知觉品质知觉价值与行为意图关系之研究－交易成本-台大管理论丛.PDF

臺大管理論叢 2016/12 27 1 191-224 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 陳冠仰 / Kuan-Yang Chen, Assistant Professor, Department of Tourism and Leisure, Lunghwa University of Science and Technology 陳柏元 / Po-Yuan Chen, Assistant Professor, Department of International Business, National Dong Hwa University 戴有德 / You-De Dai, Associate Professor, Department of Tourism, Leisure and Hospitality Management, National Chi Nan University 巫立宇 / Lei-Yu Wu, Professor, Department of Business Administration, National Chengchi University Received 2013/12, Final revision received 2015/3 摘 要 (Q-V-B) 111 Q-V-B 【關鍵字 】 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 rese