臺灣博碩士論文加值系統

免運費促銷被電商廣泛運用，藉此來吸引或強化更多消費者的購買動機。調查指出90%的消費者認為「免運費」是網購的最大誘因；86%會因為「運費另計」而放棄結帳下單，93%會加購更多商品以達免運費門檻。
本研究想了解免運費策略應用於高、低單價商品對產品知覺形成及消費行為影響，本研究採用實驗研究法以2（商品免運費vs.外加運費）×2（產品單價：高vs.低）的實驗設計，並以產品知覺風險及產品知覺價值為中介變數，分析運費有無對消費行為影響。實驗結果發現：(1)商品免運費（相對於外加運費）顯著提高購買意願，但對產品態度不具直接影響效果；(2)不論產品單價高低，商品免運費（相對於外加運費）顯著降低產品知覺風險，亦可提高產品知覺價值，進而提高產品態度與購買意願；(3)對於低單價產品而言，商品免運費（相對於外加運費）對於產品態度的影響顯著大於高單價產品。
實驗結果推論：免運費促銷的輔助之效，是賦予商品更高的價值，亦有降低財務風險（購物總支出）之效用，讓商品總體價格的評價變的物超所值，因而有效的提升消費者的購買意願。
本研究結果提供業者了解消費者偏好免運費促銷的消費心態，作為定價策略參考依據，同時也可填補過去關於運費制定之學術缺口。

關鍵字：免運費優惠、產品知覺風險、產品知覺價值、產品態度、購買意願

Free shipping promotions are widely used by e-commerce companies to attract or strengthen more consumers’purchasing motivation. According to the survey, 90% of consumers believe that "free shipping" is the biggest incentive for online shopping; 86% of consumers give up checkout orders due to shipping costs, and 93% of consumers would buy more to meet the minimum of free shipping.
This study attempts to understand the effect of free shipping strategies applied to high-priced and low-priced products on product perception and consumer behavior. This study used the experimental research method with an experimental design of 2 (free shipping vs. shipping fee) × 2 (product unit price: high vs. low), and considered product perceived risk and product perceived value as mediating variables to examine whether shipping costs affect consumers’behavior. The experimental results found that: (1) Free shipping (relative to shipping fee) significantly increased purchase intention, but it has no direct effect on the attitudes about the product. (2) Regardless of the unit price of the product, free shipping (relative to shipping fee) significantly reduced the perceived risk of the product, and improved the perceived value of the product, and in turn, improved product attitudes and purchase intentions. (3) For low-unit-price products, free shipping (relative to shipping fee) had a significantly greater impact on product attitudes than high-unit-price products.
The experimental results infer that the auxiliary effect of free shipping promotion is to endow the product with higher value, and reduce the financial risk (total shopping expenditure). So that the evaluation of the overall price of the product is more valuable, and thereby the consumer's willingness to buy effectively enhanced.
The results of this study provide marketers with an understanding of consumers' preferences for free shipping promotions, which can serve as a reference for pricing strategies, and also fill the academic gap of formulating shipping rates.

Key words: Free Shipping Offer, Product Perceived Risk, Product Perceived Value, Product Attitude, Purchase Intention

摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 4
第三節　研究目的 5
第四節　研究流程 7
第二章　文獻探討 8
第一節　商品運費對消費行為影響 8
第二節　產品單價對消費行為影響 13
第三節　知覺風險 14
第四節　知覺價值 16
第三章　研究方法 20
第一節　研究架構 20
第二節　研究假說 21
第三節　變數衡量 26
第四節　實驗設計 31
第四章　資料分析 34
第一節　研究樣本 34
第二節　變數平均值與信度分析 38
第三節　操弄檢定 38
第四節　潛在控制變數檢定與確認 39
第五節　假說驗證 41
第五章　結論 54
第一節　主要研究發現 54
第二節　理論意涵 56
第三節　實務意涵 58
第四節　研究限制與未來研究方向 59
參考文獻 61
附錄一實驗問卷 65

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