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姓名 楊鎮華(Chen-Hua Yang)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 消費者抵制意圖與態度之研究—社會兩難觀點
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摘要(中) 抵制(Boycott)的行為在國外是屢見不鮮,而國內卻比較少見。近年來,由於網際網路的興起,在國內各大學或是入口網站的討論區逐漸見到消費者發起抵制活動。然而,網際網路連結過去零星而分散的消費者力量,且增進了消費者間的「互動性」以影響進行抵制決策。
本研究即是關注於消費者互動間如何進行抵制決策,而採用「社會兩難」之觀點探討。「社會兩難」乃是群體利益與個體利益產生衝突,亦即加入抵制活動可獲得長期利益和短期個人不抵制可獲得利益衝突。本研究簡化其架構成為「其他參與之期望」和「知覺功效」來代表社會兩難時消費者所受之變數影響,以探討消費者如何進行決策。
另外,在社會兩難的架構下,本研究加入抵制言論的探討,即使用「抵制言論框架」來作為勸說效果之探討。另外,以消費者的人格特質—風險偏好、獨特性需求和規範順從性來瞭解在社會兩難架構下,勸說效果如何影響著消費者進行決策。
本研究之結果如下:
一、 針對抵制意圖如何使用抵制言論:
(一) 強調失敗的抵制言論對抵制意圖之影響較大
(二) 當知覺功效不同時
1. 當知覺功效高時
(1)對獨特性傾向低的消費者應該使用成功抵制框架
(2)對獨特性傾向高的消費者應該使用失敗抵制框架
2. 當知覺功效低時
(1)對獨特性傾向高的消費者應該使用成功抵制框架
(三) 當其他人參與不同程度時
1.當其他人參與高時
(1)若消費者為規範順從性高時,應使用失敗抵制框架
(2)若消費者為規範順從性低時,應使用成功抵制框架
2.當其他人參與低時
(1)若消費者為規範順從性高時,應使用成功抵制框架
(2)若消費者為規範順從性低時,應使用成功抵制框架
二、 針對不同參與程度與知覺功效之探討
(一)當參與程度低時,當群體中個體的知覺功效高時有效或是需要其他人的經驗來支持
(二)當參與程度高,當個體中的知覺功效不高時就有效
三、 針對抵制態度如何使用抵制言論
(一)虛擬社群的文章會使得消費者引起短暫正面情緒時
1. 知覺功效為低時,針針對風險趨避者應使用失敗言論。
(二)虛擬社群的文章會使得消費者引起短暫負面情緒時
1.知覺功效為高時,針對風險趨避者應使用失敗言論;風險愛好者應使用成功言論。
2.知覺功效為低時,針對風險針對風險趨避者應使用成
功言論;風險愛好者應使用失敗言論。
摘要(英) no
關鍵字(中) ★ 消費抵制
★ 社會兩難
★ 言論框架
★ 風險偏好
★ 獨特性
★ 規範順從性
★ 決策
關鍵字(英) ★ Boycott
★ Social dilemma
★ Frame
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究流程 4
第四節 研究限制 5
第二章 文獻探討 6
第一節 消費抵制的文獻探討 6
一、消費者抵制的意義 6
二、消費抵制的相關探討 7
第二節 社會兩難的文獻探討 9
一、社會兩難的意義 9
第三節 抵制言論的框架文獻探討 12
一、框架意義 12
二、框架效果的概念 12
三、框架在社會兩難中的意義 15
第四節 情緒的文獻探討 17
第五節 消費者屬性變數文獻探討 19
一、風險傾向相關文獻探討 19
二、獨特性傾向相關文獻探討 21
三、範順從性相關文獻探討 23
第五節 研究假說 25
一、抵制言論的框架對抵制意圖的影響 25
二、知覺功效和其他人參與的期望對抵制意圖的影響 32
三、其他人參與的期望對抵制意圖的影響 33
四、抵制言論的框架對抵制態度的影響 35
五、其他人參與和干擾變數對抵制態度之影響 42
第三章 研究設計與方法 43
第一節 研究架構 43
第二節 變數操作方式與衡量 44
一、自變數 44
二、干擾變數 47
第三節 研究方法與設計 52
一、研究主體 52
二、實驗前測 54
第四章 資料分析與結果 56
第一節 資料來源與分析 56
第二節 假說驗證 57
一、抵制言論的框架對抵制意圖的影響 57
三、知覺功效對抵制意圖的影響 64
四、其他人參與和干擾變數對抵制意圖的影響 66
五、抵制言論的框架對抵制態度的影響 68
六、其他人參與和中介變數對抵制態度之影響 76
第三節 研究結果彙整 78
第五章 研究結論與建議 82
第一節 對消費抵制相關建議 82
一、針對抵制意圖如何使用抵制言論 82
二、針對不同參與程度與知覺功效高低下之探討 84
三、針對抵制態度如何使用抵制言論 85
第二節 研究建議 85
參考文獻 86
附錄一 問卷 94
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指導教授 林建煌(Chien-Huang Lin) 審核日期 2004-1-15
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