臺灣博碩士論文加值系統

本研究旨在探討個人在目標追求的過程中，他人以打賭的形式會如何影響個人在前次目標失敗後的再次挑戰意願，因此，本篇論文共在MTurk進行兩次線上實驗，將減重設定為目標，欲探究打賭對受試者目標堅持之成效是否具有正向影響。實驗一，相較於他人單純扮演鼓勵的角色，如果受試者在設定減重目標前同意與好友設立打賭契約，結果發現，在得知自己減重失敗並支付一筆失約金給對方後，受試者產生的負面情緒會較少，且較少的負面情緒將能讓受試者願意再次挑戰減重目標。實驗二，在打賭的前提下，探討不同的打賭契約內容是否會影響受試者的再挑戰意願，例如目標失敗後是自己或他人應該支付失約金，以及失約金應該支付給受試者喜歡或討厭的機構或人，結果顯示，如果失敗後受試者應自行支付失約金，將更能使他們對自身行為負責並產生較高的打賭知覺，也因而增加其願意再次挑戰的意願。基於上述，本文提供了個人在目標追求過程中，與他人打賭之成效的研究結果，並希望能實際應用於未來商業模式之設計。

This research examines how another person as a supporter would influence an individual’s willingness to continue challenging the previously failed goal by the effect of placing a bet. There were two online experiments conducted to testify that making a bet with others would increase people’s goal pursuit persistence. In study 1, participants in the betting (vs. cheering-up) condition reported less negative emotion after failing to lose weight and less negative emotion would in turn increase their willingness to challenge the goal again. In study 2, the selection of payer and the donation receiver were investigated. The result demonstrated that self-payer (vs. other-payer) in betting agreement would lead to more perception of bet and thus more willingness to continue the uncompleted goal again. Based on these findings, this paper provided managerial implications that could be applied in the business model which aims to incorporate and make good use of betting effects in the future.

口試委員會審定書 i
Acknowledgement ii
中文摘要 iii
Abstract iv
Chapter I: Introduction 1
Chapter II: Literature Review 5
2.1 Searching Strategy 5
2.2 Theoretical Background 7
2.2.1 The Importance of Others’ Roles in Goal Pursuit 7
2.2.2 The Impact of Others’ Attained Goals on Individuals 10
2.2.3 The Impact of Unattained Goals on Individuals 11
2.3 Research Gap 13
Chapter III: Research Model and Hypotheses 17
3.1 Betting on Money – Compensatory Action 17
3.2 Betting on Money – Gaming-like Feeling 21
3.3 Betting Effect – Pain of Payment 24
Chapter IV: Research Methodology 28
Study 1 28
4.1 Method 28
4.2 Results 30
4.3 Discussion 33
Study 2 34
4.4 Method 34
4.5 Results 36
4.6 Discussion 39
Chapter V: Contributions and Limitations 41
5.1 General Discussion 41
5.2 Theoretical and Managerial Implications 42
5.3 Limitations and Future Research 43
References 45
Appendix 49

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