臺灣博碩士論文加值系統

本研究提出三個主要假設方向，首先，當消費者未意識到心情是影響評價的偏誤因素時，心情由正向移到負向的心情移動會使其對產品的評價低於心情穩定處在負向者，且此現象只發生在享樂評估導向產品，效用評估導向產品則沒有差異。第二，當消費者意識到心情移動會影響產品評價時，其修正方向會與心情移動方向相反，且心情由正向到負向時，會因為心情移動幅度大而使得修正幅度大於心情穩定處在負向者，而以上狀況同樣只在評估享樂評估導向產品時會成立。第三，不論以修正指導語或是促發文章作為提醒消費者心情偏誤的修正提示方式，雖然後者的提示效果較細微，但一樣可達到跟前者一樣的效果。透過兩個主實驗的驗證，成功驗證當消費者未意識到心情偏誤時，正向到負向的心情移動確實會讓消費者對享樂評估導向產品有更低的評價，但若提供明確的修正指導語，消費者能夠進行與心情移動方向反向的偏誤修正，且給予產品更好的評價。此外，在評估效用評估導向產品時則沒有心情移動所造成的評價差異，也不會因修正指導語而進行偏誤修正。但是在促發文章的操弄則因修正提示效果太小而使假說未成立。

This research proposes three main issues. For one thing, when consumers are not aware of mood bias, the mood state shift from positive to negative leads to a lower product evaluation compared to the situation of constant negative mood state. The above conditions occur only when judging hedonic evaluative orientation product rather than utilitarian evaluative orientation product. Second, when consumers are aware that mood shift will affect the objectivity of product judgment, the direction of correction would be opposite to the direction of the mood state shift, and the amount of correction will be bigger due to the shift of mood state which only existing in assessing hedonic evaluative orientation product. Third, regardless of the use of correction instruction or priming article to remind consumers to perceive mood as a bias factor, even the latter is a subtle cue, both of them can achieve the same effect. Two main studies were performed to verify the hypothesis, and the results successfully validated that when consumers are under positive to negative mood state shift and they are not aware of the mood bias, they will have a lower product attitude on hedonic evaluative orientation product. Besides, if providing clear correction instruction, consumers will correct the bias by giving the product a better judgment because of the opposite direction of bias correction. In addition, there is no significant difference of product attitude between the steady mood state and mood shift and whether the correction instruction exists or not when assessing utilitarian evaluative orientation product. However, the effect of priming article is too subtle to convince the related hypothesis.

第一章 緒論……………………………………………………...………9
第一節 研究背景與動機………………………………………………………….9
第二節 研究目的.………………………………………………………………..12
第三節 研究貢獻.………………………………………………………………..13
第二章 文獻探討……………………………………………………….15
第一節 心情對認知的影響………………………………………………….....15
一、 情感促發理論 (Affect-priming Theory) ……………………………......16
二、 情感作為判斷資訊 (Affect-as-Information) ……………………...........16
三、 綜合情感與現有資訊處理模式的整合理論……………………………17
第二節 產品評估導向-效用性與享樂性 (Utilitarianism & Hedonism).……..18
第三節 偏誤修正 (Bias Correction)……………………………………...........20
一、 設定/在設定模型 (Set/Reset Model)………………………………........20
二、 涵蓋/排除模型 (Inclusion/Exclusion Model)……………………….......21
三、 彈性修正模型 (Flexible Correction Model)………….............................22
第三章 研究架構與研究假設………………………………………….24
第一節 研究架構…………………………………………………..…………...24
第二節 研究假設 ……………………………………………………………...26
第四章 研究方法……………………………………………….............34
第一節 前測…………………………………………………………………….34
一、 前測目的 ………………………………………………………………..34
二、 前測受測者與設計………………………………………………………34
三、 前測結果…………………………………………………………………35
第二節 主實驗之實驗一… ………………………………………………........41
一、 概述 ……………………………………………………………………..41
二、 受測者……………………………………………………….…………...41
三、 實驗設計…………………………………………………...……….........41
四、 實驗程序 ………………………………………………………………..42
第三節 主實驗之實驗一… ………………………………………………........45
一、 概述 ……………………………………………………………………..45
二、 受測者……………………………………………………….…...............45
三、 實驗設計…………………………………………………...……….........45
四、 實驗程序 ………………………………………………………………..45
第四節 自變數操弄 ………………………………………………..…………48
一、 心情移動：正向到負向心情或穩定負向心情……………….....…...48
二、 產品評估導向：效用評估導向/享樂評估導向…………….…………..48
三、 察覺心情是影響產品評價的偏誤因子……………………....................48
第五節 依變數衡量 ……………………………………………………...........50
一、 對產品的整體態度………………………….……………………...........50
二、 操弄檢定………………………………………………….………...........50
第五章 主實驗之實驗一研究結果…………………………………….53
第一節 信度檢定……………………………………………………………….53
第二節 操弄檢定.……… ………………………………………………...........55
一、 心情移動的狀態 ………………………………………………………..55
二、 對產品評估導向的認知 ………………………………………………..62
三、 是否有察覺到評價偏誤因素與其影響方向、幅度 …………………..65
四、 閱讀產品廣告的涉入程度………………………………………………66
五、 產品廣告的說服力 ……………………………………………………..70
第三節 假設檢定 ………………………………………………………...........72
一、 對產品的整體態度 ……………………………………………………..72
第六章 主實驗之實驗二研究結果…………………………………….79
第一節 信度檢定……………………………………………………………….79
第二節 操弄檢定.…………...………………………………………………….81
一、 心情移動的狀態 …………………………………………………..........81
二、 對產品評估導向的認知 ………………………………………………..88
三、 促發文章的提示效果 …………………………………………………..91
四、 是否有察覺到評價偏誤因素與其影響方向、幅度 …………………..92
五、 閱讀產品廣告的涉入程度………………………………………………93
六、 產品廣告的說服力 ……………………………………………………..95
第三節 假設檢定 ……………………………………………………………...97
一、 對產品的整體態度 ………………………………………………….......97
第七章 結論……………………………………….………………......104
第一節 研究結論……………………………………………………………...104
第二節 管理意涵 ………………………………………………………….....110
第三節 研究限制 ……………………………………….……………………112
第四節 未來研究方向.…… ………………………………….……............... 113





















參考文獻……………………………………………………….……......115
附錄：研究問卷…………………………………………………….......120

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