行動支付高知覺風險下的免費經濟模式依然有效嗎？

Does Absorption Definitely Work? Exploring Consumers' Intentions by Perceived Risk of Mobile Payment under Cognitive Absorption of Free-Economics

廖世義(Shu-Yi Liaw) ； 李旻哲(Min-Jhe Li) ； 郭瑋朋(Wel-Peng Guo)

《行銷評論》 15卷1期 (2018/03) Pp. 193-219

摘要

本研究目的在探討消費者對於行動支付知覺風險的感受，及對其行為反應的影響，並欲瞭解在業者不同的免費經濟促銷下是否會有調節效果？以實驗影片促發受測者之風險感受，並透過連鎖餐廳促銷海報作為免費行銷的調節變項，主要調查對象為大學學生，有效樣本數為無風險操弄組289份、風險操弄組294份。研究結果發現，（1）在交叉補貼模式下的消費行為反應明顯高於免費增值模式與無免費操弄。（2）高知覺風險操弄下，消費者之風險敏感度較高。目前消費者對於行動支付，無論高低程度的風險感知皆會降低消費行為反應。（3）消費者在高知覺風險情況下，對其消費行為反應的負向影響能被免費操弄所弱化。顯示對於行動支付有高風險感知的消費者，在經過業者的免費行銷後，仍會提升消費者原本負向影響的行為反應。本研究建議支付系統業者，當消費者感知到對於行動支付有強烈風險時，可利用此兩種免費行銷模式有助於提升消費者的行為反應。研究結果以提供日後行動支付系統業者與零售端商家採取免費行銷策略的決策參考。

關鍵字

知覺風險 ； 行為反應 ； 免費經濟 ； 行動支付

並列摘要

This research aims to investigate the moderating effect of free-economics absorption in the impact of perceived risk of mobile payment on consumers' intentions. A video and two posters of famous restaurants were used in the experiment. Students in National Pingtung University of Science and Technology were recruited in the experiment. The valid samples consist of 289 respondents under the no perceived risk condition and 294 respondents under the perceived risk condition. Findings of this research indicate that consumers' intentions were higher under the Cross Subsidization model than under the Freemium model in the non-free economics marketing. In addition, either perceived risk or no perceived risk condition had significantly negative influence on consumers' intentions. Lastly, both types of free-economics, such as Cross Subsidization and Freemium model, had the moderating effects on consumers' response under the perceived risk condition. This research recommends that both types of free-economic model can help improve consumers' intentions under the condition of perceived risk of mobile payment. The mobile payment industry and retail business are advised to apply a free-economics marketing strategy for making better decisions.

並列關鍵字

perceived risk ； behavior response ； free-economics ； mobile payment

參考文獻

周宜芳譯、林麗冠譯、郭貞伶譯(2011)。誰說人是理性的。台灣:天下文化。

羅耀宗譯、蔡慧菁譯(2009)。免費！揭開零定價的獲利秘密。台灣:天下文化。

黃維德。9 種方法擁抱不確定。e 天下雜誌。

Greco, V.,Roger, D.(2001).Coping with uncertainty: The construction and validation of a new measure.Personality and Individual Differences.31,519-534.

Levinson, M. R.(1990).Risk-taking and personality.Journal of Personality and Social Psychology.58,1073-1080.