以組合貨幣訂價增加旅客使用哩程酬賓點數意願－－計算容易與價格折扣框架之影響

Using Combined-Currency Pricing to Enhance Passengers' Willingness to Spend Frequent Flyer Miles: Effects of Computational Ease and Price Discount

許多旅客擁有哩程酬賓計畫的點數，並將其視為一種不同於現金的新貨幣。由於旅客可以使用不同的貨幣來支付航空服務，故了解旅客對組合貨幣訂價的感受是航空管理者的重要議題。本研究由消費者認知觀點探討影響旅客使用累積哩程數的因素，並根據相關研究結果分析易算性、價格折扣框架（折扣金額與折扣百分比）與計算動機（高票價與低票價）對組合貨幣訂價偏好的影響。根據分析結果顯示，當組合貨幣方案的易算性愈高，旅客選擇該方案的意願愈高，且在高票價下組合貨幣方案之折扣金額易算性愈高，旅客的使用意願愈高；然而，在低票價下折扣百分比易算性愈高，旅客選擇組合貨幣方案的意願愈高。

Many passengers hold frequent flyer program miles which function as currency, but are not cash. As passengers are increasingly able to pay for airline tickets and services in various combinations of currencies, an understanding of how passengers react to combined-currency pricing is important for airline managers. Based on a cognitive perspective, this research explores factors that affect passengers' decisions to spend or keep their accumulated miles. Specifically, this research examines how computational ease, price discount framing (dollars-off versus percentage-off) and calculation motivations (high price versus low price) influence passengers' preference for combined-currency pricing. We found that passengers are more likely to choose combined-currency when they can easily compute the savings by using the accumulated miles. Furthermore, when the ticket price is high, combined-currency pricing with computational ease and dollars-off framing leads to higher willingness to spend the accumulated miles. Passengers prefer to select combined-currency pricing with computational ease and percentage-off framing when the ticket price is low.