預付型服務中誘發消費者產生移轉意圖之因素：競爭效果之探討

Factors of Inducing Switch Intentions in Prepaid Bundling of Services: The Exploration of Competitive Effects

顧萱萱(Hsuan-Hsuan Ku)

《臺大管理論叢》 16卷2期 (2006/06) Pp. 29-49

https://doi.org/10.6226/NTURM2006.16.2.29

摘要

服務產業中業者常藉由預付方式拴鎖消費群眾，阻絕競爭對手侵襲機會。然面對此策略，競爭者若只能以剩餘消費者為主攻對象，將易陷入銷售困境。因此，如何誘使既有購買者產生移轉意圖相當重要。本研究採消費者知覺取向，思考競爭者適當反制策略。首先，探討其應如何彰顯相對優勢，營造消費者知覺利益，以塑造吸引既有購買者之基本條件；其次，由增加資訊可得性，降低置換決策知覺風險，同時，藉此縮減既有購買者評估成本與資訊搜尋成本，使轉換成本不致攀高；再者，設計抵價方案與增進服務相容性，以克服移轉包袱，而終極目的即在於誘使既有購買者提升移轉意願。經由結構模式分析結果顯示，除資訊可得性之主效果未出現顯著影響外，其餘假設均成立。

關鍵字

預付型服務 ； 移轉意圖 ； 競爭效果

並列摘要

In services, the practice of marketing a single package for a special price and granting customers the rights to consume stepwise has been pervasive. The rationale for such practices is to lock in customers, and therefore deny them to competitors. Under such circumstances, competitors might need to deliberate about counter strategies to strive for favorable competitive positions. This article outlines the principle techniques associated with counter strategies by taking customers' perceptions into account. First, competitors can manifest their relative advantages to enhance customers' perceived benefits, acting as a bait to attract existing customers. Second, in order to build up customers' confidences of replacement, competitors need to strengthen information availability to decrease their perceived risks. In the meanwhile, information availability may have negative effects on evaluation costs and information search costs, and in turn switching costs. Third, considering switching barriers, competitors should offer trade-ins and heighten service compatibility to assist with customers coping with the pressures of switching costs. The ultimate objective of these techniques is to deescalate customers' consumption behaviors with original service providers and enhance their intentions to switch. Given the favorable test results, except for the main effects of information availability, suggestions for further explicating are offered.

並列關鍵字

prepaid bundling of services ； switch intentions ； competitive effects

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