Money Back Guarantee, Customers$ Perceptions and Behavioral Intentions

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Project title

Code/計畫編號

NSC101-2410-H019-001

Translated Name/計畫中文名

退款保證、顧客知覺與行為意圖關聯性之研究

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=2546036

Year

2012

Start date/計畫起

01-08-2012

Expected Completion/計畫迄

31-07-2013

Bugetid/研究經費

327千元

ResearchField/研究領域

工業工程

"退款保證是一種常見的零售商策略，零售商允許顧客購買產品後的一定期間內，可以將產品退還取得退款。雖然實務上廠商提供退款保證已經很普遍，但行銷文獻對退款保證的討論卻相當有限，而且幾乎都是以廠商的角度探討如何增進廠商利潤。本計畫擬從消費者的觀點，了解消費者如何看待退款保證，以及退款保證會如何影響消費者的知覺和行為，應具有理論和實務的重要性。本計畫為兩年的研究計畫，整體目標為探討零售商退款保證對顧客願付價格和惠顧意願的影響。第一年的研究目標，是探討不同形式的退款保證，會透過哪些中介變數（知覺風險、知覺品質、知覺搜尋成本），影響顧客願付價格和惠顧意願。第二年的研究目標，是探討退款保證對顧客知覺、願付價格和惠顧意願的影響，在不同的零售商聲譽和顧客退貨成本下，效果有何改變。本計劃將訪談業者和探討文獻，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，最後以結構方程模式檢驗假設和驗證模型。研究結論能補足文獻上對退款保證理解之不足，也可以提供零售上擬定合適退款保證策略的參考依據，具有實務貢獻。""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. Although MBG have a long tradition in marketing and retailing practice, a deeper understanding of how consumers value this instrument is still lacking. This research aims to investigate the effects of MBG on consumers’ willingness to pay a price premium and store patronage intentions. Specifically, the proposed research investigates (1) how the effects of characteristics of MBG influences consumers’ perceptions (in terms of perceived risk, perceived quality, and information cost), in turn, consumers’ willingness to pay a price premium and store patronage intentions, (2) how a retailer’s reputation and consumers’ return costs moderate the relationship between MBG and willingness to pay a price premium (store 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 retailers."

Keyword(s)

退款保證
願付溢價
惠顧意願
顧客知覺
聲譽
Money back guarantee
willingness to pay price premium
patronage intention
customer’s perception
reputation

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Money Back Guarantee, Customers$ Perceptions and Behavioral Intentions

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