本研究以近年來國人前往旅遊比例大幅度提升的日本地區為研究對象，針對遊客需求大幅增加的自由行產品，制訂更完備的產品設計、產品包裝並能區隔出確切的市場型態是很重要的一環。本研究擬探討消費者對於選項框架應用於日本自由行產品中，是否會影響其購買意願，以實驗法進行研究。首先，探討消費者在選購日本自由行產品時，以不同選項框架呈現選購行程的銷售方式，對其購買意願的影響；並檢驗客製化服務及限量銷售二種情境是否會影響選項框架對日本自由行產品之購買意願。本實驗以有實際旅遊過日本之消費者為受測樣本，採用便利抽樣方式發放問卷。實際發放問卷共900份，回收783份，回收率87%。根據研究結果，本研究建議未來旅遊業者可以設計更多選擇項目當作自由行產品的附加選項，並可多利用部落格、網誌及社群分享軟體來多跟線上消費者進行交流，達到零距離的交談。本研究結果將有助於旅遊業者在自由行產品行銷販售策略之參考依據。
In this study, we research Japan because of the proportion of people travel to have the substantial increasing in recent years. Focus on the substantial increase of FIT products, to develop a more complete product design, product packaging and how to exact segment the marketing type is very important to travel agency. The purpose of this study was to realize were consumers’ purchase intension be effected by using Option Framing theory in FIT products. In order to tested the hypotheses of the study, we developed a true experimental design. First, we investigate when consumers purchasing Japan’s FIT products, how consumers’ purchase intension be effected by using Option Framing theory in FIT products. And then also tested two situation (customization and limited sales) were be effected by using Option Framing theory in FIT products or not. A survey questionnaire with convenient sampling method was employed and data were collected from people who have ever been to Japan. Nine hundred questionnaires were distributed and resulted in 783 valid samples. The results showed that we suggest the travel agencies could design more option choice for FIT products, use blog and Community Website to communicate with consumers. The results of this study would help travel agencies for the strategic reference of selling FIT products.
