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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29944
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29944


    Title: 付款機制、使用利益變化對於服務使用行為影響之探討—考慮產品利益類別
    Authors: 曹惠棠
    Tsao, Huitang
    Contributors: 張愛華
    Chang, Aihwa
    曹惠棠
    Tsao, Huitang
    Keywords: 心理會計
    沈沒成本
    產品利益
    使用利益變化
    Date: 2003
    Issue Date: 2009-09-11 16:55:00 (UTC+8)
    Abstract: 根據心理會計理論指出,消費者心理認知的機制如同企業紀錄交易一般,在交易過程中會紀錄產生的認知成本與使用利益,因此認知成本與使用利益為影響使用行為的兩大因素。就使用的成本而言,在消費者不願意浪費的心態下,沈沒成本自然成為消費者使用產品或服務時考慮的重要因素之一。然而,受限於本身處理資訊的能力,消費者常容易錯估了成本,使得沈沒成本的效果不如預期。例如,在不同定價方式或付款機制設計之下都容易使消費者對於沈入成本錯估,以及產品利益種類的不同也可能影響到沈沒成本的計算。此外,使用利益也會直接影響到消費者使用行為的重要因素,而使用利益的變化,例如網路外部性對於消費者使用行為的變化更有顯著的影響。本研究的重點在於,在付款機制與使用利益兩者考量之下,消費者是如何進行使用行為之決策。本研究有以下的發現:

    沈沒成本與使用利益變化為影響服務使用意願的主要因素。但付款次
    數對於服務使用意願並沒有顯著的影響,可能的原因是受到產品利益、使用利益變化等干擾。其次,服務利益種類對於付款次數的影響有所干擾:只有消費者在使用歡樂性利益服務時,付款次數、認知成本與使用利益才對於使用意願有顯著的影響。這是因為消費者在追求不同的產品利益時有不同的心理處理機制。最後,消費者的記憶效果也會影響到付款次數的影響力,相較於使用利益不變下,在網路外部性的情況下,付款次數對於使用意願的效果較沒有顯著的影響。這可能是因為消費者對於發生時間較久遠的事件因淡忘而降低了其影響力,而付款次數的效果也就容易被消費者忽略。因此,根據以上幾點結論建議實務上廠商服務管理的重點,服務業的廠商透過付款機制之設計可調節產能波動的現象,減少因擁擠帶來服務品質的低落;其次,良好的服務水準管理才能維持長期的顧客關係;同時,廠商因視不同服務利益種類,管理的重點也應有所區分,提升顧客滿意度。
    Reference: 一、中文部分
    1. 方文昌(民87年),網路外部性與電腦網路服務,企業管理學報,第43期, 9月,頁37-71。
    2. 呂建興(民89),網路外部性與價格訊息對消費者品質認知之影響,私立實踐大學企業管理研究所碩士論文。
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    二、英文部分
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    3. Bolton, Ruth N. and Lemon, Katherine N. (1999), “ A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction”, Journal of Marketing Research, Vol.36(May), 171-186.
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    8. Gourville, John T. and Soman, Dilip(1998), “Payment Depreciation: The Behavior Effects of Temporally Separating Payments from Consumption,” Journal of Consumer Research, Vol. 25,160-174.
    9. Gourville, John T. and Soman, Dilip(2002), The Psychology of Pricing, Harvard Business Review
    10. Hellofs, Linda L. and Jacobson, Robert (1999), “Market Share and Customers’ Perceptions of Quality: When Can Firms Grow Their Way to Higher Versus Lower Quality?”, Journal of Marketing, Vol. 63(Jan), 16-25.
    11. Helson, Harry (1964), Adaptation-Level Theory; Experimental and Systematic Approach to Behavior, New York: Harper & Row.
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    15. Kahneman, Daniel and Carol Varey (1991), “Notes on the Psychology of Utility,” in Interpersonal Comparisons of Well-Being, ed. John E. Roemer, Cambridge: Cambridge University Press.
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    19. Kempf, DeAnna S. (1999), “Attitude Formation from Product Trial: Distinct Roles of Cognition and Affect for Hedonic and Functional Products,” Psychology & Marketing, Vol.16, 36-50
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    22. Prelec, Drazen and Loewenstein, George (1992), “Anomalies in Intertemporal Choice: Evidence and an Interpretation,” in Choice over Time, ed. George Loewenstein and Jon Elster, New York: Russell Sage, 119-145
    23. Soman, Dilip and John T. Gourville (2001), “Transaction Decoupling: How Price Bundling Affects the Decision to Consume,” Journal of Marketing Research, 38 (Feb), 30-44.
    24. Strahilevitz, Michal A. and Myers, John G. (1998), “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, Vol. 24(Mar), 434-446
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    Vol.2 (2), 159-170
    Description: 碩士
    國立政治大學
    企業管理研究所
    90355034
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0903550341
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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