此研究探討兩種線上推薦 ─ 互補性基礎推薦及替代性基礎推薦，加入兩種背景顏色 ─ 紅色和藍色，會如何影響消費者的感知有利性、感知價格犧牲以及感知努力性，進而影響消費者的購買意願。實驗一將互補性基礎推薦區分成互補性基礎組合以及互補性基礎分開產品。從實驗一結果發現，互補性基礎組合使用藍色背景比使用紅色背景，消費者感知更多有利性；而互補性基礎分開產品使用紅色背景比使用藍色背景，消費者感知更多有利性。實驗二將替代性基礎推薦分成不同性替代品以及相似性替代品。結果顯示，不同性替代品使用藍色背景比使用紅色背景，消費者感知更多有利性與努力性。最後，應用迴歸分析檢驗感知有 利性和感知努力性會正向影響消費者的購買意願，而感知價格犧牲會負向影響消費者的購買意願。;This research discusses how two approaches of online recommendation, complement-based recommendation and substitute-based recommendation, influence consumers’ perception of benefit, monetary sacrifice and effort while adding red or blue background, and then influence consumers’ willingness-to-pay. In study one, the display of complement-based recommendation has been categorized into complement-based bundle and separate products. The results showed that complement-based-bundle recommendation was perceived more benefit when using blue color rather than using red color. On the contrary, complement-based separate-products recommendation would be perceives as more benefit when using red color rather than blue color. In study two, substitute-based recommendation was further divided into different substitutes and similar substitutes. Different substitutes were perceived as more benefit when using blue color rather than using red color. Furthermore, different substitutes would also be perceived more effort when using blue color rather than red color. Besides, the perceived benefit and perceived effort would have positively affected consumers’ willingness-to-pay; on the other hand, perceived sacrifice would have negatively affected consumers’ willingness-to-pay.
