計算容易之框架對使用哩程酬賓點數的影響

Abstract

本研究探討易算性對使用組合貨幣方案之意願。透過2 (百分比與折扣金額) × 2 (價格高與低) × 3 (易算性高與低) 的實驗設計，分析折扣框架與計算動機之影響。結果顯示旅客傾向使用易算性高的組合貨幣方案，且在提供實際折扣金額時，計算容易性對組合貨幣使用之影響較明顯。更進一步以不同的價格水準做為激發旅客計算動機的因素，但當價格較低時，百分比的計算容易性可有效增加使用組合貨幣之意願。因此，為使哩程酬賓計劃發揮成效，業者應在不同的計算動機下，提供計算容易之折扣框架。

This article investigated the computational ease on the use of combined-currency program. A 2(Percentage-off, Cent-off) × 2(price: high, low) × 3(computational ease: high, low) experimental design was introduced to analyze the discounting framework and motivation of calculating. The results showed that airline ticket buyers are more likely and motivated to calculate the actual price of the combined currency bundle when they are provided with cent-off discount instead of percentage-off discount. Furthermore, the different levels of prices are also implied to affect the motivation of calculating. When number of the ticket price is low and simple, people can easily calculate the price even though they are provided with percentage-off discount so that the willingness to pay will be increased. Therefore, this study implies that companies adapting FFP should use easy-calculating framework pricing strategy to attract and retain customers.