臺灣博碩士論文加值系統

免運費方案指的是當消費者達到廠商所設定的件數或金額門檻即可不用支付運費的一種方式，例如：「任2件免運費」、「滿1000元免運費」等，此兩種免運費方案為目前在實務上最常見的兩種免運費的形式，本研究將前者稱之為件數免運費方案；而後者稱之為金額免運費方案。

由於過去僅有少數研究探討免運費相關議題，加上過去還未有相關文獻與研究去比較實務上常見的件數免運費與金額免運費兩種方案，因此本研究針對此兩種免運費方案去進行深入的比較與探討，本研究主要是在方案經濟價值相同的前提下，透過操弄不同的免運費方案，搭配產品價格、取貨方式以及限時策略等變數進行探討，本研究採用實驗設計法並進行三個實驗，以情境模擬的方式，針對學生與曾有過網路購物經驗的消費者去探討消費者在各種不同的免運費方案情境中，如何影響消費者的購買意願，並探討產品評價是否為免運費方案與購買意願間之中介變數。

實驗一採用 2 (免運費方案：件數免運費 vs. 金額免運費) × 2 (產品價格：高 vs. 低) 受測者間因子設計，實驗結果顯示：(1) 免運費方案以件數免運費的形式呈現相較於以金額免運費的形式呈現，會使消費者具有較高的購買意願；(2) 產品價格高時，消費者對免運費方案以件數免運費的形式呈現相較於以金額免運費的形式呈現具有較高的購買意願；產品價格低時，兩者之購買意願則沒有顯著差異。

實驗二採用 2 (免運費方案：件數免運費 vs. 金額免運費) × 2 (取貨方式：一種 vs. 多種 ) 受測者間因子設計，實驗結果顯示：(1)當取貨方式為一種時，消費者對免運費方案以件數免運費的形式呈現相較於以金額免運費的形式呈現具有較高的購買意願；取貨方式為多種時，兩者之購買意願則沒有顯著差異。(2)消費者對產品評價，為免運費方案與購買意願間之中介變數。

實驗三採用 2 (免運費方案：件數免運費 vs. 金額免運費) × 3 (限時策略：有限時，且清楚說明時間 vs. 有限時，但未清楚說明時間 vs. 未限時)，實驗的結果顯示：當限時策略為「有限時且清楚說明時間」時，消費者對免運費方案以件數免運費的形式呈現相較於以金額免運費的形式呈現具有較高的購買意願；限時策略為「有限時，但未清楚說明時間」時，兩者之購買意願則沒有顯著差異；限時策略為「未限時」的情況下，兩者之購買意願則沒有顯著差異。

本研究透過觀察購物網站上常見的免運費方案，並回顧與本議題相關之重要文獻與內容，並探討免運費方案為件數免運費與金額免運費時，何者會對消費者產生較高的購買意願，最後並將研究結果建議給網路購物廠商，使網路購物廠商能採用較吸引消費者的免運費方案，並增進廠商的銷售量，補足過去免運費的學術缺口。

Free shipping method is when consumers reached a quantity or dollar threshold, specified by retailers, consumers are offered free shipping. Otherwise, they may charge a fixed shipping fee. Free shipping method such as “Buy 2, free shipping” or “Buy NT$1000, free shipping”, are quite common in the market place. The former is called FSQ (Free Shipping Quantity) and the latter is called threshold-based free shipping.

In previous studies, only a handful of studies have examined free shipping. Further, the existing studies restrict to comparing FSQ and threshold-based free shipping. This paper attempts to examine two common free shipping methods－FSQ and threshold-based free shipping, along with product price, pick-up method and limited-time strategy to investigate the effect consumers’ purchase decision. In addition, we examine the mediating effect on consumers’ offer evaluation. We use three experiments to simulate the real online shopping situation. Subjects were asked to read a written scenario describing an incident of shopping online.

In study one, a 2 (free shipping method: FSQ vs. threshold-based free shipping) by 2 (product price: high vs. low) between-subject factorial design was used to test our predictions. The results show that, (1) the free shipping method with "FSQ" compares to "threshold-based free shipping", consumer will have a higher purchase intention. (2) When the product price is "high", the free shipping method with "FSQ"
compares to " threshold-based free shipping" , consumers will have a higher purchase intention; when product price is high "low", there has no significant difference on consumers’ purchase intention.

In study two, a 2 (free shipping method: FSQ vs. threshold-based free shipping) by 2 (pick-up method: one vs. many) between-subject factorial design was used to test our predictions. The results show that, (1)When the pick-up method has only "one" choice, the free shipping method with "FSQ" compares to "threshold-based free shipping", consumers will have a higher purchase intention; when the pick-up method has "many" choices, there has no significant difference on consumers’ purchase intention. (2) Offer evaluation has a mediating effect in the relationship between free shipping method and purchase decision.

In study three, a 2 (free shipping method: FSQ vs. threshold-based free shipping) by 3 (limited-time strategy: present limited-time clearly vs. present limited-time indistinctly vs. absent) between-subject factorial design was used to test our predictions. The results show that when limited-time strategy is " present limited-time clearly", the free shipping method with "FSQ" compares to " threshold-based free shipping" , consumers will have a higher purchase intention; when limited-time strategy is "present limited-time indistinctly", there has no significant difference on consumers’ purchase intention;when limited-time strategy is "absent", there has no significant difference on consumers’ purchase intention.

This paper investigates the common free shipping method, review the research about the related issues, and discuss which free shipping method is better on consumers’ purchase intention. Implications for marketing managers, retailers and future research directions are also discussed.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 免運費方案 5
第二節 產品價格 9
第三節 取貨方式 11
第四節 限時策略 14
第五節 產品評價 17
第三章 實驗一 18
第一節 研究架構 18
第二節 變數之操作性定義與研究設計 19
第三節 實驗設計 19
第四節 問卷分析結果 23
第四章 實驗二 28
第一節 研究架構 28
第二節 變數之操作性定義與研究設計 29
第三節 實驗設計 29
第四節 問卷分析結果 33
第五章 實驗三 39
第一節 研究架構 39
第二節 變數之操作性定義與研究設計 40
第三節 實驗設計 40
第四節 問卷分析結果 43
第六章 結論 49
第一節 研究結論 49
第二節 學術貢獻 50
第三節 管理意涵 51
第四節 研究限制與未來研究方向 52
參考文獻 53
附錄：實驗一問卷 56
附錄：實驗二問卷 69
附錄：實驗三問卷 102

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