臺灣博碩士論文加值系統

隨著旅遊的盛行，旅遊市場業者運用組合產品之策略推出不少套裝旅遊行程，如航空自由行或高鐵假期等；而這些套裝行程常搭配如免費促銷或是低價折扣等各式不同的促銷方案。在過去的組合產品價值評估的研究中，組合產品策略以及促銷方案對消費者價值評估之影響，學者有不一致的看法。以旅遊市場之機加酒組合為例，由於低成本航空與傳統航空之差異，或品牌知名度高低等因素影響消費者的產品價格等級認知，進一步造成組合產品內的價格等級差異，故本研究欲探討此一價格等級差異與促銷方式對消費者價值評估之影響。

為達成上述研究目的，本研究經由文獻回顧，建立研究架構並以實驗的方式來收集資料，實驗一與實驗二分別探討價格等級及促銷方式對組合產品價值評估之影響，共回收174份有效樣本，本研究所得之結論如下：
1.當一個高價位主產品搭售一個低價位副產品時，組合主產品的價值會產生減損效果，亦即組合主產品之價值小於未搭售時的單獨主產品。
2.低價位組合副產品所搭售的主產品價格等級越高，消費者對組合副產品價值評估越高。
3.相較於免費促銷，組合中之副產品是採低價折扣促銷時，主產品的價值會產生較大的減損效果。
4.相較於低價折扣，當組合副產品採免費促銷時，消費者對組合副產品的價值評估較高。

Nowadays, traveling has become a trend in the world and there are many bundle products in the market. Furthermore, companies always include some promotional programs like freebies or price discounts to increase the sales of bundle products. Nevertheless, a bundling strategy might sometimes detract the value of the bundle, and different types of promotions might have different impacts on consumer evaluations, according to prior research on bundle evaluations. In the tourism market, the bundle always includes transportation and accommodations, both of which might be either expensive or inexpensive. When an expensive product bundles with an inexpensive product, it causes different price tiers in the bundle. Therefore, this study intends to investigate whether price tiers and promotion types will influence the evaluation of bundles in the tourism industry.

We conducted two experiments to collect empirical data. One investigated the impact of price tiers, and the other investigated the effects of promotion types. A total of 174 effective samples were collected in all. The major findings are as follow: (1) compared with an expensive focal product considered alone, the value of the expensive focal product will be detracted when bundled with an inexpensive product, (2) when bundled with an expensive product, the value of the inexpensive supplementary product will be greater but without a significant effect, (3) the value of the focal product in the price discount condition will have greater devaluation effect relative to the free condition, and (4) the value of the supplementary product in the price discount condition will be lesser than in the free condition.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 組合產品 7
第二節 組合產品的價值評估 8
第三節 旅遊產業產品特性 11
第四節 價格等級差異對組合產品價值評估之影響 13
第五節 促銷方式之影響 16
第三章 研究方法 20
第一節 研究架構與假設 20
第二節 研究設計 22
第三節 變數操弄與衡量 24
第四節 實驗前測 28
第五節 實驗流程 30
第六節 資料分析方法 32
第四章 結果分析與討論 33
第一節 樣本結構 33
第二節 受測者基本資料敘述性統計分析 34
第三節 研究變數之操弄檢定與衡量 37
第四節 假設檢定 39
第五節 其他研究發現 43
第五章 結論與建議 51
第一節 研究結論 51
第二節 實務建議 55
第三節 研究限制與未來研究建議 56
參考文獻 58
附錄一 前測問卷 62
附錄二 實驗一 72
附錄三 實驗二 83

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