網路購物是目前與人們生活密不可分的購物習慣，網路購物人數及金額有持續上升的現象。在網路購物的過程中難免會遇到購買金額未達免運標準的狀況，此時有些消費者可能就會因為運費問題而放棄該購物車，以至於廠商減少了一筆訂單。因此在結帳過程中要如何使消費者能夠順利的完成該筆交易過程就是一個十分重要關鍵因素。在結帳過程中廠商難免會提供加購產品給消費者做選擇，根據過去文獻指出當產品之之間具有互補性時就會使消費者的購買意願增加，因此本研究將利用產品互補性對於消費者購買意願的影響進行進一步的探討。
此外，運費的標示方式也是極有可能會去影響消費者購買意願的關鍵因素之一，在不同的框架之下消費者在當下所產生的想法以及後續的結帳過程中也會跟著做改變，因此本研究將探討與運費框架以及運費差額標示方式對於購買意願的影響，以及在消費者的購買意願是否會對於消費者之網路購物滿意度造成影響。
本研究以 2 (運費框架) x 2 (產品互補性) x 2 (運費差額標示)實驗設計的方式來進行。針對南部某科技大學學生進行調查，共取得395份有效樣本，經研究分析結果顯示，產品互補性對消費者的加購意願具有顯著正向影響，對運費支付意願具有負向影響，利用絕對金額來標示運費差額消費者會有更高的運費支付意願，互補性及運費框架對加購意願不存在顯著之交互作用，運費框架及運費差額標示對運費支付意願不存在顯著之交互作用。最終，消費者的加購意願會正向影響網路購物滿意度。根據研究結果本研究認為當產品與產品間具有高互補性存在時即消費者加購意願就會提升，因此建議網路平台提供加購品讓消費者做選擇時可以提供互補性較高的產品來增加其加購意願，且加購意願也會正向使網路購物滿意度提升。

Nowadays, online shopping is an inseparable shopping habit in people’s lives, and the number of online shoppers and the amount of shopping expense are continuously growing. In the process of purchasing goods online, it’s at times inevitable that the amount of purchase doesn’t reach the free shipping threshold. At this time, consumers tend to abandon shopping cart out of having to pay for the shipping, meaning loss of business for vendors. Therefore, it is a key factor to make consumers complete the transaction in the checkout process. During the process, vendors usually provide additional products for consumers to choose from. Based on the related literatures, provided that products are complementary, consumers are more willing to purchase. Thus, this study will further discuss the effects of product complementarity on consumers' purchase intentions.
In addition, how shipping is displayed on websites is also one of the key factors likely to affect consumers’ purchase intentions. In different frames, consumers possibly change their current minds, bringing about a difference of the subsequent checkout behaviors. From this reason, this study will discuss the effects of the freight frames and the way to display freight on purchase intentions, and whether purchase intentions of consumers will affect consumers' online shopping satisfaction.
This study is conducted in a design of 2 (freight framing) x 2 (product complementarity) x 2 (threshold notification). The results analyzed from a total of 395 valid samples from a southern university of science and technology, the research and analysis show that complementarity can significantly affect and increase consumers purchase intention, Negative impact on freight payment willingness; however, using the absolute amount to indicate the freight difference, consumers will have a higher willingness to pay for freight. There is no significant interaction between the complementarity and the freight framing on the willingness purchase intention. The freight framing and the free shipping threshold notification have no significant interaction on the willingness to pay for freight. In the end, consumers’ willingness to buy suggested items will positively affect online shopping satisfaction. According to the research results, this study believes that when products have high complementarity, consumers' willingness to increase purchases will increase. Therefore, it is recommended that online platforms provide additional purchases to allow consumers to choose products that can provide more complementary products. To increase their willingness to increase purchases, and the willingness to increase purchases will also positively increase online shopping satisfaction.

目錄
第一章、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 4
第二章、 參考文獻 6
2.1 框架效應 6
2.2 運費框架 11
2.3 運費差額標示 16
2.4 產品互補性 18
2.5 購買意願 22
2.6 網路購物滿意度 26
2.7 研究假設 28
第三章、 研究方法 34
3.1 研究架構 34
3.2 研究變數之操作型定義與衡量 35
3.3 前測與分析 36
3.4 實驗情境設計 46
3.5 資料分析方法 48
第四章、 研究結果 52
4.1 樣本結構分析 52
4.2 項目分析 53
4.3 因素分析 57
4.4 信度分析 60
4.5 效度分析 62
4.6 操弄性檢定 64
4.7 研究假設檢定 65
第五章、 結論與建議 75
5.1 研究驗證 75
5.2 實務貢獻及管理意涵 79
5.3 研究限制與後續研究建議 80
參考文獻 82
中文文獻 82
英文文獻 84
網路文獻 90
附錄一(前測問卷) 92
附錄二(正式問卷) 95

圖目錄
圖 1-1 研究流程圖 5
圖 3-1 研究架構 34
圖 5-1 研究驗證結果 75

表目錄
表2-1 五種運費策略 13
表2-2 Lewis (2006)運費策略 14
表2-3 Koukova et al. (2012)運費策略 14
表2-4 Becerril-Arreola et al. (2013) 運費收取方式及定義 15
表2-5 Henderson and Quandt (1971)之產品特性 18
表2-6 Telser (1979) 與Harlam et al. (1995)之產品特性 21
表3-1 研究變數及操作型定義 35
表3-2 實驗矩陣 36
表3-3 加購產品品項 37
表3-4 互補性之產品衡量題項 38
表3-5 高低互補性產品選擇 39
表3-6 購買意願衡量題項 40
表3-7 網路購物滿意度衡量題項 40
表3-8 加購意願之項目分析總表(前測) 41
表3-9 運費支付意願之項目分析總表(前測) 42
表3-10 網路購物滿意度之項目分析總表(前測) 43
表3-11 加購意願與運費支付運費因素分析(前測) 44
表3-12 網路購物滿意度因素分析(前測) 44
表3-13 信度分析 (前測) 45
表3-14 網購平台之宅配到府運費門檻 46
表3-15 運費框架之語意表示方式 47
表3-16 互補性衡量題項 47
表4-1 正式實驗樣本結構分析 52
表4-2 各組實驗受測人數 53
表4-3 產品互補性之項目分析總表 54
表4-4 加購意願之之項目分析總表 55
表4-5 運費支付意願之項目分析總表 56
表4-6 網路購物滿意度之項目分析總表 56
表4-7 KMO適切性數值所代表涵義 57
表4-8 產品互補性之因素分析 58
表4-9購買意願之因素分析 59
表4-10 網路購物滿意度之因素分析 59
表4-11 產品互補性之信度分析 60
表4-12 加購意願之信度分析 61
表4-13 網路購物滿意度之信度分析 61
表4-14 構面效度相關指標 63
表4-15 產品互補性之操弄性檢定 64
表4-16 加購意願多變量分析檢定表 66
表4-17運費支付意願多變量分析檢定表 66
表4-18產品互補性對加購意願之平均數與獨立樣本t檢定 67
表4-19產品互補性對運費支付意願之平均數與獨立樣本t檢定 67
表4-20運費框架對加購意願之平均數與獨立樣本t檢定 68
表4-21運費框架對運費支付意願之平均數與獨立樣本t檢定 68
表4-22 運費差額標示對加購意願之平均數與獨立樣本t檢定 69
表4-23 運費差額標示對運費支付意願之平均數與獨立樣本t檢定 69
表4-24 產品互補性及運費框架對加購意願之平均數 70
表4-25 加購意願分組差異檢定-產品互補性與運費框架之交互作用 71
表4-26 運費框架及運費差額標示對運費支付意願之平均數 72
表4-27運費支付意願分組差異檢定-運費框架與運費差額標示之交互作用 73
表4-28 購買意願對網路購物滿意度之複迴歸分析 74

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