臺灣博碩士論文加值系統

本研究目的為驗證三個主要的議題，首先，當消費者心情由正向移至中性，且有意識到心情為一影響評價的偏誤因子時，在效用評估導向的操弄下，對於目標產品評價的修正量會較享樂評估導向的操弄下更多。第二，當消費者意識到心情移動會影響評價時，對於心情移動偏誤的修正方向則為心情移動方向的反向。最後，當消費者一直處在中性心情下且心情沒有變動時，消費者不論是否意識到心情為偏誤，皆不會修正產品評價，此外，在效用評估導向操弄下的修正量與享樂評估導向操弄下的修正量沒有顯著差異。本研究依據此三個議題設立假說，並進行檢驗，結果驗證了消費者的心情由正向移至中性時，若意識到心情偏誤存在，他們會修正產品評價的偏誤，且相較於享樂評估導向的消費者，在效用評估導向的消費者修正偏誤的程度是顯著較大的，但本研究假說在心情偏誤的修正方向和中性心情下的產品評價部分並不成立。

The purpose of this research was designed to demonstrate three main issues. To begin with, when consumers are under mood state shift from positive to neutral and notice that mood is bias for target product judgment, they will correct their previous product judgments. Moreover, the amount of correction from consumers primed with utilitarian processing are likely to be more than from those primed with hedonic processing. Second, when consumers are aware of the mood state shift and perceive the shift as a potential bias factor which affects product judgment, the direction of correction would be opposite to the direction of mood state shift. Last but not the least, when consumers are under neutral mood condition without mood shift, no matter they are aware of mood as a potential factor, they will not correct their product judgment toward the bias. Furthermore, there’s no difference between the amount of correction from consumers primed with utilitarian processing and the amount of correction from those primed with hedonic processing. The study was performed to investigate the hypothesis based on the three issues above. And the results demonstrated that when consumers are under mood state shift from positive to neutral and perceive mood shift as a bias, they are likely to correct their bias of product judgment and the amount of correction is larger in consumers primed with utilitarian processing than those primed with hedonic processing. However, the hypotheses in direction of correction and in product judgment under neutral mood are not convincing.

第一章 緒論 8
第一節 研究背景與動機 8
第二節 研究目的 10
第三節 研究貢獻 11
第二章 文獻回顧 12
第一節 心情與評價 12
一、 情感作為判斷資訊 (Affect-as-Information) 12
二、 情緒操弄理論（Affect-priming Theory） 13
第二節 修正模型 14
一、 設定/再設定模型（Set/Reset Model） 14
二、 涵蓋/排除模型（Inclusion/Exclusion Model） 15
三、 彈性修正模型（Flexible Correction Model） 16
第三節 效用性＆享樂性（UTILITARIANISM & HEDONISM） 17
第三章 研究架構與研究假設 19
第一節 研究架構 19
第二節 研究假設 20
第四章 研究方法 24
第一節 前測 24
一、 概述 24
二、 實驗設計 24
三、 受測者 24
四、 實驗結果 25
第二節 主實驗 28
一、 概述 28
二、 實驗設計 28
三、 受測者 29
四、 實驗程序 29
第三節 自變數操弄 32
一、 心情狀態：正向心情/中性心情 32
二、 產品評估導向：效用評估導向/享樂評估導向 32
三、 察覺心情偏誤 32
第四節 依變數衡量 33
一、 目標產品態度衡量 33
二、 操弄檢定 33
第五章 主實驗研究結果 36
第一節 信度檢定 36
第二節 操弄檢定 38
一、 心情狀態 38
二、 產品評估導向 43
三、 偏誤察覺 46
四、 修正心情偏誤 47
五、 涉入程度的操弄測試 48
六、 目標產品廣告的說服力 51
第三節 假設檢定 52
一、 心情移動方向 52
二、 對目標產品Sound MP3的態度 56
第六章 結論 63
第一節 研究結論 63
第二節 管理意涵 66
第三節 研究限制 67
第四節 未來研究方向 68
參考文獻 69
附錄：研究問卷 73

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