Investigating the Impact of Price and Message Volume on Perceived Quality：A Perspective of Consumer Heuristics and Moderating Roles of Gender

[[abstract]]本研究將以消費捷思觀念為解釋主軸，釐清民生必需品的價格與訊息數量對商品知覺品質的影響，並以中性且不影響購買決策的產品屬性標籤，探究成年人是否存在「多多益善」捷思行為，另再加入性別干擾變數，以較嚴謹且科學的實驗設計方法，採「2（產品價格：低、高）× 2（訊息數量：多、少）×2（性別：男、女）」三因子受試者間(between-subject)實驗情境設計，以避免其他外部干擾因素影響實驗結果，受試樣本為男性、女性各80位，共計回收160份實驗問卷。 研究結果顯示，產品價格與訊息數量對知覺品質並不存在顯著交互作用，且民生必需品亦會使消費者有「價格＝品質」的認知，換句話說，高價商品能使消費者有較高的品質認同，且相較於女性，男性更存在此種認知連結；除此之外，男性與女性皆有「多多益善」捷思，認為訊息說明詳細的商品，是高品質的象徵。 由此結果，建議企業需提供詳細的產品說明標籤，並在面對不同的目標市場時，擬定不同的行銷策略，例如：以高價策略搶攻男性市場。[[abstract]]Based on the viewpoints of consumer heuristics we intent to explore the effectiveness of convenience goods’ price and message volume on perceived quality and by using the product attribute labels which is neutral but does not have any influence to testify the saying about “length is Strength LIS” on adult And under the more rigorous and scientific method we add the gender as moderator into the scenario in the experimental design In order to avoid the interference comes from other external factors the three factors between-subject design were used and conducted as 2 (price: high and low) ×2 (message volume: more and less) × 2 (gender: male and female) There are 160 subjects to attend the experiment include 80 males and 80 females The results show that the interaction effect of price and message volume on perceived quality is not significant We see that in daily necessities goods the subjects also regard the notion of “price equal to quality” as rules And compared with women it seems that men are more likely to display the phenomenon of “high price means high quality” By the way both men and women have “length is strength” heuristic and mostly believe that it is a representative of high quality From these results we suggest that it is necessary to provide the detailed message to describe the content of goods and to develop different marketing strategies toward different target market for example if the company want to penetrate males’ market it should be beneficial to adopt the high-price strateg