臺灣博碩士論文加值系統

在現今快速變遷的時代中，如何掌握重要的資訊作出正確的決策是企業與個人在這個充滿不確定性時代中的一個致勝關鍵，但由於風險溝通的管道及資訊類型的差異，以致於個人在從事決策行為時，會有不同的風險認知而產生冒險或者避險行為的差異。
然而影響個人風險決策行為的因素除了決策問題所傳達出的訊息之外，個人的風險特質，如：風險傾向、機率評估能力也是影響個人風險決策行為的原因。因此本研究透過調查法來探討決策者在面臨風險情況時的心理歷程以及表現出的決策行為。本研究以正反兩種不同問題的框架方式觀察決策者在風險情況下的決策行為，並了解決策者其它個人風險特質對其決策行為的影響，結果發現︰
1.「問題框架」方式是影響個人風險決策行為的重要影響因素，同一個問題以正反兩種不同的框架方式呈現會導致個人風險決策行為的差異。
2.「風險傾向」是影響個人風險決策行為的重要影響因素，風險傾向越高者會願意選擇具有風險的方案。
3.「風險傾向」對決策者對決策問題所產生的風險認知有顯著影響，風險傾向越高者所產生的風險認知會相對的較低。
4.「決策風格」對風險認知有顯著的影響，在決策風格中在高模糊容忍度的分析型與概念型兩項風格中得分較高者，相較於在此兩型中的得分較低的決策者，其在面臨同一個決策問題時，其產生的風險認知會較低。
5.決策者對於訊息「涉入程度」的高低會影響此廣告訊息的廣告說服力以及影響消費者的購買意圖。

This paper is based on the Prospect Theory to discuss the individual risky decision making behavior and the relationship between individual risk traits such as risk propensity, and his decision making behavior. A study of 120 college students major in Information Management show different preferences when the same problem is framed in different ways, when choice involving gains people are often risk averse and choices involving losses are often risk seeking. Risk propensity and decision style are also related to making riskier decisions, people who . have high risk propensity and tolerance of ambiguity choose riskier choices.

目錄…………………………………………………………………………I
表目錄………………………………………………………………………III
圖目錄………………………………………………………………………V
第一章 緒論………………………………………………………………1
第一節 研究動機……………………………………………………1
第二節 研究目的……………………………………………………2
第三節 研究範圍……………………………………………………3
第四節 研究程序……………………………………………………4
第五節 論文架構……………………………………………………5
第二章 文獻探討………………………………………………………6
第一節 風險下決策行為理論探討……………………………………6
第二節 問題框架方式與決策行為的關係……………………………10
第三節 風險特質與決策行為的關係…………………………………24
第四節 機率的評估能力對風險決策行為的關係……………………26
第五節 決策風格………………………………………………………30
第六節 廣告訊息框架方式與消費者決策行為………………………34
第七節 框架效果、資訊完整性與消費者決策行為的關係…………42
第八節 消費者購買機率性(風險性)商品的決策行為………………44
第九節 名詞解釋………………………………………………………46
第三章 研究方法…………………………………………………………47
第一節 研究架構………………………………………………………47
第二節 研究假說………………………………………………………48
第三節 變數的定義與操作化…………………………………………53
第四節 研究方法………………………………………………………56
第五節 問卷設計………………………………………………………59
第四章 資料分析………………………………………………………… 63
第一節 資料分析方法…………………………………………………63
第二節 變數的敘述統計值……………………………………………66
第三節 相關性分析……………………………………………………67
第四節 框架效果與風險決策行為……………………………………69
第五節 風險傾向、風險認知與決策行為……………………………73
第六節 決策風格與機率評估能力……………………………………77
第七節 決策風格、機率評估及風險認知與風險決策行為…………79
第八節 風險認知的干擾效果…………………………………………81
第九節 新的發現………………………………………………………83
第十節 廣告訊息框架方式的效果……………………………………85
第十一節 本章總結…………………………………………………….93
第五章 結論與建議……………………………………………………… 94
第一節 討論……………………………………………………………95
第二節 研究貢獻………………………………………………………98
第三節 研究限制………………………………………………………99
第四節 後續研究建議…………………………………………………100
參考文獻…………………………………………………………………102
附錄
第一階段問卷……………………………………………………………A1-1
機率評估能力……………………………………………………………A1-2
決策風格…………………………………………………………………A1-7
第二階段問卷…………………………………………………………A2-a1
A卷………………………………………………………………………A2-a1
B卷………………………………………………………………………A2-b1

中文部份
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