排隊心理之不對稱性效果

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排隊心理之不對稱性效果

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摘要(中)

本研究分為兩個實驗，探討消費者的排隊心理。實驗一嘗試以Zhou and Soman (2003) 的研究概念為基礎，透過「社會比較理論」 (Festinger 1954) 與「正負面情緒不對稱性」(Brandstatter, Kuhberger, and Schneider 2002; Jun, Hyun, Gentry, and Song 2001; Suls and Mullen 1981; Taylor 1991) 的觀點，深入探討「前待效果」與「後待效果」對消費者情緒反應所產生的影響，並剖析不同的排隊總數區間，是否會造成消費者不同的情緒反應 (Britt 1975; Cox 1986; Monroe and Petroshius 1981)。研究結果顯示，消費者前後的排隊人數會同時且相互影響消費者的情緒反應。再者，排在自己前面的人數愈多，則負面情緒愈強，然而，此一效果是遞減的；反之，排在自己後面的人數愈多，則正面情緒愈強，此一效果也是遞減的。此外，前面排隊人數所產生的負面情緒強度較後面排隊人數所產生的正面情緒強度大，即為「情緒不對稱性效果」。另一方面，消費者在排隊的過程中，排隊總數區間會對消費者的情緒反應產生干擾，此一干擾效果涵蓋三個層面：「前面排隊人數」、「後面排隊人數」、「前後排隊人數相對性」。此外，社會比較傾向也會對消費者的情緒反應產生干擾，也就是，高社會比較傾向者較低社會比較傾向者，對排隊人數的比較有強化情緒的效果存在。
在實驗二中，更進一步剖析消費需要 (Dhar and Wertenbroch 2000; Hirschman and Holbrook 1982; O’Curry and Strahilevitz 2001; Strahilevitz and Myers 1998)、互動性 (Aaker and Lee 2001; Briley and Wyer 2002; Higgins 1997, 1998) 與前後排隊人數之間的關聯性。研究結果顯示，整體而言，在進行享樂性消費時，團體排隊給人的感覺較個人排隊為佳。在進行團體排隊時，享樂性消費給人的感覺較功能性消費為佳。再者，享樂性消費與功能性消費對消費者情緒反應會產生顯著的差異，享樂性消費給人的感覺較功能性消費為佳。此外，有無他人陪伴則不會對消費者情緒反應產生顯著的差異，必須視排隊情境而定。而前後排隊人數對消費者情緒反應有顯著的影響，支持實驗一之結論。

關鍵字(中)

★ 排隊心理
★ 社會比較理論
★ 情緒反應
★ 功能性
★ 享樂性
★ 個人
★ 團體

關鍵字(英)

★
★

論文目次

第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的 5
第四節論文結構 6
笫二章文獻探討 7
第一節社會比較理論 7
第二節排隊相關研究 10
第三節情緒相關研究 16
第四節排隊總數 19
第五節社會比較傾向量表 21
第六節排隊心理變數 23
第七節結語 27
第三章研究方法 29
第一節研究架構 29
第二節研究假說 31
第三節變數操作性定義 36
第四節實驗設計 38
第五節問卷設計 43
第六節研究對象 49
第七節資料分析方法 50
第四章研究結果 53
第一節實驗一 53
第二節實驗二 83
第三節研究假說檢定結果彙整 87
第五章結論與建議 89
第一節研究結論 89
第二節研究貢獻 91
第三節行銷建議 93
第四節研究限制 94
第四節未來研究方向 95
參考文獻 97
附錄 104
附錄一前測問卷 104
附錄二實驗一正式問卷 111
附錄三實驗二正式問卷 118

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2004-7-11

推文