臺灣博碩士論文加值系統

本研究在不同的任務模式下，探討消費者規範焦點對享樂實用屬性以及新奇屬性的重視差異。我們發現當人們以選擇做決定時，促進焦點的人會對享樂屬性較重視，預防焦點則較重視實用屬性；在剔除的情況則相反。此外，我們也發現購物決策的涉入性在這個效果中是一個邊界效果的角色。我們發現當人們的購物決策涉入性低時，選擇的決定方式會使促進焦點的人重視享樂屬性，預防焦點的人會較重視實用屬性；剔除的決定方式會使促進焦點的人較重視實用屬性，預防焦點的人重視享樂屬性。但在購物決策涉入性高的時候，不同的消費者規範焦點在重視屬性間沒有顯著差異。此外，我們在兩個實驗中分別使用不同類型的產品，並使用衡量與操弄執行規範焦點，顯示了我們實驗的可靠度。

This article discuss how do regulatory focus of consumers focus on different hedonic versus utilitarian attribute under the moderation of task format. We find that promotion focused consumer tend to focus more on hedonic attribute when they are under choosing task but prevention focused people tend to focus more on utilitarian attribute. However, the situation in rejecting task is opposite. We adopt different type of product in two experiments and both measurement and manipulation to access consumers’ regulatory focus, the results from the experiments are consistent. Moreover, we find the boundary condition on purchase involvement in this effect that when people is in low-involvement purchase condition, people will focus on the attribute which is fitted with their regulatory focus. However, when they are in high-involvement purchase condition, this effect cannot be observed.

摘要 I
ABSTRACT II
目錄 III
圖表索引 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 REGULATORY GOALS AND REGULATORY FIT 4
第二節 任務模式: 選擇與拒絕 7
第三節 任務模式對消費者規範焦點與實用享樂屬性的干擾效果 9
第三章 實驗ㄧ 11
第一節 實驗流程 11
第二節 實驗結果 14
一、 操弄檢定 14
二、 假說檢驗 15
第三節 結論 18
第四章 實驗二 20
第一節 購物決策涉入性對消費者規範焦點在任務模式下重視屬性的影響 20
第二節 實驗設計與參與者 22
第三節 實驗流程 22
第四節 實驗結果 23
一、 操弄檢定 23
二、 假說檢驗 24
第五節 結論 26
第五章 結論與建議 28
第一節 研究貢獻 28
第二節 管理意涵 29
第三節 研究限制與未來建議 30
參考文獻 32
附錄 37

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