探討推薦商品對消費者購買意願之影響 ─ 以不同背景顏色為例

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郭芝含(Chih-Han Kuo) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討推薦商品對消費者購買意願之影響 ─ 以不同背景顏色為例
(Red or Blue: How Recommended Products Influence Consumers′ Willingness-to-Pay)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 互補性基礎
★ 替代性基礎
★ 推薦
★ 感知
★ 顏色

關鍵字(英)

★ complement-based
★ substitute-based
★ recommendation
★ perception
★ color

論文目次

ABSTRACT................................................i
中文摘要................................................ii
誌謝.................................................iii
Outline................................................iv
List of Tables....................................... vii
List of Figures........................................ix
1 Introduction......................................... 1
2 Literature Review.................................... 4
2.1 Effect of recommendation system on consumers’ willingness-to-pay .................................... 4
2.2 Two types of product recommendations........................................ 5
2.2.1 Effect of complement-based recommendation on consumers’ willingness-to-pay.......................... 5
2.2.1.1 Effect of complement-based recommendation on perceived benefit ..................................... 6
2.2.1.2 Effect of complement-based recommendation on perceived sacrifice ................................... 7
2.2.1.3 Effect of complement-based recommendation on perceived effort ...................................... 8
2.2.2 Effect of substitute-based recommendation on consumers’ willingness-to-pay ......................... 9
2.2.2.1 Effect of substitute-based recommendation on perceived benefit ..................................... 9
2.2.2.2 Effect of substitute-based recommendation on perceived sacrifice .................................. 10
2.2.2.3 Effect of substitute-based recommendation on perceived effort...................................... 11
2.3 Effect of color on consumers’ willingness-to-pay ...................................................... 11
2.3.1 Effect of color on humans’ physiology ...................................................... 12
2.3.2 Effect of color on humans’ performance ...................................................... 12
2.3.3 Effect of color on humans’ emotions ...................................................... 13
2.3.4 Effect of color on humans’ perceptions ...................................................... 14
2.3.4.1 Effect of color on perceived benefit ...................................................... 14
2.3.4.2 Effect of color on perceived sacrifice ...................................................... 15
2.3.4.3 Effect of color on perceived effort ...................................................... 15
2.3.5 Effect of color on purchase intention ...................................................... 16
2.4 Effect of consumers’ perceptions on consumers’ willingness-to-pay ................................... 17
2.4.1 Effect of perceived benefit on consumers’ willingness-to-pay ................................... 17
2.4.2 Effect of perceived sacrifice on consumers’ willingness-to-pay ................................... 17
2.4.3 Effect of perceived effort on consumers’ willingness-to-pay ................................... 18
3 Research method................................................ 19
3.1 Hypothesis and Model ...................................................... 19
4 Study Design, Procedure and Results ...................................................... 26
4.1 Study 1— Effect of complement-based recommendation on consumers’ perception................................. 27
4.1.1 Design and Procedure ........................... 27
4.1.2 Reliability Analysis for Perceived Benefit, Sacrifice, Effort and Willingness-to-pay................................................... 30
4.1.3 Exploratory Factor Analysis and Confirmatory Factor Analysis ............................................. 31
4.1.4 Hypothesis Testing ............................. 35
4.1.4.1 The influence of complement-based recommendation and color on benefit, sacrifice and effort perceptions ...................................................... 35
4.1.4.2 The influence of benefit, sacrifice and effort perceptions on willingness-to-pay..................... 41
4.2 Study2— Effect of substitute-based recommendation on consumers’ perception ................................ 42
4.2.1 Pretest......................................... 43
4.2.2 Design and Procedure............................ 43
4.2.3 Reliability Analysis for Perceived Benefit, Sacrifice, Effort and Willingness-to-pay.............. 44
4.2.4 Exploratory Factor Analysis and Confirmatory Factor Analysis ............................................. 46
4.2.5 Hypothesis Testing.............................. 50
4.2.5.1 The influence of substitute-based recommendation and color on benefit, sacrifice and effort perceptions ...................................................... 50
4.2.5.2 The influence of benefit, sacrifice and effort perceptions on willingness-to-pay..................... 57
4.3 Results and Discussion............................ 58
5 General discussion and implications................. 61
5.1 Limitations and Future Directions ................ 63
Reference............................................. 64
Appendix A. The experiment of study 1 – complement-based recommendation ....................................... 73
Appendix B. Items for perceived benefit, sacrifice, effort and willingness-to-pay. ....................... 75
Appendix C. The scatter plot of study 1............... 79
Appendix D. Normal distribution for regression model of study 1. ............................................. 80
Appendix E. The experiment of study 2 – substitute-based recommendation ....................................... 81
Appendix F. The scatter plot of study 2............... 83
Appendix G. Normal distribution for regression model of study 2............................................... 84

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2017-7-3

推文