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研究生:易美慧
研究生(外文):Yi, Meihui
論文名稱:「既期待又怕受傷害」:決策可逆性、預期遺憾與知覺風險間關係之研究—以口碑與預期回饋為干擾變數
論文名稱(外文):A Study of the Relationship among Decision Reversibility, Anticipated Regret and Perceived Risk: Word of Mouth and Anticipated Feedback as Moderators
指導教授:方祥明方祥明引用關係
指導教授(外文):Fang, Hsiangming
口試委員:方祥明林晏瑜吳成豐
口試委員(外文):Fang, HsiangmingLin, YenyuWu, Chengfeng
口試日期:2013-06-25
學位類別:碩士
校院名稱:靜宜大學
系所名稱:管理碩士在職專班
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:2013
畢業學年度:101
語文別:中文
論文頁數:102
中文關鍵詞:預期遺憾決策可逆性口碑知覺風險預期回饋醫學美容
外文關鍵詞:Anticipated RegretDecision ReversibilityWord of MouthPerceived RiskAnticipated FeedbackCosmetic Medicine
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本研究主要探討消費者在進行消費決策時,決策可逆性的程度是否會影響預期遺憾的感受程度;而消費者在決策前所搜尋的口碑感受,是否會干擾決策可逆性對預期遺憾的影響;其次,預期遺憾是否會影響其對該決策所知覺的風險程度;最後,探討服務提供者所提供的預期回饋程度,是否會干擾預期遺憾對知覺風險的影響。由於過去有關決策可逆性的研究大多是針對實體商品消費決策進行探討,少有針對服務業,因此,本研究目的除了要建構這些因素構念間的關係模式外,也期望能夠針對服務業探討決策可逆性、預期遺憾及知覺風險,並提供後續研究的新方向。
本研究根據研究動機、研究目的與文獻探討後的結果,建立研究架構,並提出四項研究假設。其次,採用量化研究方法進行實證研究,以問卷作為蒐集資料的工具。研究對象是醫學美容業的消費者,並在6家願意提供協助的醫學美容機構發放問卷,共獲得169份有效樣本。最後,經資料分析後,獲得以下結論:
一、決策可逆性對預期遺憾具有顯著的負向影響。當消費者欲進行消費決策的可逆程度越高時,則預期遺憾的產生程度便會越低。
二、口碑對決策可逆性和預期遺憾間關係具有顯著的正向干擾作用存在。當口碑越好時,會提升決策可逆性對預期遺憾的負向影響程度。
三、預期遺憾會對知覺風險具有顯著的正向影響。當消費者對消費決策的預期遺憾感受程度越高時,其所產生的風險認知便會越高。
四、預期回饋對預期遺憾與知覺風險間關係具有顯著的負向干擾作用。當預期回饋越高時,會降低預期遺憾對知覺風險的正向影響程度。
  最後,除了提出本研究結論於理論上與實務上的涵義外,也敘述本研究的研究限制,並對未來後續相關研究提出建議。

The key focus of this study is to investigate the influence of decision reversibility on anticipated regret when making a purchase decision, as well as the moderator effect of word of mouth on the relationship between decision reversibility and anticipated regre. Secondly, the effect of anticipated regret on the level of perceived risk when making a decision. Lastly, the moderator effect of anticipated feedback on the relationship between anticipated regret and perceived risk. Previous studies mostly focused on the purchase decision of tangible merchandise, and very few have emphasized on the service sector. Therefore, the objective of this study not only is to connect the relations between these factors, but also to investigate decision reversibility, anticipated regret and perceived risks in the service sector, and thus, delivers a new direction for later studies.

Conceptual framework is established and four hypotheses are identified in accordance with motives, purpose and the result from literature study. Furthermore, quantitative method is employed using questionnaire to conduct evidence-based study. Questionnaire is distributed to 6 cosmetic medicine centers targeting consumers receiving cosmetic medicine services. Finally, data is collected and analyzed based on 169 valid samples, and the following conclusion is established:
1.Decision reversibility has significant negative influence on anticipated regret. If the decision reversibility were high when consumers are deciding on a purchase, the possibility of resulting in anticipated regret would be low.
2.Word of mouth has significant positive moderator effect on the relation between decision reversibility and anticipated regret. The more the positive word of mouth is, the more negative effect the decision reversibility has on anticipated regret.
3.Anticipated regret has significant positive influence on perceived risk. If the anticipated regret were high in a purchase decision, the risk perception would also be high.
4.Anticipated feedback has significant negative moderator effect on the relation between anticipated regret and perceived risk. The higher the anticipated feedback is, the less positive influence anticipated regret will have on perceived risk.

In conclusion, not only the theoretical and practical implications of the study are defined, the limitations are also addressed to provide further feedbacks for ongoing studies in the future.
謝誌 I
摘要 II
Abstract III
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 5
第三節 研究程序 7
第二章 文獻探討 9
第一節 預期遺憾 9
第二節 決策可逆性 15
第三節 口碑 18
第四節 知覺風險 24
第五節 預期回饋 33
第六節 研究變數間關係之相關研究 35
第七節 醫學美容 40
第三章 研究方法 52
第一節 研究架構 52
第二節 研究假設 53
第三節 研究變數之操作性定義與衡量方式 54
第四節 研究對象與方法 63
第五節 資料分析方法 65
第六節 信度與效度分析 67
第四章 研究結果 71
第一節 第一節 人口統計變數分析 71
第二節 各變數間的相關分析 73
第三節 各變數間之影響性分析 74
第五章 結論與建議 78
第一節 研究結果 78
第二節 研究涵義 81
第三節 研究限制 84
第四節 未來研究建議 85
參考文獻 87
附錄一 研究問卷 100
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