To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction

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余芷菱(Chih-Ling Yu) 查詢紙本館藏

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資訊管理學系

論文名稱

(To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction)

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摘要(中)

過去研究顯示自我察覺(self-awareness)可以有效影響人們的行為,因此本研

究欲探討自我察覺是否亦能應用在線上消費情境中,並找出在此環境中有效引發

自我察覺的操弄方式。自我察覺可以分為公開自我察覺與私人自我察覺,前者會

使人們的行為符合大眾常規,後者則可讓人們根據自身標準行事。因此,本研究

旨在探討消費者處於這兩種自我察覺狀態下,其選擇是否會偏離自身偏好,或更

趨近於自身偏好。此外,我們也欲探討其他可能的調節因子如個體差異的自我意

識(self-consciousness)以及時間壓力,並確認消費者的滿意度是否會受到自我察覺

的影響而提升或降低。

分析結果顯示,公開自我察覺會顯著提升受試者偏離偏好的傾向,而私人自

我察覺則無法顯著提升堅持自身偏好的傾向。我們也發現個體差異的自我意識

(Self-consciousness)可有效調節自我察覺對偏離偏好傾向及選擇後的滿意度之影

響。此外,時間壓力亦被證實可有效加強公開自我察覺對選擇的影響,但卻無法

有效加強私人自我察覺的效果。

最後,我們歸納了對於未來研究方向的建議,以及建議線上業者可以如何透

過自我察覺及其他因子來有效影響消費者的選擇。

摘要(英)

This research aims to verify whether self-awareness affect consumers shopping online,

and to find effective manipulation of self-awareness under online shopping contexts. Self-
awareness can be distinguished as public and public self-awareness, the previous one

leads people behave more accordingly with publicly approved norms; while another let

people make decisions based on own standards or preferences. Hence the main topic of

this research is to verify whether private and public self-awareness make consumers to

switch from own preferences, or to stick to own preferences. We also investigate other

possible moderating effects, such as self-consciousness (individual difference in focusing

on oneself) and the presence of time pressure, and to reveal whether consumers feel

satisfied with own final choices which are affected by self-awareness.

Results showed that public self-awareness significantly increase participants switching

tendency, while private self-awareness effects didn’t reach significance. The present

research also found significant interactions of self-awareness x self-consciousness on

switching-tendency and post-choice satisfaction. In addition, time pressure have been

proved to effectively enhance public self-aware participants switching tendency, while

private self-awareness effects cannot be enhanced.

關鍵字(中)

★ 自我察覺
★ 自我意識
★ 時間壓力(結論需求)
★ 選擇後滿意度
★ 偏好偏離

關鍵字(英)

★ Self-awareness
★ self-consciousness
★ time pressure(need for closure)
★ post- choice satisfaction
★ preference-switching

論文目次

Chinese Abstract .............................................................................. ii

English Abstract .............................................................................. iii

Table of Contents ...............................................................................iv

List of Tables ....................................................................................v

List of Figures .................................................................................viii

1. Introduction ............................................................................................................ 1

2. Literature Review................................................................................................... 5

2.1 Self-awareness influence on choice ...........................................................5

2.2 Individual difference: Self-consciousness..................................................9

2.3 Post-choice satisfaction............................................................................14

2.4 Time pressure effects and need for closure (NFC)...................................17

2.5 Theoretical Framework ............................................................................19

3. Study 1.................................................................................................................. 22

3.1 Overall Environment Design....................................................................22

3.2 Pretests.....................................................................................................23

3.3 Experiment Design...................................................................................24

3.3.1 Stimulus Materials.........................................................................25

3.3.2 Dependent Measurement ...............................................................29

3.4 Sample and Data Collection.....................................................................32

3.5 Validity and Reliability ............................................................................33

3.6 Manipulation Check.................................................................................35

3.7 Hypothesis Test of H1a & H1b ................................................................36

3.8 Hypothesis Test of H2a ............................................................................37

3.9 Hypothesis Test of H3a ............................................................................40

3.10 Hypothesis Test of H2b............................................................................42

3.11 Hypothesis Test of H3b............................................................................44

3.12 Additional Analysis: Public/Private SA × Private/Public SC ..................47

4. Study 2.................................................................................................................. 49

iv

4.1 Experiment Design...................................................................................49

4.1.1 Stimulus Materials.........................................................................49

4.1.2 Dependent Variables Measurement................................................50

4.2 Sample and Data Collection.....................................................................51

4.3 Manipulation check..................................................................................53

4.4 Hypothesis Test of H4a & H4b ................................................................54

5. Discussion ............................................................................................................ 57

5.1 Summary of Hypothesis Test ...................................................................57

5.2 Conclusion ...............................................................................................58

5.3 Managerial Implication ............................................................................61

5.4 Limitations...............................................................................................63

5.5 Future Research........................................................................................64

References................................................................................................................... 67

Appendix ..................................................................................................................... 72

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指導教授

謝依靜

審核日期

2015-7-27

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