Department of Tourism, Ming Chuan University
本研究探討消費者的經濟階級流動性知覺如何影響其價格品質關係推論。立基於制度合理化理論，本研究發現：不論是透過操弄或衡量，低經濟階級流動性知覺消費者有較低的價格品質關係信念(實驗一A、一B)，且較不使用價格作為品質評估線索(實驗二A、二B)，這是因為低經濟階級流動性減低消費者內在公正市場意識形態所導致，且無法歸因於其他可能因素。低經濟階級流動性消費者會傾向高估低價產品的品質，而低估高價產品品質(實驗二B)。對販售低價商品，且訴求於「高品質低價格」的廠商而言，提供合理化該訴求的具體理由將可取信於不同經濟階級流動性知覺的消費者(實驗三)。本文為相關研究提供新的學術貢獻，並討論其在當前社會可能的行銷意涵。(148_M5f699d3e96b8b_Abs.pdf(File does not exist))
The role of consumer’s subjective perception about socioeconomic condition in influencing consumer’s quality judgment is not explored in marketing literature. Five studies provide convergent evidence indicating that consumers with low (vs. high) perceived economic mobility have a weaker tendency to use price as quality cue because of their weaker fair market ideology, which makes them less likely to engage heuristic processing. This effect held regardless of whether perceived economic mobility was measured or manipulated. The current research also found that the effect of perceived economic mobility was independent of power distance belief and economic system justification, and was mediated by fair market ideology. For businesses adopting “high quality, low price” appeal, providing specific reasons why low price and high quality are compatible could mitigate the influences of perceived economic mobility. The current research provides novel insights on related literature, and has critical marketing implications for the practitioners.(148_M5f699d3e96b8b_Abs.pdf(File does not exist))
Perceived Economic Mobility, Price-Quality Relationship, System Justification Theory, Fair Market Ideology, “High Quality Low Price” Appeal
本研究結果對企業界提供行銷工作可參考的建議與新穎的洞見。 首先，在當前消費者對未來經濟階級流動性存疑的氛圍下，「高價位等於高品質」的訴求可能會受到低經濟階級流動性知覺消費者較大的質疑。對推出高價位產品的企業，特別是要進入市場的新品牌，可在行銷溝通訊息中安排有助於提升經濟階級流動性知覺的訊息內容，強化消費者運用價格作為品質線索的可能性。具體作法包括運用能夠彰顯透過自身努力而獲取更高經濟地位的品牌代言人、或利用故事行銷喚起消費者對當前社會的信心。 第二，企業也應該尋求適當的行銷溝通訊息投放接觸點。企業可考量自身的產品價格設定，選擇不同經濟階級流動性訊息。高價(低價)產品可能更適合與會引起高(低)經濟階級流動性感受的新聞或環境資訊相搭配。 第三，對「高價格高品質」的強勢品牌而言，在當前社會氛圍下另外一個可能的行銷商機，則是透過子品牌或是品牌背書的方式，推出相較於原有母品牌價格水準較低的產品。由於低經濟階級流動性知覺消費者比較不會使用價格作為品質捷思，代表當高價位強勢品牌向下延伸時將不容易傷害消費者的品質評估，減緩母品牌權益反噬。而高經濟階級流動性知覺消費者，則很可能會將強勢品牌本身視為「高品質低價格」訴求的合理化理由，而更加願意採信。 最後，對進入市場的新品牌而言，看似合理且直觀的作法是定位在「高品質低價格」，訴諸於消費者對「性價比」的追求。但本研究提醒：「高品質低價格」並不保證能夠獲取消費者的正面品質評估、甚至有害購買意圖。 本研究建議：如果新品牌想要透過「高品質低價格」進入市場時，應該明確地向消費者說明合理化此訴求的理由。這是因為不同社會間整體經濟階級流動性知覺有高有低，而即便同一社會內不同個體間的主觀感受也大不相同。因此附加合理化理由的「高品質低價格」訴求不僅可以成為吸引低經濟階級流動性知覺消費者與市場，更可以取信於高經濟階級流動性知覺的消費者，方能成為企業獲取優勢的商機。
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