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研究生: 陳品儒
Chen, Pin-Ru
論文名稱: 心理帳戶對產品選擇的影響:以跨期消費和產品熟悉度的為調節變數
The Impact of Mental Accounting in Product Decision : The Moderating Roles of Intertemporal Discount Rate & Product Familiarity.
指導教授: 沈永正
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2020
畢業學年度: 108
語文別: 英文
論文頁數: 43
英文關鍵詞: product familiarity, streaming website, integrate loss preference, discount rate
DOI URL: http://doi.org/10.6345/NTNU202001201
論文種類: 學術論文
相關次數: 點閱:181下載:19
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  • In near years, as the trend of 5G and artificial intelligence, “Subscribe” become a new payment format in diverse industry. No matter software, retail, sport, streaming, or E- commerce business all started to promote customers becoming their “member”.
    In order to test the differentiation between the payments of the membership charging, the preference of payment on streaming websites becomes the main question in the research. Pay by years and pay by months, as the most common membership payment in Taiwan, are defined as two extremes to represent integrate loss and segregate loss. Kahneman and Tversky (2003) had proposed the value function, confirm that with a defined reference point, people are generally showing the value in a concave way for gains and commonly convex for losses. The theory was extended to Thaler’s Mental Accounting Theory, which claims that people are usually segregate gains and integrate losses.
    Regarding intertemporal substitution and product awareness differences in the payment preference question, we took a discount rate and product familiarity included as moderating variables. The variables are expected to explain the inconsistency between mental accounting theory’s integrating preference in loss and the questionnaire results.
    Monthly payment preference is proved as a preferred choice in research’s phenomenon. Though product familiarity can not show any significant result, this study gives the evidence that discount rate can somehow explain payment decision making preference. This results imply the exist of other potential influencers in payment preference. Based on results, it can reasonable doubt that when extending loss and gain rules to a consuming choice, risk becomes a more priority factor in decision making process. In other words, under this phenomenon, the integrate loss preference in Mental Accounting Theory can not inference yearly payment preference in transactions.

    ABSTRACT I LIST OF TABLES IV LIST OF FIGURES V CHAPTER I INTRODUCTION 1 Background 1
 Trend of Premium Membership 1
 Trend of Streaming 3
 Motivation 4
 Purpose 5 CHAPTER II THEORY 6 
Mental Accounting Decision Making 6 
 The Value Function 6
 Hedonic Framing in Mental Accounting 7
 Product Familiarity 8
 The Failure of The Hedonic Editing Hypothesis 8
 Acquisition Utilities & Transaction Utility 9
 Product Familiarity 10
 Product Familiarity Measure 10
 Intertemporal Consuming Decision Making 11
 Time Discounting 11
 Discounting Rate Measure 12 CHAPTER III METHOD 14
 Product and Subject 15 
 Product 15
 Subject 16 
Data Collection 16
 Questionnaire Design 16 
 Payment Preference 17 
 Product Familiarity 17
 Discount Rate 18
 Demographics 18 CHAPTER IV ANALYSIS 19 
Demographic Data 19
 Preference of Payments 22 
 Payment Preference Hypothesis Test 22
 Discount Rate 23
 Discount Rate Descriptive Statistics 23 
 Discount Rate Hypothesis Test 24 
 Product Familiarity 26
 Product Familiarity Descriptive Statistics 26
 Product Familiarity t-test 26
 Product Familiarity Hypothesis Test 29 CHAPTER V CONCLUSIONS AND DISCUSSIONS 32 
 Summary 32
Evaluation 32 
 Inconsistent Result of Integrate Loss Hypothesis 32 
 Moderator Role of Discount Rate 33
 Moderator Role of Product Familiarity 34 
Future Work 34 REFERENCES 36 
 APPENDIX 1 – QUESTIONNAIRE 38 
APPENDIX 2 – GRADING SCHEME FOR FAMILIARITY SCALE 42

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