產品使用率、資訊揭露、金額大小對消費者購後分期付款情緒之影響

The Influence of Product Usage Frequency, Product Prices, and Disclosures of Bills on Consumers' Installment Payment Emotions

黃麗霞(Li-Shia Huang) ； 陳怡伶(Yi-Ling Chen)

《行銷評論》 9卷3期 (2012/09) Pp. 323-341

https://doi.org/10.29931/MR.201209.0004

摘要

信用卡分期付款在台灣已是一種普遍的付款工具，並且利用信用卡進行小額分期付款在實務上已成為普遍常用且相當重要的付款方式。然而，過去學術研究中對於分期付款的文獻大都著重於財務上問題，較少著重於消費者心理層面的探討。因此，本研究則欲針對信用卡小額分期付款之消費者行為作研究，對消費者分期付款的心理層面進行深入的研究，並彙整分期付款、金錢態度、信用及債務，及理財知識的相關研究後，了解對消費者購後分期繳款時的情緒影響因素。本研究採用2×2×2實驗設計（2：產品使用率×2：金額大小×2：資訊揭露方式），回收有效問卷311份，以ANCOVA檢定進行資料分析。以金額大小、產品使用率、揭露方式為自變數，購後分期付款情緒為依變數，保留時間、信用與債務態度為調節變數，理財知識為共變數。結果發現，產品使用率越低，以及產品金額越大，消費者購後分期付款之情緒會越不好。而信用與債務態度、保留時間都具更些許的調節效果。本研究結果可提供對分期付款更興趣之學者作為參考。另外，本研究亦包含行銷意涵及對未來研究的建議。

關鍵字

分期付款 ； 付款情緒 ； 金錢態度 ； 信用卡

並列摘要

In order to stimulate consumption, many firms allow consumers to pay by installment, even for small or medium bills. Prior research about installment usually based on financial perspective and focused on large bills, which may not clearly explain consumers' psychological factors of installment on small or medium bills. This study explores the effects of different products frequency of use, product prices, and disclosures of bills on consumers' installment payment emotions. In this research, 311 subjects participated in a 2*2*2 between subject experiment. The ANCOVA test suggests that low frequency of product use and high price had negative effects on the payment emotions. Credit and debt attitude and retention time of money value had some moderating effects. Marketing implications and future research directions are also provided.

並列關鍵字

installment payment ； payment emotions ； money value ； credit card

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