Will the consumer inner attributions and attributions of product impact on purchase intention based on price premium

[[abstract]]在過去的自由市場中由於競爭者眾多，所以賣方多以降價來作為競爭手段，因此在大家都削價競爭的情況下，大多數的賣方不是退出市場就是毫無利潤可言。但隨著時代及消費者行為的變遷，消費者開始著重於產品所賦予的整體價值，而不只是著重於產品表面的價格。因此如何利用產品外部屬性以及針對消費者屬性來影響消費者對溢價產品的購買意願是很重要的課題。本研究主要是以溢價的觀點來探討產品外部屬性以及消費者內心因素對知覺價值及知覺品質的影響，來研究消費者的顧客購買意願是否會因為外界價格因素的影響而有所動搖。 本研究以調查研究法為主，針對台灣地區曾有溢價消費行為的最終消費者發放問卷，總共有效問卷為376份。接著透過迴歸分析探討各變數間之線性關係以及透過ANOVA分析以及交叉分析檢定檢驗不同人口統計變數中之性別、可支配所得與教育程度對支付溢價行為是否有差異，額外將性別、可支配所得與教育程度從人口統計變數中抽離來與溢價行為分析。除此之外更透過中介效果的檢定來檢測產品外部屬性與消費者內心因素是否可透過溢價來提升消費者的知覺品質。 所有資料經過分析之後顯示，在產品本身品質與知名度，以及消費者本身信任與獲得意外所得與否皆會左右消費者溢價行為的態度。因此聰明的廠商應該捨棄不必要之價格戰競爭策略，透過分析不同消費者需求、建立本身知名度與提昇產品品質以求塑造市場中消費者對本身企業之信任，透過整合產品本身屬性與消費者內心因素之優點，訂定為成長與獲利的價格。[[abstract]]Because of the market competition a lot of company use price discount as a competitive method and many company are quit or no profit As time goes by consumer emphasize not only on price but also total product value Thus how attributions of product and consumer inner attributions impact on purchase intention is an important issue The aim of this article attempts to explore how consumer inner attributions and attributions of product impact on perceived value and perceived quality and analyze consumer purchase intention will affected by external price based on price premium The method to carry out this study was using a questionnaire survey which aimed at consumers has price-premium behavior Total received 376 questionnaires In order to clarify the linear relationship of these variables and differences between different seller reputations regression analysis and T-test were done To address whether premium behavior has differences between sex、income and education these three variables were drew out and be executed of crosstab analysis and regression analysis The results showed that consumer inner attributions and attributions of product has a positive effect on consumers’ premium behavior Therefore intelligent factory owners should give up price war and with a better understanding of consumers’ demands to setup price for growth and profit