觀察服務業者推出之行銷活動如信用卡免年費、入會免會員費等，其訴求重點在於鼓勵消費者申請信用卡、申請會員；然而，業者長期獲利來源卻與顧客申請服務後的消費行為（consumption）息息相關，即刷卡消費、來店購物等。因此，廠商擬定行銷活動時，除了考量申請意願，也應重視如何刺激消費者購買服務後的消費行為。會員費雖不利於申請，但對消費者而言乃一種沈沒成本；當消費者付費入會後，為了回收會費，可能會增加來店惠顧次數與消費金額，而上述消費行為的增加，未來續約的可能性應會較高。因此，瞭解會員費對申請意願、消費行為與續約意願的影響，將有助於業者擬定會員制經營方式，或開發其他能有效刺激消費與續約的行銷活動。
本研究採用兩種研究方法，藉由實驗設計探討不同會員費形式對申請意願及消費行為的影響，實驗過程參考Dick and Lord（1998）的研究，以電腦模擬購物之方式進行。此外，亦於某收會費量販店進行問卷調查，以期瞭解會員的實際消費行為。
本研究所得之結論為：（1）會員費雖不利於申請意願，但會產生沈沒成本效應，使消費者傾向於收會費商店購物。（2）會員費對消費行為之影響隨時間經過而遞減。（3）目前消費頻率較高之消費者，對未來消費次數有較高的預期。（4）對未來消費行為之預期愈高，則續約意願愈高。本研究提出之實務建議為：（1）當業者提供之產品有特色時，可收取會費以刺激顧客的來店消費行為。（2）適時提醒消費者入會成本的存在，以維持平穩之消費趨勢。（3）推出刺激顧客對未來消費之預期的行銷活動，以提升續約的可能性。

Marketing activities such as non-annual fee credit card and free membership appeal to consumers for their applying. However, the long-term profit of firms is closely related to customers’ consumption after their applying, i.e. consumption by credit card and patronage. Therefore, when firms plan marketing activities, not only are they concerned about consumers’ intention of applying, they should emphasize how to stimulate customers’ consumption after their applying as well. Though membership fee is unfavorable to applying, it is a kind of sunk cost. Consumers may patronize more often to retrieve membership fee and therefore, the frequency and amount may increase. As a result, the purpose of this study is to examine the impact of membership fee on applying intention, consumption and renewal intention. The results will help firms to draw up membership systems or to develop other marketing activities, which can effectively stimulate consumption and renewal.
This study adopts two research methods. One is to conduct a computer-simulated experiment which follows Dick and Lord（1998）’s research to examine how different membership systems affect applying intention and consumption. The other is to do questionnaire survey in a hypermarket to understand members’ actual consumption.
The conclusions of the study are as followed. (1) Though membership fee is unfavorable to applying intention; however, it brings sunk cost effect and makes consumers purchase in the store. (2) The impact of membership fee on consumption will decrease as time goes by. (3) The more frequently consumers patronize currently, the higher their expectations of future consumption are. (4) The higher customer expectations of future consumption are, the more likely they renew. The practical suggestions offered by the research are: (1) Adopt membership fee system to stimulate consumption when offering special products. (2) Remind the consumers of the existence of the fee to stabilize the consumption. (3) Develop marketing activities that can stimulate consumers’ expectations of future consumption to increase the likelihood of renewal.

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