一分錢一分貨？經濟階級流動性知覺對價格品質判斷的影響

The Effects of Perceived Economic Mobility on Price-Quality Judgments

本研究探討消費者的經濟階級流動性知覺如何影響其價格品質關係推論。立基於制度合理化理論，本研究發現：不論是透過操弄或衡量，低經濟階級流動性知覺消費者有較低的價格品質關係信念（實驗一A、一B），且較不使用價格作為品質評估線索（實驗二A、二B），這是因為低經濟階級流動性減低消費者內在公正市場意識形態所導致，且無法歸因於其他可能因素。低經濟階級流動性消費者會傾向高估低價產品的品質，而低估高價產品品質（實驗二B）。對販售低價商品，且訴求於「高品質低價格」的廠商而言，提供合理化該訴求的具體理由將可取信於不同經濟階級流動性知覺的消費者（實驗三）。本文為相關研究提供新的學術貢獻，並討論其在當前社會可能的行銷意涵。

The role of consumer's subjective perception about socioeconomic condition in influencing consumer's quality judgment is not explored in marketing literature. Five studies provide convergent evidence indicating that consumers with low (vs. high) perceived economic mobility have a weaker tendency to use price as quality cue because of their weaker fair market ideology, which makes them less likely to engage heuristic processing. This effect held regardless of whether perceived economic mobility was measured or manipulated. The current research also found that the effect of perceived economic mobility was independent of power distance belief and economic system justification, and was mediated by fair market ideology. For businesses adopting ''high quality, low price'' appeal, providing specific reasons why low price and high quality are compatible could mitigate the influences of perceived economic mobility. The current research provides novel insights on related literature, and has critical marketing implications for the practitioners.