博碩士論文 etd-0113118-103554 詳細資訊


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姓名 張千恩(Chien-en Chang) 電子郵件信箱 E-mail 資料不公開
畢業系所 財務管理學系研究所(Finance)
畢業學位 碩士(Master) 畢業時期 106學年第1學期
論文名稱(中) 保險商品價格呈現單位與尾數定價的影響
論文名稱(英) The Effects of Price Unit and Price Ending of Insurance Products.
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    紙本論文:5 年後公開 (2023-02-13 公開)

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    摘要(中) 在購買保險商品的過程中,保費是重要的考量因素,消費者可以自由選擇繳費的週期(如:年繳、月繳),保險公司在廣告宣傳或銷售商品的過程中,也會以年繳費用、每月負擔、每日負擔等型式,將保險商品價格傳遞給消費者。另外,保費價格可區分為以零結尾的定價及非零結尾,以往許多學者已發現不同結尾方式的價格會引發不同的消費者態度及決策。本論文以健康保險商品為研究範疇,研究不同的價格呈現單位及尾數價格呈現方式是否影響消費者對於健康保險商品的態度反應。本研究同時考慮價格呈現單位與尾數價格呈現方式的交互影響,並加入廣告情緒進行分析,且考慮消費者的個人特質作為干擾變數。共執行五個實驗,以下是主要發現:
    1. 不規則非整數價格中,以每日負擔(相較於年繳、每月負擔)的價格呈現方式,會使消費者感到相對較便宜及可以負擔。
    2. 使用負向情緒圖片的保險廣告,搭配整數定價,相較於非整數定價,會提高消費者對於保險商品的態度反應。
    3. 具有高購買需求特性的受測者,會對搭配整數定價的健康險產生較高的購買意願;而低購買需求的受測者則對非整數定價的健康險產生較佳的態度反應
    4. 在高健康意識的情況之下,搭配非整數會產生比較高的產品態度;在低健康意識的情況之下,搭配整數會產生比較高的購買意願。本研究對於理論和實務有以下發現:單位效果會受到尾數定價的干擾、尾數定價效果會受到情緒、購買需求、健康意識等干擾。而本研究建議保險實務上整數的保費定價可以多利用恐懼訴求的行銷手法;而正向廣告情緒及非整數的保費定價中,則可以區分不同的客群(購買意願、健康意識)來進行銷售。
    摘要(英) Premium is one of the important considerations when people buy insurance products. Consumers can also decide the premium payment frequency (ie, annually paid/monthly paid) by themselves. In some insurance advertisements, companies can choose a different way to reveal the premium payment such as annual payment, monthly payment even daily payment. Furthermore, the insurance price can be simply divided into rounded and non-rounded price segments. In the past, many researchers found that the way we set the price would have a great influence on consumer attitude and behavior.
    The current study takes health insurance products as the research topic and discusses how unit effect and rounded-price effect influence consumers’ attitudes toward the health insurance. In this research, we consider not only the interaction between unit effect and rounded-price effect but also the emotion effect aroused by the advertisement leaflets. We further include consumers’ characteristics as moderate variables in this study. The results of the 5 experiments reveal the following findings,
    1. In the non-rounded price situation, if the payment revealed in daily payment, it makes consumer feel the price much cheaper and more affordable than the payment revealed in monthly or annually frequency.
    2. In the negative emotion advertisement, the rounded price will bring positive attitude toward the health insurance product compare to non-rounded price one.
    3. For consumers with high insurance purchase demand, the use of rounded price will create high purchase intention compared to the use of non-rounded price. For consumers with low insurance purchase demand, the use of non-rounded price will create more positive attitude compare to the use of rounded price.
    4. In the case of high health consciousness consumers, the non-rounded price will bring better product attitude compare to the use of rounded price. On the other hand, for the low health consciousness consumers, the use of rounded price will bring better purchase intention.
    In conclusion, firstly, we found the rounded-price effect moderates the unit effect. Secondly, the rounded-price effect is also moderated by emotion, purchase demand, and health consciousness. The study provides practical suggestions for designing health insurance advertisements. Insurance companies may use more fear-appealed advertisements with the rounded prices; on the contrary, the companies may use customer segmentation (ie, purchase demand, health consciousness) in the situation of positive emotion advertisement and non-rounded prices.
    關鍵字(中)
  • 尾數定價效果
  • 情緒
  • 價格
  • 單位效果
  • 保險商品
  • 關鍵字(英)
  • emotion
  • unit effect
  • rounded price effect
  • price
  • insurance product
  • 論文目次 目錄
    論文審定書 i
    摘要 ii
    Abstract iii
    目錄 v
    圖次 vii
    表次 viii
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 5
    第三節 論文研究架構及研究流程 7
    第二章、文獻回顧 9
    第一節 單位效果 9
    第二節 尾數定價效果(整數定價vs.非整數定價) 13
    第三節 消費者情緒與恐懼行銷 16
    第三章、研究假說 20
    第四章、資料整理與分析 22
    第一節 廣告傳單實證統計 22
    第二節 廣告傳單綜合比較 24
    第五章、實驗一 26
    第一節 研究方法 26
    第二節 資料分析 28
    第六章、實驗二 38
    第一節 研究方法 38
    第二節 資料分析 41
    第七章、實驗三 65
    第一節 研究方法 67
    第二節 資料分析 72
    第八章、實驗四 77
    第一節 研究方法 77
    第二節 資料分析 84
    第九章、實驗五 91
    第一節 研究方法 91
    第二節 資料分析 97
    第十章、結論與建議 104
    第一節 研究發現與討論 104
    第二節 理論貢獻 107
    第三節 實務建議 110
    第四節 研究限制與未來發展 112
    第十一章、參考文獻 114
    附錄A 122
    附錄B 152
     

    圖次
    圖1-1、研究流程圖 8
    圖4-1、富邦人壽健康險正面意象及負面意象占比 23
    圖4-2、國泰人壽健康險正面意向及負面意象佔比 24
    圖4-3、南山人壽健康險正面意象及負面意象占比 24
    圖4-4、正面意象廣告傳單佔比 25
    圖7-1、廣告圖片情緒對於尾數定價方式的干擾示意圖 68
    圖7-2、實驗三正向情緒圖片 71
    圖7-3、實驗三負向情緒圖片 71
    圖7-4、實驗三正向情緒廣告傳單 72
    圖7-5、實驗三負向情緒廣告傳單 72
    圖7-6、正負向情緒圖片與尾數定價方式對條件式購買意願的影響 77
    圖8-1、實驗四正向圖片 83
    圖8-2、實驗四正向情緒廣告傳單 84
    圖8-3、購買需求干擾示意圖 90
    圖9-1、實驗五正向情緒圖片 97
    圖9-2、實驗五廣告傳單 98
    圖9-3、健康意識干擾示意圖 102

    表次
    表5-1、實驗一情境組合 28
    表5-2、實驗一各情境樣本數 29
    表5-3、實驗一樣本分佈表 29
    表5-4、實驗一各情境平均數及標準差 30
    表5-5、實驗一單位效果分析:考慮整數組別(情境一、二、三) 31
    表5-6、實驗一單位效果分析:考慮非整數組別(情境四、五、六) 32
    表5-7、實驗一尾數定價效果分析(情境二、五;年單位) 33
    表5-8、實驗一尾數定價效果分析(情境三、六;月單位) 34
    表5-9、實驗一尾數定價效果分析(情境二、三、五、六) 35
    表5-10、實驗一假說實證結果彙整 37
    表6-1、實驗二情境組合 40
    表6-2、實驗二各情境樣本數 42
    表6-3、實驗二樣本分佈 42
    表6-4、實驗二各情境平均數及標準差 43
    表6-5、實驗二變異數分析表:考慮不規則結尾與99結尾之定價方式 44
    表6-6、實驗二變異數分析表:考慮整數與99結尾之定價方式 45
    表6-7、實驗二變異數分析表:考慮整數與99結尾之定價方式(年單位) 46
    表6-8、實驗二態度反應之平均數:考慮整數與99結尾之定價方式(年單位) 47
    表6-9、實驗二變異數分析表:考慮整數與99結尾之定價方式(月單位) 47
    表6-10、實驗二態度反應之平均數:考慮整數與99結尾之定價方式(月單位) 48
    表6-11、實驗二變異數分析表:考慮年與月之單位呈現方式(整數定價) 48
    表6-12、實驗二態度反應之平均數:考慮年與月之單位呈現方式(整數定價) 49
    表6-13、實驗二變異數分析表:考慮年與月之單位呈現方式(99結尾非整數定價) 49
    表6-14、實驗二態度反應之平均數:考慮年與月之單位呈現方式(99結尾非整數定價) 50
    表6-15、實驗二變異數分析表:考慮整數與不規則非整數之定價方式 51
    表6-16、實驗二變異數分析表:考慮整數與不規則非整數之定價方式(年單位) 52
    表6-17、實驗二態度反應之平均數:考慮整數與不規則非整數之定價方式(年單位) 52
    表6-18、實驗二變異數分析表:考慮整數與不規則非整數之定價方式(月單位) 52
    表6-19、實驗二態度反應之平均數:考慮整數與不規則非整數之定價方式(月單位) 53
    表6-20、實驗二變異數分析表:考慮年與月之單位呈現方式(不規則非整數定價) 54
    表6-21、實驗二態度反應之平均數:考慮年與月之單位呈現方式 (不規則非整數定價) 54
    表6-22、不同單位呈現方式(年vs.月單位)之尾數定價效果 55
    表6-23、不同尾數定價方式(整數/99結尾/不規則結尾)之單位效果 56
    表6-24、實驗二變異數分析表:考慮整數與不規則非整數結尾之定價方式及年月日單位 57
    表6-25、LSD多重比較表:考慮整數與不規則非整數結尾之定價方式及年月日單位 58
    表6-26、實驗二變異數分析表:考慮年月日之單位呈現方式(整數定價) 59
    表6-27、LSD多重比較表:考慮年月日單位(整數定價) 60
    表6-28、實驗二變異數分析表:考慮年月日之單位呈現方式(不規則非整數定價) 61
    表6-29、LSD多重比較表:考慮年月日單位(不規則整數定價) 62
    表6-30、實驗二變異數分析表:考慮整數與不規則非整數之定價方式(日單位) 63
    表6-31、實驗二假說實證結果彙整 65
    表7-1、實驗三情境分組 69
    表7-2、實驗三各情境之樣本數 74
    表7-3、實驗三樣本分佈 74
    表7-4、實驗三各情境平均數及標準差 75
    表7-5、實驗三變異數分析表 76
    表7-6、實驗三態度反應之平均值:考慮正負向情境與尾數定價 77
    表7-7、實驗三假說實證結果彙整表 78
    表8-1、實驗四情境組合 82
    表8-2、實驗四各情境樣本數 86
    表8-3、實驗四樣本分佈 86
    表8-4、實驗四各情境平均數及標準差 86
    表8-5、實驗四變異數分析表 87
    表8-6、實驗四態度反應之平均數 88
    表8-7、購買需求的干擾結果 90
    表8-8、不同購買需求下的尾數定價效果 91
    表8-9、實驗四假說實證結果彙整表 92
    表9-1、實驗四情境分組 96
    表9-2、實驗五各情境之樣本數 100
    表9-3、實驗五樣本分佈 100
    表9-4、實驗五各情境平均數及標準差 100
    表9-5、健康意識的干擾結果 103
    表9-6、不同健康意識下的尾數定價效果 103
    表9-7、實驗五假說實證結果彙整表 105
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    口試委員
  • 劉信賢 - 召集委員
  • 蔡佳芬 - 委員
  • 周軒逸 - 指導教授
  • 唐俊華 - 指導教授
  • 口試日期 2017-07-16 繳交日期 2018-02-13

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