在各種行銷活動中，會員制度是企業經營的模式之一。然而，對於會員費制度的採行是否真的有利於提高顧客之消費行為與未來再購意願，將是一值得探討的議題。本研究的目的即是要探討會員費制度對顧客購後消費行為與續約意願之影響，並以沈沒成本和行為慣性為中介變數來作說明。
　　過去研究著重以沉沒成本的概念作假設推論，本研究則試圖發展沈沒成本之衡量問項，使其概念更具體化。除此之外，過去研究在探討會員費制度對再購意願之影響，皆只著重於經濟理論層面（沈沒成本）的探討，本研究則認為消費者層面（行為慣性）亦是重要考量。因為當顧客不斷累積消費經驗，沉沒成本會逐漸降低，但卻逐漸養成了其購物的行為慣性。因此，本研究亦納入行為慣性此一構面，以補充沉沒成本之解釋的不足。
　　本研究以零售量販業為對象，隨機抽取會員若干名作為資料彙集樣本，並採用線性結構關係模式來作資料分析與驗證假設。本研究所得之重要研究結果分述如下：(1)會員費的知覺價格的高低將會影響顧客購後的消費行為。(2)沈沒成本的知覺與行為慣性會影響顧客後續的消費行為。(3)行為慣性對顧客後續的消費行為的影響比沈沒成本大。最後，本研究也對企業提出幾項建議：(1)企業應設法提醒顧客其對會員費的支出成本。(2)企業應設法鼓勵顧客增加消費狀況。(3)企業應視家庭收入高或是距離企業近的顧客為重點會員。

　　Among various marketing programs, membership program is one kind of operation modes. However, does membership program is effective in enhancing consumers’ post-purchase consumption behavior and repurchase intention? This issue is deserved to figure out. This study attempts to examine the effect of membership fee on consumers’ post-purchase behavior and repurchase intentions, and to focus on the mediating effect of sunk cost and action inertia.
　　Previous studies emphasize the sunk cost effect to infer the effect of membership fee on consumption behavior. However, this study attempts to develop measurements to operate the concept of sunk cost. Besides, previous research focuses on economic explanations (i.e., sunk cost) when investigating the effect of membership fee on consumption behavior. This study argues that psychological explanation (i.e., action inertia) is also need to take into consideration. This is because when consumers accumulate their consumption experiences, the sunk cost will be decreased gradually. In the meantime, customers’ action inertia will continuously be developed. 　　Therefore, this study brings this concept of action inertia into the model to supplement the incomplete explanation of the sunk-cost.
　　The target industry of this study is the wholesalers. By sampling the subject randomly, this study analyzes the survey data by using structure equation model. The conclusions of the study are as followed. (1)The perceived price of the membership fee will stimulate consumers’ consumption. (2)The awareness of sunk cost and action inertia will influence consumers’ consumption and retention. (3)That action inertia affects consumers’ consumption and retention is higher than sunk cost. 　　　　　Finally, this study also suggests that: (1) Firms could remind consumers about the cost of membership fee. (2) Firms could try to stimulate consumers’ consumption. (3) Firms could view the consumers who obtain high total family income or live close to firms as their key consumers.

【中文部分】
吳萬益、林清河，企業研究方法，初版，華泰書局，民90。
陳順宇，多變量分析，二版，華泰書局，民89。
張邵勳，研究方法，初版，滄海書局，民90。
黃俊英，行銷研究：管理與技術，六版，華泰書局，民88。
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