網路與資訊科技時代的來臨,相繼出現許多旅遊服務相關之線上預訂平台,其中又以「訂房網站」訂購者居多。過去關於線上訂房之平台研究,多以探究消費者使用因素、網路口碑及顧客滿意度等動機為探究方向。在有關線上訂房價格方面的研究,以擬定多種差別訂價影響消費者訂房意願之研究甚少,相關的文獻也不常見。 本研究探討消費者使用線上訂房網站時,在參與選擇線上訂房面對不同的差別訂價,所產生之不同認知公平及訂房意願的影響。並檢測不同調節焦點類型消費者與不同品牌熟悉度的因素下,對影響消費者認知公平之干擾效果。本研究採取2 (差別訂價:價格有利,不可退款/價格相同,可退款) × 2 (品牌熟悉度:熟悉/不熟悉) × 2 (調節焦點:促進型/預防型)的8組實驗設計。本實驗共回收320份有效樣本進行研究,本研究使用SmartPLS 3版統計軟體進行運算,並使用拔靴法(BootStrapping),估計路徑係數,以驗證本研究之假說。 本研究結果發現,差別訂價、調節焦點對消費者的認知公平皆有影響,而認知公平也正向影響消費者的訂房意願。研究結果可提供相關線上訂房業者擬定訂價行銷策略之參考,建議如下:線上訂房業者可針對不同支付能力、調節焦點類型的消費者,以差別訂價來制定多種價格,以提升其認知公平及訂房意願,以吸引更多的消費者消費,進而創造對消費者及線上訂房業者互利的局面。
With the development of the Internet and information technology has increased the offerings for travelling services online. Reacting to the trend, the platform for online hotel booking has gained its popularity. According to the current research on online hotel booking, the majority of the studies emphasized on three dimensions including consumer behavior, online word-of-mouth and consumer satisfaction; however, few of them focused on the pricing strategy on platforms regarding the concept of price discrimination which may potentially influence the consumers’ willingness to make reservations. The purpose of this study is to explore the effect of perceived fairness and willingness to make reservations while consumers face price discrimination in the process of booking hotels online. Meanwhile, the interference effects on consumers’ perceived fairness were examined considering different regulatory focuses and brand familiarity. In the study, the experiment used a structure consisting of 2 (price discrimination: price advantaged, non-refundable / same price, refundable) × 2 (brand familiarity: familiar/ unfamiliar) × 2 (regulatory focus: promotion focus/ prevention focus). This experiment is conducted by analyzing 320 valid questionnaires with the utilization of the software, SmartPLS 3. In order to prove the hypothesis, the bootstrapping strategy is used to calculate the path coefficient. Hence, the finding shows that both price discrimination and regulatory focuses have the influences on consumers’ perceived fairness which may positively effect on the willingness to booking. The results may provide suggestions for online booking providers in their price setting and marketing strategies. By applying the concept of price discrimination under the different regulatory focus consumers and their affordability, the perceived fairness and willingness to booking can attract more consumers and create a win-win situation for both sides.