現今消費者在線上訂房市場上因為太多的方案與太複雜的價格，應該要如何選擇最適合自己的方案？過去研究認為價格複雜性與替代品吸引力是造成消費者過載混淆的前因，本研究藉由納入交易成本理論，探討再過多的替代品選項的情況下，價格複雜性與替代品吸引力對於消費者的過載混淆的影響，以及消費者感知的過載混淆對交易成本與購買意願的影響，並納入消費者的決策傾向做為調節變數。找出價格複雜性與替代品吸引力對於不同決策傾向的消費者會如何影響其感知到的過載混淆與交易成本，又如何進一步的影響購買意願。
本研究採用實驗法，受試者為近3年內曾使用過線上訂房網站的消費者，在臉數及Line社團中方放問卷進行2（價格複雜性：高 vs. 低）×2（替代品吸引力：高 vs. 低）雙因子組間實驗設計，探討變數間的因果關係，結果發現價格複雜性對消費者感知的過載混淆與交易成本有正向影響；以及交易成本會負向影響購買意願。其中雖然決策傾向在價格複雜性與替代品吸引力對於過載混淆與交易成本間的調節效果均不顯著，但同時發現滿意化傾向者會感知到比最大化傾向者更低的過載混淆與更高的交易成本。

In the intricate realm of online hotel booking, consumers are often overwhelmed by an array of choices and intricate pricing schemes. This study seeks to unravel the optimal selection process in such a saturated market. Drawing upon prior research, it identifies price complexity and Attractiveness of alternatives as primary drivers of overload confusion. Integrating transaction cost theory, this research delves into the impact of these factors on consumer overload confusion. Additionally, it scrutinizes the influence of overload confusion on both transaction costs and consumers' purchase intention, considering the role of individual decision-making tendencies as a key moderating factor.
Employing an online experimental methodology, this research targeted individuals who have engaged with Online Travel Agencies (OTAs) within the last three years. Data collection was conducted through surveys distributed across Facebook groups and Line communities. The study utilized a 2 (Price Complexity: High vs. Low) × 2 (Alternative Attractiveness: High vs. Low) factorial design to assess the interplay of these variables. The central objective was to dissect the causal relationships among them.
The findings of this study that price complexity has a positive effect on consumers' perceived overload confusion and transaction costs. Additionally, transaction costs negatively affect purchase intentions. Although decision inclination does not significantly moderate the effects of price complexity and alternative attractiveness on overload confusion and transaction costs, it was found that satisficers perceive lower overload confusion and higher transaction costs compared to maximizers.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題 5
1.3 研究目的 5
第二章 文獻探討 6
2.1 線上訂房平台(Online Travel Agencies, OTAs) 6
2.2 替代品吸引力 (Attractiveness of alternatives) 7
2.3 價格複雜性 (Price complexity) 9
2.4 過載混淆 (Overload confusion) 10
2.5 交易成本 (Transaction cost) 13
2.6 決策傾向 (Decision Making Tendency) 15
2.7 購買意願 (Purchase Intention) 18
第三章 假說推論 20
3.1 價格複雜性如何影響過載混淆 20
3.2 價格複雜性如何影響交易成本 21
3.3 決策傾向如何調節價格複雜性對過載混淆的影響 23
3.4 決策傾向如何調節價格複雜性對交易成本的影響 24
3.5 替代品吸引力如何影響過載混淆 25
3.6 替代品吸引力如何影響交易成本 27
3.7 決策傾向如何調節替代品吸引力對過載混淆的影響 28
3.8 決策傾向如何調節替代品吸引力對交易成本的影響 29
3.9 過載混淆與交易成本對購買意願的影響 31
第四章 研究方法 34
4.1 樣本與實驗設計 34
4.2 實驗前測 35
4.2.1 前測一 35
4.2.2 前測二 39
4.2.3 前測執行與結果 41
4.3 實驗刺激與程序 47
4.4 變數衡量 48
4.4.1 操弄性檢驗 49
4.4.2 中介變數 49
4.4.3 應變數 購買意願 51
4.4.4 干擾變數 決策傾向 51
第五章 資料分析 53
5.1 樣本組成 53
5.2 變數平均值、標準差與量表信效度分析 54
5.3 操弄性檢驗 56
5.4 假說驗證 57
5.4.1 價格複雜性與替代品吸引力對過載混淆的主效果 57
5.4.2 價格複雜性與替代品吸引力對交易成本的主效果 58
5.4.3 中介與干擾效果檢驗 60
5.4.4 過載混淆對交易成本之影響 65
5.4.5 過載混淆、交易成本對購買意願之影響 65
第六章 結論與建議 68
6.1 研究結果 68
6.2 研究貢獻與實務意涵 70
6.2.1 理論貢獻 70
6.2.2 實務貢獻 72
6.3 研究限制與未來研究建議 73
參考文獻 75
附錄 86

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