臺灣博碩士論文加值系統

脈絡效果在近年來受到許多行為研究學者及行銷人員的重視，其中，折衷效果與吸引效果更引起廣泛的關注與研究。相較於上述脈絡效果，極端尋求與相似效果則較少被學者所探討，然而在實務的消費者行為中，此二效果亦為顯著且具行銷意涵的。因此，本研究是以消費者對產品之模糊程度與偏好明確程度來探討消費者行為中各脈絡效果在虛擬通路發生的原因，並發掘極端尋求及相似效果在學理的解釋及實務上的應用，期望企業可藉由本研究結果，提供更符合消費者心目中理想的產品。本篇採用設計實驗性購物情境，並以網路問卷方式收集樣本，藉以觀察消費者購物時之選擇行為，樣本利用皮爾森積差相關與邏輯斯迴歸兩種方法探究變數之間的關聯；即檢定產品屬性理解程度與消費者偏好程度之關係，與檢測消費者偏好程度和脈絡效果之關聯。實驗結果發現，網路消費者對產品屬性理解程度與個人偏好程度有正相關，即為當消費者對產品屬性理解程度愈高，偏好亦愈明確；網路消費者偏好愈不明確時，折衷效果愈明顯；網路消費者偏好愈明確時，極端尋求與相似效果愈明顯；而吸引效果與消費者偏好無顯著相關，即消費者的偏好是否確定，在統計上沒有顯著影響，意味著吸引效果是由其他因素所造成。因此，網路業者在應用脈絡效果時，可操弄情境集合中各替代方案產品屬性來左右消費者偏好，引導消費者表態自己的喜好進而作出最適選擇。

In recent years, context effects, such as the compromise effect and attraction effect, have been received much attention by many behavior researchers and marketers. Among context effects, the extremeness seeking and similarity effects are less discussed by scholars. However, these two effects are popular phenomena in realistic consumer purchasing problems, and they also provide important implications for marketing. Therefore, this dissertation considers the degree of consumers' ambiguity and the degree of consumers' preference to explore the extremeness seeking and similarity effects in the virtual channel. The experiments of this dissertation provide the different shopping situations of the digital cameras for consumers to choose the best product of their mind. This is done by designing the online questionnaires to collect the samples. In addition, we use Pearson product-moment correlation and the logistic regression to explore the relationships between the degree of consumers' preference and the context effects. Experimental results show that the degree of the familiarity of the product attributes is positively correlated to the degree of consumers' preference and different degrees of consumers' preference will affect the significance of the context effects. For example, when consumers have more degrees of ambiguity of the product attributes, the compromise effect is more salient and when consumers' preference is more certain, the extremeness seeking and similarity effects are more salient. However, the attraction effect shows no significant relation to the degree of consumers' preference. In sum, from the results of this dissertation, internet marketers can manipulate the possible choice sets by considering different degrees of consumers' preferences to determine related marketing strategies.

誌謝 i
摘要 ii
Abstract iii
目錄 iv
表目錄 v
圖目錄 vi
1. 緒論 1
1.1　研究背景與動機 1
1.2　研究目的 3
1.3　研究流程與章節結構 4
2. 文獻回顧與假說建立 7
2.1　消費者網路購物行為 7
2.2　產品屬性與消費者偏好 10
2.3　脈絡效果(context effects) 13
2.4　脈絡效果對消費者選擇行為的影響 18
3. 研究方法 29
3.1　研究架構 29
3.2　研究變數的操作性定義 30
3.3　統計分析方法 30
4. 實證結果分析及討論 41
4.1　問題描述 41
4.2　實證分析結果 41
4.3　討論與管理意涵 47
5. 結論與建議 50
5.1　結論 50
5.2　建議 51
5.3　研究限制及未來研究議題 51
參考文獻 53
附錄一　實驗問卷 62

一、中文部分
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林欽榮（2010），消費者行為，第二版，台北：揚智文化事業股份有限公司。
張魁峯、林靈宏（2009），消費者行為學，第三版，台北：五南圖書出版股份有限公司。
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