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研究生:藍靜怡
研究生(外文):Jing-Yi Lan
論文名稱:消費者預先授權效果之探索性研究
論文名稱(外文):Exploring Pre-licensing Effect in Consumer Behavior
指導教授:廖淑伶廖淑伶引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
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:2009
畢業學年度:97
語文別:英文
論文頁數:222
中文關鍵詞:授權效果預先授權效果投入程度社會觀點企業社會責任不確定性想像程度單純曝光效應
外文關鍵詞:Licensing effectPre-licensing effectConsumer effortsSocial perspectiveCorporate social responsibility (CSR)UncertaintyImaginationMere exposure effect
相關次數:
  • 被引用被引用:2
  • 點閱點閱:237
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
現存現象顯示想像的確能夠對於消費者行為產生影響。過去研究對於「授權效果」的探討,結果顯示意圖從事善良道德的行為將有助於提升人們的自我概念,並進而降低購買相對奢侈品的負面自我看法 (Khan & Dhar, 2006)。延伸此研究概念,本研究主要調查若消費者預先想像未來從事善良道德行為,是否對有「預先授權行為」的產生。將善因行為相關變數納入考量,本研究試圖檢驗對於善因行為的投入程度、社會觀感(社會我概念)、企業社會責任的品牌形象會影響消費者預先授權行為。更進一步透過不同干擾變數,如事件的不確定性、容易想像程度和曝露程度分別對於消費者情緒和預先授權行為效果做相關研究。
三項實驗設計分別透過網路蒐集共906份有效問卷進行分析。結果發現當消費者在預先想像善因行為時,不僅正面情緒因而產生,並且進而影響消費者的購買意圖,可說是對於消費者行為當中的情感及行為具有影響力。此外,研究發現唯有社會觀點的概念能夠引發自我概念的產生。從干擾效果結果發現,當降低事件的不確定性,消費者的情感及認知愈能夠有正面影響。事件是否易於想像的程度將會影響消費者的情感及行為。愈多的曝露行為及情感接觸,將有助於產生對於消費者感受及行為的影響。最後,根據研究結果提出管理及實務意涵以供參考。
The existing evidence suggests that imagery can have powerful effect on consumer behavior. Past research investigated on the phenomenon of “licensing effect,” in which a prior intent to be virtuous boosts people’s self-concepts, thus reducing negative self-attributions associated with the purchase of relative luxuries (Khan & Dhar, 2006). Extend to the research, we primarily investigate the pre-licensing effect of virtuous event in consumer behavior. Considering the factors of virtuous event, the study examines the pre-licensing effect will be influenced by the efforts of virtous act, social perspective, CSR brand image. Furthermore, we examine the moderators of uncertainty about the virtuous event, ease of imagination, and exposure effect in the pre-licensing effect and emotions.
Three experiments were conducted by collecting 906 valid questionnaires from the Internet. The results show that when consumers predict the virtuous behavior, the posiive mood will be induced and then influence purchase intention subsequently. There has an impact on the affect and action in consumer behavior. In addition, self-concept will be induced only by social perspective. Different scenarios of virtuous event moderate the effect of pre-licensing effect and emotions. The results show that when reducing the uncertainty, more positive effect on consumers’ affect and cognition will occur. Imagination can influence people’s affect and action. More accessible attitudes are more likely to influence perceptions and consequent behavior. From the results, the contributions for academic as well as implications for managerial are provided.
Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgements vi
Table of Contents vii
List of Tables ix
List of Figures xiii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivations 3
1.3 Research Questions 4
1.4 Research Objectives 4
1.5 Research Process 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 Pre-licensing Effect 7
2.2 Self-concept 9
2.3 Impulse Buying 14
2.4 Mood 16
2.5 Anticipatory Guilt 18
2.6 Consumer Efforts 20
2.7 Cause-Related Marketing 22
2.8 Corporate Social Responsibility 24
2.9 Uncertainty 26
2.10 Ease of Imagination 27
2.11 Mere Exposure Effect 29
2.12 Attitude Accessibility 31
2.13 Hypotheses Inference 33
CHAPTER 3 METHODOLOGY 44
3.1 Research Framework 44
3.2 Research Hypotheses 45
3.3 Operational Definitions and Measurement of Variables 48
3.4 Pilot Studies 58
3.5 Main Study: Experimental Design 63
3.6 Questionnaire Design 69
3.7 Data Collection Procedure and Statistical Analysis Methods 74
CHAPTER 4 RESULTS 76
4.1 Data Structure and Descriptive Statistics 76
4.2 Reliability Analysis 81
4.3 Manipulation Checks 84
4.4 Hypotheses Testing 88
4.5 Summary of Hypotheses Testing 129
Chapter 5 Conclusions and Implications 134
5.1 Research Conclusions 134
5.2 Research Contribution 139
5.3 Limitations and Future Research Directions 141
REFERENCE 143
Chinese 143
English 143
Internet 161
APPENDIX ONE 162
APPENDIX TWO 178
APPENDIX THREE 180
APPENDIX FOUR 185
APPENDIX FIVE 192
APPENDIX SIX 194
APPENDIX SEVEN 203
APPENDIX EIGHT 211
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游純瑜. (2002). 混合產品來源國資訊組合效果之研究-產品種類之干擾影響. 元智大學管理研究所碩士論文.
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Internet
Imagination. (2009). In Merriam-Webster Online Dictionary. Retrieved February 23, 2009, from http://www.merriam-webster.com/dictionary/imagination
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