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研究生:彭淑莉
研究生(外文):SHU-LI, PENG
論文名稱:沉沒成本效應與認知失調關聯之研究
論文名稱(外文):The Relationship between Sunk Cost Effects and Cognitive Dissonance
指導教授:鄭國枝鄭國枝引用關係
指導教授(外文):KUO-CHIH, CHENG
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:會計學系
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:66
中文關鍵詞:認知偏誤沉沒成本效應沉沒成本認知失調
外文關鍵詞:Cognitive BiasSunk Cost EffectsSunk CostsCognitive Dissonance
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文獻指出,人們存有限度理性的矛盾現象,研究學者們試著為其尋求合理之解釋,但相關文獻皆未明確地指出認知失調與沉沒成本效應間清楚的關係。本研究即在為一非理性之現象——沉沒成本效應,藉由認知失調來研究何以理性的決策者產生沉沒成本效應之現象。本研究採用問卷調查法,以台灣證券交易所及櫃檯買賣中心之公司各部門經理人,計120人,為問卷調查對象,其中有效樣本數為90份,應用中介模型及調節模型,分別採路徑分析及迴歸分析,探究以認知失調為中介變數及調節變數時,沉沒成本效應與繼續投資意願關係的顯著性,藉由檢測:認知失調、沉沒成本水準及決策者繼續投資意願,此三變數間之關係,辨識認知失調如何影響沉沒成本效應。研究結果顯示,在中介效果方面,沉沒成本水準並未透過認知失調間接影響決策者繼續投資意願,決策者在認知失調的情況下,對沉沒成本水準與決策者繼續投資意願間關係不具中介效果;在調節效果方面,沉沒成本水準高低與決策者繼續投資意願間之關係受認知失調情境的影響,處於認知失調愈高的情境下,沉沒成本水準對決策者繼續投資意願影響顯著提高,愈容易產生沉沒成本效應,對沉沒成本水準與決策者繼續投資意願間關係具調節效果。最後,本研究並根據實證結果指出其意涵於實務上之應用。

Previously, researchers unveiled a preposterous phenomenon, people seemingly have limited rationality, and tried to find an appropriate interpretation for it since previous literature did not clearly point out there may exist some certain kinds of relationships. This thesis intends to figure out such a phenomenon by exploring how they suffer sunk cost fallacies considering cognitive dissonance.
This thesis employs the methodology of questionnaire survey and chooses managers from TSE and OTC listed companies as the subjects, which consists a total of 120 managers and the effective sample is composed of 90 responses. The research methods are based on the mediation and moderation models to examine the significance of the relationship among the variables by path analysis and regression analysis, respectively, and explores in an inter-disciplinary way to know how cognitive dissonance influences sunk cost effects by determining the relationships among the three variables of cognitive dissonance, levels of sunk costs, and willingness to continue a project.
The empirical results show that the magnitude of cognitive dissonance does not have the mediating effect on the relationship between the level of sunk costs and willingness of continuity, whereas when the magnitude of cognitive dissonance plays as a moderating variable and is high, the level of sunk costs has increasing impacts on the willingness of continuity, that is, the moderation model can explicitly interpret the relationship among the three variables. Finally, this thesis provides implication to the field of the practice.

Table of Contents
Abstract i
摘要 ii
Acknowledgements iii
Table of Contents iv
List of Figures vii
List of Tables viii
1. Introduction 1
2. Literature Review and Hypothesis Development 11
3. Research Methodology 30
4. Empirical Results 38
5. Conclusions and Implications 49
References 56
List of Figures
Figure 1-1 Flow of the Research 10
Figure 2-1 The Cycle of Sunk Cost Phenomenon 14
Figure 2-2 Cognitive Dissonance Theory 19
Figure 2-3 Mediation Model 25
Figure 2-4 Moderation Model 25
Figure 2-5 Summarization of Hypothesized Models 29
Figure 3-1 The Input Path Diagram of the Mediation Model 36
Figure 4-1 The Output Path Diagram of the Mediation Model 40
Figure 4-2 The Path Diagram of theModeration Model 42
Figure 4-3 Sunk Cost Effects Conditioned in High/Low Dissonance 45
Figure 4-4 The Moderating Effect of Cognitive Dissonance on Sunk Cost Effects 46
List of Tables
Table 3-1 Statistics of the Sample 32
Table 3-2 Descriptive Statistics (N=90) 34
Table 4-1 Correlation Coefficients of Variables (N=90) 38
Table 4-2 Results of Path Coefficients of the Original Model (N=90) 40
Table 4-3 Results of Path Coefficients of Mediation Model (N=90) 41
Table 4-4 Correlation Analysis of the Relationship between Sunk and Willingness 43
Table 4-5 Results of the Linear Regression of Prototype 44
Table 4-6 Results of the Linear Regression of the Moderation Model 44
Table 4-7 Summary of ANCOVA for Regression Slopes (Two groups) 47
Table 4-8 Summary of ANCOVA for Regression Intercepts (Two groups) 48
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