臺灣博碩士論文加值系統

本研究目的為探討選擇負荷對知覺風險的影響，並了解知覺控制是否具有調
節效果。利用實驗設計要求受測者想像其即將購買筆記型電腦(實驗一)或日本旅
遊方案(實驗二)，並要求他們在3 種(低選擇負荷)或9 種(高選擇負荷)選項中挑出
所欲購買的選擇方案，並根據選擇過程中的感覺來回答問卷。本研究以東吳大學
學生為受測對象，實驗一結果顯示，選擇負荷與知覺風險成正向顯著的關係，且
知覺控制具有調節效果；我們更進一步發現，相較於高控制感的受測者，提供低
控制感的受測者較多的選擇，其知覺風險增加程度愈大。而實驗二的研究結果並
不顯著。因此，當企業推出功能性產品時，針對知覺控制感低的消費者應提供其
較少且明確的選項，以避免增加其知覺風險。

The goal of this article is to examine the effect of choice overload on perceive
risk and the moderating effect of perceived control. Participants are Soochow
University students. We use experiment design to ask participants selecting the
personal computer (study 1) or Japan tour (study 2) they desire the most either in
small (3) or large (9) assortments. The result shows that choice overload has positive
impact on perceived risk in study 1 and is moderated by perceived control. We further
found that the moderating effect is more pronounced when individuals are low
perceived control. Participants with low percieved control will perceived higher risk
compared to those with high perceived control when facing more options. However,
the effect is not signifacant in study 2. Thus, this study suggests that we should
provide fewer alternatives of utilitarian product for low perceived control consumers
to avoid them increase their perceived risk compared to those with high perceived
control consumer.

Tables ........................................................................................................................... VI
Figures....................................................................................................................... VIII
1. Introduction ................................................................................................................ 1
1.1 Background and Motivation ................................................................................ 1
1.2 Research Purpose ................................................................................................. 4
1.3 Research Process .................................................................................................. 4
2. Literature Review and Hypotheses ............................................................................ 7
2.1 Choice Overload .................................................................................................. 7
2.1.1 Concept Background ..................................................................................... 7
2.1.2 Related Studies.............................................................................................. 9
2.2 Perceived Risk ................................................................................................... 10
2.2.1 The Definition of Perceived Risk ............................................................... 10
2.2.2 The Dimensions of Perceived Risk ............................................................. 12
2.2.3 The Relationship between Choice Overload and Perceived Risk ............... 15
2.3 Perceived Control ............................................................................................... 16
2.3.1 The Definition of Perceived Control ........................................................... 16
2.3.2 The Types of Perceived Control .................................................................. 18
2.3.3 The Moderating Effect of Perceived Control .............................................. 19
2.4 Research Model ................................................................................................. 20
3. Method ..................................................................................................................... 21
3.1 Study 1 ............................................................................................................... 21
3.1.1 Experiment Design...................................................................................... 21
3.1.2 Measurements ............................................................................................. 24
3.1.3 Data Collection ........................................................................................... 32
3.2 Study 2 ............................................................................................................... 32
3.2.1 Experiment Design...................................................................................... 32
3.2.2 Measurements ............................................................................................. 35
3.2.3 Data Collection ........................................................................................... 38
3.3 Statistics Analysis Method ................................................................................. 38
3.3.1 Descriptive statistics ................................................................................... 38
3.3.2 Reliability analysis ...................................................................................... 38
3.3.3 Independent Samples T-Test ....................................................................... 39
3.3.4 Simple-Regression Analysis ....................................................................... 39
3.3.5 Mixed Design Of Multiple Regression Analysis ........................................ 39
4. Research Result ........................................................................................................ 40
4.1 Study 1 ............................................................................................................... 40
4.1.1 Sample Structure Analysis .......................................................................... 40
4.1.2 Manipulation Check .................................................................................... 43
4.1.3 Reliability Analysis ..................................................................................... 43
4.1.4 The Effect of Choice Overload on Perceived Risk ..................................... 44
4.1.5 The Moderating Effect of Perceived Control .............................................. 45
4.1.6 Discussion ................................................................................................... 49
4.2 Study 2 ............................................................................................................... 50
4.2.1 Sample Structure Analysis .......................................................................... 50
4.2.2 Manipulation Check .................................................................................... 54
4.2.3 Reliability Analysis ..................................................................................... 54
4.2.4 The Effect of Choice Overload on Perceived Risk ..................................... 55
4.2.5 The Moderating Effect of Perceived Control (H2) ..................................... 56
4.2.6 Discussion ................................................................................................... 58
4.3 Comparison ........................................................................................................ 59
5. Discussion ................................................................................................................ 62
5.1 Discussion .......................................................................................................... 62
5.2 Suggestion For Future Research ........................................................................ 63
REFERENCE ............................................................................................................... 64
APPENDIX A .............................................................................................................. 71
APPENDIX B .............................................................................................................. 80
APPENDIX C .............................................................................................................. 86
APPENDIX D ............................................................................................................ 100

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