現今的零售市場競爭激烈，大多品牌為了吸引消費者的購買，會推出各種創新的行銷方式來吸引新的消費者客群，以及留住已光顧後的消費者。為了留住消費者，會員計畫廣受品牌所使用，過去的研究指出，會員計畫有利於品牌加強與消費者的關係。須付費加入的會員可分為，在加入前支付一筆特定的費用取得會員資格，另一種則是滿足預設的單筆消費額即可加入。本研究主要針對的是後者，若消費者為了享有會員資格的利益而考慮加入會員計畫，他們可能會面臨需進行預期之外的購買來達到門檻的情況。然而，過去的研究主要集中在探討影響消費者進行非計畫性購買的外部及內部因素，並未有結合會員計畫進行討論。因此，本研究主要探討影響消費者進行非計畫性購買，以達到單
筆消費門檻的金額並加入會員的因素。
本研究透過問卷發放、回收以及分析，進行研究假設的驗證。問卷內容以知名品牌作為情境設計，包括預期效用、已購買金額、感知價值與非計畫性購買等問題。一共回收674 份有效問卷。研究結果如下所述。
1. 已購買金額較高及預期效用對於感知價值皆具有顯著的正向影響關係。
且感知價值對於非計畫性購買也具有顯著的正向影響關係。
2. 當消費者已消費的金額接近滿額門檻時，非計畫性購買行為會受到品
牌偏好正向影響且低產品價格會更易促成非計畫性購買。

Due to the highly competitiveness of the retail market, many brands launch a variety of innovative marketing methods to attract new consumers and retain regular consumers. In order to retain the consumers, there are numerous brands present membership programs to consumers since it is beneficial to brands for strengthening their relationships with consumers. The way of joining the paid membership can be pay a certain fee upfront or meet a pre-set requirement. This study focuses on the latter one, if consumers consider to join the membership programs in order to gain the benefits from being members, they might face the situation of whether to make additional purchase to meet the threshold. Previous studies mainly focused on exploring the kinds of external and internal factors that lead to unplanned purchases, but did not discuss in combination with membership programs. Thus, this study aims to explore the factors that affect consumers’ decision to make unplanned purchases to join the membership which has a pre-set requirement.
The findings of this study conclude to literature as follows. First, Consumer with higher amount of purchase and have a positive feeling toward expected utility of the membership program, it will lead consumers to have high degree of perceived value of the membership program. Besides, consumers who have high degree of perceived value will be more likely to make additional purchase on the unplanned basis. Secondly, the unplanned purchase intention can be affected by brand preference and the price of product.

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