購後認知失調之負面情緒對價格資訊交換與負面口碑的影響

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駱貞羽(Chen-Yu Lo) 查詢紙本館藏

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企業管理學系

論文名稱

購後認知失調之負面情緒對價格資訊交換與負面口碑的影響
(The impact of negative emotions resulting from buying cognitive dissonance on exchange price information and negative word-of-mouth)

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摘要(中)

人與人互動時，常會彼此傳遞訊息或是交換一些資訊，而所傳遞的訊息、資訊有時候是真實的，也有的時候並不是真實的。人常會為了避免責罵、處罰或是欲呈現出某種形象、情境等等某些特定之理由而說謊，根據DePaulo、Kashy、Kirkendol、Wyer 和 Epstein（1996）對說謊的研究發現，說謊是以驚人的頻率發生，在每三次的社交性互動中，就會發生一次說謊。在與消費有關的範疇下，個體可能會以各式各樣的方法來誤導他人，像是誤傳哪裡買到某項商品、欺瞞商品的品牌，或是錯誤的指出他們是否以打折價格購買等。本文依據社會心理學的理論，來探討消費者從事購買行為後進行社會比較，來評估自身的行為是否合宜；和擁有同一款商品的同學與通路商之標價比價後，發現自己買貴了，所欲傳達「聰明消費者」的形象受到威脅，此時，消費者是否會採取欺騙的行為來維護自己的形象，以及是否會以傳播負面口碑來降低因買貴所產生的負面情緒；此外這兩種情況是否會因為與溝通對象的熟識程度、溝通對象對比價商品的內外行、與消費者本身公眾自我意識高低而有不同的表現。
　　本文利用敘述性統計分析、主成份分析、變異數分析、集群分析、次序迴歸模型以及共變異數分析等研究方法，以筆記型電腦為比價商品，來驗證上述之關係。研究實證結果顯示，消費者在面對不同的價格相對位置時，會有不同程度的負面情緒；與溝通對象熟識程度的不同，對消費者在價格資訊的欺騙上有顯著的影響，且此影響會因溝通對象對比價商品的內外行而不同；當面對與自己不同熟識程度的溝通對象時，消費者在傳播負面口碑的可能性有顯著差異，但其影響會因對方對筆記型電腦的內外行而不同，消費者本身公眾自我意識的高低，也會影響傳播負面口碑可能性的表現。

摘要(英)

When interacting with other people, we often transmit some messages or exchange some information, and those sometimes are true, but sometimes are not. People often tell a lie to avoid scolds and punishment or to form the certain impression and circumstance. According to DePaulo, Kashy, Kirkendol, Wyer and Epstein’s research (1996), one out of every five times that the community members interacted with someone, they tell a lie; for the college students it is one out of three times. In consumption setting, there are a variety of ways in which individuals might deceive others, such as misrepresenting where they purchased a product, lying about the brand name of a product, or even falsely indicating whether or not they purchased a product at a discounted price. This research is on the basis of social psychology to discuss that after comparing his buying price with a classmate’s buying price owning the same product and a distributor price called social comparison to evaluate his behavior, a consumer finds himself paying more money, and then what he wants to present as a smart shopper is threatened. Whether a consumer would deceive to maintain his impression and broadcast negative word-of-mouth (NWOM) to lessen negative emotion resulting from paying more. Moreover, if these two conditions would be influenced by facing different kinds of correspondents, such as having different familiarity and expertise and by a consumer’s public self-consciousness disposition.
　　This research use descriptive statistics analysis, principle analysis, analysis of variance, cluster analysis, ordered regression model and multivariate analysis of covariance to test above-mentioned relationship and takes a notebook as a compared product. According to the result, we find that dissimiliar comparative buying price has influence on a consumer’s negative emotion; different degree of familiarity with a correspondent would have impact on the deception of price information and this impact would differ from different degree of expertise owned by a correspondent on a notebook. The probability of a consumer to broadcast NWOM would be influence by encountering with a different familiar correspondent, and this impact would differ from different degree of expertise owned by correspondent on a notebook. Besides, a consumer’s public self-consciousness disposition would have impact on the probability of a consumer to broadcast NWOM.

關鍵字(中)

★ 價格資訊
★ 負面口碑
★ 公眾自我意識
★ 價格相對位置
★ 負面情緒
★ 熟識程度
★ 內外行

關鍵字(英)

★ price information
★ negative word-of-mouth
★ public self-consciousness disposition
★ degree of expertise
★ degree of familiarity
★ negative emotion
★ comparative price

論文目次

中文摘要 i
英文摘要 ii
目錄 iv
圖目錄 vi
表目錄 vii
第1章緒論 1
第1節研究背景與動機 1
第2節研究目的 2
第3節論文架構與研究流程 3
第2章文獻探討 5
第1節聰明的消費者(Smart Shopper) 5
第2節社會比較理論(social comparison theory) 5
第3節自我評價維護模式(self-evaluation maintenance model) 8
第4節認知失調理論(cognitive dissonance theory)與印象整飾
(impression management) 8
第5節負面情緒 9
第6節內、外行與熟識程度 10
第7節公眾自我意識(Public Self-Consciousness Disposition) 11
第8節欺騙 12
第9節負面口碑(Negative Word-of-Mouth) 14
第3章研究方法 16
第1節研究架構 16
第2節研究變數之操作性定義與衡量 19
第3節研究假設 22
第4節問卷設計 26
第5節統計分析方法 29
第4章研究結果分析 34
第1節敘述統計分析 35
第2節前測問卷分析 36
第3節信度分析 38
第4節價格相對位置與負面情緒的關係 39
第5節與第三者的熟識程度、第三者對筆記型電腦的內外行、
受測者之公眾自我意識的高低與價格資訊的欺騙行為之關係 40
第6節與第三者的熟識程度、第三者對筆記型電腦的內外行、
受測者之公眾自我意識的高低與傳播負面口碑之關係 45
第7節價格資訊的欺騙行為與負面口碑的傳播之關係 57
第8節本章總結 57
第5章研究結論與建議 61
第1節研究結論 61
第2節研究貢獻 63
第3節研究限制與建議 63
參考文獻 65
附錄一：前測問卷 72
附錄二：研究問卷 73
附錄三：二元選擇模型 79

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指導教授

張東生(Dang-Shang Chang)

審核日期

2007-6-29

推文