消費者行為偏誤在捆綁訂價上的應用研究

本研究是透過探討消費者如何在產品價格訂價上所產生消費行為偏誤的現象，解釋臺灣行動電信市場為何消費者會有傾向選擇低價上網吃到飽資費方案現象。透過定錨效應、心理帳戶以及展望理論中價值函數量化方式，描繪臺灣行動電信市場上，消費者如何作出有限理性的消費決策。本研究進一步的針對電信公司幾種常見的行銷策略，透過價值函數量化的方式，了解各種常見行銷策略對不同消費族群是否能促使消費者增加消費金額並提高消費者滿意度，並對行動電信公司能產生增額邊際貢獻或是增額淨利。因應目前行動電信市場處於激烈價格競爭下，且大約每 10 年即會有新世代的電信技術規格推動商業運轉，未來電信公司也可以透過行為經濟學中價值函數量化方式，針對不同消費客群，擬定不同的行銷策略，並確認是否能在達成交易後使消費者能產生增額財富效果的目的。

關鍵字

行為偏誤；定錨效應；心理帳戶；價值函數；產品訂價

並列摘要

This research is to explore the phenomenon of consumer behavior bias caused by Product pricing, and explain why consumers in Taiwan's mobile telecommunications market tend to choose Unlimited Internet access at low prices. Through the Anchoring effect, Mental Accounting , and value function in the prospect theory, it depicts how consumers make Bounded rationality decision in the Taiwan mobile telecommunications market. This study further targets several common marketing strategies of telecommunications companies. Through the quantization of value functions, we can understand whether various common marketing strategies can encourage consumers to increase consumption and increase consumer satisfaction for different consumer groups,and increase marginal contribution or net profit to mobile telecommunications companies. In view of the current fierce price competition in the mobile telecommunications market, and a new generation of telecommunications technical specifications to promote business operations about every 10 years, future telecommunications companies can also target different consumer groups by quantifying the value function in behavioral economics. Formulate different marketing strategies, and confirm whether they can enable consumers to generate wealth-increasing effects after the transaction is concluded.