關係連結對消費者知覺價值關係之研究－以互惠為干擾變數

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Title:	關係連結對消費者知覺價值關係之研究－以互惠為干擾變數 The Relationship between the Relationship Bonds and Consumer Perceived Value: The Moderating Effect of Reciprocity
Authors:	黃惠盟
Contributors:	國際企業管理學系
Keywords:	知覺價值關係連結互惠建築開發業
Date:	2020
Issue Date:	2020-09-09 09:36:59 (UTC+8)
Abstract:	消費者知覺價值是決定消費者行為意圖的關鍵因素，知覺價值就是消費者心中的價值，提高消費者的價值與利益有利於成交(Wilson, Zeithaml, Bitner, and Gremler, 2016)。許多企業以創造價值為經營目標，傳遞顧客產品或服務的價值以使組織具有競爭力，藉與提高交易價值策略，從心理面創造了價值。過去的研究中，關係連結與知覺價值分別有諸多研究，但尚未有實證研究支持此一觀點，尤其是房地產業，因此本研究在更深入的探討企業與消費者的關係連結對知覺價值之關係，加入互惠是否會強化或減弱影響消費者知覺價值，並以實證資料加以檢定分析。本研究以關係連結為自變數(IV)，知覺價值為依變數(DV)，知覺貨幣價格和知覺非貨幣價格為控制變數(CV)，並以互惠為干擾變數(MV)，檢驗互惠對關係連結與消費者知覺價值的干擾效果。以問卷調查法，針對房地產住宅個案消費者進行問卷蒐集資料分析。本研究之結果發現，財務性連結、社會性連結及結構性連結與消費者知覺價值呈顯著的正相關。企業與消費者之互惠會對財務性連結與知覺價值的影響產生干擾效果。希冀本研究結果讓房地產業了解關係連結、互惠會提高消費者知覺價值，建築開發業與消費者建立雙方之互惠關係，企業將會獲得更多的價值回報。 Consumer perceived value is a key factor to consumer behavioral intention. Perceived value represents the value in the mind of consumers. Higher consumer perceived value and greater consumer benefits facilitate transactions (Wilson, Zeithaml, Bitner, and Gremler, 2016). Many enterprises define their business goals as pursuit of value creation, improve their competitiveness by conveying the value of products or services to consumers, and create values at psychological level by optimizing transaction value strategy. Despite various prior studies on relation bonds and perceived value, this view has not yet been supported by any study, in particular, for real estate industry. In view of the above, this study aims at more intensive discussions on relation between enterprise-consumer relation bonds and perceived value, in addition to exploration into positive or negative impact of reciprocity on consumer perceived value and analysis validation with empirical data. In this study, relation bonds is defined as an independent variable (IV), perceived value is defined as a dependent variable (DV), and perceived monetary price and perceived non-monetary price are defined as control variables (CVs). In addition, reciprocity is defined as a moderating variable (MV) for validating interference of reciprocity with relation bonds and consumer perceived value. This study implemented questionnaire survey for collecting and analyzing information from real estate consumers. Results of this study show that financial bonds, social bonds, and structural bonds have significant positive effect on consumer perceived value; enterprise-consumer reciprocity interferes with the impact of financial bonds on perceived value. Results of this study are expected to elucidate the real estate industry that both relation bonds and reciprocity would improve consumer perceived value; reciprocity between real estate developers and consumers would bring greater values to enterprises.
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