產品保證是產品的其中一種外部線索外，它企圖說服消費者認為產品擁有高品質。現在越來越多企業經常利用外部線索的策略來影響消費者對產品的知覺品質。而在網路上，零售商所提供的保證方案比實體店面所提供的多且全面，為甚麼會有這種情形發生？本研究主要在探討產品保證、零售型態和商店品質聲譽會否對消費者態度與購買意願產生顯著影響以及其自變數間的交互作用。
　　本研究採取2x2x2的實驗設計的方式，共有8種不同的實驗設計情境。零售型態分成兩種1.實體店面 2.虛體店面；產品保證分成兩種1.有額外保證2.無額外保證；商店品質聲譽分為兩種1.有品質聲譽商店2.無品質聲譽商店。
　　本研究之結果：1.零售型態對知覺品質與知覺價值影響不大，但對購買意願有顯著影響；2.產品保證對知覺品質與知覺價值有正向影響；3.品質聲譽對知覺品質與知覺價值有正向影響；4.零售型態、產品保證與品質聲譽間的交互作用並不顯著。

　　Product Warranty is one of the external cues of products attempts to convince consumers that the products have high quality. Recently most companies realize that they need to use the strategy of external cues to influence consumers’ perceived quality of their products. In Internet, the warranty provided is more comprehensive than physical store retailer, why this scenario happening? This study aim to investigate the interaction effect between variables which include product warranty, different retail type and the quality reputation of store on consumer selection choice.
　　This study adopts a 2x2x2 experiment design. A total of 8 different experimental scenarios are generated. Each scenario is formed based on a selected combination of 2-level factors:
(1) Retailer type divided to bricks-and-mortar retailer and internet retailer,
(2) Product warranty by extra warranty and no extra warranty,
(3) Quality reputation by high reputation and low reputation.
　　The results show that:
(a) Retailer type has no significant effects on perceived product quality and perceived product value, but has a significant effect on purchase intention;
(b) Warranty has positive significant effects on both the perceived product quality and perceived product value;
(c) Quality reputation also has positive significant effects on both the perceived product quality and perceived product value;
(d) The interaction effects between these situational variables are not significant on either the perceived product quality or perceived product value.

中文部分
周金福(譯者)，William F. A (原著)(2000-2002)，“現代廣告學(上)”，台北：Mcgraw-Hill。
劉建順(2004),“現代廣告學”,台北： 智勝出版：知識達總經銷。
林素吟（2005）,“產品保證與品牌知名度對顧客忠誠度的影響之研究”,中華管理評論國際學報2005年2月第8卷1期.
戴永久(審訂),S. Thomas Foster(原著)(2003),“品質管理”,台北:台灣培生教育.

英文部分
Armstrong, G. and Kotler, P.(2003), Marketing-An Introduction(10th ed.),
　　Pearson Education, Inc.
Bearden, W. and Shimp, T.(1982), “The Use of Extrinsic Cues to
　　Facilitate Product Adoption,” Journal of Marketing Research, 29(May),
　　229-239.
Bellenger, DN, Steinberg, E. and Stanton, WW.,(1976), “The congruence of store
image and self image,” Journal of Retail, 52(1),17-22.
Bloemer, J, and de Ruyter K,(1998), “On the relationship between store image,
　　store satisfaction, and store loyalty,” Eur J Mark, 32(5/6),499-514.
Boulding, W. and Kirmani, A.(1993), “A Consumer-Side Experimental
　　Examination of Signaling Theory: Do Consumer Perceive Warranties as
　　Signals of Quality?” Journal of Consumer Research, 20(June), 111-122.
Dawar, N. and Parker, P. (1994), “Marketing Universals: Consumers’ Use of
　　Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals
　　of Product Quality,” Journal of Marketing, 58(April), 81-95.
Dodds, W. B., Monroe K. B. and Grewal, D. (1991), “Effects of Price,
　　Brand and Store Information on Buyers’ Product Evaluation,” Journal of
　　Marketing Research 28(Aug.), 307-319.
Engel, J.F. , Blackwell, R.D. and Miniard, P.W. (1984), Consumer Behavior,
Hwa-Tai Bookstore, Taipei, 1990.
Erevelles, S. (1993), “ The price-warranty contract and product attitudes,” Journal
　　of Business Research, 27(2), 171-181.
Erevelles, S., Roy, A., and Vargo, S. L. (1999), “The use of price and warranty cues
　　in product evaluation: A comparison of U. S. and Hong Kong consumers,”
　　Journal of International Consumer Marketing, 11(3), 67-91.
Garvin, D. A.(1987), “Competing on the Eight Dimensions of Quality,” Harvard
　　Business Review, 101-109
Grewal, D. , Krishnan,R. , Baker,J. and Borin, N.(1998), “The effect of store
　　name, brand name and price discounts on consumers’ evaluations and purchase
　　intentions. Journal of Retail, 74(3), 331-52.
Grewal, D. , Monroe, K.B. and Krishnan, R.(1988), “The Effects of Price
Comparison Advertising on Buyers’ Perceptions of Acquisition Value and
Transaction Value,” Journal of Marketing, 62, 46-59.
Grewal, D. , Iyer, G.R., Krishnan, R., and Sharma, A.(2003), “The Internet and
　　the price-value-loyalty chain,” Journal of Business Research, 56(May),
　　391-398.
Hildebrandt, L.(1988), “Store image and the prediction of performance in retailing,”
　　J Bus Res, 17(1): 91-100.
Keaveney, SM. and Hunt KA.(1992), “Conceptualization and Operationalization of
　　retail store image: A case of rival middle-level theories,” J Acad Mark Sci,
　　20(2):165-76
Kotler, P.(2000), Marketing Management, Millennium edition, Prentice Hall.
Kukar-Kinney, M. and Grewal, D.(2007), “Comparison of consumer reactions
　　to price-matching guarantees in internet and bricks-and-mortar retail
　　environments” Journal of the Academy of Marketing Science, 35(2),
197-207
Lavidge, R.C. and Steiner, G.A.(1961), “A Model for Predictive
　　Measurements of Advertising Effectiveness,” Journal of Marketing 25(Oct),
　　59-62.
Monroe, K.B and Krishnan, R. (1985), “The Effect of Price on Subjective Product
　　Evaluations,” Perceived Quality. Jacoby, J. & Olson, J. ed,. Lexington, MA:
　　Lexington Books , 209-232.
Olshavsky, R.W.(1985), “Perceived quality in consumer decision making : an
　　integrated theoretical perspective.” Perceived Quality, Jacoby, J & Olson, J
　　ed, Lexington, MA: Lexington Books.
Palda, K.S.(1966), “The hypothesis of a Hierarchy of Effects: A Partial
　　Evaluation,” Journal of Marketing Research 3(Feb), 13-24.
Perry, M. and Perry, A. (1976), “Service Contract Compared to Warranty as
　　a Means to Reduce Consumers’ Risk,” Journal of Retailing, 52(2), 33-40.
Purohit, D. and Srivastava, J. (2001), “Effect of Manufacturer Reputation,
　　Retailer Reputation, and Product Warranty on Consumer Judgments of Product
　　Quality: A Cue Diagnosticity Framework,” Journal of Consumer Psychology,
　　10(3), 123-134.
Shimp, T.A. and Bearden, W. (1982), “Warranty and Other Extrinsic Cue
　　Effects on Consumer Risk Perceptions,” Journal of Consumer Research,
　　9(June), 38-46.
Spence, A.M.(1974), Market Signaling: Information Transfer in Hiring and
　　Related Screening Processes, Cambridge, MA: Harvard University Press.
Spence, A.M.(1977), “Consumer Misperceptions, Product Failure, and
　　Producer Liability,” The Review of Economic Studies, 44(October), 561-572.
Steenkamp, J.-B.E.M., and Wedel M.(1991), “Segmenting retail markets on store
　　image using a consumer-based methodology. J Retail, 67(Fall), 300-20.
Streeter, W.W.(2004), “For dumb service, press 1,” ABA Banking Journal, 96(6), 4.
Thorelli, H.B., Lim, J.S. and Ye, J. (1989), “Relative Importance of Country of
Origin, Warranty and Retail Store Image on Product Evaluations,”
International Marketing Review vol.6 Iss:1.
Wirtz, J. and Kum, D. (2001), “Designing Service Guarantees—Is Full
　　Satisfaction the Best You Can Guarantee?” Journal of Services Marketing, 15
　　(4), 282-99.
Yang, Y.M. (2010), “Scale Designing for Store Image-From the Perspectives of
　　Department Stores, Supermarkets and Shopping Centers,” Journal of Beijing
　　Technology and Business University, (2010-01).
Young, S. and Feigin, B. (1975), “Using the Benefit Chain for Improved Strategy
　　Formulation,” Journal of Marketing, 39, 72-74.
Zeithaml, V.A.(1988), “Consumer Perceptions of Price, Quality, and Value: A
　　Means-End Model and Synthesis of Evidence,” Journal of Marketing
　　52(July), 2-22.