探討退貨政策對驚喜品訂閱的訂閱意圖與退貨意圖的影響

Abstract

本研究旨在探討不同退貨政策（寬鬆與嚴格）對驚喜品訂閱服務消費者行為的影響，並分析認知享受、認知失調、訂閱動機及退貨認知控制等構面對訂閱意圖與退貨意圖的作用。透過設計兩種退貨政策情境問卷，回收323份有效樣本（寬鬆退貨政策168份，嚴格退貨政策155份），並採用Partial Least Squares (PLS) 方法進行實證分析。研究結果發現，退貨政策類型對訂閱意圖及退貨意圖並無顯著直接影響。然而，在寬鬆政策情境下，創意與放鬆訂閱動機顯著提升訂閱意圖；而在嚴格政策情境下，價格、角色與自我訂閱動機對訂閱意圖有正向影響。本研究結果補充了認知失調理論於驚喜品訂閱領域的應用，並提供業者在設計退貨政策與提升消費者體驗上的實務建議。This study investigates the impact of return policy types (lenient versus restrictive) on consumer behavior within curation subscription services, and examines how perceived enjoyment, cognitive dissonance, subscription motivation, and perceived control of the return process influence subscription and return intentions. A total of 323 valid responses were collected via scenario-based surveys (168 under a lenient policy and 155 under a restrictive policy) and analyzed using Partial Least Squares (PLS) modeling. The findings indicate that return policy type does not directly affect subscription or return intentions. Under a lenient policy, creative and relaxation-driven subscription motivations significantly enhance subscription intention, whereas under a restrictive policy, price-driven, role-driven and ego-driven motivations play a more critical role. This study extends the application of cognitive dissonance theory to the context of curation subscriptions and offers practical implications for optimizing return policy design and enhancing consumer experience.