目標導向與付費方式對消費者購買意願之影響

Abstract

本研究主旨在探討影響消費者購買意願之因素為何，除了付費時間與調節焦點這兩個自變數之外，主要加入了「付費方式」(分別為「分期付款」與「一次付清」兩種)當作自變數，用以探討是否會和其他自變數產生交互效果，影響消費者的購買意願。而以往的研究並沒有針對付費方式做探討，因此對於在「分期付款」與「一次付清」下的消費者購買意願差異所知甚少，故本研究第一個要探討的問題就是這兩種付費方式下的消費者購買意願是否有差別；再來由於以前關於調節焦點與付費時間對於購買意願的影響的研究大多只集中特定產品種類上，並無全面性的探討，因此本研究針對這部分做更深入全面性的研究；最後探討付費方式、調節焦點與付費時間三個變數的交叉效果對於消費者購買意願之影響。 本實驗採用2 x 2 x 2 x 2 x 2的混合因子實驗設計，每個受測者都只會接受一種調節焦點的操弄（促進焦點、預防焦點），而在每一個情境中每一個受測者都會面對2個組內變數（付費時間、付費方式）所構成的付款條件組合，因此每一位受測者都會針對4種付款條件組合來評估其購買意願，並且考量到產品的durability與產品種類下的差異。 最後本研究得到的結論為： (一） 消費者在分期付款下的購買意願，顯著高於在一次付清下的購買意願。 (二） 不論是促進焦點或是預防焦點的消費者，其延後付款下的購買意願都大於預先付款下的購買意願。 (三） 原本不論促進焦點或是預防焦點的消費者在延後付款下的購買意願都顯著高於預先付款下的購買意願；但是如果加入付費方式這個自變數之後，則會發現在付費方式為「一次付清」時，促進焦點消費者的購買意願在延後付款與預先付款下並無顯著差異；另一方面在付費方式為「分期付款」時，預防焦點消費者的購買意願在延後付款與預先付款下並無顯著差異，顯示付費方式確實和其他變數產生了交叉效果，進而影響了消費者的購買意願。

The objective of this study is to investigate the factors which influence consumers’ purchase intentions. Besides the two independent variables of payment timing and regulatory focus, the variable of「payment ways」(Installment and Lump-sum) was considered in order to seek for investigating whether it would have cross effects with other independent variables or not. Previous researches didn’t discuss the effects of payment ways on consumers’ purchase intentions. Therefore, the first issue to be discussed is what the difference of the intentions to purchase is between two payment ways. The following is to investigate the cross effects between regulatory focus、payment timing and payment ways. The experiment is 2 x 2 x 2 x 2 x 2 mix –factor experiment of design. Every subject was assigned one of the two regulatory focus manipulations and had to judge four payment methods which were composed of two within-subject variables — payment timing and payment ways. At the same time, different product durability and product types were considered. The results indicate that： 1. The consumers’ purchase intentions are higher under the payment way of installment rather than under the condition of lump-sum payment. 2. The consumers’ purchase intentions are higher under the payment timing of postpayment rather than under the condition of prepayment for both promotion-focused and prevention-focused consumers. 3. Promotion-focused consumers’ prepay and post-pay purchase intentions are indifferent under the condition of lump-sum payment；Prevention-focused consumers’ prepay and post-pay purchase intentions are indifferent under the condition of installment. The results show that the variable of payment ways has cross effects between other variables.