涉入程度與產品組合對購買意願之影響：以美妝產品為例

(1)

The Involvement and Product Bundling Influence on Purchase

Intention

Beauty Products as Example.

D9725399 D9766438 D9766587 D9766675 D9766778

(2)

Involvement

Bundling Purchase Intention

:

::

:

(3)

Abstract

Nowadays, human civilization develops rapidly so that what people pursue is not only enough to survive, but can continuously upgrade the quality of live. Rich information and trade makes the way consumers collect information and buy the product become easier than before. Moreover, two factors such as consumer involvement and product bundling will bring diverse purchase Intention.

The purpose of this paper is to see weather consumer’s involvement on product and promotion of product bundling influence on his purchase intention, by focusing on beauty products, such as lotion, facial cleanser, emulsion and sun-block products. We use students who studies Feng Chia University Department of Economics as object of study , and adopt stepwise regression to analyze the effect of independent variables on consumer’s purchasing intention.

The result shows, the involvement and purchase intention of woman are both higher than man. Also, student age affects positively the involvement, and purchasing intention. In addition, the higher income, the higher involvement, and in turn, the stronger purchasing intention for students. Finally, promotion of product bundling causes higher purchasing intention.

(4)

... i Abstract ... ii ... iii ... iv ... v ... 1 ... 1 ... 2 ... 2 ... 4 ... 4 ... 11 ... 15 ... 20 ... 20 ... 21 ... 22 ... 31 ... 31 ... 33 ... 52 ... 52 ... 52 ... 54 ... 54 ... 57 ... 66

(5)

1-1 ...3 2-1 ...9 3-1 ...23

(6)

2-1 ...5 2-2 ...13 3-1 ...21 3-2 ...22 3-3 ...28 3-4 ...29 3-5 ...30 4-1-1 ( ) ...38 4-1-2 ( ) ...39 4-1-3 ( ) ...40 4-1-4 ( ) ...41 4-2 ...42 4-3-1 ... 44 4-3-2 ...45 4-3-3 ...46 4-3-4 ...47 4-3-5 ...48 4-3-6 ...49 4-3-7 ...50 4-3-8 ...51

(7)

(8)

1. 2. 3. 4. 1-1

(9)

↓

1-1

(10)

Sherif & Cantril 1947 Ego-involvement

assimilation effect Krugman 1965 Krugman Taylor 1981

1993 Goldsmith & Emmert 1991 Knox & Wa l k er 2003 Schiffman & Kanuk 2000 Wa rrington & Anamari 2000

(11)

, Engel, et al. 1993

2-1

Sherig & Cantril 1947

Ego-involvement

Krugman 1965

Mitchell (1981) Rothschild 1984 Engel, et al. 1993

Zaichknowsky 1985

1993 Goldsmith & Emmert 1991 Knox & Wa l k er 2003 Schiffman & Kanuk 2000 Wa rrington

& Anamari 2000

(12)

Zaichkowsky 1985

Mitchell 1981 Rothschild 1984

Knox & Walker 2003 Solomon 2004 (2005) (cognitively-based) (individual-based) (response-based) 2-1 … . 2008 situational

involvement enduring involvement) (response

involvement)

(13)

Bloch 1982

Belk 1982

Houston & Rothchild 1978

(2) Enduring Involvement

Houston & Rothchild 1978

Tyebjee 1979 (centrality)

(3) Response Involvement

Arora 1982

Celsi & O1son

(14)

Situational Sources of Personal Relevance,

SSPR Intrinsic Sources of Personal Relevance, ISPR)

.

Zaichkowsky 1985 product involvement

involvement with advertisement involvementwith purchase 2-1

(1) product involvement

Sheth 1969

Traylor 1981 Brand- Commitment

Zaichkowsky 1985 Bloch & Richins 1986

Solomon (2007)

(15)

Krugman 1965

2-1

Block & Richins 1983 Solomon 2005

(3) purchase involvement

Clarke & Belk 1978

Engel, et al. l982

(16)

Traylor 1981

Bloch 1982 Self-Expression

Rothschid 1979

Laurent & Kapferer

1985 Consumer Involvement Profile, CIP

Zaichkowsky 1985 Personal Involvement- Inventory, PII

CIP

Laurent & Kapferer 1985 Product

Importance Risk- Importance Risk- Probability

Sign Value Hedonic Value

19 Laurent &

Kapferer 1993 CIP 16

PII

Zaichkowsky 1985 168 Semantic- Different

30 20 Zaichkowsky 1994 20 10 1 - 2 - 3 - 4 -5 - 6 - 7

(17)

- 8 - 9 - 10

- 10 7 2

5 8 10 10

(1) (2) (9) (10)

Adams & Yellen 1976

Guiltinan 1987 Eppen,et al. 1991

2001 2003 Legarreta & Miguel 2004

Adams & Yellen 1976

(1) Pure Component Strategy (2)

Pure Bundling Strategy (3) Mixed Bundling

(18)

Mixed-Learner Bundling Mixed-Joint Bundling Cready 1991 Premium Price Bundling Strategy

. Guiltinan 1987 Eppen et al. 1991 Salinger 1995 . Guiltinan 1987 Harlam et al. 1995

(19)

2-2

(20)

D. Paun 1993

.

Dansby & Conrad 1984

Chen 1997

.

Adams & Yellen 1976

Schmalensee 1984

Schmalensee

(21)

Paun 1993

2-2

Adams & Yellen 1976

Perfect Price Discrimination

Complete

Extraction Exclusion

Inclusion Adams & Yellen

1976 Salinger 1995 Purchase Intention Fishbein & Ajzen 1975 1987

(22)

(2004)

.

Dodds, et al. 1991

Schiffman & Kanuk 2000

Blackwell, et al. 2001

2009

.

Peter & Olson 1987

Grwal, et al. 1998

.

Hellier, et al. 2003

Shao, et al. 2004

(23)

. Zeithaml 1988 Biswas 1992 2001 1 2 2006 ( 1 / 2 / 3 / 4 5 / 6 / 7 / ) . Whitlark, et al. 1993 (1) (2) (3)

(4) (5) (6) Aaker & Keller

1990 Keller &Aaker 1992 Sheinin & Schmitt 1994 Zeithaml, et al. 1996

Schiffman & Kanuk 2000

1 2 3

4 5

(24)

1 2 3 4 5 1990 Bloemer et al. 1999 2000 2000 2004 2009 (2010) Guiltinan 1987

(25)

(Monroe, 1990; Yadav & Monroe, 1993) (Hitt & Chen, 2005; Chung& Rao, 2003; Guiltinan, 1987; Mulhern & Leone, 1991; Venkatesh &

Mahajan,1993) (Johnson et al., 1999; Harlam et al.,

1995;Simonin & Ruth, 1995; Yadav & Monroe, 1993) Dowling & Uncles (1997)

(1999)

(2007)

Simonin & Ruth 1995 Geath 1991

1999

(26)

Likert

(27)

5 300 297 11 286 96% 11 X1i X11i i= a,b,c,d a b c d 5 1 3-1 3-1 X1i X2i X3i X4i X5i X6i X7i

(28)

X8i X9i X10i X11i 8~10 286 3-2 59% 170 41% 116 36% 103 12% 51 5000 35% 100 10000 16% 46 500 69% 197 1501 2000 1% 4 3-2 116 41% 170 59% 103 36% 63 22% 69 24% 51 12% 5000 100 35% 5001~7000 78 27% 7001~9000 62 22% 10000 46 16% 500 197 69%

(29)

501~1000 60 21% 1001~1500 20 7% 1501~2000 4 1% 2000 5 2% 3-1 3-3 3-4 3-1 . 3-3 3-4 3.1 3.60 4.03 4.30 3.41 3.65 3.71 3.9 4

(30)

. 3-3 3-4 4.21 3.83 3.57 3.05 4.54 4.37 4.03 4.00 4.02 3.70 3.40 3.27 4.49 3.76 3.68 3.65 . 3-3 3-4 9000 4.34 7001 9000 3.92 5001 7000 3.53 5000 3.51 . 3-3 3-4 2000 4.73 1501 2000 4.59 1001 1500 4.37 501 1000 4.11 500 3.52

(31)

3-1 3-3 3-4 . 3-3 3-4 3.18 3.69 3.83 4.1 3.65 3.41 3.90 3.71 . 3-3 3-4 3.16 4.15 4.34 3.44 3.44 4.08 3.63 4.20

(32)

. 3-3 3-4 4.24 7001 9000 3.84 5001 7000 3.54 5000 3.51 . 3-3 3-4 3-1 3-3 3-4 . 3-3 3-4 3.02 3.56 3.64 4.97

(33)

3.32 3.57 3.64 3.42 . 4.23 3.00 4.10 3.66 4.20 3.20 4.08 3.34 3-4 X8 4.09 X9 X10 X8 3.54 X9 X10 3.86 X9 X10 X8 3.28 X10 3.33 . 3-3 3-4 9000 4.07 7001 9000 3.70 5001 7000 3.38 5000 3.34 . 3-3 3-4

(34)

2000 4.75 1501 2000

4.33 1001 1500 4.01 501 1000

4.07 500 3.98

501 1000

3-3 a : b :

a1~a4 a5~a6 a7~a11 b1~ b4 b5~b6 b7~b11

3.388112 3.482517 3.493007 4.194056 3.989510 3.839161 3.107759 3.176724 3.020690 4.032328 3.827586 3.643103 3.579412 3.691176 3.560000 4.304412 4.100000 3.972941 3.048544 3.160194 3.001942 4.002427 3.844660 3.660194 3.833330 3.253968 3.088889 4.027778 3.746032 3.730159 3.565217 3.681159 3.573913 4.373188 4.166667 4.014493 4.210784 4.147059 4.023529 4.544118 4.343137 4.098039 5000 3.027500 3.145000 2.980000 3.992500 3.840000 3.652000 5001~7000 3.115385 3.288462 3.146154 4.041667 3.814103 3.784615 7001~9000 3.677419 3.766129 3.638710 4.439516 4.185484 4.003226 9000 4.244565 4.163043 4.038298 4.559783 4.347826 4.117391 500 3.069797 3.236041 3.059898 4.046954 3.850254 3.708629 501~1000 3.966667 3.916667 4.258333 4.408333 4.183333 4.050000 1001~1500 4.212500 4.025000 3.980000 4.675000 4.375000 4.090000 1501~2000 4.687500 4.625000 4.250000 4.812500 4.750000 4.400000 2000 4.650000 4.900000 4.800000 5.000000 5.000000 5.000000

(35)

3-4 c : d : c1~c4 c5~c6 c7~c11 d1~d4 d5~d6 d7~d11 3.555944 3.596154 3.471329 3.824301 3.788462 30553846 3.413793 3.435345 3.324138 3.713362 3.620690 3.427586 3.652941 3.705882 3.571765 3.900000 3.902941 3.64000 3.402913 3.441748 3.337864 3.677184 3.631068 3.429126 3.269841 3.349206 3.203175 3.650794 3.642857 3.339683 3.702899 3.695652 3.568116 3.757246 3.775362 3.544928 4.019608 4.078431 4.196078 4.490196 4.196078 4.082353 5000 3.375000 3.425000 3.322000 3.657500 3.620000 3.416000 5001~7000 3.336538 3.378205 3.253846 3.631410 3.660256 3.353874 7001~9000 3.745968 3.596774 3.609677 3.834677 3.798387 3.583871 9000 4.063830 4.086957 3.978261 4.500000 4.351064 4.127660 500 3.356599 3.403553 3.281218 3.611675 3.631980 3.361421

(36)

1001~1500 4.025000 4.125000 4.080000 4.575000 4.350000 4.100000 1501~2000 4.500000 4.375000 4.250000 4.375000 4.625000 4.400000 2000 4.650000 4.800000 4.600000 4.600000 4.700000 4.600000 3-5 X7 X8 X9 X10 X11 3.493007 3.276224 3.258741 3.328671 3.349650 3.051724 2.939655 3.017241 3.086207 3.008621 3.794118 3.505882 3.423529 3.494118 3.582353 2.990291 2.951456 2.970874 3.097087 3.000000 3.047619 2.873016 3.111111 3.174603 3.238095 3.855072 3.579710 3.347826 3.536232 3.550725 4.568627 4.019608 3.901961 3.705882 3.921569 4.300699 4.087413 3.555944 3.562937 3.688811 4.060345 3.965517 3.353448 3.370690 3.465517 4.464706 4.170588 3.694118 3.694118 3.841176 4.097087 4.029126 3.339806 3.359223 3.475728 4.126984 3.936508 3.492063 3.476190 3.619048 4.492754 4.246377 3.753623 3.768116 3.811594 4.666667 4.176471 3.803922 3.803922 4.392160 3.583916 3.545455 3.367133 3.405594 3.454545 3.344828 3.431034 3.224138 3.310345 3.310345 3.747059 3.623529 3.464706 3.470588 3.552941 3.349515 3.466019 3.223301 3.330097 3.320388 3.301587 3.238095 3.142857 3.111111 3.222222 3.739130 3.608696 3.463768 3.492754 3.536232

(37)

3.860140 3.856643 3.398601 3.157343 3.496503 3.681034 3.681034 3.318966 3.077586 3.379310 3.982353 3.976471 3.452941 3.211765 3.576471 3.640777 3.708738 3.300971 3.106796 3.388350 3.809524 3.809524 3.190476 2.682540 3.206349 3.768116 3.869565 3.304348 3.260870 3.521739 4.490196 4.196078 3.980392 3.705882 4.039216

Stata 5 ×4 ×2 40 4-3-1 4-3-8 4 a b c d X5 X6 X5 1 X6 2 Model 1

gender year income

expened Model 2

(38)

Model 3 Model 4 Model 5 Model 1 i=a,b,c,d i=a,b,c,d Model 2 i=a,b,c,d i=a,b,c,d Model 3 i=a,b,c,d

(39)

i=a,b,c,d Model 4 i=a,b,c,d i=a,b,c,d Model 5 i=a,b,c,d i=a,b,c,d a b c d

variance inflation factor, VIF Model 1 Model 5

Nguyen (2006) VIF 10

(40)

VIF R-squared 4-1-1 4-1-4 Model 1 Model 5

X5

X6

Model 1 gender year income

expened gender expened 1 2 X5 expened Model 2 X3 ×× X4 X1 ×× X2 ××

(41)

Model 3 X involve_i ×× 1 4 Model 4 X7a X9a X10a X11a 8 10 X5 3 X8b X10b X5 4 X7c X8c X10c X11c 8 10 X5 3

(42)

X7d X8d X9d X11d 8 10 X5 Model 5 X3 ×× X7 ×× X6 X6 Model 1 gender expened expened Model 2 X3 ×× X4

(43)

X1a X3a Model 3 X involve_i ×× 1 4 X5 Model 4 Model 5 X7 ×× X8 ×× X9 ××

(44)

(45)

4-1-1 ( )

Variable

Model 1 Model 2 Model 3 Model 4 Model 5

VIF R-squared VIF R-squared VIF R-squared VIF R-squared VIF R-squared

gender 1.08 0.07 1.46 0.32 1.40 0.29 1.33 0.25 1.49 0.33 year 1.02 0.02 1.04 0.04 1.03 0.03 1.06 0.06 1.07 0.07 income 1.22 0.18 1.25 0.20 1.22 0.18 1.25 0.20 1.29 0.22 cost 1.25 0.20 1.49 0.33 1.45 0.31 1.47 0.32 1.52 0.34 a1 5.43 0.82 5.76 0.83 a2 5.12 0.80 5.31 0.81 a3 2.88 0.65 3.27 0.70 a4 2.39 0.58 2.79 0.64 involve_a 1.62 0.38 a7 2.48 0.60 3.92 0.74 a8 1.94 0.48 2.00 0.50 a9 2.53 0.60 2.67 0.63 a10 2.34 0.57 2.38 0.58 a11 2.38 0.58 2.49 0.60 Mean VIF 1.14 2.63 1.34 1.87 2.77

(46)

4-1-2 ( )

Variable

gender 1.08 0.07 1.16 0.14 1.14 0.12 1.11 0.10 1.22 0.18 year 1.02 0.02 1.03 0.03 1.02 0.02 1.04 0.04 1.05 0.05 income 1.22 0.18 1.25 0.20 1.23 0.19 1.29 0.22 1.31 0.24 cost 1.25 0.20 1.37 0.27 1.32 0.24 1.34 0.25 1.39 0.28 b1 4.35 0.77 4.59 0.78 b2 5.49 0.82 5.65 0.82 b3 3.10 0.68 3.17 0.68 b4 1.68 0.40 1.97 0.49 involve_b 1.20 0.17 b7 1.69 0.41 2.25 0.56 b8 1.41 0.29 1.53 0.35 b9 2.15 0.53 2.19 0.54 b10 2.28 0.56 2.29 0.56 b11 2.06 0.51 2.17 0.54 Mean VIF 1.14 2.43 1.18 1.60 2.37

(47)

4-1-3 ( )

Variable

gender 1.08 0.07 1.35 0.26 1.34 0.26 1.27 0.21 1.36 0.26 year 1.02 0.02 1.04 0.04 1.03 0.03 1.03 0.03 1.04 0.04 income 1.22 0.18 1.23 0.19 1.22 0.18 1.23 0.19 1.26 0.20 cost 1.25 0.20 1.37 0.27 1.34 0.25 1.35 0.26 1.38 0.28 c1 7.19 0.86 7.77 0.87 c2 7.51 0.89 7.53 0.87 c3 3.12 0.68 3.42 0.71 c4 2.52 0.60 2.89 0.65 involve_c 1.41 0.29 c7 2.11 0.53 2.85 0.65 c8 1.86 0.46 1.95 0.49 c9 2.74 0.64 2.83 0.64 c10 2.42 0.59 2.57 0.61 c11 2.62 0.62 2.72 0.63

(48)

Mean VIF 1.14 3.16 1.27 1.85 3.05

4-1-4 ( )

Variable Model 1 Model 2 Model 3 Model 4 Model 5

gender 1.08 0.07 1.36 0.26 1.35 0.26 1.32 0.24 1.38 0.28 year 1.02 0.02 1.06 0.06 1.04 0.04 1.05 0.05 1.07 0.07 income 1.22 0.18 1.24 0.20 1.22 0.18 1.24 0.19 1.26 0.28 cost 1.25 0.20 1.37 0.27 1.33 0.25 1.36 0.26 1.41 0.29 d1 5.26 0.87 5.66 0.82 d2 5.22 0.87 5.28 0.81 d3 3.19 0.69 4.29 0.77 d4 2.43 0.59 2.97 0.66 involve_d 1.43 0.30 d7 2.49 0.60 3.87 0.74 d8 2.13 0.53 2.42 0.59 d9 2.58 0.61 2.62 0.62 d10 2.43 0.59 2.5 0.60 d11 2.47 0.60 2.74 0.64

(49)

(50)

4-1

mean sd min max

gender year income cost 1.592334 0.492259 1 2 2.236934 1.121763 1 4 2.188153 1.083635 1 4 1.459930 0.826335 1 5 a1 a2 a3 a4 involve_a a5 a6 a7 a8 a9 a10 a11 2.567944 1.203760 1 5 2.682927 1.212041 1 5 2.310105 1.076450 1 5 2.905923 1.128865 1 5 1 4 3.388112 2.756098 1.032022 1.101377 1 1 5 5 2.289199 1.095120 1 5 2.512195 1.360927 1 5 2.728223 1.156921 1 5 2.745645 1.068350 1 5 2.675958 1.062495 1 5 8 10 2.655052 1.110739 1 5 b1 b2 b3 b4 involve_b b5 b6 b7 b8 b9 b10 1.613240 0.752780 1 5 1.641115 0.766508 1 5 1.637631 0.798411 1 5 1 4 2.355401 4.194056 1.047390 0.719051 1 1 5 5 2.226481 1.003976 1 5 1.808362 0.811758 1 5 1.710801 0.936809 1 5 1.916376 0.923646 1 5 2.449477 0.958979 1 5 2.442509 1.039098 1 5

(51)

b11 8 10 2.317073 0.961035 1 5 c1 c2 c3 c4 involve_c c5 c6 c7 c8 c9 c10 c11 2.390244 1.034869 1 5 2.459930 1.053282 1 5 2.229965 0.990907 1 5 2.717770 1.087339 1 5 1 4 3.555944 0.950263 1 5 2.574913 1.064591 1 5 2.243902 1.042668 1 5 2.421603 1.251553 1 5 2.459930 1.005734 1 5 2.637631 1.028125 1 5 2.599303 1.062587 1 5 8 10 2.550523 1.032712 1 5 d1 d2 d3 d4 involve_d d5 d6 d7 d8 d9 d10 d11 2.080139 1.046400 1 5 2.160279 1.071936 1 5 2.006969 1.006945 1 5 2.480836 1.152141 1 5 1 4 3.824301 0.961967 1 5 2.358885 1.080719 1 5 2.069686 1.032016 1 5 2.146341 1.167529 1 5 2.146341 1.044221 1 5 2.601399 1.076967 1 5 2.846690 1.142403 1 5 8 10 2.508711 1.047355 1 5

(52)

4-3-1

a5

gender 0.692*** 0.00883 -0.0537 0.192 0.0604 (5.57) (0.08) (-0.50) (1.82) (0.60) year 0.0574 0.0598 0.0382 0.0453 0.0629 (1.08) (1.54) (0.96) (1.10) (1.68) income 0.0612 0.0731 0.0562 0.0257 0.0628 (1.02) (1.66) (1.25) (0.55) (1.48) cost 0.317*** -0.0841 -0.0354 -0.0365 -0.126* (3.99) (-1.33) (-0.55) (-0.55) (-2.07) a1 0.0646 0.0401 (0.78) (0.49) a2 0.102 0.114 (1.28) (1.47) a3 0.243*** 0.129 (3.60) (1.88) a4 0.433*** 0.353*** (7.40) (5.87) involve_a 0.803*** (14.68) a7 0.223*** -0.0357 (4.28) (-0.60) a8 0.0986 0.0951 (1.82) (1.91) a9 0.161* 0.0750 (2.40) (1.21) a10 0.171** 0.137* (2.63) (2.31) a11 0.180** 0.0862 (2.88) (1.49) _cons 1.419*** 0.263 0.456* 0.0400 -0.205 (5.32) (1.26) (2.16) (0.17) (-0.95) N R-squared 286 0.1978 286 0.5821 286 0.5467 286 0.5392 286 0.6288

(53)

t statistics in parentheses, * p < 0.05, ** p < 0.01, *** p < 0.001

4-3-2

a6

gender 0.664*** -0.0740 0.0145 0.211 -0.0263 (5.46) (-0.70) (0.13) (1.96) (-0.26) year 0.0588 0.0500 0.0420 0.0512 0.0533 (1.13) (1.28) (1.00) (1.22) (1.40) income 0.0975 0.0695 0.0931 0.0607 0.0545 (1.67) (1.56) (1.96) (1.28) (1.26) cost 0.349*** 0.0296 0.0423 0.0245 -0.00773 (4.49) (0.46) (0.62) (0.37) (-0.13) a1 0.234** 0.202* (2.79) (2.44) a2 -0.137 -0.147 (-1.69) (-1.86) a3 0.596*** 0.488*** (8.75) (7.00) a4 0.0866 -0.00691 (1.46) (-0.11) involve_a 0.699*** (12.13) a7 0.181*** 0.0110 (3.41) (0.18) a8 0.101 0.0468 (1.82) (0.93) a9 0.194** 0.0957 (2.84) (1.51) a10 0.119 0.0762 (1.80) (1.27) a11 0.172** 0.140* (2.69) (2.38) _cons 1.803*** 0.706*** 0.965*** 0.529* 0.317 (6.91) (3.34) (4.34) (2.19) (1.44) N R-squared 286 0.2206 286 0.5671 286 0.4892 286 0.5123 286 0.6093

(54)

4-3-3

b5

gender 0.305* 0.0492 0.0529 0.239* 0.0877 (2.55) (0.48) (0.50) (2.26) (0.87) year 0.0140 0.0287 0.0127 0.0122 0.0338 (0.28) (0.68) (0.29) (0.27) (0.82) income 0.0618 0.0267 -0.000639 -0.0304 -0.00544 (1.08) (0.56) (-0.01) (-0.59) (-0.11) cost 0.270*** 0.0740 0.119 0.155* 0.0753 (3.53) (1.13) (1.76) (2.25) (1.17) b1 -0.116 -0.182 (-0.90) (-1.41) b2 0.0334 -0.0123 (0.23) (-0.09) b3 0.384*** 0.356*** (3.70) (3.48) b4 0.397*** 0.313*** (6.89) (5.16) involve_b 0.746*** (10.11) b7 0.119 0.0125 (1.70) (0.17) b8 0.265*** 0.161** (4.18) (2.66) b9 0.0360 -0.0135 (0.48) (-0.19) b10 0.161* 0.152* (2.24) (2.30) b11 0.145 0.0533 (1.97) (0.77) _cons 2.733*** 0.708* 0.367 0.380 0.221 (10.65) (2.21) (1.14) (1.13) (0.66) N R-squared 286 0.1008 286 0.4026 286 0.3414 286 0.3287 286 0.4447

(55)

4-3-4

b6

gender 0.157 -0.0413 -0.0715 0.115 0.0132 (1.62) (-0.51) (-0.88) (1.38) (0.16) year -0.0273 -0.0230 -0.0285 -0.0457 -0.0301 (-0.66) (-0.69) (-0.84) (-1.29) (-0.91) income 0.0964* 0.0427 0.0397 0.0299 0.0280 (2.07) (1.12) (1.04) (0.73) (0.73) cost 0.175** 0.0554 0.0379 0.0658 0.0416 (2.83) (1.06) (0.73) (1.21) (0.80) b1 0.0851 -0.00169 (0.83) (-0.02) b2 0.0725 0.0371 (0.64) (0.33) b3 0.425*** 0.398*** (5.14) (4.85) b4 0.0913* 0.0259 (1.99) (0.53) involve_b 0.678*** (11.90) b7 0.260*** 0.104 (4.69) (1.76) b8 0.137** 0.0512 (2.73) (1.06) b9 -0.00151 0.00148 (-0.03) (0.03) b10 0.00965 0.00472 (0.17) (0.09) b11 0.189** 0.133* (3.22) (2.39) _cons 3.542*** 1.262*** 1.391*** 1.551*** 0.967*** (17.02) (4.95) (5.61) (5.84) (3.61) N R-squared 286 0.0815 286 0.4126 286 0.3901 286 0.3449 286 0.4466

(56)

4-3-5

c5

gender 0.795*** 0.162 0.141 0.272** 0.140 (6.70) (1.73) (1.44) (2.80) (1.56) year -0.0606 -0.0333 -0.0200 -0.0177 -0.0243 (-1.20) (-0.92) (-0.53) (-0.46) (-0.70) income 0.0520 0.0820* 0.0662 0.0159 0.0609 (0.91) (2.02) (1.57) (0.37) (1.55) cost 0.255*** -0.00611 0.0274 0.0255 -0.0377 (3.36) (-0.11) (0.47) (0.43) (-0.70) c1 0.272** 0.173 (2.63) (1.69) c2 -0.143 -0.121 (-1.37) (-1.23) c3 0.210** 0.139 (2.95) (1.95) c4 0.472*** 0.380*** (8.12) (6.41) involve_c 0.793*** (15.25) c7 0.263*** 0.0566 (5.35) (1.11) c8 0.128* 0.0539 (2.21) (1.02) c9 0.0693 -0.00640 (1.02) (-0.10) c10 0.129* 0.0974 (2.08) (1.70) c11 0.201** 0.166** (3.02) (2.74) _cons 1.812*** 0.251 0.247 0.198 -0.0622 (7.12) (1.20) (1.15) (0.86) (-0.29) N R-squared 286 0.2166 286 0.6114 286 0.5721 286 0.5617 286 0.6545

(57)

4-3-6

c6

gender 0.695*** 0.0686 0.0791 0.142 0.0144 (5.93) (0.71) (0.79) (1.52) (0.16) year -0.0535 -0.0320 -0.0152 -0.0179 -0.0280 (-1.07) (-0.86) (-0.40) (-0.49) (-0.82) income 0.00626 0.0365 0.0196 -0.0146 0.0197 (0.11) (0.87) (0.45) (-0.35) (0.51) cost 0.295*** 0.0670 0.0807 0.0704 0.0372 (3.93) (1.15) (1.35) (1.23) (0.69) c1 0.125 -0.0434 (1.16) (-0.43) c2 -0.0963 -0.0742 (-0.90) (-0.75) c3 0.490*** 0.401*** (6.65) (5.69) c4 0.272*** 0.145* (4.51) (2.46) involve_c 0.746*** (14.01) c7 0.228*** 0.0977 (4.80) (1.92) c8 0.337*** 0.264*** (6.09) (5.05) c9 0.139* 0.108 (2.11) (1.75) c10 0.0254 -0.0476 (0.43) (-0.84) c11 0.0859 0.0977 (1.34) (1.62) _cons 2.329*** 0.694** 0.856*** 0.643** 0.308 (9.26) (3.20) (3.89) (2.91) (1.46) N R-squared 286 0.1995 286 0.5647 286 0.5293 286 0.5761 286 0.6430

(58)

4-3-7

d5

gender 0.768*** 0.0557 0.0636 0.0993 0.0218 (6.24) (0.59) (0.63) (1.02) (0.24) year -0.0665 -0.00660 0.0140 -0.00831 -0.00765 (-1.27) (-0.18) (0.36) (-0.22) (-0.22) income 0.0298 0.0444 0.0224 -0.00596 0.0251 (0.50) (1.09) (0.52) (-0.14) (0.64) cost 0.223** -0.0584 -0.00841 -0.00938 -0.0736 (2.83) (-1.04) (-0.14) (-0.16) (-1.35) d1 0.177* 0.106 (2.02) (1.22) d2 -0.107 -0.146 (-1.26) (-1.80) d3 0.248*** 0.105 (3.49) (1.33) d4 0.530*** 0.407*** (9.84) (7.18) involve_d 0.833*** (15.72) d7 0.400*** 0.166* (7.12) (2.59) d8 0.142* 0.0968 (2.45) (1.72) d9 0.141* 0.114* (2.28) (2.01) d10 0.0219 0.0106 (0.39) (0.20) d11 0.174** 0.0984 (2.79) (1.64) _cons 2.176*** 0.414 0.288 0.279 0.194 (8.23) (1.92) (1.27) (1.22) (0.90) N R-squared 286 0.1842 286 0.6251 286 0.5668 286 0.5947 286 0.6666

(59)

4-3-8

d6

gender 0.565*** -0.110 -0.0929 -0.0637 -0.134 (4.66) (-1.11) (-0.90) (-0.67) (-1.43) year -0.00267 0.0537 0.0724 0.0404 0.0469 (-0.05) (1.40) (1.82) (1.09) (1.30) income 0.0222 0.0355 0.0153 0.00513 0.0232 (0.38) (0.83) (0.35) (0.12) (0.57) cost 0.238** -0.0179 0.0220 0.0296 -0.0254 (3.07) (-0.30) (0.36) (0.51) (-0.45) d1 -0.0223 -0.0999 (-0.24) (-1.12) d2 0.0758 0.0298 (0.85) (0.35) d3 0.581*** 0.396*** (7.79) (4.90) d4 0.187** 0.0599 (3.30) (1.02) involve_d 0.777*** (14.28) d7 0.271*** 0.148* (4.90) (2.24) d8 0.316*** 0.211*** (5.54) (3.63) d9 0.172** 0.164** (2.82) (2.79) d10 -0.0375 0.000246 (-0.67) (0.00) d11 0.138* 0.0335 (2.24) (0.54) _cons 2.643*** 0.750** 0.882*** 0.675** 0.448* (10.16) (3.31) (3.78) (2.98) (2.01) N R-squared 286 0.1324 286 0.5460 286 0.4982 286 0.5676 286 0.6100

(60)

t statistics in parentheses, * p < 0.05, ** p < 0.01, *** p < 0.001 1. 2. 3. 1. 300 286 2.

(61)

(62)

(1) 2004 -(2) (2001) (3) (2009) (4) (2010) 2 1-22 (碁) (2001) (6) (2007) 93-112 (7) (1999) (8) (2007)

(63)

— (9) 1999 , (10) (2004) (11) (2005) (12) (2008) (13) (2008) UrCosme (14) (2006) 21-37 (1碁) (2007) -(16) (2000) (17) (2003) ─ (18) (1987) 1-18

(64)

(19) 2009 28 1 87-103 (20) (2004) (21) (2008) — (22) 1990 15-29 (23) (2006) (24) (2007) (2碁) (2011) (26) (2003) (27) 1990 (28) (2010) (29) (2001)

(65)

(30) (2002)

---(31) (2001)

(1) Aaker, David A. and Kevin Lane Keller, (1990). “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), pp.27-41.

(2) Adams, W. J. and J. L. Yellen, (1976), “Commodity Bundling and the Burden of Monopoly.” ,Quarterly Journal of Economics, 90(8), pp.475-498.

(3) Andrews, J. C., S. Durvasula, and S. H. Akhter (1990), “A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research.” , Journal of Advertising, 19 (4), pp. 27-40.

(4) Arora, R. (1982), “Validation of an s-o-r model for situation, enduring, and response components of involvement”, Journal of Marketing Research,19(11), pp.505-516.

(碁) Belk, R. W., (1982),"Effects of Gift-Giving Involvement on Gift Selection Strategies.", Advances in Consumer Research, 9, pp.408-411.

(66)

(6) Biswas.(1992), “The Moderating Role of Brand Familiarity in Reference Price Perceptions.” ,Journal of Business Research,25(11), pp.251-262.

(7) Bloch, P. H., & Richins, M. L. (1986), “After the New Wears Off The Temporal Context of Product Involvement.” ,Journal of Consumer Research, 13, pp. 280-285

(8) Bloch, P. H., (1982), “Involvement Beyond the Purchase Process: Conceptual Issue and Empirical Investigation.” ,Advance in Consumer Research, 9, pp. 413-417.

(9) Bloemer, J. and Ruyter, K.D. (1999), "Customer Loyalty in High and Low Involvement Service Settings: The Moderating Impact of Positive Emotions",

Journal of Marketing Management, 15(4), pp.315-331.

(10) Celsi, R. L. and J. C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15, pp.

210-214.

(11) Chen, Yongmin, (1997), “Equilibrium Product Bundling. ” ,Journal of

Business, 70, (1), pp.85-103.

(12) Chung, J. and Rao, V.( 2003), "A General Choice Model for Bundles with Multiple-Category Products: Application to Market Segmentation and Optimal Pricing for Bundles" ,Journal of Marketing Research, 40(2), pp.115-130.

(67)

(13) Clarke, K. and Belk, R. (1978), “The effects of product involvement and task definition on anticipated consumer effort”, Advances in Consumer Research, 5,pp. 313-318.

(14) Cready, W. M., (1991), “Premium Bungling.” Economic Inquiry, 29 (1), pp. 173-179.

(1碁) Dansby, C. and R. E. Conrad, (1984), “Commodity Bundling.” , American

Economic Review, 74, pp. 377-381.

(16) Dowling, G.R. and Uncles, M. (1997), "Do Customers Loyalty Programs Really Work? ", Slogan Management Review, Summer, pp.71-82.

(17) Engel, J. F., D. Kollat, and R. D. Blackwell (1982), Consumer Behavior, 4thed. Chicago Dryden Press, p.678.

(18) Engel, J. F., R. D. Blackwell, and P. W. Miniard (1993), Consumer Behavior,7th ed. Fort Worth, Dryden Press, p.53.

(19) Eppen, G. D. W. A. Hanson and R. K. Martin, (1991), ”Bundling-New Products, New Markets, Low Risk.” Sloan Management Review, summer, pp. 7-14.

(20) Fishbein, M. and I. Ajzen, (1975). Belief Attitude Intention and Behavior An

(68)

Wesley.

(21) Geath, Gary, J. Irwin, P. Levin, Goutam Chakraborty and Aron M.

Levin(1991), “Consumer Evaluations of Multi-Product Bundles: An Information Integration Analysis” , Marketing Letters, 2(1), pp.47-58.

(22) Goldsmith, R. E. and J. Emmert (1991), “Measuring Product Category Involvement: A Multitrait-Multimethod Study”, Journal of Business Research, 23(4), pp. 363-371.

(23) Guiltinan, Joseph P., (1987), “The Price Bundling of Services: A Normative Framework.” Journal of Marketing,4, pp. 74-85.

(24) Guiltinan, P. Joseph (1993), “A Strategic Framework for Assessing Product Line Additions,”Journal of Product Innovation Management, 10, pp.136- 147.

(2碁) Harlam, B. A.; A. Krishna; D. R. Lehmann and C. Mela(1995), “Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle.” Journal of Business Research, 33, pp. 57-66.

(26) Hellier, P. K., G. M. Geursen, R. A. Carr and J. A. Rickard(2003).Customer Repurchase Intention, European Journal of Marketing,37(11), pp.1762-1800.

(27) Hitt, L.M. and Chen, Pei-yu(2005), "Bundling with Customer

(69)

Management Science, 51(10) , pp.1481-1493.

(28) Houston, M. J. and M. L. Rothschild 1978 ,“Conceptual and

Methodological Perspectives in Volvement”, in Research Frontiers in Marketing: Dialogues and Directions, Edited by S. Jain, Chicago: American Marketing Association, pp.184-187.

(29) Howard, J. N. Sheth(1969), The Theory of Buyer Behavior. New York: John Willey and Sons.

(30) Johnson M.D., Herramann , A. and Bauer H.H. (1999), "The Effects of Price Bundling on Consumer Evaluations by Product Offerings" , International

Journal of Research in Marketing, 16(2), pp.129-143.

(31) Keller, Kevin Lane and David A. Aaker, (1992). “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, 29(2), pp.35-50.

(32) Knox, S and D. Walker (2003), “Empirical Developments in the

Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets”, Journal of Strategic Marketing, 11, pp.271-286.

(33) Krugman, H. E. (1965), “The Impact of Television Advertising Learning without Involvement”, Public Opinion Quarterly, Fall, 29, pp.349-356.

(70)

(34) Laurent, G. and J. N. Kapfere (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22, (1), pp. 41-5.

(3碁) Legareta J. B. and Miguel(2004), C.E., "Collaborative Relationship Bundling: A New Angle on ServicesMarketing", International Journal of

Service Industry Management, 15(3), pp.264-283.

(36) Mitchell, Gardner, M. P., and J. E. Russo(1985), “Low Involvement

Strategies for Processing Advertisements,” Journal of Advertising,14(2), pp.4-12.

(37) Monroe, K.B. (1990), Pricing: Making Profitable Decisions, New York, NY: McGraw-Hill.

(38) Mulhern, F.J. and Leone, R.P. (1991), "Implicit Price Bundling of Retail Products: a Multiproduct Approach to Maximizing Store Profitability", Journal

of Marketing, 55 , pp.63-76.

(39) Nguyen Phi Lan(2006),Centre for Regulation and Market Analysis, University of South Australia.( Mimeo )

(40) Paun, D., (1993), “When to Bundle or Unbundle Products.” , Industrial

Marketing Management ,22, pp. 29-34.

(41) Peter, J. P. and J. C. Olson, (1987). Consumer Behavior: Marketing Strategy Perspectives, Illinois, Irwin.

(71)

(42) Rothschild, M. L. (1984) “Perspectives in Involvement: Current Problem and Future Directions, ” Advances in Consumer Research, 11, pp.216-217.

(43) Salinger, M. A., (1995), “A Graphical Analysis of Bundling.”, Journal of

Business, 68, (1), pp. 85-98.

(44) Schiffman, L .G. and L. L. Kanuk, (2000). Consumer Behavior, Upper Saddle River, NJ: Prentice Hall.

(4碁) Schiffman, L. G. and L. L. Kanuk, (2004). Consumer behavior, NJ:Pearson Education Inc., Upper Saddle River, NJ: Prentice Hall.

(46) Schmalensee, R.(1984), “Gaussian Demand and Commodity Bundling.” ,Journal of Business, 57(1), part 2, pp.S 211-S230.

(47) Shao, Chris Y., Julie Baker and Judy A. Wagner, (2004).” The Effects of Appropriateness of Services Contact Personnel Dress on Customer Expectations of Involvement and Gender”, Journal of Business Research, 57, pp.1164-1176.

(48) Sheinin, Daniel A. and Bernd H. Schmitt, (1994). “Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth”, Journal of Business Research, 31(1), pp.1-10.

(49) Sherif, M., & Cantril, H. (1947). The Psychology of Ego-Involvement. New York: John Wiley and Sons.

(72)

(碁0) Simonin, B.L. and Ruth, J.A. (1995), "Bundling as a Strategy for New Product Introduction: Effects on Consumers’ Reservation Prices for the Bundle, the New Product, and its Tie-in", Journal of Business Research, 33(3), pp. 219 - 230.

(碁1) Solomon, M. R. (2004), Consumer Behavior: Buying, Having, and Being, NJ: Pearson Education International.

(碁2) Solomon, M. R. (2007), Consumer Behavior, 7th ed., Upper Saddle River, NJ: Pearson Education.

(碁3) Stremersch, S. and Tellis, G.J. (2002), "Strategic Bundling of Products and Prices: A New Synthesis forMarketing", Journal of Marketing, 66(1), 342-353.

(碁4) Taylor, M. B. (1981), “Product Involvement Concept An Advertising Planning Point of View”, Attitude Research Plays for High Stakes, pp. 94-111.

(碁碁) Tyebjee, T. T. (1979), “Refinement of the Involvement Concept An

Advertising Planning Point of View”, in Attitude Research Plays for High Stakes, Edited by J. C. Maloney and Silverman, Chicago American Marketing

Association, pp. 94-111.

(碁6) Venkatesh, R.and Mahajan, V. (1993), "A Probabilistic Approach to Pricing a Bundle of Products orServices", Journal of Marketing Research, 30(4), pp.494-509.

(73)

Relationship Between Product Involvement and Brand Commitment,”

Psychology and Marketing, 17, pp.761-782.

(碁8) Whitelark, David B., Michael D. Geurts and Michael J. Swenson,(1993). “New Product Forecasting with a Purchase Intention Survey”,Journal of

Business Forecasing Methods & Systems, 12(3), pp.18-21.

(碁9) Woodside, Arch G., Lisa L. Frey, and Robert Timothy Daly (1989), "Linking Service Quality, Customer Satisfaction, and Behavioral Intention,"

Journal of Health Care Marketing, 9(4), 5-17.

(60) Yadav, M.S. and Monroe, K.B. ( 1993), "How Buyers Perceived Saving in a Bundle Price: An Examination of a Bundle’s Transaction Value", Journal of

Marketing Research, 30(3), pp.350-358.

(61) Zaichkowsky, J. L. (1985), “Measuring the Involvement Construct”,

Journal of Consumer Research,12, pp. 341-352.

(62) Zeithaml, V. A., (1988). “Consumer Perceptions of Price, Quality and Value : A Means End Model and Synthesis of Evidence”, Journal of Marketing, 52(3), pp.2-22.

(63) Zeithaml, V. A., L. L. Berry and A. Parasuraman, (1996). “The Behavioral Consequences of Service Quality”, Journal of Marketing,60(2), pp.31-46.

(74)

10 A.

(75)

5000 5001–7000 7001–9000 9000 500 501–1000 1001–1500 1501–2000 2000 B. I. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 8 10 II. 1. 2.

(76)

4. 5. 6. 7. 8. 9. 10. 11. 8 10 III. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 8 10

IV. 1. 2. 3. 4. 5. 6.

(77)

7. 8. 9. 10. 11. 8 10