臺灣博碩士論文加值系統

　　隨著網路交易市場的蓬勃及數位內容產業的興起，業者紛紛投入大量的行銷成本來吸引顧客。行銷方案中的「預付方案」，因消費者必須預先購買大量數額，對廠商創造了真正的價值，且避免呆帳並暫時留住顧客，對競爭激烈的網路廠商是相當有利的策略。為了鼓勵消費者購買預付方案，廠商往往以「折扣優惠」作為消費者購買預付方案的報酬，但不同的折扣幅度是否也影響了消費者購買產品及儲值的意願?在過去的研究中，「使用期限」促進購買方案後，消費者購買產品的意願，但「使用期限」是否也降低了消費者購買預付方案的意願?

　　另一方面，為了避免消費者因期限而遭遇損失，以「殘值可續用」的方式鼓勵消費者儲值以延長期限，然而這樣的方式是否也影響了消費者購買方案及產品的意願?此外，在將到期時，消費者當時的餘額，是否也會影響消費者的儲值意願?為了探討上述問題，本研究利用實驗設計的電腦情境模擬，探討不同形式的預付方案對消費者購買方案、購買產品及儲值意願之影響。

　　本研究所得之重要結論為：(1)折扣幅度越高則消費者購買預付方案之意願越高，但對購買產品及儲值的影響卻無顯著的差異。(2)有使用期限會降低消費者購買預付方案的意願，但卻提高購買產品之意願。(3)殘值可否續用對購買方案及購買產品意願的影響並不顯著，且與高低殘值對儲值意願的交互作用也不顯著。(4)折扣幅度與高低殘值的交互作用對儲值意願的影響是顯著的。本研究之實務建議為：(1) 提醒顧客已購買方案的使用情況。(2) 採用殘值可續用方案不僅可促進購買方案意願，還可增加儲值意願。(3) 到期後，仍提供殘值可續用方案給有餘額的消費者。(4) 針對餘額高的消費者，額外給予儲值的價格優惠。

　　With the growing popularity of e-commerce and the emergence of digital content industry, companies have invested greatly in marketing to attract customers. Among the various marketing techniques, the prepayment programs have created real values for companies for they demand customers of buying a larger amount and paying in advance. Moreover, they help companies to avoid bad debts and to keep customers temporarily. Prepayment is a forceful strategy for Internet companies that are under severe competitions. In order to encourage consumers to prepay, discounts is usually the most popular bonus for their prepayments. However, do different discount levels also affect product purchase intention and restore intention? In the past researches, expiration facilitates product purchase intention after prepaying. However, does expiration also decrease the intention of prepaying?

　　On the other hand, to prevent consumers from losses caused by expiration, activating unused amount is a good way to encourage consumers to restore and to extend the duration. However, does this method also affect product purchase intention and intention of prepaying? Furthermore, does unused amount also affect restoring intention?

　　To answer the questions above mentioned, this research utilizes an experimental design and analyzes how discount levels, expiration, activation of unused amounts and unused amounts affect intention of prepaying, product purchase intention and restoring intention. Important results are discovered as followed. (1)Higher discounts are significantly correlated to higher intention of prepayment; however, they do not react significantly to the product purchase and restoring intention. (2)Expiration reduces the intention of prepaying, but increases product intention. (3)The effect of activating unused amounts on intention of prepaying and product purchase intention is not significant, and the moderating effect of unused amounts on restore intention isn’t significant. (4)The moderating effect of discounts and unused amounts on restoring intention is significant. The practical suggestions offered by this research are: (1) Remind customers how they use what they already buy. (2) Activating unused amounts can increase not only product purchase intention but restoring intention. (3) Even when expired, companies should also allow customers to activate unused amounts. (4) Provide special discounts to those who leave higher unused amounts.

目 錄
目錄...................................................I
表目錄.................................................III
圖目錄..................................................IV

第一章 緒論...................................................1
第一節 研究背景與動機...................................................1
第二節 研究目的...................................................4

第二章 文獻回顧...................................................5
第一節 預付方案的定義及重要性...................................................5
第二節 折扣幅度對購買方案及購買產品意願之影響...................................................7
第三節 期限及殘值續用對購買方案及購買產品意願之影響...................................................8
第四節 折扣幅度、殘值及殘值續用對消費者儲值意願之影響..................................................12

第三章 研究方法..................................................15
第一節 研究架構..................................................15
第二節 研究範圍與對象..................................................16
第三節 研究設計..................................................17
第四節 正式實驗設計及流程..................................................25
第五節 資料分析方法..................................................27

第四章 研究結果與討論..................................................29
第一節 樣本結構..................................................29
第二節 受測者基本資料敘述性統計分析..................................................29
第三節 研究變數之操弄檢定..................................................32
第四節 折扣幅度、期限及殘值續用對購買方案意願之影響..................................................36
第五節 折扣幅度、期限及殘值續用對購買產品意願之影響..................................................39
第六節 折扣幅度、殘值續用及殘值對儲值意願之影響..................................................48
第七節 小結..................................................52

第五章 研究結論與建議..................................................53
第一節 研究結論..................................................53
第二節 理論上之意涵..................................................56
第三節 管理實務之建議..................................................58
第四節 研究限制與後續研究建議..................................................60

參考文獻
..................................................62
附錄

【中文部分】
吳萬益，林清河(民89年)，企業研究方法，初版，台北，華泰書局。

財團法人資訊工業策進會FIND，http://www.find.org.tw

經濟部工業局數位內容產業推動辦公室，http://www.digitalcontent.org.tw

【英文部分】
Arkes, Hal R. and Catherine Blumer, “The Psychology of Sunk Cost,” Organizational Behavior and Human Decision Processes, 35 (Feb), 124-140 (1985).

Armstrong, J., Coviello, N., and Sanfranek, B., “Escalation Bias: Does it extend to Marketing,” Academy of Marketing Science, 21(Spring), 247-253(1993).

Bell, David, “Regret in Decision Making Under Uncertainty,” Operation Research, 30(5), 961-981(1982).

Berkowitz, Eric N. and John R. Walton, “Contextual Influences on Consumer Price Responses: An Experimental Analysis,” Journal of Marketing Research, 17(Aug), 349-358(1980).

Bolton, Ruth N. and Katherine N. Lemon, “A Dynamic Model of Consumers’ Usage of Service：Usage as an Antecedent and Consequence of Satisfaction,” Journal of Marketing Research, 36 (5), 171-186(1999).

Burnham, Thomas A., Judy K. Frels, and Vijay Mahajan, “Consumer Switching Costs: A Typology, Antecedents, and Consquences,” Academy of Marketing Science,31(Spring),109-127(2003).


Cox, Donald F., Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press (1967).

Darren, Weight, “Prepaid Gas Cards：Are They a Help or a Hindrance? ,” National Petroleum News,91(1),48-49(1999).

Dick, Alan S., “Using Membership Fees to Increase Customer Loyalty,” Journal of Product and Brand Management, 4(5), 65-68(1995).

______, and Kenneth R. Lord, “The Impact of Membership Fees on Consumer Attitude and Choice,” Psychology and Marketing, 15(1), 41-58 (1998).

Dodds, William B., Kent B. Monroe, and Dhruv Grewal, “Effects of Price, Brand and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, 28(Aug), 307-319 (1991).

Dowling,Grahame R., and Richard Staelin, “A Model of Perceived Risk and Intended Risk-handling Activity,” Journal of Consumer Research, 21(1), 119-134 (1994).

Garland, Howard and Stephanie Newport, “Effects of Absolute and Relative Sunk Costs on the Decision to Persist with a Course of Action,” Organizational Behavior and Human Decision Processes, 48 (Feb), 55-69(1991).

Gourville, John T. and Dilip Soman, “Payment Depreciation: The Behavior Effects of Temporally Separating Payments from Consumption,” Journal of Consumer Research, 25(Sep), 160-174(1998).

______, and ______, “Pricing and the Psychology of Consumption,” Harvard business Review, 80(September), 91-96(2002).

Gupta, Sunil and Lee G. Cooper, “The Discounting of Discounts and Promotion Thresholds,” Journal of Consumer Research, 19 (Dec), 401-411(1992).

Hoffman, Donna L., Thomas P. Novak, and Marcos Peralta, “Building Consumer Trust, ” Communications of ACM, 42(4), 80-85(1999).

Inman, J. Jeffery and Leigh McLister, “Do Coupon Expiration Dates Affect Consumer Behavior,” Journal of Marketing Review, 31(3), 423-428(1994).

Kahneman, Daniel and Amos Tversky, “Prospect Theory: An Analysis of Decision under Risk,” Econometrica, 47(Mar), 363-391(1979).

______, Jack L. Knetsch, and Richard Thaler, “Experimental Tests of the Endowment Effect and the Coase Theorem,” Journal of Political Economy, 98(Dec), 1325-1348 (1990).

Loomes, Graham, and Robert Sugden, “Regret Theory：An Alternative Theory of Rational Choice under Uncertainty,” Economic Journal, 92(368), 805-924 (1982).

Mitchell, Vincent-Wayne, “Consumer Perceived Risk：Conceptualizations and Models,” European Journal of Marketing, 33 (1/2), 163-196 (1993).

Peter, JP and L. Tarpey, “A Comparative Analysis of Three Consumers Decision Strategies,” Journal of Business Research, 2, 29-37(1975).

Sandra, M. Forsythe and Bo Shi, “Consumer Patronage and Risk Perceptions in Internet Shopping,” Journal of Business Research, 56 (Nov), 867-875(2003).

Schiffman, Leon G. and Leslie Lazar Kanuk, Consumer Behavior, Fifth Edition, New Jersey: Prentice-Hall, Inc(1994).

Staw, Berry M., “Knee-Deep in the Big Muddy: A Study of Escalating Commitment in a Chosen of Action,” Organizational Behavior and Human Decision Processes, 16 (June), 27-44(1976).

Soman Dilip,“Effects of Payment Mechanism on Spending Behavior： The Role of Rehearsal and Immediacy of Payments,” Journal of consumer Research, 27(4), 460-474(2001).

______, and Vivian M. W. Lam, “The Effect of Prior Spending on Future Spending Decision：The Role of Acquisition Liabilities and Payments,” Marketing Letters, 13(4), 359-372(2002).

Thaler, Richard H., “Toward a Positive Theory of Consumer Choice,” Journal of Economic Behavior and Organization, 1(March), 39-60 (1980).

______, “Mental Accounting and Consumer Choice,” Marketing Science, 52 (summer), 199-214(1985).