消費者在不確定性狀態下預測後愉悅感之影響因素

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洪慧喜(Hui-hsi Hung) 查詢紙本館藏

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企業管理學系

論文名稱

消費者在不確定性狀態下預測後愉悅感之影響因素
(A Study on the Factors Influencing Consumer Enjoyment after Making Predictions under Uncertainty)

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摘要(中)

本論文探討在不確定性狀況下做預測,哪些因素會影響消費者之愉悅感，這些因素包括主效果的影響及交互作用的影響。本研究採實驗設計法，362位受測者參與4個實驗並用ANOVA分析結果。研究發現資訊呈現方式是一個重要的影響因素，當情境在低度及中度不確定時，獎品以圖片方式呈現會帶給參與者較高的愉悅感。值得注意的是，當提供的獎品是實用性獎品時，以圖片方式呈現相較於以文字方式呈現，會帶給參與者較高的愉悅感；而歡樂性獎品帶給參與者的愉悅程度與資訊呈現方式無關。
　　本論文同時發現，調節焦點及產品類別對參與者愉悅感也會產生顯著影響。此外，我們也證實社群影響及不確定性對參與者在做預測時的愉悅程度有交互作用；在低度不確定性時做預測，有接觸到社群資訊的參與者會有較高的愉悅感。另外，我們也發現心情對於參與者在做預測時的愉悅程度也會有影響，參與者在心情好的時候下賭金且輸錢，會有較高的愉悅感；本研究同時證實，參與者在低度不確定性且心情差時所下的賭金會有顯著增加。最後，希望本論文之研究成果能夠對學術界在後續研究以及實務界之應用有所貢獻。

摘要(英)

This dissertation investigates how consumer enjoyment is influenced by multiple factors when making predictions under various degrees of uncertainty. We recruited 362 participants (mean age: 21.5 years) to participate in 4 experiments and analysed the experimental data by using analysis of variance. The results of Study 1 indicate that regulatory focus affected the level of enjoyment that the participants experienced when making a prediction. Furthermore, hedonic prizes increased their enjoyment levels when they made correct predictions. In Study 2, this dissertation shows that the information presentation type can also affect the level of enjoyment that people experience. Moreover, an interaction was observed between the information presentation type and the degree of uncertainty; specifically, prizes that were presented pictorially (vs. written) increased the participants’ enjoyment when making predictions under low- and medium-uncertainty conditions. Furthermore, there was an interaction between the information presentation type and product type on enjoyment; the participants experienced more enjoyment when prize information was presented pictorially rather than in a written form, under the condition of receiving a utilitarian prize. The results of Study 3 show that the presence of social influence enhanced the participants’ enjoyment, indicating that under low uncertainty conditions, participants experience more enjoyment making predictions in the presence of social influence than they do in the absence of social influence. Study 4 shows that when losing bets, participants who were in a happy mood while gambling exhibited greater enjoyment than those who were in a sad mood. Furthermore, mood and the degree of uncertainty have an interaction effect on the amount that they are prepared to bet. Under conditions of low uncertainty, people who were in a sad mood bet significantly more than those in a happy mood did. Finally, this dissertation discusses the theoretical and practical implications of the findings and provides suggestions for future research.

關鍵字(中)

★ 愉悅感
★ 不確定性
★ 調節焦點
★ 資訊呈現方式
★ 產品類別
★ 社群影響

關鍵字(英)

★ Enjoyment
★ Uncertainty
★ Regulatory Focus
★ Information Presentation Type
★ Product Type
★ Social Influence

論文目次

中文摘要 I
ABSTRACT II
誌　謝 IV
TABLE OF CONTENTS V
LIST OF FIGURES VIII
LIST OF TABLES IX
CHAPTER 1: INTRODUCTION 1
1.1 RESEARCH MOTIVATION 1
1.2 RESEARCH PURPOSE AND QUESTIONS 4
CHAPTER 2: LITERATUE REVIEW 11
2.1 THE EFFECT OF UNCERTAINTY ON ENJOYMENT 11
2.2 THE EFFECT OF REGULATORY FOCUS ON ENJOYMENT 14
2.3 THE EFFECT OF PRODUCT TYPE ON ENJOYMENT 16
2.4 THE EFFECT OF INFORMATION PRESENTATION TYPE ON ENJOYMENT 19
2.4.1 THE EFFECT BETWEEN PICTORIAL AND WRITTEN PRESENTATION 19
2.4.2 THE INTERACTION BETWEEN INFORMATION PRESENTATION TYPE AND UNCERTAINTY ON ENJOYMENT 21
2.4.3 THE INTERACTION BETWEEN INFORMATION PRESENTATION TYPE AND PRODUCT TYPE ON ENJOYMENT 24
2.5 THE EFFECT OF DELAY ON ENJOYMENT 26
2.6 THE EFFECT OF SOCIAL INFLUENCE ON ENJOYMENT 28
2.6.1 THE MAIN EFFECT OF SOCIAL INFLUENCE 28
2.7 THE EFFECT OF MOOD ON ENJOYMENT 31
2.7.1 THE EFFECT BETWEEN HAPPY AND BAD MOOD 31
2.7.2 THE INTERACTION BETWEEN MOOD AND UNCERTAINTY ON THE AMOUNT OF BET 32
CHAPTER 3: RESEARCH DESIGN 34
3.1 RESEARCH FRAMEWORK 34
3.2 OVERVIEW OF STUDIES 36
3.3 PRETEST 37
3.3.1 PRETEST 1 37
3.3.2 PRETEST 2 38
3.4 METHOD OF STUDY 39
3.4.1 STUDY 1 39
3.4.2 STUDY 2 41
3.4.3 STUDY 3 43
3.4.4 STUDY 4 45
CHAPTER 4: RESULTS 47
4.1 RESULTS OF STUDY 1 47
4.2 RESULTS OF STUDY 2 49
4.3 RESULT OF STUDY 3 53
4.4 RESULT OF STUDY 4 56
CHAPTER 5: CONCLUSION 59
5.1 DISCUSSION FOR STUDY 1 59
5.2 DISCUSSION FOR STUDY 2 60
5.3 DISCUSSION FOR STUDY 3 63
5.4 DISCUSSION FOR STUDY 4 64
5.5 OVERALL SUMMARY AND GENERAL DISCUSSION 65
5.6 CONTRIBUTIONS AND IMPLICATIONS 68
5.7 LIMITATIONS AND FUTURE RESEARCH 70
REFERENCES 72
APPENDIX 1 83
APPENDIX 2 84
APPENDIX 3 85
APPENDIX 4 86

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指導教授

林建煌(Chien-huang Lin)

審核日期

2015-6-23

推文