正面情緒類別、填補機制類別對於等待時間知覺的影響

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陳泰佑(Tia-Yo Cheng ) 查詢紙本館藏

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企業管理研究所

論文名稱

正面情緒類別、填補機制類別對於等待時間知覺的影響

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摘要(中)

服務業在本國的重要性越來越高，然而在服務環境中，消費者的等待是無法變避免的現象。因此在實體流程無法改善的情況下，努力降低消費者在等待時的感覺是行銷領域上的一大課題。而本研究則以接受實驗為服務項目，來探討正面情緒類別、填補機制複雜性、填補機制型態對於受試者等待時間知覺的影響。
本實驗以實驗室實驗法進行，藉由設計操弄情緒的工具以及填補機制的工具來探討正面情緒類別、填補機制複雜性、填補機制型態對於受試者等待時間知覺的影響。本研究以前測的方式找出操弄情緒與填補機制的工具，並且設計問卷，整個研究在真實的等待情境下進行。研究結果發現：
1.不同的正面情緒類別對於等待時間知覺會有不同的影響。愛會使時間知覺變長，喜悅會使時間知覺變短。
2.不同的填補機制複雜性對於等待時間知覺會有不同的影響。簡單填補機制會使時間知覺變短，複雜填補機制使時間知覺變長。
3.不同的填補機制型態對於時間知覺會有不同的影響。文字型填補機制會使時間知覺變長，遊戲型填補機制會使時間知覺變短。
4.在不同的填補機制類型下，不同的情緒類別下，交互作用對於等待時間知覺的影響是顯著的。
本研究結合心理學，行為修正理論與行銷三種觀點，討論正面情緒類別、填補機制類別對於等待時間知覺的影響。

關鍵字(中)

★ 填補機制類別
★ 正面情緒類別
★ 等待時間知覺

關鍵字(英)

論文目次

第壹章緒論1
第一節研究背景1
第二節研究動機2
第三節研究目的5
第四節研究流程6
第五節研究程序8
第貳章文獻探討9
第一節等待的相關研究9
第二節時間的相關研究10
第三節情緒的相關研究19
第四節填補機制24
第五節行為修正理論26
第參章研究方法31
第一節研究架構31
第二節研究假說31
第三節研究方法的選擇37
第四節自變數的定義與操作化38
第五節應變數的定義與操作化39
第五節研究設計40
第肆章資料分析48
第一節前測結果與操弄檢測49
第二節研究一55
第三節研究二60
第五節分析結果彙總64
第伍章結論與建議66
第一節實證結果與研究討論66
第二節研究限制69
第三節對實務的建議71
第四節研究貢獻72
第五節後續研究建議73
參考文獻 75
一、中文部分(依筆劃排列)75
二、英文部分77
附錄一前測問卷84
附錄二正式問卷103

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2001-6-19

推文