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題名：買或不買？選項框架應用於網路套裝旅遊對購買意願之影響
書刊名：觀光休閒學報
作者：陳宜棻 引用關係／葉秋君
作者(外文)：Chen, Yi-fen／Ye, Qiu-jun
出版日期：2013
卷期：19:1
頁次：頁1-27
主題關鍵詞：選項框架；網路套裝旅遊；購買意願；Option framing；Online package-tour；Purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(1) 專書(0) 專書論文(0)
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  • 共同引用共同引用:11
  • 點閱點閱:32
旅遊業發展伴隨著網際網路與電子商務時代的來臨，使消費者有更多選擇的機會。本研究應用選項框架理論至網路套裝旅遊的行銷策略上，分別探討「基本型產品加上想要增加的產品選項(+OF)」和「完整型產品扣除不想要的產品選項 (–OF)」這二種選擇方式，並搭配旅遊目的地，價格促銷，以及限量銷售策略下，對消費者網路套裝旅遊購買意願的影響。本研究採用 2(選項框架： +OF/–OF) × 2(旅遊目的地：國外/國內) × 2(價格促銷：有/無) × 2 (限量銷售：有/無)的實驗設計。研究結果顯示，自由選行程以刪減選項呈現的銷售方式，比附加選項呈現方式，更能讓消費者購買完整型套裝旅遊。此外，旅遊目的地及限量銷售，亦會干擾選項框架對購買意願的影響。
Along with the development of Internet and e-business, tourism has provided more choices for consumers. This study applies the theory of option framing to the marketing strategy of online package-tour. Two optional models (adding option framing [+OF] ∕ subtractive option framing [–OF]), tour destination, price promotion, and limit strategy are used to investigate their effects on consumer purchase intention. An online experiment of 2(option framing: +OF ∕ –OF) × 2(tour destination: overseas ∕domestic) × 2(price promotion: yes ∕ no) × 2(limit: yes ∕ no) was conducted. Results of this research show the package tours with subtractive option makes consumers more willing to purchase than those of additional option; destination and limited products can weaken the option framing effect on purchase intention. These findings provide important managerial implications for travel companies.
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3.林咨含(2011)。選項框架、購買決策時間與個人規範焦點對商品延伸保固購買意願之影響(碩士論文)。國立臺灣科技大學。  延伸查詢new window
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