| Summary: | 博士 === 中興大學 === 應用經濟學系所 === 95 === In recent years, new technologies have been massively used in the creation and improvement of travel information product, among them, GPS is one of the important applications, and these travel information products have effectively enhanced tourist’s welfare. In this study, the major benefits generated on the tourists because of the use of the GPS will be evaluated. Through the use of travel cost method, the opportunity cost of the travel time of the tourist is estimated; meanwhile, through the value estimation of the travel time, the benefits of the saving of the transportation time for a trip through the use of the GPS is evaluated, and the recreational benefits through the use of GPS is evaluated through contingent valuation method. In addition, since consumer’s willingness to pay might be different depending on different promotional strategy, marketing channel and products; therefore, through this study, the consumer’s willingness to pay at different promotional strategy will be estimated and whether obvious significantly different will be tested.
The major results of this research are as in the followings:
1. In the explanation variable of the recreational benefits, it is found in the research that the symbol performance roughly matches the expected symbol; when the GPS product is supplied with value-added function or luxury function, the person under interview would have a higher chance to pay; meanwhile, the chance the person under interview would like to pay will get reduced as the price of the GPS product is increased; the person under interview would have a higher chance to pay when the person has outdoor activity as his/her major hobby, or when the person has a higher chance to get lost, or the person has a higher tendency to accept new product, or the person has a higher income.
2. In the group division between the user and the potential user, the average price that the user would be willing to pay is about 11,456 NT dollars and the average price the potential user would be willing to pay is about 11,600 NT dollars; in the willingness to pay for a GPS with only the basic functions, the difference between both type of users have a statistical difference of below 10% significant level; however, in the value-added function and luxury function aspect, there is no significant difference between the user and the potential user. In other words, when the supplier is about to open new customer sources, the supplier can use different pricing method to attract new customers to buying GPS with only the basic functions.
3. In the three different marketing strategies of: the price reduction strategy, the warranty extension strategy and the old equipment exchange for new strategy, the reactions from the persons under interview when facing with these three strategies are investigated. For the purchasers of GPS with only the basic functions and the purchasers of GPS with luxury functions, they do not tend to offer different prices in face of the three different marketing strategies; however, for the purchasers of the value-added GPS, they will tend to offer different prices in face of the three different strategies; From the average willingness to pay and related data, the prices that the purchasers of GPS with only the basic functions, the purchasers of GPS with luxury functions and the purchasers of the value-added GPS are respectively 11,860, 11,544 and 11,457 NT dollars. It can be seen that the price reduction strategy receives the highest price offer, the old equipment exchange for new strategy receives the next highest price offer and the warranty extension strategy receives the lowest price offer; that is, when the supplier is to promote the GPS with value-added function, the strategy to be adopted in first priority should be the price reduction strategy.
4. In the aspect of group division between domestic brand and foreign brand, the average willingness to pay are respectively 10,813 and 12,054 NT dollars, and there is no significant difference among GPS with basic, value-added and luxury functions of below 5% significant level. That is to say, in view of the basic, value-added and luxury functions of domestic and foreign brand GPS, and the price offering behavior of persons under interview will have obvious difference according to domestic or foreign brand. Therefore, when domestic GPS suppliers are fixing prices, the price of foreign related competitive products should be taken into account.
5. For the products acquired from the brand company and products acquired from parallel import, the willingness to pay are respectively 11,645 and 11,358 NT dollars, that is, the price of product acquired from the brand company is a little bit higher than the price of the product acquired from parallel import. For GPS with basic functions and luxury functions, there is no obvious difference in the willingness to pay, but the average willingness to pay for the product acquired from the brand company is obviously higher than the price of the product acquired from parallel import, with a statistical difference of below 5% significant level. This means that there is an obvious difference between the willingness to pay by the consumer on the medium price GPS acquired from the brand company from the product acquired from parallel import. Therefore, for the companies that have product coming in from different distribution channels, they can consider to put price partition on medium price GPS.
6. For embedded type automobile GPS, pure handheld GPS and GPS PDA or mobile, the willingness to pay is respectively 11,165, 11,896 and 10,667 NT dollars. From inspection, it can be seen that an obvious difference exists among the average willingness to pay of these three types of GPS of below 1% significant level. This means that person under interview will have an obviously different willingness to pay when facing these three types of GPS product. If we inspect the average willingness to pay of these three types of GPS, except that there is no obvious difference in GPS with the basic function, there are obvious differences for GPS with value-added function and GPS with luxury function of below 1% and 5% significant levels respectively. In other words, when the supplier sells embedded type automobile equipment with value-added function and luxury function, pure handheld GPS, GPS PDA or mobile, the product can be given different prices according to the differences in the product types.
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