在多數的實體產品當中，購買決策點與消費點之間的時間落差很短，但是在服務業當中，企業為了平衡供需的調節，多鼓勵顧客採用預約或預付系統，也因此往往會產生購買決策點與消費時間點之間的落差。例如：情人節提前預約餐廳、國內外旅遊預先訂飯店、提早一季購買農曆新年的海外旅遊團等。雖然服務前的等待已成為相當普遍的現象，且對於顧客而言並沒有置身於服務現場，相對於服務中的等待，其時間流逝所帶來的無聊、不悅等負面情緒相對較小，但是顧客對服務企業的評價係從決定消費時便開始打分數。因此，對於服務業而言，了解等待時間對顧客價值知覺的影響是日前最重要的課題。
本研究之目的即針對採取預付制度進行消費的顧客，探討其購買點與消費點間不同的時間落差距離對顧客價值知覺的影響；除此之外，從國內外學者的研究中發現，服務企業可透過一些調節變數使等待中顧客轉移對時間流逝的注意力，甚至可增強對服務產品的評價，例如，解釋等待發生的原因以及提供電視、音樂等娛樂設施等等。因此，本研究亦進一步探討口碑資訊的提供，對時間落差距離與顧客價值知覺間的調節效果。另外，過去文獻指出時間落差能帶來較高的消費樂趣，故本研究以具有享樂屬性的服務產品作為研究主題。因此選擇海外旅行服務進行研究，除了因為其具有相當明確的購買點與消費點之時間落差之外，海外旅行服務對服務企業(旅行社)而言，擁有大量的資訊可操弄，且對於實務界亦具
有實際行銷工作上的意義。希望能藉此更為瞭解時間落差距離對消費者價值知覺的影響。本研究採用實驗設計法，操弄受試者所知覺到的服務產品價值以及時間落
差距離的遠近，探討其兩者之間的關係。此外，本研究亦探討口碑資訊提供的調節效果。結果發現如下：
1、 當等待中的顧客知覺等待的服務產品有較高的價值時，則對等待時間有較高的忍受度，擁有較高的購買意願。
2、 隨著時間落差距離越大，顧客價值知覺有先上升而後下降的現象。
3、 口碑資訊的提供對時間落差距離和顧客價值知覺間的關係有正向影響，但效果不明顯。

Waiting for service was often happen in Service setting. The literatures about the consequence of the waiting were strong in certain respects, typically negative and erode the customers’ overall service evaluation, and underdeveloped in other respects.
In this article, I consider the influence of the waiting on the customers perceived values. I propose the effect of waiting experiences on the customers perceived values depends on both how far the time lags of distances between purchasing and consuming and the word-of –mouth information supply. For the purpose, I choose the oversea leisure travel products that appear to have a significant time lag of consuming.
The sample data from 290 college and graduated students were analyzed using descriptive statistics, T-tests, One-Way ANOVA and Two-Way MANOVA.
The results of the three studies are presented as follows:
1. When customers perceived higher the value of the service products, they were more patient about waiting duration and more purchasing intentions.
2. The time lags of distances between purchasing and consuming were longer, the customers perceived values would increase first and then drop late.
3. Word of mouth information supply will enhance the customers perceived value.

第一章 緒論 .........................................................................1
第一節 研究背景................................................... .........1
第二節 研究動機................................................... .........2
第三節 研究目的................................................... .........3
第四節 研究範圍與實驗情境........................................4
第五節 研究流程............................................................6
第二章 文獻探討.................................................................7
第一節 等待之內涵及相關研究.....................................7
第二節 顧客價值知覺之內涵及相關研究....................20
第三節 等待時間與顧客價值知覺的正面關係............25
第四節 口碑資訊與顧客價值知覺的關係....................32
第五節 小結....................................................................37
第三章 研究設計................................................................38
第一節 實驗一................................................................38
第二節 實驗二................................................................39
第三節 研究方法概述....................................................42
第四節 實驗情境............................................................42
第五節 變數的操作性定義與衡量................................43
第六節 實驗進行方式及分析方法................................46
第四章 研究結果分析........................................................48
第一節 實驗一：驗證顧客價值知覺與願意等待時
間、購買意願的關係........................................48
第二節 實驗二：驗證時間落差距離、口碑資訊提供與
顧客價值知覺的關係....................................... 55
第五章 結論與建議............................................................69
第一節 研究結論與管理意涵.......................................69
第二節 行銷建議...........................................................71
第三節 研究限制與後續研究方向...............................73
參考文獻.............................................................................75
附錄一：韓國濟州島溫泉風情四日遊行程.....................89
附錄二：顧客價值知覺量表.............................................91
附錄三：實驗一正式問卷.................................................91
附錄四：實驗二低價值旅遊行程正式問卷.....................96
附錄五：口碑資訊內容...................................................100

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