隨著旅遊的盛行，旅遊市場業者運用組合產品之策略推出不少套裝旅遊行程，如航空自由行或高鐵假期等；而這些套裝行程常搭配如免費促銷或是低價折扣等各式不同的促銷方案。在過去的組合產品價值評估的研究中，組合產品策略以及促銷方案對消費者價值評估之影響，學者有不一致的看法。以旅遊市場之機加酒組合為例，由於低成本航空與傳統航空之差異，或品牌知名度高低等因素影響消費者的產品價格等級認知，進一步造成組合產品內的價格等級差異，故本研究欲探討此一價格等級差異與促銷方式對消費者價值評估之影響。

為達成上述研究目的，本研究經由文獻回顧，建立研究架構並以實驗的方式來收集資料，實驗一與實驗二分別探討價格等級及促銷方式對組合產品價值評估之影響，共回收174份有效樣本，本研究所得之結論如下：
1.當一個高價位主產品搭售一個低價位副產品時，組合主產品的價值會產生減損效果，亦即組合主產品之價值小於未搭售時的單獨主產品。
2.低價位組合副產品所搭售的主產品價格等級越高，消費者對組合副產品價值評估越高。
3.相較於免費促銷，組合中之副產品是採低價折扣促銷時，主產品的價值會產生較大的減損效果。
4.相較於低價折扣，當組合副產品採免費促銷時，消費者對組合副產品的價值評估較高。

Nowadays, traveling has become a trend in the world and there are many bundle products in the market. Furthermore, companies always include some promotional programs like freebies or price discounts to increase the sales of bundle products. Nevertheless, a bundling strategy might sometimes detract the value of the bundle, and different types of promotions might have different impacts on consumer evaluations, according to prior research on bundle evaluations. In the tourism market, the bundle always includes transportation and accommodations, both of which might be either expensive or inexpensive. When an expensive product bundles with an inexpensive product, it causes different price tiers in the bundle. Therefore, this study intends to investigate whether price tiers and promotion types will influence the evaluation of bundles in the tourism industry.

We conducted two experiments to collect empirical data. One investigated the impact of price tiers, and the other investigated the effects of promotion types. A total of 174 effective samples were collected in all. The major findings are as follow: (1) compared with an expensive focal product considered alone, the value of the expensive focal product will be detracted when bundled with an inexpensive product, (2) when bundled with an expensive product, the value of the inexpensive supplementary product will be greater but without a significant effect, (3) the value of the focal product in the price discount condition will have greater devaluation effect relative to the free condition, and (4) the value of the supplementary product in the price discount condition will be lesser than in the free condition.

【中文部分】

周明智 (民94年)，論旅遊產業特性及發展策略，應用倫理研究通訊，36，26-34。

陳順宇 (民98年)，多變量分析 (第四版)，台北：華泰文化。

交通部觀光局 (2013)，102年國人旅遊狀況調查，台北：交通部觀光局。

【英文部分】

Adams, W. J., & Yellen, J. L. (1976), “Commodity bundling and the burden of monopoly,” The Quarterly Journal of Economics, 90(3), 475-498.

Adaval, R., & Wyer, R. S. (2011), “Conscious and nonconscious comparisons with price anchors: Effects on willingness to pay for related and unrelated products,” Journal of Marketing Research, 48(2), 355-365.

Blattberg, R. C., Briesch, R., & Fox, E. J. (1995), “How promotions work,” Marketing Science, 14(3), G122-G132.

Brough, A. R., & Chernev, A. (2012), “When opposites detract: Categorical reasoning and subtractive valuations of product combinations,” Journal of Consumer Research, 39(2), 399-414.

Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981), “Designing research for application,” Journal of Consumer Research, 8(2), 197-207.

Dahlén, M., & Lange, F. (2005), “Advertising weak and strong brands: who gains?” Psychology & Marketing, 22(6), 473-488.

Elio, R., & Anderson, J. R. (1981), “The effects of category generalizations and instance similarity on schema abstraction,” Journal of Experimental Psychology: Human Learning and Memory, 7(6), 397.

Fraccastero, K., Burton, S., & Biswas, A. (1993), “Effective use of advertisements promoting sale prices,” Journal of Consumer Marketing, 10(1), 61-70.

Finucane, M. L., Alhakami. A., Slovic, P., & Johnson, S. M. (2000), “The affect heuristic in judgments of risks and benefits,” Journal of Behavioral Decision
making, 13(1), 1-17.

Gale, I. (1990), “A multiple-object auction with superadditive values,” Economics Letters, 34(4), 323-328.

Gutman, J. (1982), “A means-end chain model based on consumer categorization processes,” The Journal of Marketing, 42(2), 60-72.

Guiltinan, J. P. (1987), “The price bundling of services: a normative framework,” The Journal of Marketing, 51(2), 74-85.

Gaeth, G. J., Levin, I. P., Chakraborty, G., & Levin, A. M. (1991), “Consumer evaluation of multi-product bundles: An information integration analysis,” Marketing letters, 2(1), 47-57.

Harlam, B. A., Krishna, A., Lehmann, D. R., & Mela, C. (1995), “Impact of bundle type, price framing and familiarity on purchase intention for the bundle,” Journal of Business Research, 33(1), 57-66.

Heeler, R. M., Nguyen, A., & Buff, C. (2007), “Bundles=discount? Revisiting complex theories of bundle effects,” Journal of Product & Brand Management, 16(7), 492-500.

Hotels.com (2015, March 3), “Hotel Price IndexTM,” Hotels.com, Retrieved from http://hpi.hotels.com.

Isalska, A. (2014, September 24), “Top 10 travel trends of the future,” Lonely Planet, Retrieved from http://www.lonelyplanet.com.

Janiszewski, C., & Cunha, M. J. (2004), “The influence of price discount framing on the evaluation of a product bundle,” Journal of Consumer Research, 30(4), 534-546.

Kahneman, D., & Tversky, A. (1979), “Prospect theory: An analysis of decision under risk,” Econometrica: Journal of the Econometric Society, 47(2), 263-291.

Kamins, M. A., Folkes, V. S., & Fedorikhin, A. (2009), “Promotional bundles and consumers’ price judgments: When the best things in life are not free,” Journal of Consumer Research, 36(4), 660-670.

Lovelock, C., & Wirtz, J. (2011), Services Marketing: People, Technology, Strategy (7th ed.), Boston: Prentice Hall.

Mussweiler, T., & Strack, F. (1999), “Hypothesis-consistent testing and semantic priming in the anchoring paradigm: A selective accessibility model,” Journal of Experimental Social Psychology, 35(2), 136-164.

Nunes, J. C., & Boatwright, P. (2004), “Incidental prices and their effect on willingness to pay,” Journal of Marketing Research, 41(4), 457-466.

Palmeira, M. M. (2011), “The zero-comparison effect,” Journal of Consumer Research, 38(1), 16-26.

Palmeira, M. M., & Srivastava, J. (2013), “Free offer≠ cheap product: A selective accessibility account on the valuation of free offers,” Journal of Consumer Research, 40(4), 644-656.

Regan, W. J. (1963), “The service revolution,” The Journal of Marketing, 27(3), 57-62.

Rathell John, M. (1974), Marketing in Service Sector, Cambridge Mass: Winthrop Publisher, 94-100.

Raghubir, P. (2004), “Free gift with purchase: promoting or discounting the brand?” Journal of Consumer Psychology, 14(1), 181-186.

Strack, F., & Mussweiler, T. (1997), “Explaining the enigmatic anchoring effect: Mechanisms of selective accessibility,” Journal of Personality and Social Psychology, 73(3), 437.

Stremersch, S., & Tellis, G. J. (2002), “Strategic bundling of products and prices: a new synthesis for marketing,” Journal of Marketing, 66(1), 55-72.

Shampanier, K., Mazar, N., & Ariely, D. (2007), “Zero as a special price: The true value of free products,” Marketing Science, 26(6), 742-757.

Sheng, S., Parker, A. M., & Nakamoto, K. (2007), “The effects of price discount and product complementarity on consumer evaluations of bundle components,” The Journal of Marketing Theory and Practice, 15(1), 53-64.

Troutman, C. M., & Shanteau, J. (1976), “Do consumers evaluate products by adding or averaging attribute information?” Journal of Consumer Research, 3(2), 101-106.

Telser, L. G. (1979), “A theory of monopoly of complementary goods,” Journal of Business, 52(2), 211-230.

Teng, L. (2009), “A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions,” Journal of Business Research, 62(1), 14-21.

Wong, K. F. E., & Kwong, J. Y. Y. (2000), “Is 7300 m equal to 7.3km? Same semantics but different anchoring effects,” Organizational Behavior and Human Decision Processes, 82(2), 314-333.

Youngblood, J., & Himmelfarb, S. (1972), “The effects of prior neutral messages on resistance to evaluative communications,” Psychonomic Science, 29(6), 348-350.

Yadav, M. S. (1994), “How buyers evaluate product bundles: A model of anchoring and adjustment,” Journal of Consumer Research, 21(2), 342-353.

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985), “Problems and strategies in services marketing,” The Journal of Marketing, 49(2), 33-46.