延伸服务价格对服务品牌延伸评价的影响——基于品牌信任的视角

The Effects of Service Extension Product Price on Service Brand Extension Evaluations——From the View of Brand Trust

通过实验研究方法,选取了高信任度和低信任度的服务品牌,针对其虚拟的延伸服务进行高低价格水平下的感知质量、感知价值和购买意向的测量。研究结果发现,价格对感知质量没有显著影响,对高信任度服务品牌的延伸服务的感知价值和购买意向有显著影响,对低信任度服务品牌的延伸服务的感知价值和购买意向没有显著影响。

This paper uses experimental method, selecting two service brands with higher brand trust and lower brand trust respectively, investigating the perceived quality, perceived value, purchase intention of virtual service extension products under the higher and lower price levels. Results show that the service extension product price has no significant effects ＇on per- ceived quality, whi]e significant effects on perceived valug and piarchase intention of service brand with higher brand trust are found, meanwhile no significant effects on perceived value and purchase intention of service brand with lower brand trust are found.