消費者付款時間偏好之研究

The Research on Consumers’ Preference for Timing of Payment

鍾幼茹(Yu-Ju Chung)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200800267

摘要

在實務上，付款時間會有「先付款後消費」或「先消費後付款」兩種不同的情況產生，加上產品或服務的付款時間會影響到消費者在使用時的愉悅感受，但環顧國內外相關研究，多是討論付款機制方面的研究（Camenisch et al., 1996; Asokam et al., 1997），鮮少討論到關於消費者付款時間偏好的議題，因此消費者願意付款的時間點對學術和實務界來說，都是一個重要的主題。據此，本研究之主要研究目的為探討產品類別和消費者之間不同付款時間偏好的影響效果。
本研究之研究方法乃以ANOVA分析方法探討不同「產品型式」、「消費目標」及產品「耐久程度」對消費者付款時間偏好的影響效果，再加上以調節焦點為分類的不同目標導向的消費者，深入探討在此情況下，是否會對付款時間偏好有所改變。主要的研究結果如下：
（1）不同產品的產品型式與耐久程度對消費者付款時間偏好確實具有顯著影響。實驗一中，消費者對於歡樂性的產品型式與非耐久性的產品會偏好消費前先付款，當面對的是功能性的產品型式與耐久性的產品時，則會偏好消費後再付款。
（2）雖然是同一種產品，但不同的消費目標下，對於消費者付款時間偏好也是具有顯著影響。實驗二中，消費者對於歡樂性的消費目標與非耐久性的產品會偏好消費前先付款，當面對的是功能性的消費目標與耐久性的產品時，則會偏好消費後再付款。
（3）不同調節焦點的消費者對其付款時間偏好確實具有顯著影響，求成焦點的消費者會傾向偏好預先付款，但避敗焦點的消費者則偏好事後付款。
上述研究結果證明了不同的產品型式及耐久程度對於消費者付款時間偏好會有影響效果，因此本研究依據此研究結果在最後提出了研究建議，以其提供實務界更有效之行銷策略之參考。

關鍵字

耐久程度 ； 消費目標 ； 功能性 ； 付款時間偏好 ； 歡樂性 ； 調節焦點

並列摘要

In the life, there are two kinds of timing of payment:“postpayment”and “prepayment”. The payment time of products or services will influence consumers’ joyful feeling while using. Reviewing the relevant research, most scholars discussed the research of payment system (Camenisch et al., 1996; Asokam et al., 1997), seldom discussed about the issue of consumers’ preference for timing of payment. Therefore, it is an important topic for academy and practice. The research is to probe into the influence about the different payment time between the product types and consumers.
This research utilizes two experiments to analyze the influence about the consumers’ preference for timing of payment.
The main results of this research are:
1. The different product types and durable are significantly influence on the consumers’ preference for timing of payment. In experiment one, the consumers have preference of paying before consumption when facing the hedonic and non-durable products. On the other hand, when facing the utilitarian and durable products, they have preference of paying after consumption.
2. There are significantly influence on the consumers’ preference for timing of payment, in the same kind of products which are under different consumption goals. In experiment two, when facing the hedonic and non-durable consumption goals, the consumers have preference of paying before consumption .On the other hand, when facing the utilitarian and durable consumption goals, they have preference of paying after consumption.
3. There are significantly influence on the consumers’ preference for timing of payment when the consumers with different regularity focus. The consumers with promotion focus have preference of paying before consumption. On the other hand, the consumers with prevention focus are preference of paying after consumption.
In the end of this research, we provide different marketing strategies for markers to practical applications.

並列關鍵字

Durable degree ； Utilitarian ； Payment timing ； Consumption goal ； Regularity focus ； Hedonic

參考文獻

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