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研究生:董重麟
研究生(外文):Chung-Lin Toung
論文名稱:服務型組合產品產生嵌陷式消費行為因素之探討-滿意度與沉沒成本考量
論文名稱(外文):Factor of Escalation of Consumption in Price Bundling of Services: The Concideration of Satisfaction and Sunk Costs
指導教授:顧萱萱顧萱萱引用關係
指導教授(外文):Hsuan Hsuan Ku
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
中文關鍵詞:服務型組合產品嵌陷式消費行為決策可逆性沉沒成本遺憾滿意度
外文關鍵詞:Price Bundling of ServicesEscalation of ConsumptionDecision ReversibilitySunk CostsRegretSatisfaction
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服務產業常推出組合產品,其特色是消費者預先支付費用,然後以按件或按次方式逐步消費,直到該費用所涵蓋之次數、份量或期限用盡為止。業者採取此策略,主要欲與消費者形成長期性交易關係,然而在當期消費結束之後,如何能提升再購意願,使其產生嵌陷式的消費行為,實具有重要競爭意涵。本研究即採消費者知覺取向,思考服務業者之行銷策略。首先,探討應如何藉由強化前後期組合產品間利益連接性,彰顯消費者沉沒成本效應,以增進其再購意願;其次,設計保證效用,藉由提供明確的保證內容讓消費者感受其購買決策是正確且安全的,而提高決策可逆性,降低消費者對組合產品之遺憾程度;再者,將消費者對購後評估的參考點建立在內外在績效基礎上,探討遺憾、滿意度與再購意願的關係。據此,本研究利用實驗設計法,操弄利益連結性、保證效用與內外在績效等變數,並以決策可逆性、沉沒成本、遺憾與滿意度為中介變數,釐清其對再購意願的影響。結果顯示所有假設皆成立,且證實在服務型組合產品中,滿意度對再購意願的影響力大於沈沒成本效應。
Price bundling is the sale of two or more separate products and/or services as a package at a discount. In services, the practice of marketing a single package for a special price and granting customers the rights to consume stepwise has been pervasive. The rationale for price bundling of services is to lock in customers, and deny them to competitors. This article outlines the principle techniques that service providers adopting to enhance customers’ tendencies of escalation of consumption by taking their perception into account. First, service providers can strengthen the benefits linkage among different phases of price bundling of services to manifest sunk costs and the effects on repurchase intentions. Second, designing guarantee utility to reinforce the decision reversibility. Customers’ regrets, therefore, could be decreased by this way. Third, the reference point for the evaluation of services bundling was built on the basis of inner/outer performance. By which to examine the relationship among satisfaction, regret and repurchase intention, and to increase the perceived value of customers for services bundling. For these purpose, through experimental design, we manipulate benefits linkage, guarantee utility and inner performance and outer performance, and incorporate in sunk costs, decision reversibility, regret, and satisfaction as endogenous variables to explore their influence on repurchase intentions. All hypotheses are supported by the favorable test results, and we have showed the influence of satisfaction on repurchase intention is larger than the influence of sunk costs does in price bundling of services.
第一章 緒論
第一節 研究背景與問題………………………………………………………. 1
第二節 研究目的………………………………………………………………. 4
第二章 文獻探討
第一節 組合產品的基本概念…………………………………………………. 5
第二節 沉沒成本……………………………………………………………….. 11
第三節 反事實思考…………………………………………………………….. 16
第四節 遺憾理論……………………………………………………………….. 19
第五節 消費者滿意度………………………………………………………….. 23
第三章 研究方法
第一節 研究架構……………………………………………………………….. 29
第二節 研究變項之定義與衡量……………………………………………….. 32
第三節 研究假設……………………………………………………………….. 35
第四節 研究設計……………………………………………………………….. 41
第五節 資料來源與分析工具………………………………………………….. 47
第四章 研究結果
第一節 樣本結構…………………………………………………………….. 48
第二節 外生變數之操弄檢定……………………………………………….. 50
第三節 內生變數之描述性統計、效度與信度……………………………..… 52
第四節 線性結構關係模式分析…………………………………………….. 58
第五章 結論與建議
第一節 研究結……………………………………………………………….. 64
第二節 研究建議……………………………………………………………….. 68
第三節 研究貢獻………………………………………..…………………….. 72
第四節 研究限制與未來研究之建議………………………………………….. 74
參考文獻…………………………………………………………………………….. 76
附錄一 前測問卷…………………………………………….. 85
附錄二 正式問卷…………………………………………….. 86
表 次
表2-1 組合產品分類表…………………………………………………………… 6
表2-2 影響消費者使用組合產品意願的影響因素…………………………….. 9
表2-3 影響消費者使用組合產品意願的影響因素……………………………… 23
表2-4 消費者滿意度定義相關文獻彙整----以範疇觀點來界定……………….. 23
表2-5 消費者滿意度定義相關文獻彙整----以性質觀點來界定……………….. 24
表2-6 消費者滿意度的決定因素………………………………………………… 25
表3-1 本研究外生變數之定義與衡量…………………………………………… 32
表3-2 本研究內生變數之定義與衡量…………………………………………… 33
表3-3 本研究結果變數之定義與衡量…………………………………………… 34
表3-4 前測樣本對利益連結性之看法…………………………………………… 43
表3-5 前測樣本對保證效用之看法--電腦多媒體繪圖套裝課程………………. 44
表3-6 前測樣本對保證效用之看法--健身中心運動季票………………………. 44
表3-7 前測樣本對內在績效與外在績效之看法………………………………… 45
表3-8 前測樣本對內在績效與外在績效之Scheffe檢定…………………….. 45
表3-9 前測樣本對內在績效與外在績效之Scheffe檢定--健身中心運動季票. 46
表4-1 有效樣本的基本資料……………………………………………………… 48
表4-2 各組有效樣本之回收情形………………………………………………… 48
表4-3 利益連結性的操弄檢定結………………………………………………… 49
表4-4 保證效用的操弄檢定結果……………………………………………….. 50
表4-5 內在績效與外在績效操弄檢定之單因子變異數分析………………….. 51
表4-6 內在績效與外在績效之Scheffe檢定………………………………….. 54
表4-7 各內生變數之描述性統計值…………………………………………….. 52
表4-8 各變數之相關係數矩陣………………………………………………….. 55
表4-9 各變數之因素分析結果與信……………………………………………… 56
表4-10 LISREL模型各變數路徑之關係及適合度檢定結果……………………. 59
表4-11 兩種模型適合度檢定比較表……………………………………………… 63
圖 次
圖2-1 前景理論之價值函數圖…………………………………………………… 13
圖2-2 心理帳戶示意圖…………………………………………………………… 15
圖3-1 本研究之研究架構………………………………………………………… 31
圖3-2 結構模式分析之假設……………………………………………………… 40
一、中文部分
1.吳彤,「消費者購買決策過程中,遺憾的前因、干擾與後果之模型探討」,國立中央大學企業管理研究所碩士論文,民國90年
2.洪肇陽,「消費者逆向思考對再購意願之影響-產品涉入與再購時間差距效果之探討」,元智大學管理研究所碩士論文,民國90年
3.高國軒,「訊息建構不對稱與產品利益對組合產品使用行為之影響」,國立台灣大學商學研究所碩士論文,民國89年
4.蔡依達,促銷方式、折扣幅度、商店形象與心理帳面價值對消費者替換購買意願的影響─以行動電話為例,國立成功大學交通管理研究所碩士論文,民國91年
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