本文嘗試建構一個考量消費者意願購買價格與交易成本的旅遊產品之二元常態分配需求模式，探討供應商與消費者所投入的交易成本比率對需求模式的影響。研究結果顯示，當生產者剩餘高於平均消費者負擔交易成本的二倍，消費者負擔交易成本的比例增加時，產品的需求將增加。當生產者剩餘低於平均消費者負擔交易成本的二倍，消費者負擔交易成本的比例增加時，產品的需求將減少。 其次，本文另探討在所得差距擴大情況，供應商為獲得最大利潤時的價格策略。於建構有效需求模式時，將消費者能付價格納入考慮。研究結果顯示，當產品的每單位售價高於消費者平均能付價格時，並未帶給廠商更多的利潤。 最後，需求模型之實證分析，驗證弱勢團體的能付能力或交易成本是否因社會支持的介入造成需求量的增加。實證結果顯示，社會支持會降低休閒阻礙對於弱勢團體重遊意願的影響，對於沒有接受社會支持的那些人，休閒阻礙對於重遊意願有顯著負向的影響。 This study attempts to construct a demand model of bivariate normal distribution function to consider willing to pay and transaction cost for travel product. We discuss the ratio of transaction cost which is faced by supplier and consumer that has effect on demand model. The results indicated when the gain of supplier is above two times of the consumer surplus, the higher ratio of transaction cost faced by consumer, the higher demand of travel product would be. Meanwhile, we try to present the pricing strategies on growing income inequality. The consumer’s affordable price is included in the effective demand model. The numerical analysis demonstrates when the firms set unit selling price of product is higher than average value of consumer’s affordable price; the higher of unit selling price does not bring more beneficial to the firms. Finally, we discuss empirical results for the effects of social support on revisiting intention of people from minority groups.
