臺灣博碩士論文加值系統

中文摘要
本研究主要分兩個面向探討資訊回饋對消費者態度之影響。一是不同產品知識程度與不同資訊回饋是否會影響消費者對於回饋之態度，又是否會受到自身調節焦點所干擾而有所差異。然當消費者對其所接收到之回饋產生較正向態度後，是否會提升對該產品的願付價格；另一面向是不同產品類別與不同資訊回饋是否會影響消費者對回饋之態度，又是否會因產品資訊不對稱，而受到自身從眾傾向所干擾而有所差異。
本研究共分為三個實驗進行，經過研究與分析之後，於研究一中發現，不同產品知識程度之消費者確實會尋求不同類型之資訊回饋─產品知識較高之消費者(專家)會傾向尋求負面回饋；產品知識較低之消費者(新手)則會傾向尋求正面回饋。
於研究二中發現，不同產品知識程度與不同資訊回饋，的確在某些情況下會受到消費者自身調節焦點導向所干擾，而對回饋態度有顯著差異─客觀產品知識較高之避敗焦點者會傾向對負面回饋有較正向之態度，求成焦點者則對於正面意或負面回饋無太大差別；然而，主觀產品知識與使用經驗較多之消費者則不會受調節焦點所干擾，會傾向對負面回饋有較正向之態度。反之，產品知識較低之求成焦點者，會傾向對於正面回饋有較正向之態度，避敗焦點者會傾向對於負面回饋有較正向之態度。
然無論消費者所獲何種類型之資訊回饋，僅當消費者認為所獲得之回饋有助於其購買決策時，會因而提升對於該產品之願付價格。
於研究三中發現，不同產品類別與不同資訊回饋確實會影響其對於回饋之態度，而此一影響將部分受自身從眾傾向所干擾，而形成顯著差異─僅在面對搜尋品時，消費者會受到自身從眾傾向干擾，形成從眾傾向較高之消費者會傾向對負面回饋有較正向之態度，而從眾傾向較低之消費者會傾向對於正面回饋有較正向之態度。
本研究之實證結果說明：企業在與消費者溝通時，需針對本身產品資訊不對稱程度與其目標市場之消費者特性，而給予不同資訊回饋以驅使消費者認同、喜歡所獲得之資訊回饋，進而提升對於產品的願付價格。

Abstract
This research is divided into two dimensions to investigate feedback effect on consumer attitude. First, whether the different levels of product knowledge and different types of feedback will influence consumers’ attitude about the feedback he/she received, and it whether will moderate by regulatory focus. As well as, we explore that if consumer have positive attitude with feedback, whether they will increase willingness to pay. Second, we examine whether the different product categories and different types of feedback will influence consumers’ attitude about the feedback he/she received, and it will moderate by conformity or not.
In study 1, the findings indicate that expert (those who have higher product knowledge) will seek more negative feedback and novice (those who have lower product knowledge) will seek more positive feedback.
In study 2 demonstrates that objective knowledge expert-prevention focus will have more positive attitude with negative feedback and objective knowledge expert-promotion focus have no significant difference between positive or negative feedback. And, subjective knowledge and experience expert regardless of their re regulatory focus, will have more positive attitude with negative feedback. Otherwise, novice-promotion focus will have more positive attitude with positive feedback and novice-prevention will have more positive attitude with negative feedback. And no matter what kind of feedback consumer received, only when they consider it contribute to their purchase decision, will increase willingness to pay for product in the future.
Final, in study 3 the findings exhibits that only search goods will moderate by consumer self conformity tendency that those who are more high conformity tendency will have more positive attitude with negative feedback whereas, those who are more low conformity tendency will have more postitive attitude with postitive feedback.
Result form three stuies shows that when make marketing communication with customer should offer different feedback base on product information asymmetry level and consumer characteristic of target market so as to make they like and identify with the feedback even to increase the willingness to pay for the product.

目錄
中文摘要 I
Abstract II
謝誌 III
目錄 IV
表目錄 V
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第二章 文獻探討 2
第一節 回饋 2
第二節 產品知識 3
第三節 調節焦點 4
第四節 產品類別 4
第五節 態度 5
第六節 從眾 6
第三章 研究方法 8
第一節 研究架構與假說 8
第二節 變數操作型定義與衡量 12
第三節 研究對象 17
第四章 資料分析與結果 18
第一節 研究一之資料分析 18
第二節 研究二之資料分析 20
第三節 研究三之資料分析 35
第五章 結論與建議 42
第一節 研究結果與管理意涵 43
第二節 研究限制與後續研究建議 44
參考文獻 45
附錄 49
附錄一：研究一問卷 49
附錄二：研究二問卷_正面回饋 51
附錄三：研究二問卷_負面回饋 54
附錄四：研究三問卷_搜尋品/正面回饋 57
附錄五：研究三問卷_搜尋品/負面回饋 60
附錄六：研究三問卷_信任品/正面回饋 63
附錄七：研究三問卷_信任品/負面回饋 66

表目錄
表3-1-1 實驗一產品知識實驗情境操弄 8
表3-1-2 實驗一產品知識、調節焦點與回饋實驗情境操弄 10
表3-1-3 產品類別、從眾傾向與回饋實驗情境操弄 11
表3-2-1 產品知識操作型定義整理表 14
表3-2-2 態度操作型定義整理表 15
表3-2-3 調節焦點操作型定義整理表 15
表3-2-4 從眾傾向操作型定義整理表 17
表4-1-1 研究一問卷回收表 18
表4-1-2 研究一問卷樣本結構表 18
表4-1-3 研究一信度分析表 19
表4-1-4 研究一產品知識對資訊回饋之單因子變異數分析整理表 19
表4-1-5 研究一產品知識對資訊回饋之敘述性統計整理表 20
表4-2-1 研究二問卷回收表 20
表4-2-2 研究二問卷樣本結構表 21
表4-2-3 研究二回饋情境操弄檢定之敘述統計 21
表4-2-4 研究二操弄檢定表 21
表4-2-5 研究二信度分析表 22
表4-2-6 研究二主觀知識與資訊回饋對回饋態度之多變量變異數分析表 23
表4-2-7 研究二主觀知識與資訊回饋對回饋態度之敘述性統計 23
表4-2-8 研究二客觀知識與資訊回饋對回饋態度之多變量變異數分析表 25
表4-2-9 研究二客觀知識與資訊回饋對回饋態度之敘述性統計 25
表4-2-10 研究二使用經驗與資訊回饋對回饋態度之多變量變異數分析表 27
表4-2-11 研究二使用經驗與資訊回饋對回饋態度之敘述性統計 27
表4-2-12 研究二調節焦點對主觀知識與資訊回饋干擾之多變量變異數分析表 29
表4-2-13 研究二主觀知識、資訊回饋與調節焦點對回饋態度之敘述性統計(平均數) 30
表4-2-14 研究二調節焦點對客觀知識與資訊回饋干擾之多變量變異數分析表 30
表4-2-15 研究二客觀知識、資訊回饋與調節焦點對回饋態度之敘述性統計(平均數) 31
表4-2-16 研究二調節焦點對使用經驗與資訊回饋干擾之多變量變異數分析表 32
表4-2-17 研究二使用經驗、資訊回饋與調節焦點對回饋態度之敘述性統計(平均數) 33
表4-2-18 研究二回饋態度對願付價格之多元逐步迴歸分析表 34
表4-3-1 研究三問卷回收表 35
表4-3-2 研究三問卷樣本結構表 35
表4-3-3 研究三操弄檢定整理表 36
表4-3-4 研究三回饋情境操弄檢定之敘述統計 36
表4-3-5 研究三產品類別操弄檢定之敘述統計 36
表4-3-6 研究三信度分析表 37
表4-3-7 研究三產品類別與資訊回饋對回饋態度之多變量變異數分析表 38
表4-3-8 研究三產品類別與資訊回饋對回饋態度之敘述性統計 38
表4-3-9 研究三從眾傾向對產品類別與資訊回饋干擾之多變量變異數分析表 40
表4-3-10 研究三產品類別、資訊回饋與從眾傾向對回饋態度之敘述性統計(平均數) 41
表5-1-1 研究假設結果彙整表 42

圖目錄
圖2-1-1 溝通流程 2
圖3-1-1 實驗二研究架構圖 9
圖3-1-2 實驗三研究架構圖 10
圖4-2-1 研究二主觀知識與資訊回饋交互作用圖(態度) 24
圖4-2-2 研究二主觀知識與資訊回饋交互作用圖(資訊有用性) 24
圖4-2-3 研究二客觀知識與資訊回饋交互作用圖(態度) 26
圖4-2-4 研究二客觀知識與資訊回饋交互作用圖(資訊有用性) 26
圖4-2-5 研究二使用經驗與資訊回饋交互作用圖(態度) 28
圖4-2-6 研究二使用經驗與資訊回饋交互作用圖(資訊有用性) 28
圖4-3-1 研究三產品類別與資訊回饋交互作用圖(態度) 39
圖4-3-2 研究三產品類別與資訊回饋交互作用圖(資訊有用性) 39

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