臺灣博碩士論文加值系統

　　多樣化蒐尋行為是消費心理研究領域中一個主要的研究議題，過去已有許多研究探討多樣化蒐尋行為發生的原因及干擾多樣化蒐尋行為的因素，而目標導向（提昇導向vs. 防護導向）在心理學領域亦是近年來一個重要的研究議題，並且已經延伸到消費心理領域，然而在多樣化蒐尋行為的相關研究中並未考慮目標導向的影響，因此，本研究設計實驗一與實驗二，分別以模擬人物情境（A、B）及透過調節焦點量表來衡量受測者目標導向之類型，論證決策任務及目標導向將交互影響多樣化蒐尋行為，在循序選擇、循序使用的任務下（每天僅購買每天所需之商品），提昇導向消費者的多樣化蒐尋程度將大於防護導向的消費者，而在同時選擇、循序使用的任務下（未來多天的消費一起購買），防護導向消費者的多樣化蒐尋程度將大於提昇導向的消費者；而在實驗三為推論受測者對於不同風險傾向（風險愛好者 vs. 風險規避者）的消費心理特性與不同目標導向（提昇導向vs. 防護導向）特性相同，皆是對損失與獲取之敏感度，故以風險傾向量表方式來衡量受測者，論證決策任務及風險傾向也將交互影響多樣化蒐尋行為。本研究根據研究結果討論相關意涵，並提供後續研究建議。

　　The Variety-seeking behavior is one of the key issues in the domain of consumer psychology. Many studies have explored the causes of the variety-seeking behavior and its moderating factors. The topic of goal-orientation（promotion-focused vs. prevention-focused）has become an important issue in psychology and extended to the domain of consumer psychology. However, most studies regarding variety-seeking behaviors failed to address the influences of goal-orientation. Therefore, the present research used two experiments to explore the influences of decision task and goal orientation on variety-seeking behavior. The difference between experiment 1 and 2 was manipulation or measurement in goal orientation. Given the task of sequential choices/sequential consumption（the consumer buys one item at a time, just before each consumption occasion）, the extent of variety-seeking for a promotion-focused consumer is greater than that for a prevention-focused consumer. Given a decision-task of simultaneous choices/sequential consumption（the consumer buys several items on one shopping trip and consumes the items over several consumption occasions）, the extent of variety-seeking for a prevention-focused consumer is greater than that for a promotion-focused consumer. In addition, experiment 3 also demonstrated the interaction effect of decision task and risk propensity（risk taking behavior vs. risk aversive behavior） on variety seeking behavior. The present research also discussed the theoretical and practical implications derived from the research results.

目　錄
誌謝 i
中文摘要 ii
英文摘要 iii
目　錄 iv
表目錄 vii
圖目錄 viii
第一章　緒論 1
1.1　研究動機 1
1.2　研究目的 4
1.3　研究流程 5
第二章　文獻探討與研究假設 8
2.1　決策任務與多樣化蒐尋行為 8
2.2　目標導向理論（Goal Orientation Theory） 11
2.2.1　目標導向之起源 11
2.2.2　目標導向之分類 11
2.2.3　自我調節概念（self-regulation） 13
2.2.4　目標導向之相關理論連結 14
2.2.5　不同目標導向之差異 18
2.2.6　目標導向理論之相關研究 21
2.3　決策任務及目標導向對於多樣化蒐尋行為的交互影響 23
2.4　風險傾向（Risk Propensity） 28
2.4.1　風險定義 28
2.4.2　風險傾向定義與分類 28
2.4.3　風險傾向與目標導向相關連結 30
2.4.4　影響風險態度因素 31
2.4.5　風險傾向衡量 32
2.4.6　風險決策行為模型 34
2.4.7　風險傾向對消費者購買行為之影響 35
2.5　決策任務及風險傾向對於多樣化蒐尋行為的交互影響 37
第三章　研究方法 42
3.1　研究架構 42
3.2　實驗設計 44
3.2.1　實驗一 44
3.2.2　實驗二 50
3.2.3　實驗三 55
3.3　資料分析方法 60
第四章　資料統計分析 62
4.1　決策任務及目標導向將交互影響消費者多樣化蒐尋的程度 62
4.1.1　實驗一：樣本回收狀況 62
4.1.2　實驗一：目標導向之情境操弄檢定 64
4.1.3　實驗一：變異數同質性檢定 65
4.1.4　實驗一：單變量變異數分析 66
4.1.5　實驗一：單變量分析之敘述統計結果 66
4.1.6　實驗一：剖面圖分析 68
4.1.7　實驗一：獨立樣本T檢定分析 68
4.1.8　實驗一：小結 69
4.1.9　實驗二：樣本回收狀況 70
4.1.10 實驗二：目標導向之量表 73
4.1.11 實驗二：變異數同質性檢定 74
4.1.12 實驗二：單變量變異數分析 74
4.1.13 實驗二：單變量分析之敘述統計結果 75
4.1.14 實驗二：剖面圖分析 77
4.1.15 實驗二：獨立樣本T檢定分析 78
4.1.16 實驗二：小結 79
4.2　不同決策任務及風險傾向下的多樣化蒐尋程度 81
4.2.1 實驗三：樣本回收狀況 81
4.2.2 實驗三：風險傾向量表 83
4.2.3 實驗三：變異數同質性檢定 84
4.2.4 實驗三：單變量變異數分析 84
4.2.5 實驗三：單變量分析之敘述統計結果 85
4.2.6 實驗三：剖面圖分析 87
4.2.7 驗三：獨立樣本T檢定分析 88
4.2.8 驗三：小結 88
4.3　本研究假設之驗證結果 90
第伍章　結論與建議 91
5.1　研究結論 91
5.2　研究貢獻 94
5.2.1　理論意涵 94
5.2.2　實務意涵 95
5.3　研究建議 97
5.4　研究限制 98
參考文獻 99
附錄一　實驗一餅乾口味圖卡 111
附錄二　實驗一問卷：（A1） 112
附錄三　實驗一問卷：（B1） 114
附錄四　實驗一問卷：（A2） 116
附錄五　實驗一問卷：（B2） 117
附錄六　實驗二與實驗三果汁口味圖卡 119
附錄七　實驗二問卷：（A） 120
附錄八　實驗二問卷：（B） 122
附錄九　實驗三問卷：（A） 124
附錄十　實驗三問卷：（B） 126


表目錄
表 2.1　國內外學者對不同目標導向類型之分類 12
表 2.2　自我調節之概念 14
表 2.3　自我差距理論之原則 15
表 2.4　不同目標導向之特性比較 20
表 2.5　國內外學者相關目標導向之研究 21
表 2.6　影響風險態度因素 31
表 2.7　風險傾向之衡量類型 32
表 2.8　風險傾向之衡量方法 33
表 4.1　實驗組別＊性別之交叉表（實驗一） 63
表 4.2　實驗組別＊年齡之交叉表（實驗一） 64
表 4.3　不同目標導向操弄之獨立樣本T檢定（實驗一） 65
表 4.4　誤差變異量的 Levene 檢定等式（a）（實驗一） 65
表 4.5　單變量變異數分析之檢定（實驗一） 66
表 4.6　不同決策任務及目標導向下的多樣化蒐尋程度（N=200）（實驗一） 67
表 4.7　獨立樣本T檢定（實驗一） 69
表 4.8　評估目標導向後所刪除的中立者（實驗二） 71
表 4.9　實驗組別＊性別之交叉表（實驗二） 72
表 4.10 實驗組別＊年齡交叉表（實驗二） 73
表 4.11 目標導向問卷之信度統計量（N=224）（實驗二） 73
表 4.12 誤差變異量的 Levene 檢定等式（a）（實驗二） 74
表 4.13 單變量變異數分析之檢定（實驗二） 75
表 4.14 不同決策任務及目標導向下的多樣化蒐尋程度（N=224）（實驗二） 77
表 4.15 不同目標導向操弄之獨立樣本T檢定（實驗二） 79
表 4.16 實驗組別＊性別之交叉表（實驗三） 82
表 4.17 實驗組別＊年齡交叉表（實驗三） 83
表 4.18 風險傾向問卷之信度統計量（N=146）（實驗三） 83
表 4.19 誤差變異量的 Levene 檢定等式（a）（實驗三） 84
表 4.20 單變量變異數分析之檢定（實驗三） 85
表 4.21 不同決策任務及目標導向下的多樣化蒐尋程度（N=146）（實驗三） 87
表 4.22 不同目標導向操弄之獨立樣本T檢定（實驗三） 88
表 4.23 本研究假設之驗證結果 90


圖目錄
圖 1.1　研究流程 7
圖 2.1　四種自我差距引發之情緒反應 16
圖 2.2　本研究假設H1a之推論 25
圖 2.3　本研究假設H1b之推論 26
圖 2.4　風險愛好者與提昇導向之相同處 30
圖 2.5　風險規避者與防護導向之相同處 31
圖 2.6　風險決策行為模型 34
圖 2.8　本研究假設H2a之推論 39
圖 2.9　本研究假設H2b之推論 40
圖 3.1　研究架構（實驗一與實驗二） 43
圖 3.2　研究架構（實驗三） 43
圖 4.1　估計邊緣平均數之剖面圖（實驗一） 68
圖 4.2　估計邊緣平均數之剖面圖（實驗二） 78
圖 4.3　估計邊緣平均數之剖面圖（實驗三） 87

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