隨著時代的演進與科技的進步，消費者的購物習慣也隨之改變，實體店面的購物逐漸轉移至線上網路購物，另外受到最近新型冠狀病毒疫情的影響，電子購物產業意外獲得商機。根據資策會產業情報研究所（MIC）的調查顯示我國網購消費占比從2014年12.3%成長至2018年16.5%，民眾網購習慣逐漸加深，電子購物是未來零售業發展的趨勢。網路購物不僅改變消費者的消費方式，也改變市場行銷的模式，網路商家會利用誘餌效應來誘導消費者做出不同的消費行為，誘餌效應是一種消費者在多屬性決策問題中，其選擇或偏好受到誘餌影響而改變的現象。
其實誘餌效應很常被利用在商品的銷售上，並影響著我們的日常購物行為。過去的研究中，國內在行銷領域較少發現有關誘餌效應的探討，而國外多著重探討相似誘餌、吸引誘餌、妥協誘餌、幽靈誘餌的比較以及誘發誘餌效應的原因，且多探討其應用在消費品上。因此本研究將探討誘餌效應在網路購物的影響，以及競爭商品(劣勢商品)如何在誘餌效應的影響下逆轉困境。
本研究設計兩種實驗並以網路及紙本問卷的方式發放、蒐集樣本，最終共收取648份有效樣本，在敘述性統計、卡方適合度檢定、McNemar卡方檢定分析後，檢驗吸引誘餌與妥協誘餌對兩商品相對選擇比率的影響，以及競爭商品(劣勢商品)買一送一、加量不加價的促銷活動是否改變吸引誘餌與妥協誘餌對兩商品相對選擇比率的影響，實驗結果如下：
一、網購食品市場上原有選擇率相近的商品A與商品B，在市場出現獨立商品C(吸引誘餌或是妥協誘餌)後，能顯著增加B對A的相對選擇比率( B/A )。
二、在網購食品市場出現獨立商品C(吸引誘餌或妥協誘餌)後，商品A不論推出「買一送一」、「加量不加價 (優惠包裝)」的促銷活動均能顯著減少市場出現誘餌(吸引誘餌或妥協誘餌)時B對A的相對選擇比率( B/A )。

With the evolution of the times and the advancement of technology, consumers' shopping habits have also changed. Shopping in physical stores has gradually shifted to online shopping. In addition, affected by the recent coronavirus epidemic, the e-shopping industry has unexpectedly gained business opportunities. According to a survey conducted by the Market Intelligence & Consulting Institute (MIC), the proportion of domestic online shopping consumption has grown from 12.3% in 2014 to 16.5% in 2018. The habits of online shopping are gradually deepening, and e-shopping is the trend of the retail industry in the future. With the development of e-shopping, online merchants will use the decoy effect to affect consumers. The decoy effect is a phenomenon that the consumer's choices or preferences are affected by decoy in multi-attribute decision-making problem.
There were total 648 participants in two studies. We tested the effect of relative share ratio (B/A) by adding attraction decoy and compromise decoy. Also whether the competitive products’ (inferior products) promotion, such as buy one get one free and bonus pack, can reverse the relative share ratio affected by decoys.
The results of study show: (1) The adding of attraction decoy or compromise decoy can increase the relative share ratio (B/A). (2) The promotion of inferior products such as buy one get one free and bonus pack can decrease the relative share ratio affected by either attraction decoy or compromise decoy.

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