed

Information

Details

Project title

Code/計畫編號

NSC97-2410-H019-022-MY2

Translated Name/計畫中文名

消費者對退款保證的反應---知覺風險類型和保證可信度的效果

Project Coordinator/計畫主持人

Shih-Ping Jeng

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=1753383

Year

2009

Start date/計畫起

01-08-2009

Expected Completion/計畫迄

31-07-2010

Bugetid/研究經費

490千元

ResearchField/研究領域

經濟學

"零售商對消費者提供退款保證已經日益普遍，是零售商商很重要的行銷策略之一。許多文獻也指出，退款保證、製造商品牌和零售商聲譽是降低消費者風險最有效的方法。但退款保證應如何與製造商品牌、零售商聲譽搭配才會有最好的效果，文獻上所知有限。例如，它們對降低消費者不同類型的風險，效果是否有所差異？對降低消費者購買時的猶豫有何效果？能否影響消費者繼續搜尋產品資訊的意願？退款保證的形式（寬或嚴）會如何影響消費者對退款保證的看法？零售商的聲譽會與退款保證的形式對消費者購買意願的共同效果為何？以上的問題都有理論與實務的重要性，值得深入瞭解。本計畫為兩年的研究計畫，整體目標為深入瞭解退款保證、製造商品牌和零售商聲譽，會透過哪些關鍵的中介變數，影響消費者猶豫、消費者資訊搜尋意願和購買意願。第一年的研究目標，是探討零售商退款保證與製造商品牌如何透過降低不同類型的風險（功能風險、適合風險、財務風險），進而共同影響消費者猶豫和搜尋意願。第二年的研究目標是探討零售商聲譽與其退款保證形式，如何影響消費者對退款保證的看法（包括退款保證的價值可信度），進而影響購買意願。本計畫將訪談業者和文獻探討，建立觀念架構和假設推導，並透過實驗設計，發放問卷蒐集資料，最後以線性結構模式檢驗假設和驗證模型。研究結論除了能補足文獻上對退款保證理解之不足，也可提供零售商擬定合適退款保證策略之參考依據，另外對製造商的通路決策也有管理意涵，具有相當的實務貢獻。""A money-back guarantee (MBG) is an option that enables the consumer to receive some or all of their money back if the product is returned within a given period of time. Though MBG, the manufacturer’s brand and the retailer’s reputation are all important risk relievers for customers, the investigation of their effects on consumers’ perception and behaviors has been limited: do they reduce consumers’risks in a different way? Can they affect consumer hesitation? Can they affect consumers’search intentions for product information? Do characteristics of MBG influence consumers’ perceptions of MBG? What is the joint effect of the retailer’s reputation and MBG? These important questions are still unanswered. This research aims to investigate the effects of MBG, the manufacturer’s brand, and the retailer’s reputation on consumers’hesitation, search intentions, and purchase intentions. Specifically, the proposed research investigates (1) how a retailer’s MBG policy and the manufacturer’s brand influence consumers’different kinds of risk (performance risk, fit risk, and financial risk), and how the reduced risk influence consumers’hesitation and search intentions, (2) how the effects of characteristics of MBG and the retailer’s reputation on consumer perceptions of MBG believability and value, and how MBG believability and value influence consumer patronage intentions. Experiments and the structural models will be conducted to evaluate the effects. The obtained results can greatly expand the understandings on MBG effects from the perspective of consumers. It also provides a useful reference for retailers’MBG policy and marketing strategies for manufacturers and retailers."

DSpace CRIS

How Consumers Respond to Money Back Guarantees---The Effect of Perceived Risk Types and Money Back Guarantee Believability

Details

Description