臺灣博碩士論文加值系統

隨著線上旅遊平台的興起，消費者逐漸從線下預定轉變為線上預訂之消費習慣，而消費者除了臨近的出發日期造成的時間壓力外，線上旅遊平台也會利用選擇的稀少性來提升消費者的預訂意願，但是，很少有研究調查時間壓力和選擇稀少性對於無為慣性的影響。無為慣性是指當消費者錯過之了以前具有吸引力的機會時，面對第二次相同或相似的機會，但相對吸引力較小時，他們不太可能接受第二個機會。本研究以線上訂房為背景進行兩項實驗，探討時間壓力和選擇稀少性對無為慣性的影響。我們預期時間壓力和選擇稀少性會提高消費者對於產品價值的評估，進而減少無為慣性的產生。另外，本研究以消費者的願付價格作為調節變數，期望在時間壓力、選擇稀少性兩者與無為慣性之間產生正向的調節效果。實驗結果發現，時間壓力可以有效降低無為慣性的產生，但是選擇稀少性無法降低，此外，在我們的實驗中，消費者的願付價格也沒有產生調節作用。本研究結果可以幫助線上旅遊平台有效制定或調整相關的行銷策略。

With the rise of online travel agents (OTAs), consumption habits are gradually shifting from offline to online. In addition to the time pressure that the departure date is approaching, OTAs often make use of the option scarcity to enhance consumers’ purchase willingness. However, few studies have investigated the influence of time pressure and option scarcity on inaction inertia. Inaction inertia means that when consumer miss the previous and superior opportunity before, they are unlikely to take action on the second and inferior opportunity. This study discusses the impact of time pressure and option scarcity on inaction inertia. We expect that time pressure and option scarcity can attenuate the inaction inertia because the scarcity of time or option will increase consumers’ evaluation of the product value, thus reducing the inaction inertia. Besides, we study the moderating effects of consumers’ willingness to pay, we hope the willingness to pay would have positive moderating effects between time pressure or option scarcity and inaction inertia. In the context of online booking, two experiments are conducted to test the results. We find that time pressure can lower inaction inertia but option scarcity cannot. Besides, we show that consumers’ willingness to pay does not have a moderating effect. The research results are helpful for OTAs to design marketing strategies.

Content
謝　詞 I
中文提要 II
ABSTRACT III
Content IV
Figures VI
Tables VII
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 5
2. Literature Review 6
2.1 Inaction Inertia 6
2.2 Time Pressure 8
2.3 Scarcity of Options 10
2.4 Willingness to Pay 11
3. Hypothesis Development 14
3.1 Time Pressure, willingness to pay and inaction inertia 14
3.2 Scarcity of options, willingness to pay and inaction inertia 15
4. Research Methodology 18
4.1 Pre-test 18
4.2 Experiment 1 19
4.1.1 Design, participant, and procedure 19
4.3 Experiment 2 21
4.3.1 Design, participant, and procedure 21
5. Study 1: time pressure, willingness to pay and inaction inertia 24
5.1 Main experiment 24
5.2 Results of main experiment 25
5.2.1 Manipulation checks 25
5.2.2 Main effect 26
5.3 Discussion of study 1 27
6. Study 2: option scarcity, willingness to pay and inaction inertia 29
6.1 Main experiment 29
6.2 Results of main experiment 30
6.2.1 Manipulation checks 30
6.2.2 Main effect 31
6.3 Discussion of study 2 32
7. Conclusions 34
8. Implication, Limitation and Future Research 35
8.1 Theoretical implication 35
8.2 Practical implication 36
8.3 Limitations & future research 38
9. References 39
Appendix A. Questionnaire in Study 1 51
Appendix B. Questionnaire in Study 2 60
著作權聲明 69

 
Figures
Figure 3-1 Research Model 17

 
Tables
Table 4-1 Demographic profile of respondents (pre-test). 18
Table 5-1 Demographic profile of respondents (experiment 1). 24
Table 5-2 Paired-samples t-test of the perceived attractiveness of the promotions (experiment 1). 25
Table 5-3 Independent samples t-test of the purchase intention of current promotion (experiment 1) 26
Table 5-4 Descriptive statistics of two way ANOVA results of purchase intention of current promotion in four groups (experiment 1). 26
Table 5-5 Two way ANOVA results of inaction inertia effect in four groups (experiment 1). 27
Table 6-1 Demographic profile of respondents (experiment 2). 29
Table 6-2 Paired-samples t-test of the perceived attractiveness of the promotions (experiment 2). 30
Table 6-3 Independent samples t-test of the purchase intention of current promotion (experiment 2). 31
Table 6-4 Descriptive statistics of two way ANOVA results of purchase intention of current promotion in four groups (experiment 2). 32
Table 6-5 Two way ANOVA results of inaction inertia effect in four groups (experiment 2). 32

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