臺灣博碩士論文加值系統

消費者在缺乏其他客觀評判因素下，會藉由他人意見或反應來對即將購買的產品進行購前評估。本篇論文以同儕正面、負面及沒有評價影響影響消費者多樣化行為的變數，在實驗一的情境中，以班代做為意見發表者，並得到消費者在正面資訊型態下，會產生較負面資訊型態下更高的多樣化行為。實驗二情境中，我們以網路口碑作為三種不同產品資訊型態來源，結果消費者在正面網路資訊型態會比在負面網路資訊型態下，表現出更大的多樣化行為。

One reason to perform variety seeking behavior on product is interpersonal motivation. Building on the previous theory, we suggested the different information types from interpersonal source would influence an individual’s varied behavior. Two laboratory experiments are conducted to examine the influence of other’s opinion on variety seeking behavior. The results support the author’s extrapolation that an individual in order to get more enjoyment on the shared product with the company, he would try to reach congruent opinions. Managerial implication and study limitation are also outlined in the end.

Table of Contents
Page
Abstract ⅠAcknowledgments Ⅱ
Table of Content Ⅲ
List of Tables Ⅴ
List of Figures Ⅵ

Chapter 1 Introduction p.1
Chapter 2 Theoretical Framework p.8
2.1 Variety Seeking Behavior p.8
2.2 Optimal Stimulation Level p.13
2.3 Social Influence p.15
2.4Word-of-Mouth p.19
Chapter 3 Study 1: The Impact of The Companion’s Opinions on Variety Seeking Behavior p.25
3.1 Method p.25
3.2 Results p.30
3.3 Discussion p.34
Chapter 4 Study 2: The Impact of The eWOM on Variety Seeking Behavior p.36
4.1 Method p.37
4.2 Results and Discussion p.38
Chapter 5 Conclusion and General Discussion p.44
5.1 Summary p.44
5.2 Managerial Implications p.46
5.3 Study Limitation and Area for Future Research
p.47
Reference

















List of Tables

Table 1. Regression results of total three conditions p.33
Table 2. Regression results of positive and negative conditions p.33
Table 3. Regression results of positive and negative WOM p.34
Table 4. Regression results of total three conditions p.39
Table 5. Regression results of total conditions p.41
Table 6. Regression results of positive and negative eWOM p.41











List of Figures

Figure 1. A Taxonomy of Varied Behavior p.8

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