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頁籤選單縮合
題名 | 產品特性及消費者特性對交通事業組合產品購買意願之影響=The Impact of Product and Consumer Characteristics on Purchase Intention for the Bundle in the Transportation Industry |
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作者 | 蔡東峻; 蔡志成; | 書刊名 | 成功大學學報 |
卷期 | 32(人文.社會篇) 民86.11 |
頁次 | 頁167-190 |
分類號 | 496.1 |
關鍵詞 | 產品特性; 消費者特性; 交通事業; 組合產品; 購買意願; Bundling; Transportation industry; Product characteristic; Consumer characteristic; Purchase intention; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討如何運用「組合產品」之概念, 來行銷交通事業所提供之各項 服務。本研究之結果在理論上可促進瞭解組合產品觀念在服務業之運用外,在實務上也可協 助交通運輸業者有效行銷其所提供各項服務。為達成上述目的,本研究經文獻之整理探討後 ,提出了相對於一般商品,交通事業組合產品的三個主要特性,即「服務提供者」、「服務 程序」與「尖離峰」。並以大學生為樣本,採用實驗設計的方式來瞭解產品特性與消費者特 性是否會影響消費者購買交通事業組合產品的意願。 本研究之主要發現有下列數點: (1) 消費者對國定假日時所提供之交通事業組合產品的購買意願會顯著高於非假日時所提供之交 通事業組合產品。 (2) 不同的服務程序也會影響消費者的購買意願。以本研究為例,相對 於去程搭飛機而回程坐火車,消費者會比較偏好去程搭火車而回程搭飛機。 (3) 消費者若 對交通事業組合產品中的個別產品使用意願愈高,則對整組產品的購買意願也會愈高。 (4) 消費者不同的生活型態會影響其對交通事業組合產品的購買意願,當消費者有愛好自由傾向 時,則購買意願較低;而當消費者有社交活動傾向時,則會有較高的購買意願。 |
英文摘要 | The main purpose of this study is to examine the effectivencess of bundling strategy on services provided by the transportation industry. Although many studies on bundling have been conducted, most of them focus on goods. There are relatively fewer studies on services. But the results obtained from the research regarding goods may not be applied to services because characteristics of services are quite different from those of goods. After reviewing literature, this study suggests three major characteristics of services: (1) service provider, (2) service process, and (3) service time. In addition, several hypotheses regarding the effectiveness of bundling strategy on services are also proposed. To test these hypotheses, a laboratory experiment with university students as subjects is designed in this study. The major findings of this study are as follows: (1) Consumers have higher purchase intention during national holidays than workdays. (2) Service process will influence the purchase intention. When people have a trip from Taipei to Hualien, they prefer to go to Hualien by train and go back Taipei by plane. (3) When consumers are more interesting on the component service of the bundle, they are more likely to purchase the bundle service. (4) People with different lifestyle may have different purchase intention. When consumers' lifestyle are less free and easy, or more social, they may have higher purchase intention about the transportation industry bundle. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。