臺灣博碩士論文加值系統

自社會心理學家Festinger於1957提出認知失調理論(Cognitive Dissonance Theory)以降，許多學者便將之應用於消費者行為領域。由於消費者購後失調對於日後品牌評價與再購意願有負面影響，因之許多學者紛紛探討降低購後失調的方法。彙整過去文獻，實務上降低消費者購後失調的方法有：提高品牌知名度、增加與消費者購後溝通、降低消費者焦慮、提高消費者產品知識。其中提高品牌知名度及增加購後溝通兩方面已獲得許多學術上的支持。然本研究發現，關於產品知識、焦慮、購後失調三者之關係，仍有進一步釐清的必要。
在研究方法方面，過去購後失調相關研究多以「實驗室實驗」進行，然本研究認為，針對購後失調此議題而言，讓受測者「扮演」真實購買者所得到的結論，很難應用到現實情況，此外過去購後失調衡量方面多只以單一問項或替代指標衡量。是以，本研究採用Sweeney et al. 於2000年所發展「22-item購後失調量表」來衡量購後失調，並針對「真實購買者」進行問卷調查，以探討產品知識、情境焦慮與購後失調之關係。由於研究變數中「情境焦慮」、「產品知識」必須在購買決策當下作衡量，而「購後失調」、「產品滿意度」、「知覺價值」、「行為意圖」必須在消費者購買後讓其有一段時間使用產品再作衡量。因之本研究採固定樣本兩階段問卷調查。
本研究針對台灣北部地區某3C、家電量販店四家分店之消費者，進行便利性抽樣，得有效問卷共185份。經由相關分析，本研究再次驗證過去研究的論點：情境焦慮、特質焦慮與購後失調呈正相關、產品知識與購後失調呈負相關；經由階層迴歸、區別分析本研究進一步確立研究變數之因果關係：情境焦慮、特質焦慮對購後失調有顯著正向影響外、特質焦慮亦會干擾情境焦慮對購後失調之影響；經由簡單迴歸分析、路徑分析本研究亦進一步確立產品知識對購後失調有顯著負向影響、產品知識對情境焦慮有顯著負向影響、情境焦慮亦為產品知識與購後失調之中介變數。以上研究結論，冀望在學術上對購後失調理論有所貢獻。

Since social psychologist Festinger (1957) developed the Cognitive Dissonance Theory, many researchers have applied it on consumer behavior studies. Because consumer Post-Purchase Dissonance will negatively influence on consumers’ evaluation of brand and willing to repurchase, many researches explored the way to decrease Post-Purchase Dissonance. There are four ways to reduce consumers’ Post-Purchase Dissonance: increasing brand awareness, increasing post-purchase communication, decreasing consumers’ anxiety, and increase consumers’ product knowledge. Increasing brand awareness and post-purchase communication have been supported by many researches. On the other hand, the relationship among Product Knowledge, Anxiety, and Post-Purchase Dissonance is necessary to be discussed further.
Past research often used laboratory experiments to discuss Post-Purchase Dissonance. However, it is difficult to generalize the experiential results to real world. In addition, past researches often used just one question or other substitutive indexes to measure Post-Purchase Dissonance. Therefore, this research intends to adopt 22-item Post-Purchase Dissonance Inventory developed by Sweeney et al. (2000) and survey “real” buyers. State Anxiety and Product Knowledge must be measured immediately after purchasing, and Post-Purchase Dissonance must be measured few days latter after purchasing. Hence, this research attempt to use two-stage panel study and survey consumers who purchase in the 3C and home appliances stores located in North Taiwan. Besides, this research conducted convenience sampling and collected 185 valid questionnaires.
The empirical results using Hierarchical Regression Analysis and Discriminant Analysis find that State Anxiety significantly and positively influences on Post-Purchase Dissonance, Trait Anxiety significantly and positively influences on Post-Purchase Dissonance, and Trait Anxiety moderate the relationship between State Anxiety and Post-Purchase Dissonance. In addition, through Simple Regression and Path Analysis we find that Product Knowledge significantly and negatively influences on Post-Purchase Dissonance and State Anxiety. Moreover, State Anxiety is a mediated variable between Product Knowledge and Post-Purchase Dissonance.

指導教授推薦書 I
口試委員審定書 II
長庚大學授權書 III
誌謝 IV
中文摘要 V
英文摘要 VI
目錄 VII
圖目錄 X
表目錄 XI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與內容 3
1.3 研究流程 5
第二章 文獻探討 6
2.1 購後失調 6
2.1.1 購後失調定義 6
2.1.2 購後失調相關研究 7
2.1.3 購後失調衡量方法 15
2.1.4 小結 15
2.2 焦慮 17
2.2.1 焦慮理論與定義 17
2.2.2 情境焦慮與特質焦慮 18
2.2.3 焦慮的衡量 21
2.2.4 焦慮與購後失調 21
2.2.5 小結 22
2.3 產品知識 23
2.3.1 產品知識定義 23
2.3.2 產品知識的衡量 23
2.3.3 產品知識與其它變數之關係 24
2.3.4 小結 24
2.4 綜合討論 25
第三章 研究方法 26
3.1 研究架構與假說建立 26
3.2 研究變數 30
3.2.1 主要預測變數 30
3.2.2 應變數 34
3.2.3 控制變數 36
3.3 研究設計 41
3.3.1 問卷設計 42
3.3.2 前測 43
3.3.3 抽樣設計 43
3.4 效度與信度 44
第四章 資料分析 45
4.1 資料分析流程 45
4.2 人口統計資料分析 47
4.3 效度與信度 50
4.3.1 效度 50
4.3.2 信度 51
4.4 情境焦慮、特質焦慮與購後失調 52
4.4.1 相關分析 52
4.4.2 階層迴歸分析 54
4.4.3 事後比較 57
4.4.4 小結 60
4.5 產品知識、情境焦慮與購後失調 61
4.5.1 產品知識與購後失調 61
4.5.2 產品知識與情境焦慮 61
4.5.3 情境焦慮之中介影響 62
4.5.4 小結 64
4.6 綜合討論 65
第五章 結論與建議 67
5.1 研究結論與貢獻 67
5.2 建議與後續研究方向 70
參考文獻 71
網站部分 71
中文部分 71
英文部分 71
附錄一 第一階段問卷 76
附錄二 第二階段問卷 79
附錄三 因素分析與信度分析表 83

網站部分

公開資訊觀測站，http://newmops.tse.com.tw/，更新日期：2006年6月7日。

台灣經濟研究院產經資料庫，http://www.stpi.org.tw/fdb/tie/index.html，更新日期：2006年6月7日。

中文部分

徐永新 (1990)，「病患選擇醫院之關鍵因素及其決策行為之探討」，行政院國家科學委員會專題研究計劃成果報告 NSC89-2416-H-259-005。

張春興 (1995)，「張氏心理學辭典」，台北市，東華。

張健豪 (2003)，「 服務性企業盛衰現象之研究─從消費者觀點」，產業論壇，第五卷，第二期， 151-168。

王智立，陳瑾蓉 (2004)，「影響拍賣網站品牌權益因素之研究」，銘傳大學數位媒體的發展與再造學術研討會論文集，台北市。

陳易商 (2004)，「拍賣網站上的消費者購後失調」，國立政治大學國際貿易研究所碩士論文。

英文部分

Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research 13, 411-454.

Beatty, S.E. and Smith, S.M. (1987), “External Search Effort: An Investigation across Several Product Categories,” Journal of Consumer Research 14, 83-95.

Bell, G.D. (1967), “The Automobile Buyer after the Purchase,” Journal of Marketing 31(3), 12-16.

Biswas, A. and Sherrell, E.L. (1993), “The Influence of Product Knowledge and Brand Name on Internal Price Standards and Confidence,” Psychology and Marketing, 10, 31-46.

Brucks, M. (1985), “The Effects of Product Class Knowledge on Information Search Behavior,” Joournal of Consumer Research 12, 1-16.

Cattell, R.B. and Scheier, I.H. (1961), The Meaning and Measurement of Neuroticism and Anxiety, New York: Ronald Press.

Cattell, R.B. and Scheier, I.H. (1963), Handbook for the IPAT Anxiety Scale, 2th ed, Champaign, Illinois: Institute for Personality and Ability Testing.

Cohen, J.B. and Goldberg, M.E. (1970), “The Dissonance Model in Post-Decision Product Evaluation,” Journal of Marketing Research 7(3), 315-321.

Cole, C., Gaeth, G., Chakraborty, G., and Levin, I. (1992), “Exploring the Relationships among Self-Reported Knowledge, Objective Knowledge, Product Usage, and Consumer Decision Making,” Advances in Consumer Research 19, 191.

Cummings, W.H. and Venkatesan, M. (1976), “ Cognitive Dissonance and Consumer Behavior: A Review of the Evidence,” Journal of Marketing Research 13(3), 303-308.

Darwin, C. (1872), Expression of Emotions in Man and Animals, Chicago: University of Chicago Press.

Denisi, A.S. and Shaw, J.B. (1977), “Investigation of the Uses of Self-Reports of Abilities,” Journal of Applied Psychology 65, 641-644.

Dittmar, H. and Drury, J. (2000), “Self-Image- Is It in the Bag? A Qualitative Comparison between Ordinary and Excessive Consumers,” Journal of Economic Psychology 21(2), 109-142.

Eastman, J.K., Eastman, A.D.and Eastman, K.L. (2002), “Insurance Sales Agents and the Internet: The Relationship between Opinion Leadership, Subjective Knowledge, and Internet Attitudes,” Journal of Marketing Management 18(3), 259-285.

Ehrlich, D., Guttman, I., Schonbach, P., and Mills, J. (1957), “Post-Decision Exposure to Relevant Information,” Journal of Abnormal and Social Psychology 54, 98-102.

Endler, N.S. (1983), “Interaction: A Personality Model but not yet a Theory” in Page, M.M. and Dienstbier, R. (eds.), Nebraska Symposium on Motivation 1982: Personality Current Theory and Research, Lincoln, Nebraska: University of Nebraska Press.

Engel, J.F., Blackwell, R.D., and Miniard, P.W. (1995), Consumer Behavior, 8th ed, Forth Worth: The Dryden Press.

Festinger, L. (1957), A Theory of Cognitive Dissonance, Stanford: Stanford University Press.

Flint, D.J., Woodruff, R.B., and Gardial, S.F. (1997), “Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research,” Industrial Marketing Management 26(2), 163-175.

Flynn, L.R. and Goldsmith, E.B. (1994), “Opinion Leadership in Green Consumption: An Exploratory Study,” Journal of Social Behavior and Personality 9, 543-554.

Flynn, L.R. and Goldsmith, R.E. (1999), “A Short, Reliable Measure of Subjective Knowledge,” Journal of Business Research 46, 57-66.

Freud, S. (1895), Collected Papers, London: Hogarth Press.

Freud, S. (1936), The Problem of Anxiety, New York: W.W. Norton.

Goldsmith, E.B. and Goldsmith, R.E. (1997), “Gender Differences in Perceived and Real Knowledge of Financial Investment,” Psychological Reports 80, 236-238.

Hawkins, D.I. (1972), “Reported Cognitive Dissonance and Anxiety: Some Additional Findings,” Journal of Marketing 36(3), 63-66.

Holloway, R.J. (1967), “An Experiment on Consumer Dissonance,” Journal of Marketing 31(1), 39-43.

Hunt, S.D. (1970), ”Post-Transaction Communications and Dissonance Reduction,” Journal of Marketing 34 (3), 46-51.

Keir, E. (2002), The Semiotics of Theatre and Drama, United Kingdom: Routledge.

Martin, B. (1961), “The Assessment of Anxiety by Physiological Behavior Measures,” Psychological Bulletin 58, 234-255.

May, R. (1950), The Meaning of Anxiety, New York: W. W. Norton.

Menasco, M.B. and Hawkins, D.I. (1978), “A Field Test of the Relationship between Cognitive Dissonance and State Anxiety,” Journal of Marketing Research 15(4), 650-655.

Milliman, R.E. and Decker, P.J. (1990), “The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness,” The Journal of Business Communication 27(2), 159-170.

Mittal, B. (1989), “Measuring Purchase-Decision Involvement,” Psychology and Marketing 6(2), 147-162.

Mittelstaedt, R. (1969), “A Dissonance Approach to Repeat Purchasing Behavior,” Journal of Marketing Research 6(4), 444-446.

Moorman, C., Diehl, K., Brinberg, D., and Kidwell, B. (2004), “Subjective Knowledge, Search Locations, and Consumer Choice,” Journal of Consumer Research 31(3), 673-680.

Mowen, J.C. (1995), Consumer Behavior, 4th ed, New Jersey: Prentice-Hall, Englewood Cliffs.

Muthukrishnan, A.V. and Barton, A.W. (1991), “Role of Product Knowledge in Evaluation of Brand Extension,” Advanced in Consumer Research 18, 407-413.

Newman, J.W. and Staelin, R. (1972), “Prepurchase Information Seeking for New Cars and Major Household Appliances,” Journal of Marketing Research 9, 249-257.

Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill Book Company.

Oshikawa, S. (1969), “Can Cognitive Dissonance Theory Explain Consumer Behavior?” Journal of Marketing 33(4), 44-49.

Oshikawa, S. (1972), “The Measurement of Cognitive Dissonance: Some Experimental Findings,” Journal of Marketing 36(1), 64-67.

Park, C.W., Feick, L., and Mothersbaugh, D.L. (1992), “Consumer Knowledge Assessment: How Product Experience and Knowledge of Brands, Attribute, and Features Affects What We Think,” Advances in Consumer Research 19(3), 193-198.

Park, C.W., Mothersbaugh, D.L., and Feick, L. (1994), “Consumer Knowledge Assessment,” Journal of Consumer Research 21, 71-82.

Rao, A.R. and Monroe, K.B. (1988), “The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Journal of Consumer Research 15, 253-264.

Roberts, J.B., Finn, A.N., Harries, K.B., Sawyer, C.R., and Behnke, R.R. (2005), “Public Speaking State Anxiety as a Function of Trait Anxiety and Reactivity Mechanisms,” The Southern Communication Journal 70(2), 161-167.

Raju, P.S., Lonial, S.C., and Mangold, W.G. (1993), “Objective, and Experience-Based Knowledge: A Comparison in Decision-Making Context,” Developments in Marketing Science 16, 60.

Raju, P.S., Subhash C., and Mangold, W.G. (1995), “Differential Effects of Subjective Knowledge, Objective Knowledge, and Usage Experience on Decision Making: An Exploratory Investigation,” Journal of Consumer Psychology 4, 153-180.

Rogers, C. (1959), A Theory of Therapy, Personality, and Interpersonal Framework, New York: McGraw-Hill Book Company.

Selnes, F. and Gronhaug, K. (1986), “Subjective and Objective Measures of Product Knowledge Contrasted,” Advances in Consumer research 13, 67-71.

Scott, M.J. and Stradling, S.G. (1992), Counselling for Post-Tvaumatic Stress Disorder, London: Sage Publications.

Soutar, G.N. and Sweeney, J.C. (2001), “Consumer Perceived Value: The Development of a Multiple Item Scale,” Journal of Retailing 77(2), 203-220.

Soutar, G.N. and Sweeney, J.C. (2003), “Are There Cognitive Dissonance Segments?” Australian Journal of Management 28(3), 227-249.

Spielberger, C.D. (1966), “Anxiety and Behavior,” Theory and Research on Anxiety, Orlando, Florida: Academic Press.

Spielberger, C.D., Gorsch, R.L., and Lushene, R.D. (1970), STAI Manual of the State-Trait Anxiety Inventory, Palo Alto, California: Consulting Psychologies Press.

Spielberger, C.D. and Rickman, R.L. (1990), “Assessment of State and Trait Anxiety,” in Sartorius, N. et al. (eds.), Anxiety: Psychobiological and Clinical Perspectives, New York: Hemisphere Publishing Corporation.

Sweeney, J.C., Hausknecht, D., and Soutar, G.N. (2000), “Cognitive Dissonance after Purchase: A Multidimensional Scale,” Psychology and Marketing 17(5), 369-385.

Taylor, J.A. (1953), “A Personality Scale of Manifest Anxiety,” Journal of Abnormal and Social Psychology 48, 285-290.

White, K.S. and Farrell, A.D. (2001), “Structure of Anxiety Symptoms in Urban Children: Competing Factor Modes of the Revised Children’s Manifest Anxiety Scale,” Journal of Consulting and Clinical Psychology 69(2), 333-337.

Williams, J.M.G., Watts, F.N., and Mathews, A. (1997), Cognitive Psychology and Emotional Disorders, 2th ed, Chichester: John Wiley and Sons.

Zeithaml, V.A., Berry, L.L., and Parasuraman, A. (1996), “The Behavioral Consequences of Decisions,” Journal of Marketing 60(2), 31-46.

Zuckerman, M. and Lubin, B. (1965), Manual for the Multiple Affect Adjective Check List, San Diego, California: Educational and Industrial Testing Service.