消費者網路轉售決策計畫性之影響：去對偶效果之探討

The Influence of Consumer Online Resale Decision Planned Level: Examination of Decoupling Effect

廖淑伶(Shu-Ling Liao) ； 李姿瑩(Tzu-Ying Lee) ； 姚政文(Cheng-Wen Yao)

《行銷科學學報》 6卷1期 (2010/04) Pp. 45-72

摘要

應用心理會計理論中之對偶∕去對偶概念與快樂編輯原則，並對應效用折扣理論以及Time of Valuation理論，本研究首先探討計畫性與非計畫性之網路轉售消費者對網路轉售價值之認知為何？並進一步討論當物品購入（獲得）與轉售時間遠相對於近時，是否對消費者網路轉售價值認知有不同之影響？以及網路轉售計畫性與物品購入（獲得）與轉售時間遠近對消費者網路轉售價值認知有交互影響？其次，就轉售結果，本研究應用「期望－失驗」滿意度理論探究轉售結果失驗方向是否會調節消費者網路轉售計畫性及轉售時間對其轉售價值認知之影響？最後，本研究從轉售利得角度，應用心理會計理論中的利得框架檢視轉售所得框架是否會調節消費者網路轉售計畫性及轉售時間對其轉售價值認知之影響。透過三個實驗，本研究分別證實網路轉售計畫性高者網路之轉售價值認知較計畫性低的消費者高；當物品購入（獲得）與轉售時間遠相對於近時，消費者網路轉售價值認知較高。且網路轉售計畫性與物品購入（獲得）與轉售時間遠近對消費者網路轉售價值認知有交互影響，對網路轉售計畫性高者，物品購入（獲得）與轉售時間近相對於遠時，消費者網路轉售價值認知較高，反之對網路轉售計畫性低者，物品購入（獲得）與轉售時間遠相對於近時，消費者網路轉售價值認知較高。其次，本研究發現轉售結果失驗方向會調節消費者網路轉售計畫性對其轉售價值認知之影響，負向失驗轉售結果較正向失驗結果對於網路轉售高計畫性消費者的轉售價值認知之調節影響較大，卻對低計畫性消費者的調節影響較小。轉售結果失驗方向亦會調節物品購入（獲得）與轉售時間遠近對消費者轉售價值認知之影響。正向失驗轉售結果發生於轉售時間近相對於遠時的轉售價值認知價值較高，但負向失驗轉售結果發生於轉售時間遠相對於近時的轉售價值認知價值較高。最後，轉售所得框架確實會調節消費者網路轉售計畫性對其轉售價值認知之影響。轉售所得之利得框架對於網路轉售高計畫性消費者的轉售價值認知之調節影響較大，對低計畫性消費者的調節影響較小。反之，轉售所得之損失降低框架對於網路轉售低計畫性消費者的轉售價值認知之調節影響較大，對高計畫性消費者的調節影響較小。又轉售所得框架會調節物品購入（獲得）與轉售時間遠近對消費者轉售價值認知之影響。在利得框架下，轉售時間近相對於遠時的轉售價值認知價值較高，反之，在損失降低框架下，轉售時間遠相對於近時的轉售價值認知價值較高。

關鍵字

消費者網路轉售 ； 網路轉售計畫性 ； 心理會計 ； 去對偶效果

並列摘要

This study firstly applies the decoupling effect concept and hedonic editing principle in Mental Accounting theory and theories of Discounted Utility and Time of Valuation to investigate online resale value perception of consumers who respectively perform planned versus unplanned online resale, online resale value perception under the conditions of short versus long time distance between buying (acquiring) and reselling, and the interaction between online resale planned level and buyingreselling time distance. Secondly, the study applies Expectation-Disconfirmation theory to examine if the disconfirmation valence of online resale outcome moderates both effects of online resale planned level and buying-reselling time distance. Lastly, framing theory is used to evaluate if online resale income frames moderate the effects of online resale planned level and buying-reselling time distance. Three experiments are conducted to test the above effects and the results show that perceived resale value of high planned group is higher than that of low planned group. When time distance between buying (acquiring) and reselling is long as compared to short, perceived resale value is higher. The online resale planned level exhibits to interact with buying-reselling time distance. Also, disconfirmation valence of online resale outcome was found indeed to moderate both effects of online re sale planned level and buying-reselling time distance. Finally, online resale income frames present the moderating effects on both online resale planned level and buying-reselling time distance.

並列關鍵字

Consumer Online Resale ； Online Resale Planned Level ； Mental Accounting ； Decoupling Effect

參考文獻

Agee, T.,Martin, B. A. S.(2001).Planned or Impulse Purchases? How to Create Effective Infomercials.Journal of Advertising Research.41(6),35-42.

Ainslie, George(1975).Specious Reward: A Behavioral Theory of Impulsiveness and Impulse Control.Psychological Bulletin.82(4),463-496.

Anglin, Paul M.(1997).Determinants of Buyer Search in a Housing Market.Real Estate Economics.25(winter),567-589.

Belk, R. W.(1988).Possessions and the extended self..Journal of Consumer Research.15(1),30-168.

Belk, R. W.,Sherry, J. F. Jr.,Wallendorf, M.(1988).A naturalistic inquiry into buyer and seller behavior at a swap meet.Journal of Consumer Research.14(4),49-470.