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首頁> 外文學(xué)位 >The effects of price and brand on consumers' perceptions of service quality, service value and behavioral intentions: Pre-purchase versus post-purchase.
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The effects of price and brand on consumers' perceptions of service quality, service value and behavioral intentions: Pre-purchase versus post-purchase.

機(jī)譯：價格和品牌對消費(fèi)者對服務(wù)質(zhì)量，服務(wù)價值和行為意圖的感知的影響：購買前與購買后。

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摘要

This dissertation synthesizes previous research from consumer research, psychology and applied economics to develop a conceptual model explaining the effects of perceived price and perceived brand on consumers' pre-purchase service expectations. This research also addresses the extent consumers' perceptions of value mediate the relationship between consumers' perceived service quality (i.e., pre-purchase expectations of service and post-purchase evaluations of actual service) and their behavioral intentions (e.g., willingness to buy and search intentions).; The objective of this dissertation was to develop and test a conceptual model which: (1) helps explain the effects of perceived price and perceived brand on consumers' pre-purchase expected service quality and (2) addresses the extent consumers' perceptions of value mediate the relationship between consumers' perceived service quality (i.e., pre-purchase expectations of service or post-purchase evaluations of actual service) and their behavior intentions (e.g., willingness to buy and search intentions).; To test this model and its propositions, an experiment was conducted. Respondents evaluated a hotel service given variations in advertised price, brand name and actual service performance. A confirmatory factor analytic computer program was used to assess the measurement properties of the scales. Manipulation effects were tested using analysis of variance techniques and certain relationships were tested using correlation and regression analyses.; Twelve of the fourteen hypothesized effects and relationships were supported by the empirical results. The results of the brand and price manipulations in the pre-purchase stage were very robust. The results also suggest that consumers rely more on information provided in the pre-purchase stage (i.e., price and brand name) to make evaluations in the pre-purchase. Conversely, post-purchase evaluations were dominated more by experience. Support was also found for a mediating role of service value in consumers' evaluations of willingness to buy and search intentions in both pre-purchase and post-purchase stages. Finally, the results also suggest a moderating role for actual service performance in consumers' evaluation of post-purchase perceived monetary sacrifice.
機(jī)譯：本文綜合了消費(fèi)者研究，心理學(xué)和應(yīng)用經(jīng)濟(jì)學(xué)的先前研究，建立了概念模型，解釋了感知價格和感知品牌對消費(fèi)者購買前服務(wù)期望的影響。這項(xiàng)研究還探討了消費(fèi)者對價值的感知介導(dǎo)了消費(fèi)者感知的服務(wù)質(zhì)量（即購買前對服務(wù)的期望和購買后對實(shí)際服務(wù)的評估）與他們的行為意圖（例如購買和搜索的意愿）之間的關(guān)系的程度。意圖）。本文的目的是開發(fā)和測試一個概念模型，該模型：（1）幫助解釋感知價格和感知品牌對消費(fèi)者購買前預(yù)期服務(wù)質(zhì)量的影響；（2）解決消費(fèi)者對價值中介的感知程度消費(fèi)者的感知服務(wù)質(zhì)量（即購買前對服務(wù)的期望或購買后對實(shí)際服務(wù)的評估）與他們的行為意圖（例如，購買意愿和搜索意圖）之間的關(guān)系；為了測試該模型及其命題，進(jìn)行了實(shí)驗(yàn)?？紤]到廣告價格，品牌名稱和實(shí)際服務(wù)表現(xiàn)的變化，受訪者對酒店服務(wù)進(jìn)行了評估。驗(yàn)證性因子分析計算機(jī)程序用于評估秤的測量屬性。使用方差分析技術(shù)測試操縱效果，并使用相關(guān)和回歸分析測試某些關(guān)系。實(shí)證結(jié)果支持了十四種假設(shè)的影響和關(guān)系中的十二種。購買前階段的品牌和價格操縱結(jié)果非常強(qiáng)勁。結(jié)果還表明，消費(fèi)者更多地依賴于購買前階段提供的信息（即價格和品牌名稱）來進(jìn)行購買前評估。相反，購買后的評估主要由經(jīng)驗(yàn)決定。還發(fā)現(xiàn)在購買前和購買后階段，服務(wù)價值在消費(fèi)者對購買意愿和搜索意圖的評估中起中介作用。最后，結(jié)果還表明，實(shí)際服務(wù)性能在消費(fèi)者評估購買后感知的金錢犧牲方面起著適度的作用。

著錄項(xiàng)

  • 作者

    Roundtree, Robert Irving.;

  • 作者單位

    University of Illinois at Urbana-Champaign.;

  • 授予單位 University of Illinois at Urbana-Champaign.;
  • 學(xué)科 Economics Commerce-Business.; Business Administration Marketing.
  • 學(xué)位 Ph.D.
  • 年度 1996
  • 頁碼 287 p.
  • 總頁數(shù) 287
  • 原文格式 PDF
  • 正文語種 eng
  • 中圖分類 貿(mào)易經(jīng)濟(jì);貿(mào)易經(jīng)濟(jì);
  • 關(guān)鍵詞

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