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研究生:林怡慧
研究生(外文):I-Hui Lin
論文名稱:親疏關係與自我肯定對消費者說謊意願的影響
論文名稱(外文):The Impact of Closeness and Self-Affirmation on Consumers' Willingness to Lie
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:56
中文關鍵詞:說謊親疏關係自我肯定社會比較社會規範
外文關鍵詞:deceptionclosenessself-affirmationsocial comparisonsocial norms
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本研究以三個實驗探討親疏關係與自我肯定對消費者說謊意願的影響。前兩個實驗探討消費者與他人互動時,談話對象的親近程度對消費者說謊意願的影響。實驗一發現當消費者之間談話的內容是比較彼此的購買能力時,人們傾向對關係較疏遠的人隱瞞自己購買能力較差的事實,對關係越親近的人則越坦白,並證實謊言被揭穿的風險會使消費者降低說謊意願。實驗二發現當消費者之間的對話涉及社會規範的議題時,人們雖然也傾向對關係越親近的人越坦白,但對於關係十分親近的家人,說謊意願卻不降反升。人們對父母的說謊意願比兄弟姊妹與好友強烈,甚至比關係最疏遠的路人還高。
實驗三探討自我肯定對消費者說謊意願的影響,結果顯示,如果消費者的談話對象在彼此談論的議題上表現優異,則會使消費者有較高的說謊意願;反之,對方表現普通時說謊意願較低。然而,倘若消費者在與對方比較前,先在類似的領域上得到自我肯定,消費者便不會受到他人表現的好壞而影響說謊的意願。本研究的結果印證人們面對不同親疏關係的人的形象管理策略不同,而自我肯定則能使人們的自尊受到保護而降低說謊的意願,強化自我肯定在社會比較中所扮演的重要角色。
In this research, there are 3 studies investigating the influence of closeness and self-affirmation on consumers’lying willingness. Study 1 and 2 discussed the relationship between the degree of closeness among consumers and their willingness to lie as consumers exchange their consumption information with each other. Study 1 indicated that when referring to the differences of consumers’buying ability, people tend to conceal their purchase information to distant ones if they have lower purchase ability. On the other hand, people tend to disclose themselves to close others. The results also showed that the risk of detecting lies from others reduces consumers’lying willingness. In study 2, we found that when it comes to social norms, the tendency of consumers’lying willingness is similar to the result of study 1. However, as to family members, people are more willing lying to them. There is a trend, people are more inclined to tell a lie to their parents comparing to all the other relationships.
Study 3 verified the impact of self-affirmation on consumers’lying behavior. It displayed that consumers are forced to lie if the person consumers talk to performs much more outstanding rather than moderate than themselves. Nevertheless, if consumers receive self-affirmation in the similar field of comparison domain prior to social comparison process, others’performances will not motivate consumers’to lie. As hypothesized, the results of our research replicate that consumers’impression management strategies are different with regard to close and distant people. Moreover, based on the point of view that self-affirmation helps consumers protect their self-regards, our results exhibit that self-affirmation reduces consumers’willingness to lie, which enhance the role of self-affirmation in social comparison process.
第一章、 研究背景 1
第二章、 文獻探討 4
第一節、 說謊 4
第二節、 社會比較 8
第三節、 社會規範 14
第四節、 自我肯定 16
第三章、 實驗 18
第一節、 實驗一:社會比較下親疏關係對消費者說謊意願的影響 18
第二節、 實驗二:社會規範議題下親疏關係對消費者說謊意願的影響 26
第三節、 實驗三:社會比較下自我肯定對消費者說謊意願的影響 31
第四章、 研究結論與建議 39
第一節 研究結論 39
第二節 研究限制 41
第三節 管理意涵與未來研究建議 41
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