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研究生:陳力豪
研究生(外文):Lek-hau Chen
論文名稱:注意力與規範焦點對於預設選項效果之影響
論文名稱(外文):The impact of attention and regulatory focus on default option effect
指導教授:葉明義葉明義引用關係
指導教授(外文):Ming-yih Yeh
口試委員:葉明義
口試日期:2012-07-13
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:2012
畢業學年度:100
語文別:中文
論文頁數:25
中文關鍵詞:預設選項規範焦點正面推薦
外文關鍵詞:default optionregulatory focuspositive recommend
相關次數:
  • 被引用被引用:1
  • 點閱點閱:139
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  • 下載下載:6
  • 收藏至我的研究室書目清單書目收藏:1
預設選項是一個已經先設定的選擇,若是接受的一方沒有明確指出要做更改,就會自動接受到的選項,這樣的功用,可以被視為一種處理程序上必須被執行但選擇者沒有做選擇的預防機制。實驗一證實預設選項其中一個沒有被改的原因是根本不知道可以去改。由於規範焦點影響著人們的選擇,在實驗二中,我們加入規範焦點的因素並驗證預防焦點比起促進焦點較不會改變選項。最後一個實驗的資料驗證,廠商真心想要提供好的選擇給消費者時,可以透過在預設選項後方加註正面推薦等用語,能使該選項能夠有更高的被選擇率。
Default option is an option which is already set a choice for a decision maker. If the person doesn’t explicitly request for a different choice, he/she will receive this option automatically. This function could be regarded as a protection mechanism which occurs when the process must be executed but the chooser didn’t make any choices. In study 1, we demonstrate one of the reasons why default option effect occur is because choosers do not notice the default. In study 2, we investigate the impact of regulatory focus and prove that prevention focus prefer not to change the default option more than promotion focus. In the end, we show that if firm wants to offer consumers the better choice, they can add positive recommendation words to the default option, this can make the option be chosen with higher proportion.
目錄
摘要 I
Abstract………………………………………………………………………………………..II
目錄圖表 III
第一章 :緒論 1
第一節 :研究動機 1
第二節 :研究目的 2
第二章 :文獻探討 4
第一節 :預設(Default) 4
第二節 :注意力的影響 5
第三章 :實驗一 6
第一節 :實驗設計 6
第二節 :結果分析 7
第三節 :結論 8
第四章 :實驗二 9
第一節 :規範焦點理論 9
第二節 :實驗設計 10
第三節 :結果分析 11
第四節 :結論 13
第五章 :實驗三 14
第一節 :正面敘述的效果 14
第二節 :實驗設計 14
第三節 :結果分析 15
第四節 :結論 16
第六章 :結論與建議 17
第一節 :研究貢獻 17
第二節 :管理意涵、研究限制與未來研究方向 19
附件 22
參考文獻 23
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