預付型服務組合中誘使消費者產生再購意願因素之探討

Factors of Enhancing Consumers' Repurchase Intentions in Prepaid Bundling of Services

顧萱萱(Hsuan-Hsuan Ku) ； 吳奇峰(Qi-Feng Wu)

《台灣管理學刊》 6卷1期 (2006/02) Pp. 84-103

摘要

服務產業常以預付方式推出各種服務組合，其特色為消費者預先支付費用，然後逐步消費，直至該費用所涵蓋之服務次數、份量或期限用盡為止。業者採取此策略，主要欲與消費群眾形成長期性交易關係，然而當期消費結束之後，如何有效擴大消費者承諾，提升再購意願，實具有重要之競爭意涵。本研究即採消費者知覺取向，思考服務業者適當之行銷策略。首先，探討其應如何藉由強化前後期服務間效用連結性，彰顯消費者沈沒成本效應，以營造退出障礙；其次，設計獎酬方案，提高損失績效成本，誘使消費者為享有此特殊權利，或感受退出困難性，而留置原交易關係中，同時，希望能因此縮減再購成本，增進消費者對後期服務之知覺價值；再者，重視單期消費之服務品質齊一性與平均水準，以提高消費者對後期消費之知覺價值與降低知覺風險，而此些措施之終極目的即在於促使既有購買者持續與現行服務業者之交易關係，據此，本研究利用實驗設計法，操弄前後期服務效用連結性、獎酬方案與經驗品質等變數，並以沈沒成本、損失績效成本、知覺風險、退出障礙與知覺價值為中介變數，釐清此些行銷措施所啟動之影響機制和對消費者再購意願產生的效果。結果顯示，除退出障礙未能顯著提高再購意願外，其餘假設均成立。

關鍵字

預付型服務 ； 退出障礙 ； 知覺價值 ； 知覺風險 ； 再購意願

並列摘要

In services, the practice of marketing a single package for a special price and granting customers the rights to consume stepwise has been pervasive. The rationale for such practices is to lock in customers, and deny them to competitors. This article outlines the principle techniques that service providers adopting to enhance customers' repurchase intentions by taking their perceptions into account. First, service providers can strengthen the utility connections among different phases of services to manifest sunk costs and the effects on barriers to exit. Second, designing reward programs to heighten the lost performance costs, and in turn barriers to exit. In the meanwhile, reward programs may have positive effects on perceived value. Third, service providers should think highly of service quality to decrease customers' perceived risks and increase their perceived value. The ultimate objective of these techniques is to enhance consumers' repurchase intentions. For these purposes, through experimental design, we manipulate utility connections, reward programs, and experienced quality, and incorporate in sunk costs, lost performance costs, perceived risks, barriers to exit, and perceived value as endogenous variables; to explore the mechanisms service providers may activate to induce consumers' repurchase intentions. Given the favorable test results, except for the effect of barriers to exit on consumers' repurchase intentions, suggestions for further explicating are offered.

並列關鍵字

Prepaid bundling of services ； Barriers to exit ； Perceived value ； Perceived risk ； Consumers' repurchase intentions

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