運費標示與加購品互補性之網購效應研究

A Study on the Online Shopping Effects of Freight Labeling and Complementarity of Suggested Items

當網路購物購買金額未達免運標準，有些消費者會因運費放棄該購物車，如何增加交易成功機會是重要關鍵因素，部分廠商會在結帳頁提供加購產品協助達免運門檻。據文獻指出，當產品間具互補性時，會使其購買意願增加。本研究將探討產品互補性與運費標示方式所產生之不同框架對購買意願之影響，以及購買意願是否影響了網路購物滿意度。結果顯示，產品互補性對消費者的加購意願具有顯著正向影響，對運費支付意願則具有負向影響；採用絕對金額來標示運費差額則消費者會有更高的運費支付意願，互補性及運費框架對加購意願不存在顯著之交互作用，運費框架集運費差額標示對運費支付意願不存在顯著之交互作用。最終，消費者的加購意願會正向影響網路購物滿意度。

Most Consumers tend to abandon shopping cart when their online purchase below the free shipping threshold. Meanwhile, vendors usually offer consumers additional products for reaching such a threshold. In addition, how shipping is framed on website is also the key factor likely to affect consumers’purchase intentions. Thus, this study will explore the effects of product complementarity and freight labeling mode on consumer's intentions to accept the offers and their online shopping satisfaction. The results analyzed from a total of 395 valid respondents show that complementarity can significantly increase consumers purchase intention and decrease freight payment willingness. Besides, using the absolute amount to notify the freight difference, consumers will have a higher willingness to pay for freight. There is no significant interaction between the complementarity and the freight framing on the willingness purchase intention. The freight framing and the free shipping threshold notification have no significant interaction on the willingness to pay for freight. Finally, consumers’willingness to buy suggested items will positively affect online shopping satisfaction.