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知覺品質、知覺價值與行為意圖關係之研究－交易成本觀點
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Perceived Quality, Perceived Value, and Behavior Intention from
the Perspective of Transaction Cost
Summary
Marketing scholars have long used the perceived quality-perceived value-behavior
intention (Q-V-B) model to examine customer purchasing behavior (Sweeney and Soutar,
2001). This research model emphasizes that to maintain continuous purchasing behavior,
firms should satisfy customer needs by concentrating on the quality and value of their
products or services. However, numerous related studies have demonstrated that customers
are unlikely to precisely recognize intangible quality and value before purchase. Thus, using
the model to investigate service products is difficult (Kwun and Oh, 2004). Furthermore,
service is also indivisible (Kotler, 2000). When purchasing a service, customers must
participate with the producers (such as a travel or medical service) to experience the quality
and value of the service. In this manner, customers will consider whether the service would
be a truthful product and whether the suppliers would prioritize the benefits of customers if a
conflict were to arise. These characteristics of service suggest vsing the Q-V-B model alone
to explain customer purchasing behavior and neglecting the evaluation elements, particularly
the cost elcoments before purchase may influence the efficacy of the model.
The main task of marketing lies in solving the problem of “exchange”. Thus, transaction
cost economics (TCE), which demonstrates how to improve transaction efficiency, can be
used to explain customer purchasing behavior (Chiou and Droge, 2006; Rindfleisch and
Heide, 1997). According to the TCE concept, customers may face the transaction cost of
decision-making during a purchasing (Transaction Process), such as the information
searching cost that develops when customers, to complete the transaction, collect and
analyze the function and price of products. Furthermore, even after the transaction,
customers may question whether the products are equipped with the functions claimed by the
purchase agreement or advertisement; moral hazard costs arise thereafter. Consequently, this
study adopts the main concept of TCE, namely information searching cost and moral hazard
cost, to assess the impact of these two costs on Q-V-B.
Kuan-Yang Chen
, Assistant Professor, Department of Tourism and Leisure, Lunghwa University of
Science and Technology
Po-Yuan Chen
, Assistant Professor, Department of International Business, National Dong Hwa University
You-De Dai
, Associate Professor, Department of Tourism, Leisure and Hospitality Management, National
Chi Nan University
Lei-Yu Wu
, Professor, Department of Business Administration, National Chengchi University