時間或金錢對決策之影響—服務業為例

THE IMPACT OF TIME OR MONEY ON THE CONSUMER DECISION —SERVICE INDUSTRY AS EXAMPLE

張雅如(YA- JU Chang)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

消費者消費要花費金錢或時間，受到金錢和時間的限制，每次的決定就是代表決策中的重要環節。以前消費者研究較偏重金錢的研究，現今則因消費者需求、消費型態複雜，行銷策略必須設定得更精準，才能符合消費者需求，因此時間或金錢的研究愈來愈受重視。
本研究之目的是消費者是否依經驗法則，對時間、金錢決策否有差異，以及在服務業(信任品LCD TV維修、經驗品留學諮詢服務)不同時，是否會干擾消費者對決策的影響；同時在時間與金錢調高(告知/不告知)情況及服務業信任品LCD TV維修、經驗品留學諮詢服務)不同時，是否同時影響消費者依經驗法則下作出決策?
本研究之正式實驗有三。實驗一：2(時間、金錢)x2家數(3、5家與1、3、5家)x2服務業(信任品LCD TV維修、經驗品留學諮詢服務); 實驗二：2(時間、金錢)x2家數(1~3家與3~6家)x2服務業(信任品LCD TV維修、經驗品留學諮詢服務); 實驗三：2(調高後時間、調高後金錢)x2(告知與不告知)x2服務業(信任品LCD TV維修、經驗品留學諮詢服務)。
本研究結果如下:
(1) 當被迫選擇的情況，消費者使用經驗法則去選擇一個折衷辦法。
(2) 消費者使用經驗法則去選擇一個折衷辦法時，受時間影響較大。
(3) 服務業干擾消費者對時間、金錢決策的影響。
(4) 服務業干擾消費者對店家數決策的影響。
(5) 當被告知特定數量選擇的情況，消費者將受給定錨數目所影響。
(6) 當消費者決策受到定錨影響時，受時間影響大於金錢影響。
(7) 當消費者獲得告知時間與金錢調高，使用經驗法則大幅降低。
(8) 當消費者決策不受經驗法則影響時，也不受服務業干擾影響。
總之本研究證明影響決策的因素多為經驗法則，並且是以時間作為決策，而不是金錢作為考量。實驗一強迫性的經驗法則中，時間比金錢應用的更多; 而實驗二類似的結果出現定錨效應，也受服務業干擾影響消費者對時間、金錢決策; 服務業干擾消費者對店家數決策的效果; 另外實驗三 ，當測試者接受到時間調高訊息時，大幅降低使用經驗法則，因為測試者會像金錢測試者一樣，從使用經驗法則轉為成使用審慎的分析。，也不受服務業干擾影響。
本研究以服務業為研究對象，服務業本身的性質與其他產業的特性明顯不同，如無形性、異質性、同時性、易逝性等特質，使服務業者皆對消費者蒐集資料進而分析，建立與維持長期關係。我們將試圖瞭解這些決策的相異性，以經驗法則為主軸，討論在服務業(信任品-LCD TV維修服務、經驗品-留學諮詢服務)的情況下，時間與金錢偏好傾向對於消費者決策是否有差異。隨後從定錨效應角度切入討論消費者對於時間與金錢是否有所差異，並進一步在告知調整後的時間與金錢後，是否會影響消費者決策。

關鍵字

時間 ； 金錢 ； 經驗法則 ； 折衷效果 ； 定錨效應 ； 決策 ； 服務業

並列摘要

Consumer spending factors are either time or money. By money and time constraints, each decision made is an important part of decision-making. In the past, researches on consumer spending behavior are mostly emphasis on money factor. Due to the changes of consumer demands and complex consumption patterns from before, more precise marketing strategy must be set in order to meet consumer demand. Thus time factor has taken more research attention with money factor.
The purpose of this study is to prove according to the rule of thumb whether the consumer decision-making are different for time and money; for different services industry (credence goods LCD TV repairs and experience goods oversea study advisory services); for increase of rate to time and money (informed or not informed).
This study has three formal experiments. Experiment 1: 2 (time and money) x2 (1,3,5 and 3,5 stores) x2 (tangible LCD TV repairs and experience goods oversea study advisory services); Experiment 2: 2 (time and money) x2 (1~3 and 3~6 stores) x2 (credence goods LCD TV repairs and experience goods oversea study advisory services); Experiment 3: 2 (increase of rate to time and money) x2 (informed or not informed) x2 (credence goods LCD TV repairs and experience goods oversea study advisory services).
The results are as follows:
1. When forced to choose, consumers use the rule of thumb to choose a compromise.
2. When consumer use rules of thumb to choose a compromise, influenced by time are greater.
3. Service industry interfere influence consumer decision-making to time or money.
4. Service industry interfere influence consumer decision-making on different number of stores.
5. When told a specific amount of choice, consumers will be affected by the number of a given anchor.
6. When consumer decision-making by anchoring effect, the impact in time is greater than money.
7. When consumers are informed the increase of time and money, the use of rules of thumb greatly reduced.
8. When rule of thumb has less impact for decision-making, service industry interfere to consumer greatly reduced too.
In conclusion, this study demonstrated that rule of thumb mostly affect decision-making for the consumers, when decision-making based on time not money. Experiment 1, a compulsory rule of thumb, the use of time is more than money. Experiment 2, similar results with anchoring effects and influence to service industry interfere. Experiment 3, when consumers been notified the increase of time, the use of rules of thumb greatly reduced; it is same result when price increase, consumers would carefully analysis; also not influence by service industry interfere.
In this study, we used the service industry for the study object. The nature of service industry is obviously different from other industries, such as intangibility, heterogeneity, simultaneity, perishability and other characteristics. Therefore, service providers collect consumer information for further analysis; try to maintain long-term relationship with consumers. We will try to understand the difference of these decisions from rule of thumb; whether the preference of time and money would influence consumer decision-making for difference service industry (credence goods LCD TV repairs and experience goods oversea study advisory services). Then from the viewpoint anchoring effect to discuss whether there are differences in time and money for consumer; further discussion on whether there are influences for consumer decision-making when informed of increase of rate to time and money.

並列關鍵字

anchoring effect ； the compromise effect ； rules of thumb ； money ； time ； decision-making ； the service industry

參考文獻

Alba, J. W. and Hutchinson J. W. “Dimensions of Consumer Expertise.” Journal of Consumer Research 13, (1987):411-444.

Bateson, J. E. G. Marketing Consumer Service: New Insights, Cambridge, MA: Marketing Science Institute, 1977

Becker, G.. S. “A Theory of the Allocation of Time.” The Economic Journal 75, (1965):493-517.

Brush, T. H. and Artz, K. W. “Toward a Contingent Resource-Based Theory: the Impact of Information Asymmetry on the Value of Capabilities in Veterinary Medicine.” Strategic Management Journal, 20(3), (1999): 223-250.

Chernev, A. “Extremeness Aversion and Attribute-Balance Effects in Choice.” Journal of Consumer Research 31, (2004):249-265.