臺灣博碩士論文加值系統

本研究在探討當心情作為一偏誤來源時對產品態度的影響，研究不同心情移動下，偏誤修正的方向以及修正的量。本實驗預測當消費者意識到心情偏誤且目標產品是效用評估導向時，修正不會發生，但當目標產品是享樂評估導向時，消費者會進行修正，且修正方向與心情的移動方向相反，若維持穩定心情沒有移動，則會針對當下的心情做反向的修正。另外，有心情移動狀況下的心情效果以及產品態度修正量會比穩定心情下還要多。
本次實驗分為兩個實驗，實驗一使用修正指導語作為提示偏誤的方法，而實驗二則使用促發文章。實驗一驗證了在效用評估導向下消費者不會進行修正，以及在有心情有移動且目標產品是享樂評估向的狀態下，消費者會進行反向修正。實驗一亦證實了在有心情移動的情況下，修正量會比較多。然而，實驗一對於心情效果的預測並未成立。實驗二中，驗證了效用評估導向下消費者不會進行修正，但在享樂評估導向的假說並不成立。此外，關於修正量以及心情效果的預測在實驗二中也未成立。

The study intends to analyze the effect of mood bias on product attitude. To be exact, how mood biases influence the dirction and magnitude of correction under different mood shifts. This research predicts that in the circumstance that consumers are aware of mood bias and target product is utilitarian evaluative oriented, bias correction will not occure. However, when the target product is replaced with a hedonic evaluative oriented one, correction occures in an opposite direction of mood shift; when in a condition without mood shift (steady mood), the correction direction will be opposite to the current mood state. Moreover, mood effect and amount of correction are larger in mood shift compared with steady mood.
There are two studies. Study 1 uses correction instruction as hint to draw attention to mood bias but in study 2, bias priming is used. In study 1, the result showed that consumers did not correct for uitilitarian evaluative oriented product but they corrected for hedonic evaluative oriented product under mood shift. Also, as predicted, when consumers’ mood shifted, amount of correction was larger than in steady mood. However, the hypothesis about mood effect was not confirmed. In study 2, the hypothesis concerning uitilitarian evaluative oriented product were confirmed. As for hedonic evaluative oriented product, contrary to the prediction, correction was not presented. Moreover, the prediction regarding mood effect and amount of correction were not confirmed either.

摘要 i
Abstract ii
目錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究貢獻 4
第二章 文獻回顧 5
第一節 心情效果 5
第二節 修正模型 7
第三節 效用性（Utilitarianism）與享樂性（Hedonism） 9
第三章 研究架構與研究假設 10
第一節 研究架構 10
第二節 研究假設 12
第四章 研究方法 17
第一節 前測 17
第二節 主實驗 23
第三節 自變數操弄 29
第四節 依變數衡量 31
第五章 主實驗結果 33
第一節 實驗一 33
第二節 實驗二 58
第六章 研究結論與限制 84
第一節 研究結論 84
第二節 管理意涵 88
第三節 研究限制 89
第四節 未來研究方向 90
參考文獻 91
附錄：主實驗問卷 95

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