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研究生:徐敏倫
研究生(外文):Hsu, Min-Lun
論文名稱:聯合-獨立評估與產品屬性消費者決策合理化之影響
論文名稱(外文):Effect of Joint-Separate Evaluation and Product Attributes on Consumer's Justification in Decision
指導教授:任維廉任維廉引用關係
指導教授(外文):Jen, William
學位類別:碩士
校院名稱:國立交通大學
系所名稱:運輸科技與管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:99
語文別:英文
論文頁數:56
中文關鍵詞:聯合評估獨立評估合理化享樂性功能性
外文關鍵詞:joint evaluationseparate evaluationjustificaitionhedonicutilitarian
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對消費者而言,找到理由支持自己的決定是相當常見且重要的,這表示消費者需要藉由決策的合理化,讓自己對所做的決定感到安心。不過,人們不一定總是能夠順利地找到理由支持自己的決定,這是因為在做決定的當下,無法得到足夠的或適當的決策資訊所造成。而在過去的研究中,許多學者討論了消費者在不同購物環境,例如聯合評估或單獨評估下,所面臨到的決策合理化問題與困難,也有研究指出購買不同屬性的產品亦會影響到消費者決策合理化的難易度。本研究認為,購買功能性、享樂性產品所需的資訊與不同購物環境下所突顯的資訊之一致性,會對消費者決策合理化難易度產生影響。當購買功能性產品時,聯合評估會比單獨評估容易合理化決策;相對地,當購買享樂性產品時,單獨評估會比聯合評估容易合理化決策。為了驗證假設,本研究先對相關構面發展量表問卷,再使用情境設計,設計了四種購物情境:在聯合評估或單獨評估下購買功能性產品,在聯合評估或單獨評估下購買享樂性產品。分析335份有效問卷後,其分析結果支持本研究之假設。最後,作者根據研究結果提供若干管理意涵,也對後續研究提出相關建議。
Given reasons for decisions is very common and important for decision makers since people need to justify their decision to be feel relieved and comfortable. However, the justification is not always easy to get because of the lack of sufficient or appropriate information. In the past, several researchers discuss the justification and decision difficulty when people under different purchase context (e.g. joint evaluation or separate evaluation). Besides, some studies point out that different characteristic of product would cause different degrees of ease of justifications. In our research, we propose that purchasing utilitarian or hedonic products would lead people focus on different information, and compatibility of the product information and evaluation mode would affect people’s ease of justification. When people purchase utilitarian products, they feel higher ease of justification in JE than in SE. Likewise, when people purchase hedonic products, they perceive higher ease of justification in SE than in JE. For the sake of examine our hypothesis, we develop related measurement of the concepts, and use scenario experiment design, including four groups of conditions (utilitarian purchase in JE and in SE, hedonic purchase in JE and in SE). There are 335 samples for the final analysis, and the result supports our hypotheses. Lastly, the author provides the several managerial implications for marketers and directions for future researchers.
1. Introduction 1
2. Literature Review 4
2.1 Joint Evaluation (JE) and Separete Evaluation (SE) 4
2.1.1 Preference Reverseal Due to JE and SE 4
2.1.2 Attribute Evaluability in JE and SE 6
2.1.3 Inherently Evaluable and Inherently Inevaluable 7
2.1.4 Thinking and Feeling in Consumer Evaluations 8
2.2 Need for Ease of Justification 9
2.3 Utilitarian and Hedonic Products 11
2.4 Summary 12
3. Research Hypotheses and Methodology 14
3.1 Research Hypotheses 14
3.1.1 Utilitarian Purchase in Joint-Separate Evaluation 16
3.1.2 Hedonic Purchase in Joint-Separate Evaluation 17
3.2 Operational Definition 18
3.2.1 Joint and Separate Evaluation 18
3.2.2 Ease of Justifications 19
3.2.3 Utilitarian and Hedonic Products 19
3.3 Research Methodology 20
3.3.1 Design and Procedure 20
3.3.2 Measurements 23
3.3.3 Pretest 24
4. Formal Survey Analysis and Result 25
4.1 Reliability and Validity Test 27
4.2 Manipulation Check 28
4.3 Hypotheses Test 29
5. Discussion and Implications 33
5.1 Conclusion and Discussion 33
5.2 Managerial Implication 35
5.3 Limitations 37
5.4 Future Suggestions for Future Research 37
Reference 39
Appendix 1. Experimental Product Design Samples 42
Appendix 2. Questionnaire 44

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