臺灣博碩士論文加值系統

近年來電子商務蓬勃發展，線上購物逐漸成為人們進行採買決策的管道，好的購買決策品質能提升消費者的滿意進而建立店家口碑，所以使消費者做出品質好的決策是電子商務中一個重要的關鍵。
針對提升人們的決策品質，有學者提出UTT(Unconscious Thought Theory)延伸的deliberation-without-attention假說，推翻過去認為困難決策需要意識思考才能達到好決策品質的直觀想法。在線上購物的複雜決策情況，發現用分心引導潛意識思考判斷模式，可以提升消費者的決策品質。但後來有研究對使用分心引導潛意識思考的操弄提出質疑，認為分心與否其實不是重點，主要是決策時間點導致各組判斷模式之間決策品質的差異，也有研究提出判斷模式對決策品質的影響存在著處理風格這個中介變數。另外也有研究把直覺和UTT理論做比較，企圖進一步檢視UTT理論的實驗結果。
本研究的實驗中，把文獻提到的三種判斷模式運用在線上購物的情況下，並測量受試者的決策時間點與處理風格，結果發現只有決策時間點對決策品質有顯著的影響，而判斷模式對決策時間點和處理風格有顯著影響。最後本研究針對線上購物網站設計提出建議，希望能提升消費者線上購物的決策品質。

Electronic commerce has been deeply developed over the past few decades. Currently, on-line shopping becomes a new life style of most internet users. Therefore, effective decision quality is necessary to improve customers’ satisfaction and establish the good reputation of on-line stores.
To understand decision quality, the deliberation-without-attention hypothesis extended from the UTT(Unconscious Thought Theory) is proposed. The proposition, which is contrary to the conventional wisdom, proposing deliberate thought cannot lead to better choices in complex matters based on conscious thought. Experiments revealed that purchasing complex products with unconscious thought due to distraction will generate decisions with better quality. On the other hand, there are still other theories arguing that making good decision has nothing to do with distraction. Some of them propose that decision moment is more important, since it will lead to differences on decision quality in different judgment modes. Some of the other studies propose that processing style partially mediated the effect of judgment mode on decision quality. There are also studies focusing the effect of intuition, attempting to validate the effect proposed in the UTT.
This study aims to understand the effect of judgment mode on decision quality in on-line shopping, and considers subjects’ decision moment and processing style in the research model. The results revealed that only decision moment significantly affects decision quality, while judgment mode significantly affects decision moment and processing style. Finally, we provide a suggestion for on-line shopping websites to enhance the quality of customer’s decision.

目錄
指導教授推薦書
論文口試委員會審定書
國家圖書館授權書 iii
長庚大學授權書 iv
誌謝 v
中文摘要 vi
英文摘要 vii
目錄 ix
圖目錄 xiii
表目錄 xiv
第一章 緒論 - 1 -
1.1 研究背景與動機 - 1 -
1.2 研究目的 - 3 -
第二章 文獻探討 - 5 -
2.1 決策品質 - 5 -
2.2 潛意識思考理論(UTT) - 8 -
2.3 UTT運用在線上購物 - 11 -
2.4 直覺 - 15 -
2.5 處理風格-Mindset模式介紹 - 18 -
第三章 研究方法 - 22 -
3.1 研究架構 - 22 -
3.2 變項操弄與衡量 - 26 -
3.2.1 獨變項 - 27 -
3.2.2 依變項 - 30 -
3.2.3 其他研究變項 - 31 -
3.3 實驗設計 - 33 -
3.3.1 實驗受試者 - 33 -
3.3.2 實驗工具及設備 - 34 -
3.3.3 實驗步驟 - 34 -
3.4 分析方法 - 36 -
第四章 資料分析 - 38 -
4.1 敘述性統計 - 38 -
4.2 隨機分組檢驗 - 44 -
4.3 操弄檢查 - 47 -
4.3.1 複雜度操弄 - 47 -
4.3.2 判斷模式操弄 - 47 -
4.4 複雜度的交互平衡檢驗 - 50 -
4.5 假說檢驗 - 51 -
4.5.1 二元邏輯式迴歸分析 - 51 -
4.5.2 判斷模式對決策時間點的影響 - 55 -
4.5.3 判斷模式對處理風格的影響 - 56 -
4.6 延伸討論 - 59 -
第五章 結論 - 62 -
5.1 研究結論 - 62 -
5.2 研究建議 - 63 -
5.3 研究限制 - 64 -
5.4 未來研究方向 - 65 -
參考文獻 - 66 -
附錄一:處理風格測量頁面 - 71 -
附錄二:直覺組操弄指示語 - 72 -
附錄三:直覺組與分心組閱讀資訊頁面 - 73 -
附錄四:分心組數獨測驗頁面 - 74 -
附錄五:長時間與短時間審議組閱讀資訊頁面 - 75 -
附錄六:手機決策頁面 - 76 -
附錄七:實驗前招募問卷 - 77 -
附錄八:實驗中決策後問卷 - 81 -
附錄九:實驗後問卷 - 82 -
附錄十:實驗中手機屬性資訊 - 86 -

 
圖目錄
圖2.5 1測量處理風格用字(Navon, 1977) - 19 -
圖3.1 1研究架構圖 - 26 -
圖3.3 1實驗流程圖 - 35 -
圖4.1 1受試者系級分佈百分比 - 38 -
圖4.1 2判斷模式四組別性別組成 - 39 -
圖4.1 3智慧型手機擁有經驗分布 - 40 -
圖4.1 4智慧型手機使用經驗分布 - 40 -
圖4.1 5利用網路瀏覽手機商品經驗分布 - 41 -
圖4.1 6網路上購買手機決策次數分佈 - 41 -
圖4.1 7智慧型手機熟悉度分佈 - 42 -
圖4.1 8判斷模式中決策時間點百分比 - 43 -
圖4.1 9決策時間點中決策品質百分比 - 43 -
圖4.1 10判斷模式中決策品質百分比 - 44 -
圖4.5 1判斷模式中處理風格平均數 - 58 -
圖4.6 1研究架構檢驗結果 - 61 -

 
表目錄
表2.1 1決策品質衡量方式適用前提(Aksoy et al., 2011) - 7 -
表3.2 1判斷模式操弄方式 - 28 -
表3.2 2決策物品屬性項目列表 - 31 -
表4.2 1實驗前各組處理風格ANOVA檢驗 - 45 -
表4.2 2性別於判斷模式中隨機性卡方檢定 - 45 -
表4.2 3擁有手機數於判斷模式中隨機性卡方檢定 - 46 -
表4.2 4使用過智慧型手機於判斷模式中隨機性卡方檢定 - 46 -
表4.2 5網路上瀏覽次數於判斷模式中隨機性卡方檢定 - 46 -
表4.2 6網路上購買手機數於判斷模式中隨機性卡方檢定 - 46 -
表4.2 7對智慧型手機熟悉度於判斷模式中隨機性卡方檢定 - 46 -
表4.3 1操弄檢查ANOVA分析表 - 49 -
表4.3 2操弄檢查多重比較分析表 - 50 -
表4.5 1二元邏輯式迴歸模式摘要 - 52 -
表4.5 2二元邏輯式迴歸類別變數編碼 - 53 -
表4.5 3二元邏輯式迴歸分類表 - 53 -
表4.5 4二元邏輯式迴歸檢定 - 53 -
表4.5 5判斷模式與決策時間點卡方檢定 - 55 -
表4.5 6判斷模式與決策時間點交叉表 - 56 -
表4.5 7判斷模式中處理風格的ANOVA - 57 -
表4.5 8判斷模式中處理風格的變異數同質性檢定 - 57 -
表4.5 9均等平均數Robust檢定 - 57 -
表4.5 10判斷模式與處理風格的多重比較 - 58 -

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