臺灣博碩士論文加值系統

在現今社會中，消費者對於等待得容忍度越來越低，由於「等待」所引起的負面因子更是影響消費者評估整理服務表現的重要因子。網路使用人口持續成長的狀況下，如何降低消費者等待時所帶來的負面情緒、時間知覺及等待感受成為一大重要議題之ㄧ。
本實驗以實驗法進行，藉由圖像的趣味程度、圖像速度的呈現、音樂速度的呈現在不同目的下對情緒反應、等待時間感受與時間知覺的影響。研究結果發現：

1.圖像趣味程度會影響情緒反應、時間知覺及等待時間感受。圖像趣味程度越高讓等待者的情緒反應較佳、時間感受較快與時間知覺較短；圖像趣味程度越低則讓等待者的情緒反應較差、時間感受較久且時間知覺較長。
2.圖像速度的呈現及音樂速度的呈現會影響情緒反應、時間知覺及等待時間感受。在「先慢後快」時，讓等待者的情緒反應較佳、時間感受較快與時間知覺較短；在「先快後慢」時，讓等待者的情緒反應較差、時間感受較久且時間知覺較長；在「速度一致」時，則等待者的情緒反應、時間感受及時間知覺介於另外兩者之間。
3.圖像趣味程度的高低與等待目的會對等待感受產生交互作影響。
4.圖像速度的呈現與等待目的會對等待感受產生交互作影響。
5.音樂速度的呈現與等待目的會對等待感受產生交互作影響。

Today, consumers have low patience for waiting. These waiting experiences are typically negative and have been known to affect customers’ overall satisfaction with the product or service. The user of the Internet are growing fast, one of important things is how to reduce the negative emotions, time perception, and the feeling of waiting time.
In a series of experiments, we manipulate the interesting of image, velocity of image, and velocity of music to induce more or less feeling states. These feeling states are including time perception, affective responses, and the feeling of waiting time.
This paper would like to show that：

1. The interesting of image has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
2. The velocity of image has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
3. The velocity of music has significantly effect on the subjects’ time perception, affective responses, and the feeling of waiting time.
4. The interesting of image and waiting purpose are interaction in the feeling of waiting time.
5. The velocity of image and waiting purpose are interaction in the feeling of waiting time.
6. The velocity of music and waiting purpose are interaction in the feeling of waiting time.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 論文架構與研究程序 4
第四節 研究程序 5
第二章文獻探討 6
第一節 圖像趣味程度 6
第二節 圖像速度的呈現 10
第三節 音樂速度的呈現 12
第三章研究方法 17
第一節 研究架構 17
第二節 研究方法的選擇 20
第三節 自變數的定義與操作 21
第四節 應變數的定義與操作 23
第五節 研究設計 23
第四章研究結果 48
第一節 前測結果與操弄檢測 48
第二節 研究一 51
第三節 研究二 54
第四節 研究三 57
第五節 研究四 61
第五章 結論與建議 65
第一節 實證結果與研究討論 65
第二節 研究限制 68
第三節 對實務的建議 69
第四節 研究貢獻 71
第五節 後續研究建議 72
參考文獻 73
一、中文部分(依筆畫排列) 73
二、英文部分 74
附錄一 前測問卷 76
附錄二-正式研究問卷-下載 79
附錄三-正式研究問卷-移除 80

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