191 / 414
191
臺大管理論叢
2016/12
第
27
卷第
1
期
191-224
DOI:10.6226/NTUMR.2016.MAR.C102-019
知覺品質、知覺價值與行為意圖關係之研究－交
易成本觀點
Perceived Quality, Perceived Value, and Behavior Intention from
the Perspective of Transaction Cost
摘 要
「品質－價值－行為意圖」
(Q-V-B)
模式常用於解釋消費者的購買行為，然而研究上常
忽略負面成本的降低是否有助於提升消費者的知覺品質與知覺價值進而提升行為意圖。
由於行銷的本質是一種交換行為，而交易成本理論主張資訊搜尋成本與道德危機成本
是影響交易進行的關鍵，因此本文以資訊搜尋與道德危機成本作為前因，探討降低交
易成本對消費者購買知覺歷程的影響。本文以旅遊服務商品為研究情境，蒐集
111
筆旅
遊消費者問卷進行分析，研究結果顯示資訊搜尋成本對知覺品質有負向影響，道德危
機成本對知覺品質、知覺價值之負向影響亦成立。據此，本文認為運用
Q-V-B
模式解
釋消費行為時，廠商除了創造正面的品質與價值認知外，更應重視交易成本對消費購
買決策的影響。
【關鍵字】
「品質－價值－行為意圖」模式、交易成本、資訊搜尋成本、道德危機成本
Abstract
Scholars have long used the perceived quality-perceived value-behavior intention (Q-V-B)
model to examine consumers’ purchasing behavior. Determining the factors that affect the
Q-V-B model is a critical task for consumer research. Most previous studies primarily assess
positive antecedents (e.g., product image) of Q-V-B model, neglecting related negative
factors (e.g., transaction cost). The main task of marketing lies in solving the problem of
“exchange”. This study assumes that transaction cost economics (TCE), which posits that
information searching cost and moral hazard cost are the crucial elements that influence a
transaction, can compensate for the deficiency of the Q-V-B model. Accordingly, this study
proposes a research framework that integrates both the Q-V-B model and TCE. Travel
service is selected as the study field to be examined. A total of 111 consumer questionnaires
are collected and examined using empirical analysis. The results indicate that, in addition to
supporting the hypothetical Q-V-B relationship, information searching cost negatively affects
perceived quality, and moral hazard cost is negatively related to perceived quality and value.
【
Keywords
】
perceived quality-perceived value-behavior intention (Q-V-B) model,
transaction cost, information searching cost, moral hazard cost
陳冠仰
/
龍華科技大學觀光休閒系助理教授
Kuan-Yang Chen
, Assistant Professor, Department of Tourism and Leisure, Lunghwa University of
Science and Technology
陳柏元
/
國立東華大學國際企業學系助理教授
Po-Yuan Chen
, Assistant Professor, Department of International Business, National Dong Hwa University
戴有德
/
國立暨南國際大學觀光休閒與餐旅管理學系副教授
You-De Dai
, Associate Professor, Department of Tourism, Leisure and Hospitality Management, National
Chi Nan University
巫立宇
/
國立政治大學企業管理學系教授
Lei-Yu Wu
, Professor, Department of Business Administration, National Chengchi University
Received 2013/12, Final revision received 2015/3