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研究生:陳律芸
研究生(外文):Lyu-Yun Chen
論文名稱:不同親疏關係、隱私、及框架下消費者訊息交換的說謊意願
論文名稱(外文):Lies between Consumers: The Roles of Different Social Distance, Privacy, and Framing
指導教授:葉明義葉明義引用關係
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:51
中文關鍵詞:謊言社會比較框架比較差距隱私親疏關係
外文關鍵詞:Liesocial comparisonframingcomparison discrepancyprivacyrelationship of the comparison target
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本文的兩個實驗在探討向上社會比較下,因消費者感受到威脅,而說謊的情形。文中所研究的因素包括呈現框架的不同、比較差距的大小、談論議題的隱私程度及與比較對象關係親近的程度,了解在各種情況的作用下,會引發消費者的說謊意願。實驗一證實在自己與他人表現差距大,且面對自己比別人差的說法時,比起面對別人比自己好的說法,受測者感到的威脅程度較大,因此說謊意願較高。反之,在差距小的情況下,無論是面對自己比別人差的說法,或面對別人比自己好的說法,由於這樣的差距較不令人感到緊張,所以,二者之間的說謊意願差異較小。
實驗二發現,向上比較下,若是面對關係較親近的比較對象,會較願意誠實回答自己感到敏感的隱私議題。反之,對於關係不親近的比較對象,且牽涉到隱私或是敏感的議題時,受測者會以說謊的方式來回應比較對象的問題。對於不涉及隱私,以及非自己所關注或感到敏感的話題,即使是在向上比較下,因為無傷大雅,所以,無論是否面對親近的比較對象,受測者並不會選擇說謊。這些發現證明當消費者遭遇威脅的狀況下,會採取說謊的方式,來保護自己,以處理因威脅而感到壓力的不利狀況。
This research discusses that consumers tell lies under the threat of upward social comparison. Factors we want to demonstrate include framing, comparison discrepancy, the degree of privacy, and the relationship with the comparison target. This study demonstrates that consumers’ willingness to lie will be encouraged when they face the self-threatening social comparison.
Experiment 1 demonstrates that the discrepancy between the participants and the comparison target is big and the statement is “you are worse than others”, then the participants feel more threatened, so their willingness to lie are higher, versus the statement is “others are better than you”. Otherwise, if the discrepancy is small, no matter what the statement is, the difference in the willingness to lie between the two statement are smaller. Because the participants don’t feel such nervous.
Experiment 2 discovers that the participants would be more like to tell the truth when they discuss a private issue with a closer comparison target. Reversely, if they talk about a sensitive subject with an unfamiliar one, they would lie to response that question. With regard to not private or not sensitive topic, the participant would not lie even if on the upward social comparison, regardless of the relationship of the comparison target. Those experiments demonstrate that in order to protect themselves, the consumer would lie to deal with the threatening and stressful situation.
目錄
摘要 I
Abstract II
目錄 III
圖目錄 V
第一章 研究背景 1
第二章 文獻探討 5
第一節 謊言 5
第二節 社會比較 7
第三章 實驗一~框架與差距大小 13
第一節 框架與比較差距 13
第二節 研究設計 18
第三節 結果與分析 20
第四章 實驗二~隱私與親疏關係 24
第一節 隱私與親疏關係 24
第二節 研究設計 29
第三節 結果與分析 31
第五章 結論 35
第一節 研究結果 35
第二節 研究限制 37
第三節 管理意涵 37
第四節 未來研究建議 38
參考文獻 40
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