探討消費者風險偏好和選項框架對購買延長保固意願之影響

Effects of Framing Message on Extended Warranty Intention: The Moderating Role of Risk Preference, Time Period, and Product Type

蒲顯光(Hsien-Kuang Pu)

指導教授 ： 陳宜棻

中原大學/商學院/國際商學碩士學位學程/碩士(2013年)

https://doi.org/10.6840/cycu201300636

摘要

摘要
本研究使用網路問卷的方式進行實驗，檢驗網路消費者接受到框架訊息後以及在干擾變數的影響之下其購買意願如何變化。研究分成 2(屬性框架：正面/負面)*2(風險偏好：風險追求/風險趨避)*2(保固期：長期/短期)*2(商品類型：經驗性商品/搜尋性商品)一共十六組的網路實驗設計，總樣本數505份。本研究結果顯示，屬性框架會影響消費者的購買意願，相對於正面框架訊息來說，負面框架訊息會激起消費者的延長保固購買意願。此外，風險偏好、保固期和商品類型對於框架有干擾效果。實驗結果表明，具風險趨避特性的受試者在面對負面屬性框架下購買經驗品延長保固之意願會高於正面屬性框架，且願意加購長期的延長保固服務意願也高於風險追求特性的受試者。本研究能提供給網購業者在行銷產品上建立更具吸引力的策略，而在研究報告的末了，會探討目前的影響和限制的研究，並為日後的研究方向提出建議。

關鍵字

商品類型 ； 保固期 ； 框架效果 ； 屬性框架 ； 風險偏好

並列摘要

Abstract
This study investigates the framing messages display on purchase intention in online shopping, and conducted a 2 (positive message/negative message) x 2 (risk seeking/risk avoidance) x 2 (search good/experience good) x 2 (long warranty time/short warranty time) online experiment involving 505 subjects. Product type moderates the framing message in regard to purchase intention. The results of the experiment demonstrate that subjects’ purchase intentions are more positive in regard to online buying of experience goods with warranties using negative framing messages, and search goods’ warranty using positive framing messages. Consumers prefer to purchase long warranty contracts rather than short warranty contracts in online shopping. These findings allow sellers and managers to find better ways to provide optimal options in online shopping. The implications and limitations of this study are presented in the conclusion of the paper, and suggest directions for future research.

並列關鍵字

Product Type ； Extended Warranty Intention ； Warranty Time Period ； Risk Preference ； Attribute Framing ； Framing Effect

參考文獻

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