臺灣博碩士論文加值系統

無為慣性(inaction inertia)指的是人們在錯過前次吸引力較佳的機會後，再面對吸引力次佳的機會時，購買的行動可能性會降低。本研究根據狀態-行動定向者的理論，推測極大化者與滿足化者對無為慣性的影響。透過實驗證實，在錯過前次較佳優惠後，面對當下次佳優惠時，消費者為極大化者比起為滿足化者，對產品有較低的行動可能性，亦即無為慣性程度較強(實驗一)。我們也發現，當產品為實用品時，極大化者與滿足化者的無為慣性程度無差異；然而，當產品為享樂品時，極大化者的無為慣性程度依然比滿足化者強(實驗二)，因此，實用品是極大化者與滿足化者對無為慣性影響的邊界條件。本研究拓展了無為慣性在人格特質上的研究，並提供實務運用與未來研究建議。

Inaction inertia refers to when people initially missed an attractive opportunity then encounter a less attractive ones, the likelihood of the subsequent action will decrease. In current research, we inferred the levels of inaction inertia of maximizers versus satisficers based on the state-action orientation literature. When people encounter a less attractive opportunity after having missed a more attractive opportunity, maximizers are less likely to take an action than satisficers, hence the former have stronger inaction inertia than the latter (Experiment 1). We also found that when the product type is utilitarian, there is no difference between maximizers and satisficers in terms of their levels of inaction inertia. However, when the product type is hedonic, maximizers still have a stronger inaction inertia than satisficers (Experiment 2). Thus, utilitarian product is a boundary condition. Current research extends the research on inaction inertia to personality traits. This paper ends with the managerial implications and the suggestions for future research.

第一章 緒論 1
第二章 文獻探討 3
第一節 無為慣性 3
第二節 極大化者與滿足化者 5
第三節 極大化者滿足化者與無為慣性 6
第三章 實驗一：極大化者及滿足化者的無為慣性程度 8
第一節 方法 8
第二節 結果 8
第三節 結論 10
第四章 實驗二：產品類型和消費者類型對無為慣性的影響 12
第一節 前測 12
第二節 方法 12
第三節 結果 13
第四節 結論 15
第五章 結論與建議 16
第一節 理論貢獻 16
第二節 管理意涵 16
第三節 研究限制與未來研究建議 17
第六章 參考文獻 18
第七章 附錄 21

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