本文探討了在訂閱制試用期中，當消費者受沉沒成本效應和稟賦效應影響時，廠商應採取的最佳策略，以提高訂閱率並極大化利潤。近年來，隨著技術的進步和消費者需求的變化，訂閱制服務在各領域迅速發展，成為企業穩定收入來源的重要模式。無論是 Netflix 這樣的主流媒體巨頭，還是 Amazon Prime 這樣的綜合性服務，訂閱制都展示出其強大的市場潛力。

訂閱制產品通常會提供試用期，常見的方式有免費試用讓消費者在無需立即支付的情況下先體驗服務。這一策略有助於降低消費者的進入障礙，增加試用的可能性。但試用期結束後，消費者若沒有經常使用該產品，常常會忽略了產品的價值，導致試用期促使的訂閱效率不佳。

因此將本文將考慮沉沒成本效應和稟賦效應為消費者帶來的影響，利用消費者與廠商模型作為研究方法，探討消費者效用函數與廠商利潤函數的關係，了解廠商在面對不同消費者行為下的試用期策略該如何選擇，以利廠商設計適當的試用期策略，來應對消費者的改變，使消費者充分使用產品功能並了解其價值，促使他們在試用期結束後選擇訂閱。

This article explores the optimal strategies that firms should adopt during subscription trial periods to increase subscription rates and maximize profits when consumers are influenced by the Sunk Cost Effect and the Endowment Effect. In recent years, with technological advancements and changes in consumer demands, subscription services have rapidly developed across various fields, becoming an important model for stable revenue sources for businesses. Whether it is streaming giants like Netflix or comprehensive services like Amazon Prime, subscription services have demonstrated their strong market potential.

Subscription products usually offer trial periods, commonly in the form of free trials, allowing consumers to experience the service without immediate payment. This strategy helps lower the entry barrier for consumers and increases the likelihood of trials. However, after the trial period ends, consumers who do not frequently use the product often overlook its value, leading to suboptimal subscription rates resulting from the trial period.

Therefore, this article will consider the impacts of the Sunk Cost Effect and the Endowment Effect on consumers. Using a consumer-firm model as the research method, it will explore the relationship between the consumer utility function and the firm's profit function. The aim is to understand how firms should choose trial period strategies in response to different consumer behaviors, helping them design appropriate trial period strategies. This approach will ensure that consumers fully utilize the product features and recognize their value, prompting them to subscribe after the trial period ends.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vii
表次 ix
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究流程 3
第二章 文獻回顧 4
第一節 訂閱制與試用期的介紹 4
第二節 沉沒成本效應與消費者 7
第三節 稟賦效應 9
第三章 基本模型 11
第一節 模型假設 11
第二節 廠商試用期純策略模型分析 17
第三節 廠商試用期純策略分析 23
第四節 廠商試用期混合策略分析 27
第四章 延伸模型 32
第一節 模型假設 32
第二節 廠商試用期純策略模型分析 35
第三節 廠商試用期純策略分析 37
第四節 廠商試用期混合策略分析 40
第五章 結論與建議 44
第一節 結論 44
第二節 建議 46
參考文獻 48

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