How the prepayment affects consumers' intention of prepaying, product purchase intention, and restoring intention.

• Main Authors: Ya-Feng Hsieh, 謝雅鳳
• Other Authors: Dung-chun Tsai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/28295645835513618798

碩士 === 國立成功大學 === 電信管理研究所 === 92 === 　　With the growing popularity of e-commerce and the emergence of digital content industry, companies have invested greatly in marketing to attract customers. Among the various marketing techniques, the prepayment programs have created real values for companies for they demand customers of buying a larger amount and paying in advance. Moreover, they help companies to avoid bad debts and to keep customers temporarily. Prepayment is a forceful strategy for Internet companies that are under severe competitions. In order to encourage consumers to prepay, discounts is usually the most popular bonus for their prepayments. However, do different discount levels also affect product purchase intention and restore intention? In the past researches, expiration facilitates product purchase intention after prepaying. However, does expiration also decrease the intention of prepaying? 　　On the other hand, to prevent consumers from losses caused by expiration, activating unused amount is a good way to encourage consumers to restore and to extend the duration. However, does this method also affect product purchase intention and intention of prepaying? Furthermore, does unused amount also affect restoring intention? 　　To answer the questions above mentioned, this research utilizes an experimental design and analyzes how discount levels, expiration, activation of unused amounts and unused amounts affect intention of prepaying, product purchase intention and restoring intention. Important results are discovered as followed. (1)Higher discounts are significantly correlated to higher intention of prepayment; however, they do not react significantly to the product purchase and restoring intention. (2)Expiration reduces the intention of prepaying, but increases product intention. (3)The effect of activating unused amounts on intention of prepaying and product purchase intention is not significant, and the moderating effect of unused amounts on restore intention isn’t significant. (4)The moderating effect of discounts and unused amounts on restoring intention is significant. The practical suggestions offered by this research are: (1) Remind customers how they use what they already buy. (2) Activating unused amounts can increase not only product purchase intention but restoring intention. (3) Even when expired, companies should also allow customers to activate unused amounts. (4) Provide special discounts to those who leave higher unused amounts.