行動電話服務市場在民國86年開放之後，業者間競爭的情形相形激烈，多元的促銷方案如「一元手機」、「吃速食送手機」、「搭飛機送手機」等，使得台灣的行動電話滲透率在短時間內大幅提昇，而這麼多樣化的促銷手法基本上都建構在「組合商品」定價策略上；也就是將手機及門號這兩項不同的商品以單一的售價一起售出，因此了解消費者對這種組合商品的購買意願便是行動電話服務業者相當重視的一環。相關文獻皆指出消費者從面對一項商品到產生購買意願中間經過一段知覺評估的流程，在購買一組新的手機搭門號組合商品時，消費者不同的「知覺轉換成本」，「定錨點」以及「購買經驗」也將影響其對手機搭門號組合商品的評估，故探討消費者對手機搭門號的購買意願必須同時考量這些議題才能作最完整的研究分析。

本論文以Monroe and Krishnan(1985)的知覺評估模型為基礎，並納入「知覺轉換成本」、「定錨點」與「購買經驗」等變數，分析消費者對手機搭門號的知覺評估流程，試圖了解各知覺構面間的關係；同時藉由操弄組合商品的價格，分析高價組合商品及低價組合商品在知覺評估流程各構面的關係是否因此有所改變。而主要的研究結果整理如下：

1. 由於受訪者辨別品質的能力相當高，故「知覺品
質」的評估結果便是他們用以決定購買與否最重要的因
素，然而「知覺轉換成本」使得受訪者在轉換服務業者
或改變號碼時感到麻煩，進一步降低其「購買意願」。
2. 由於手機的價格比門號的價格高出許多，受訪者在評估
手機搭門號的品質時，皆相當重視手機的品質，特別是
以門號為定錨點的受訪者除了手機之品質外，也相當重
視門號品質。而由於受訪者對手機及門號的涉入程度相
當高，「購買經驗」的多寡並不影響受訪者對組合商品
品質的評估。
3. 當組合商品的售價較低時，受訪者「知覺價格」對「購
買意願」的負向關係減弱，進而使他們對低價組合商品
的「購買意願」更形依賴「知覺品質」的評估，因此
「知覺品質」對「購買意願」的正向關係在低價組合商
品中格外明顯。

The mobile telecommunications market is getting more competitive since the deregulation in 1997. The operators provide various promotion projects to attract more subscribers. All of these marketing strategies are basically based on “commodity bundling”, the practice of selling cellular phone and account number in one price. Therefore, it is critical for the operators to understand well the willingness to buy of consumers for their commodity bundles in order to achieve higher market shares. The related literature revealed that consumer’s willingness to buy is decided via a perceived evaluation process. While purchasing a new bundle of cellular phone and account number, the “perceived switching cost”, “anchoring” and “purchase experience” of consumers also influence the perception of the bundle evaluation.

Based on the perceived evaluation model of Monroe and Krishnan(1985), we analyze the perceived evaluation process of consumers for cellular phone and number and attempt to understand the relationship between the perceived dimensions in the process. The possibly influential factors described above are considered in the model. We also study whether those relationship change with the different prices of the bundle. Our main results can be summarized by the following three points.

1. Since the interview participators have the high
ability to distinguish the quality of cellular
phones and numbers, their “perceived quality”
plays the vital role on the willingness to buy
for the bundle. However, the “perceived
switching cost” (i.e., switching to different
operators or changing number) decreases their
willingness to buy.
2. Since the price of a cellular phone is usually
much higher than the one of a number, the
participators pay more attention to the quality
of cellular phone when they evaluate the
quality of the bundle. Especially for those
whose “anchoring” is on the number, they pay
attention to the quality of cellular phone as
well as the one of number. As participators
have high involvement with cellular phone and
number, the “purchase experience” does not
affect their evaluation on the bundle.
3. The negative impact of participators’
“perceived price” on their willingness to buy
for the bundle decreases when the price of the
bundle is lower. Therefore, in this case the
“perceived quality” has a positive and even
stronger influence in their willingness to buy.

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