臺灣博碩士論文加值系統

　　現今許多市場中，廠商經常將基礎產品與附加配件分開銷售，以額外販售的方式提供消費者需要的附加功能。本研究以附加配件對消費者產品評估之影響為研究主題，探討廠商在基礎產品之外，額外販售附加配件給消費者可能產生的影響。並且將附加配件具體劃分為線性附加配件與非線性附加配件兩種類型，檢視兩種不同類型的附加配件對於消費者產品評估可能造成的影響，並進一步探討產品資訊與產品涉入程度的干擾效果。本研究結果如下：
一、 廠商在消費者不確定產品價值時，額外販售附加配件對於消費者產品評估有顯著的影響，而線性附加配件對於消費者進行產品評估時有負向的影響，非線性附加配件對於消費者進行產品評估時有正向的影響。
二、 當消費者獲得產品評價資訊時，產品評價資訊對於產品優點和缺點的描述，降低了消費者對於產品價值的不確定。因此，線性附加配件與非線性附加配件對於消費者產品評估之影響被減弱，表示附加配件對於消費者產品評估之影響會受到產品資訊的干擾。
三、 將消費者區分為對產品的涉入程度高與對產品的涉入程度低之後，對於產品涉入程度高的消費者在進行產品評估時，線性附加配件與非線性附加配件對於產品評估的影響均被減弱，而對於產品涉入程度低的消費者在進行產品評估時，仍然會受到附加配件的影響，即線性附加配件對於產品評估有負向影響，非線性附加配件對產品評估有正向影響。表示附加配件對於消費者產品評估之影響會受到產品涉入程度的干擾。
　　根據上述之結果，本研究站在實務的觀點認為，廠商應該謹慎思考在市場中額外販售附加配件之行為。

Nowadays, in many markets, firms customarily sell a product and provide separate “add-on” at extra cost. This study attempts to provide evidence that add-ons sold to enhance a product can influence the perceived utility of the base good itself. This study argues that consumers draw inferences from the mere availability of add-ons. Specifically, this study proposes that the improvements supplied by add-ons can be classified as either alignable or nonalignable and that they have opposing effects on evaluation. In addition, this study also tries to investigate the role of product information and product involvement. The results are as followed:
1. When consumers uncertain about the value of product, the effects of add-ons on evaluation proved significant, alignable add-on affects evaluation negatively, but consumers judge the product to be more appealing when the firm offers a nonalignable add-on than when no such option exists.
2. When consumers get product review information that reduces consumer uncertainty, which in turn lessens the impact of add-ons. The effects of alignable and nonalignable add-ons on evaluation weaken as consumer uncertainty about the value of the product diminishes.
3. We take product involvement as a moderator, this study indicates that different level of product involvement will affect the product evaluation, the effects of add-ons on consumer product evaluation weaken in the high level of product involvement, but the effects of add-ons on consumer product evaluation still exists in the low level of product involvement.
From a practical standpoint, these results highlight the need for firms to be mindful of the behavioral implications of making add-ons readily available in the marketplace.

目 錄
中文摘要 I
Abstract II
誌謝 III
目 錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 附加配件 4
第二節 知覺品質 7
第三節 購買意願 11
第四節 產品資訊 12
第五節 涉入 13
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 19
第三節 研究變數及操作性定義 21
第四節 實驗設計 25
第五節 研究範圍與對象 27
第四章 資料分析 28
第一節 問卷回收與操弄檢定 28
第二節 信度分析 31
第三節 資料分析與假設驗證 33
第五章 結論與建議 54
第一節 實證結果 54
第二節 研究結論 55
第三節 研究貢獻與建議 57
第四節 研究限制與後續研究建議 59
參考書目 60
附錄 65
附錄一：產品基本資訊下沒有提供附加配件 65
附錄二：產品基本資訊下提供線性附加配件 67
附錄三：產品基本資訊下提供非線性附加配件 69
附錄四：產品評價資訊下沒有提供附加配件 72
附錄五：產品評價資訊下提供線性附加配件 74
附錄六：產品評價資訊下提供非線性附加配件 76
附錄七：沒有提供附加配件並衡量受測者涉入高低 79
附錄八：提供線性附加配件並衡量受測者涉入高低 82
附錄九：提供非線性附加配件並衡量受測者涉入高低 85

表目錄
表3- 1 產品基本資訊 22
表3- 2 產品評價資訊 22
表3- 3 修訂的個人涉入量表 23
表4- 1 實驗一問卷回收情況 28
表4- 2 實驗一樣本結構分布情形 28
表4- 3 實驗一操弄檢定組別統計量 29
表4- 4 實驗一獨立樣本檢定 29
表4- 5 實驗二問卷回收情況 30
表4- 6 實驗二樣本結構分布情形 30
表4- 7 實驗二操弄檢定組別統計量 30
表4- 8 實驗二獨立樣本檢定 30
表4- 9 知覺品質信度分析 31
表4- 10購買意願信度分析 31
表4- 11產品涉入程度信度分析 32
表4- 12知覺品質信度分析 32
表4- 13產品評估信度分析 32
表4- 14附加配件類型對知覺品質之敘述統計分析表 33
表4- 15附加配件類型對知覺品質之單因子變異數分析表 33
表4- 16附加配件類型對知覺品質之事後檢定表 34
表4- 17附加配件類型對購買意願之敘述統計分析表 35
表4- 18附加配件類型對購買意願之單因子變異數分析表 35
表4- 19附加配件類型對購買意願之事後檢定表 35
表4- 20附加配件類型在消費者不確定產品價值下對知覺品質敘述統計分析表 37
表4- 21附加配件類型在消費者不確定產品價值下對知覺品質單因子變異數分析表37
表4- 22附加配件類型在消費者不確定產品價值下對知覺品質事後檢定表 37
表4- 23附加配件類型在消費者不確定產品價值下對購買意願敘述統計分析表 39
表4- 24附加配件類型在消費者不確定產品價值下對購買意願單因子變異數分析表39
表4- 25附加配件類型在消費者不確定產品價值下對購買意願事後檢定表 39
表4- 26附加配件類型與產品資訊類型對知覺品質之雙因子變異數分析表 41
表4- 27附加配件類型與產品資訊交互作用表 41
表4- 28附加配件類型與產品資訊類型對購買意願之雙因子變異數分析表 42
表4- 29附加配件類型與產品資訊交互作用表 43
表4- 30附加配件類型對知覺品質之敘述統計分析表 45
表4- 31附加配件類型對知覺品質之單因子變異數分析表 45
表4- 32附加配件類型對知覺品質之事後檢定表 45
表4- 33附加配件類型對購買意願之敘述統計分析表 47
表4- 34附加配件類型對購買意願之單因子變異數分析表 47
表4- 35附加配件類型對購買意願之事後檢定表 47
表4- 36附加配件類型與產品涉入程度對知覺品質之雙因子變異數分析表 49
表4- 37附加配件類型與產品涉入程度交互作用表 49
表4- 38附加配件類型與產品涉入程度對購買意願之雙因子變異數分析表 51
表4- 39附加配件類型與產品涉入程度交互作用表 51
表5- 1 研究假設實證結果整理 54

圖目錄
圖1- 1 研究流程 3
圖2- 1 知覺品質組成圖 8
圖3- 1 實驗一架構 17
圖3- 2 實驗二架構 18
圖3- 3 實驗一線性附加配件訊息 25
圖3- 4 實驗一非線性附加配件訊息 25
圖3- 5 實驗二線性附加配件訊息 26
圖3- 6 實驗二非線性附加配件訊息 26
圖4- 1 附加配件類型對知覺品質影響之統計圖 34
圖4- 2 附加配件類型對購買意願影響之統計圖 36
圖4- 3 附加配件類型在消費者不確定產品價值下對知覺品質影響之統計圖 38
圖4- 4 附加配件類型在消費者不確定產品價值下對購買意願影響之統計圖 40
圖4- 5 附加配件類型與產品資訊類型之交互作用圖 42
圖4- 6 附加配件類型與產品資訊類型之交互作用圖 43
圖4- 7 附加配件類型對知覺品質影響之統計圖 46
圖4- 8 附加配件類型對購買意願影響之統計圖 48
圖4- 9 附加配件類型與產品涉入程度之交互作用圖(以附加配件類型為X軸) 50
圖4- 10附加配件類型與產品涉入程度之交互作用圖(以產品涉入程度為X軸) 50
圖4- 11附加配件類型與產品涉入程度之交互作用圖(以附加配件類型為X軸) 52
圖4- 12附加配件類型與產品涉入程度之交互作用圖(以產品涉入程度為X軸) 52

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