近年來，海外國家吹起了電子裝置支付之風潮，其中廣為所知的如 Affirm 或 AfterPay 等 BNPL 供應商所提供之 BNPL(Buy Now Pay Later)支付服務，本研究結合 BNPL 以及轉帳一次付清兩種不同支付方式，並探討消費者使用不同支付方式購買體驗型產品是否會顯現不同的消費者價值，且這些消費者價值是如何的影響消費者對於體驗型產品的心理擁有權感知。另外，亦探討不同支付方式使消費者易於追蹤花費的心理帳戶效用，是否會影響消費者對體驗型產品的心理擁有權以及購買意願。本研究將體驗型產品設定為「日本旅遊行程」，搭配以BNPL 或是轉帳一次付清來購買體驗型產品形成研究之兩情境，兩情境分別收取 134、113 份有效問卷，並使用 Partial Least Squares 方法來分析構面之間的關係。結果顯示，隨著情境改變，會顯現不同的消費者價值，並進而影響消費者對體驗型產品的心理擁有權感知。此外，有別於轉帳一次付清， BNPL 之心理帳戶效用顯著地影響消費者對體驗型產品的心理擁有權感知。

BNPL (Buy Now Pay Later) payment service provided by the companies like Affirm or Afterpay, is become increasingly popular as an electronic payment in foreign countries. This thesis considers and compares BNPL and one-off full payment, and investigates whether consumers’ use of the above two different payment methods for purchasing experience products will result in different consumer values, and how these consumer values affect consumers’ perceived psychological ownership of the products. Additionally, this study investigates mental accounting effect that makes it easier for consumers to track their spending, affects consumers’ perceived psychological ownership and purchase intention towards experience products. Relevant data was obtained through two sets of questionnaires with scenarios of using BNPL or one-off full payment to book a trip to Japan (the experience product). Partial least square method analysis on 134 and 113 survey returns reveals that consumer values differ according to the payment methods, and subsequently, these values impact consumers' perceived psychological ownership of the products. Moreover, in contrast to one-off full payment, mental accounting effect of BNPL significantly influences consumers' perceived psychological ownership of the products.

論文審定書 .......................................................................... i
誌謝 ..................................................................................... ii
摘要 .....................................................................................iii
Abstract ............................................................................... iv
目錄 ...................................................................................... v
圖次 .................................................................................... vii
表次 ................................................................................... viii
第一章 緒論 ......................................................................... 1
第一節 研究動機 ......................................................... 1
第二節 研究問題與目的 ............................................. 2
第三節 研究流程 ......................................................... 2
第二章 文獻探討與假說建立 ............................................. 4
第一節 BNPL(BuyNowPayLater) ................................. 4
第二節 產品型態 ......................................................... 5
第三節 心理擁有權 ..................................................... 5
第四節 消費價值理論 ................................................. 6
第五節 心理帳戶 ......................................................... 8
第六節 支付痛苦鈍化 ................................................. 9
第三章 研究方法 ............................................................... 11
第一節 研究架構與假說路徑 ................................... 11
第二節 研究構面 ....................................................... 11
第三節 操作型定義及研究問項 ............................... 12
第四節 問卷施策與分析工具 ................................... 17
第四章 數據分析 ............................................................... 20
第一節 樣本結構 ....................................................... 20
第二節 研究構面分析 ............................................... 23
第三節 假說驗證 ....................................................... 29
第五章 結論與建議 ........................................................... 33
第一節 結論與討論 ................................................... 33
第二節 理論貢獻 ....................................................... 34
第三節 實務意涵 ....................................................... 35
第四節 研究限制以及未來建議方向 ....................... 36
參考文獻 ............................................................................ 37

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