O2O模式一直是電子商務領域重要的商業模式之一；而在O2O模式中，線上(online) 與線下 (offline) 是彼此連貫的流程，也就是藉由線上的商務行為搭配線下的貨物流通形成一個完整的商務循環，以達到提供消費者最佳的商務體驗。而O2O模式也由以往的線上購買、線下取貨演變成至今採用訂閱的方式，所謂「訂閱」如同以前的訂報紙、雜誌等，藉由向零售商採用訂閱，而在固定時間獲得商品或其他服務，不同的是現在的訂閱方式已從線下轉為線上，且可自由調整訂閱時間，並於線下取得商品與服務。
本研究主要目的是探討以線上訂閱模式與賭博式促銷實驗設計二種情境來衡量一般消費者在這樣的服務情境下，是否影響其訂閱意圖，因此研究中以認知折扣、賭博傾向、認知享受、認知風險與訂閱意圖等構面來建立研究模型與假設，試圖蒐集資料加以驗證，最後提供解釋訂閱服務對消費者的影響。
本研究實驗設計了二組模擬訂閱情境，研究結果發現，訂閱商品為補充品且是賭博式折扣其認知折扣會正向影響消費者認知享受和訂閱意圖；而消費者認知享受則會正向影響訂閱意圖。如訂閱商品為驚喜品且是賭博式折扣其認知折扣會正向影響消費者認知享受、賭博傾向會正向影響認知折扣和訂閱意圖、認知享受則會正向影響訂閱意圖。另外，以多群組比較分析檢驗，發現比較二組訂閱情境存在著顯著差異性，其中二組認知折扣的不同會影響訂閱意圖的關係、二組認知風險的不同則會影響訂閱意圖的關係。

This thesis considers subscription e-commerce service and examines the performance of gambled price discount (GPD), a type of price promotion involving uncertainty in discount, when it is used together with replenishment subscription e-commerce package and curation e-commerce subscription package. Partial least squares (PLS) analysis and PLS multi-group analysis reveal that subscribers’ gambling proneness affects curation rather than replenishment subscription mode. Perceived attractiveness of GPD adds to enjoyment of subscription package. Usefulness of GPD as a price promotion tactic is particularly evident when used in combination with replenishment mode and less evident when used with curation mode.

論文審定書 i
論文公開授權書 ii
誌謝 iii
摘要 iv
Abstract v
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 O2O模式 4
第二節 促銷 5
第三節 賭博傾向 7
第四節 認知享受 8
第五節 認知風險 9
第六節 總結 10
第三章 研究架構與研究方法 11
第一節 研究架構 11
第二節 推論與研究假說 11
第三節 變數之操作型定義 14
第四節 實驗設計 17
第五節 資料分析方法 20
第四章 研究結果與分析 22
第一節 樣本統計資料檢定 22
第二節 信效度分析 24
第三節 區別效度分析 26
第四節 共線性分析 28
第五節 研究假說驗證分析 28
第六節 延伸分析-多群組比較分析 (multiple group analysis) 31
第五章 結論與建議 32
第一節 研究發現與結論 32
第二節 研究貢獻 34
第三節 研究限制與未來研究方向之建議 35
參考文獻 37

中文部分
李沅蓓，(2012)，高階經營團隊之長期薪酬、冒險傾向與公司績效：環境動態性及豐富性的調節效果，國立成功大學國際經營管理研究所，碩士論文。

英文部分
Ailawadi, K. L., Gedenk, K., Langer, T., Ma, Y., & Neslin, S. A. (2014). Consumer Response to Uncertain Promotions: An Empirical Analysis of Conditional Rebates. International Journal of Research in Marketing, 31, 94-106.
Ajzen, I., & Fishbein, M. (1977). Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin, 84, 888-918.
Andrew, H. Gold., Arvind, Malhotra., & Albert, H. Segars. (2001). Knowledge Management: An Organizational Capabilities Perspective. Journal of Management Information Systems, 18(1), 185-214.
Babin, J. B., Darden, R. W., & Griffin, M. (1994). Work and or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20, 644-656.
Bernadette, Kamleitner., Mandeep, K. Dhami., & David, R. Mandel. (2009). Gambling for a Discount: Preferring Discount Per Item to Discount Per Purchase? Advances in Consumer Research, 36, 566-567.
Chalmers, H., & Willoughby, T. (2006). Do predictions of gambling involvement differ across male and female adolescents? Journal of Gambling Studies, 22(4), 373–392.
Coventry, K. R., & Brown, R. I. F. (1993). Sensation Seeking, Gambling and Gambling Addictions. Addictions, 88(4), 541-554.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
Ding, Min., William, T. Ross., & Vithala, R. Rao. (2010). Price as an Indicator of Quality: Implications for Utility and Demand Functions. Journal of Retailing, 86 (1), 69-84.
Dodds, William. B., Kent, B. Monroe., & Dhruv, Grewal. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-19.
Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1982). Consumer Behavior (4th ed). Taipei: Hwa-Tai Co.Fang, X., & Mowen, J. C. (2009). Examining the trait and functional motive antecedents of four gambling activities: Slot machines, skilled card games, sports betting, and promotional games. Journal of Consumer Marketing, 26(2), 121–131.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
Guha, A., Biswas, A., Grewal, D., Verma, S., Banerjee, S., & Nordfalt, J. (2018). Reframing the Discount as a Comparison Against the Sale Price: Does It Make the Discount More Attractive? Journal of Marketing Research LV, 339-351.
Hair, J. F. (2010). Multivariate Data Analysis: A Global Perspective (7th ed). Upper Saddle River: Pearson Prentice-Hall.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
http://dx.doi.org/10.1086/208906
Joreskog, K. G. (1993). Testing Structural Equation Models. In K. A. Bollen., & J. S. Long(Eds.), Testing Structural Equation Models. Newbury Park, CA: Sage.
Kahneman, D., & Tversky, A. (1979). Prospect Theory: An Analysis of Decision Under Risk. Econometrica, 47(2), 263-291.
Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation, and Control(10th). Edition, N J: Prentice-Hall Inc.
Krishnan, Balaji, C., Sujay, Dutta., & Subhash, Jha. (2013). Effectiveness of Exaggerated Advertised Reference Prices: The Role of Decision Time Pressure. Journal of Retailing, 89(1), 105-13.
Mok, W. P., & Hraba, J. (1991). Age and gambling behavior: A declining and shifting pattern of participation. Journal of Gambling Studies, 7(4), 313–335.
Mukherjee, A., Jha, S., & Smith, RJ. (2017). Regular Price $299; Pre-order Price $199: Price Promotion for a Pre-ordered Product and the Moderating Role of Temporal Orientation. Journal of Retailing, 93(2), 201-211.
Ozga, D., & Brown, J. (2002). Pathological Gambling. Identification and Treatment. J Psychosoc Nurs Ment Health Serv. Mar, 40(3), 22-30.
Pantalon, M. V., Maciejewski, P. K., Desai, R. A., & Potenza, M. N. (2008). Excitement-Seeking Gambling in a Nationally Representative Sample of Recreational Gamblers. Journal of Gambling Studies, 24(1), 63-78.
Rampell, A. (2010). Why Online2Offline Commerce is a Trillion Dollar Opportunity Tech Crunch. Retrieved from: http://techcrunch.com/2016/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/
Sascha, Alavi., Torsten, Bornemann., & Jan, Wieseke. (2015). Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts. Journal of Marketing, 79(2), 62-78.
Stone, RN., & Gronhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39-50.
Thompson, S. H. Teo., Shirish, C. Srivastava., & Li, Jiang. (2008). Trust and e-Government Success: An Empirical Study. Journal of Management Information System, 25(3), 99-132.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174-181.
Walsh, G., Henning-Thurau, T., Wayne-Mitchell, V., & Wiedmann, Klause-Pere, P. (2001). Consumer’s Decision-Making Style as a Basis for Market Segmentation, Journal of Targeting, Measurement and Analysis for Marketing, 10(2), 117-131.
Wood, C. M., & Scheer, L. K. (1996). Incorporating Perceived into Models of Consumer Deal Assessment and Purchase Intent. Advances in Consumer Research, 23(1), 399-404.
Xi, W., Gong, H., & Wang, Q. (2018). How Hand Gestures Influence the Enjoyment in Gamified Mobile Marketing. International Journal of Human-Computer Studies.

網站部分
商業週刊，(2019)，訂閱經濟
https://www.businessweekly.com.tw/magazine/Article_page.aspx?id=36400
麥肯錫，(2017)，Thinking inside the subscription box: New research on e-commerce consumers
https://www.mckinsey.com/industries/high-tech/our-insights/thinking-inside-the-subscription-box-new-research-on-ecommerce-consumers