本研究的重點在於了解銷售延伸保固時的呈現方式、購買決策時間點與消費者個人差異在延伸保固購買意願中所扮演的角色。首先，過去對於延伸保固的銷售，廠商多採商品售價未包含延伸保固，讓消費者選擇是否要加購延伸保固的方式(附加選項框架)。本文提出了另一種銷售延伸保固的呈現方式，消費者一開始購買的是售價已含有延伸保固的商品，他們可以決定是否刪除內含的延伸保固(刪減選項框架)。我們認為延伸保固為刪減選項呈現的銷售方式比附加選項呈現較能讓消費者購買商品同時也買延伸保固(實驗一)。因為消費者在前者方式下比後者更能體會到選項的重要性，因而提高購買商品延伸保固的意願(實驗二)。消費者通常會在商品購買同時或基本保固到期時，選擇是否購買延伸保固，然而廠商常忽略第二個銷售時點的重要性。本研究顯示兩個時點並不影響消費者購買延伸保固的意願，表示在第二個時點也是廠商應注重的銷售時機，並且廠商在銷售延伸保固時，也應注意消費者的規範焦點。在剛購買商品時，預防焦點的消費者比促進焦點的消費者較可能選擇購買延伸保固，到了基本保固即將到期時，兩類型消費者購買延伸保固意願的差異會更大(實驗三)。

This article examines the role of option framing, purchase decision timing, and individual regulatory focus in extended warranties purchase intention. In the past for extended warranty sales, manufacturers usually excluded the extended warranty in the sales price, and then consumers could choose whether to purchase an extended warranty (additive option framing). This article provides an alternative presentation of extended warranties sales. Consumers start from the selling price already includes the extended warranty, they can decide whether to delete extended warranty or not (subtractive option framing).
We suggest that if an extended warranty presents in the deletion option than the additional option, which makes consumers more willing to buy extended warranty (Experiment 1). Because consumers perceive the option is more important in the former than the latter (Experiment 2). Extended warranties can be purchased at the same time as consumers buying the product or at the end of the base warranty period. However, most manufacturers often ignore the importance of the second timing. Results show that purchase decision timing doesn’t affect consumers' willingness to purchase extended warranties. Therefore, companies also need to focus on the second timing, and they should pay attention to the consumer's regulatory focus when they sell extended warranties. When consumers purchase the product, prevention-focused consumers are more likely to buy extended warranties than promotion-focused consumers. On the other hand, when the basic warranty is about to expire, the effect of regulatory focus will be magnified (Experiment 3).

ASUSTek Computer Inc.,ASUS Extended Service, http://support.asus.com/ServiceHome.aspx?SLanguage=zh-tw
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