| Summary: | 碩士 === 國立臺南大學 === 教育經營與管理研究所 === 96 === It can be seen that the retailing environment nowadays is more capricious and changeable, and consumers facing more and more service and product choices have sophisticated decision-making process. For retailers, they use repeatedly updated marketing approaches to meet the consumers’ changeable need. To increase the consumer’s purchasing intention, the retailers use various methods. Recently, retailers are used to provide “price-matching guarantee” (PMG). “Price-matching guarantee” is a policy which promises to consumers the difference if they find a lower price elsewhere. The rationale for PMG is to attract consumers, and in turn increase the likelihood that the consumers patronize the PMG retailer. According to the merchant prestige, they will set up the proper and effective depth of refund to reach the aim of marketing.
Some earlier studies prove that consumers exist two different thinking patterns between depth of refund and PMG believability in PMG the retailer provides. There are two definitely different results, and one is positive and the other is negative. Consequently, the investigation based on the consumer’s point of view, it focuses on treating the relationship between the depth of refund and PMG believability. It is also found whether they have different results by diverse thinking ways. Besides, the investigation treats the relation in direct effect of depth of refund and PMG believability by entering the moderator variables of merchant prestige.
By means of experimental design, this research manipulate depth of refund and incorporate with the retailer’s loss and expectation dropping variance as endogenous variables to explore their influence on PMG believability by structural equation modeling (SEM), and to understand the influence of the merchant prestige as a moderator variable by hierarchical moderator regression analysis (HMRA). According to the above, the research was designed four kinds of experiment situations to manipulate depth of refund and the merchant prestige. Livelihood of the people expense thing was chosen to be the experimental product, and subjects were students of the universities. Through Amos model, the result shows:
5. Depth of refund has no direct effect on PMG believability.
6. Depth of refund has a positive effect on the retailer’s loss; the retailer’s loss also has a positive effect on PMG believability.
7. Depth of refund has a positive effect on expectation dropping variance, but expectation dropping variance has a negative effect on PMG believability.
8. Overall, the influence of depth of refund on PMG believability is not significant; the merchant prestige in the depth of refund to PMG believability has the influence of the moderator. When the merchant prestige is high, the influence of depth of refund on PMG believability is bigger. That is, the merchant prestige will strengthen the influence of depth of refund on PMG believability.
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