| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 96 === Recently, it is very common that sellers of many products (such as travels, cell phones, 3C products, and motorcycles) allow consumers to pay by installment. Thus, it is very important to understand the effect of installment on consumer behaviors. However, previous research on installment is little.
This study explores the effect of different payment mechanism (lump-sum or installment), product categories (once or continuous use), reference price (with or without) on consumers’ evaluation and emotions at and after transactions.
In this research, 452 subjects participated in the 4*2*2 between subject experimental design. This research finds the following results: first, compared with installment payment, consumers have higher payment emotions, lower regret, and higher intention for using the same payment method after transaction for lump-sum payment. Second, compared with long-term installment periods, consumers have higher payment emotion, lower regret, and higher intention for using the same payment method after transaction for short-term installment periods. Third, products with reference price are better than those without reference price at purchase. Fourth, installment plus reference price can enhance transaction satisfaction.
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