錨定效應對觀影者影片評分影響之研究

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黃湘云(Hsiang-Yun Huang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

錨定效應對觀影者影片評分影響之研究
(Research on Human Attitude Toward Medical Al)

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至系統瀏覽論文 (2027-7-30以後開放)

摘要(中)

本研究在探討錨定效應對觀影者影片評分影響。主要是透過問卷設計來進行資料蒐集，在研究中，我們對北部地區經常上網觀看影片的觀眾進行調查，具體而言，我們設計了六份不同問卷依照兩個不同錨定時機與高、中及低三個錨點，讓觀眾觀看兩個不同評價的影片，一個是評價很高的九星影片，另一個是評價較低的四星影片。
研究中分別給高、中及低三個錨點，探討在不同錨定時機下對觀眾評分的影響，錨定時機設定在觀看前，高錨點對四星影片有較顯著的影響；錨定時機設定在觀看後，低錨點對九星影片有較顯著影響。此外，在給觀眾同樣錨點下，錨定時機不論是在觀看前與觀看後，高錨點能顯著影響四星影片的評分。錨定時機設定在觀看後，中錨點則對兩類影片有較顯著影響。錨定時機設定在觀看前，低錨點能顯著影響九星影片的評分。錨點的影響也會因時間點的不同而有所變化，特別是在提高較差影片評分以及降低較好影片評分上具有一定的效果，但其效力會因情境和錨點水平的不同而異。
未來的研究建議延伸觀眾樣本範圍以增加代表性，包含更多來自不同地區和不同背景的觀眾，以提高結果的普遍性和適用性。因為目前僅收集北部地區的觀眾分析，比較無法全面得知是否適用在大部分觀眾。另外也可以擴展影片類型、深入分析觀眾當下的心理因素，以期全面了解錨定效應在不同情境下的表現。

摘要(英)

In this study, we investigated how anchoring effects influence viewers′ ratings of films. We gathered data through questionnaires from frequent online movie viewers in the northern region and then created six questionnaires based on two anchoring timings and three anchor points: high, medium, and low. Participants viewed two films with different ratings: one with a high rating (nine stars) and another with a lower rating (four stars).
Our analysis focused on understanding how anchor points and timings affected viewers′ ratings. We discovered that when viewers were exposed to high anchors before watching the films, they rated the four-star film significantly higher. On the other hand, when viewers were exposed to anchors after watching the films, low anchors had a significant effect on the nine-star film. High anchors consistently influenced the four-star film regardless of timing. Moreover, medium anchors had a notable impact on both films after viewing. Interestingly, low anchors before viewing significantly affected the nine-star film. Our findings emphasize that the timing and level of anchor points can either elevate ratings for lower-rated films or lower ratings for higher-rated films, with varying effectiveness depending on the context and anchor levels.
For future studies, it′s crucial to include participants from diverse regions and backgrounds to improve the representation and applicability of the results. Moreover, expanding the range of film genres and investigating the backgrounds and psychological characteristics of viewers could provide more comprehensive insights into the anchoring effect in diverse scenarios.

關鍵字(中)

★ 錨定效應
★ 錨定時機
★ 影片優劣性
★ 推薦評級

關鍵字(英)

★ anchoring effect
★ timing of anchors
★ film quality
★ recommended ratings

論文目次

謝誌…………………………………………………………………………………………………..… i
中文摘要……………………………………………………………………………………………..…ii
Abstract…………………………………………………………………………………………………iii
目錄……………………………………………………………………………………………..……...iv
圖目錄………………………………………………………………………………………………….vi
表目錄…………………………………………………………………………………………………vii
壹、緒論 1
一、研究背景與動機 1
二、研究目的 2
三、研究流程 3
貳、文獻回顧 4
一、推薦評級下的錨定效應 4
二、人格特質對錨定效應的影響 5
三、錨定效應的時機 6
四、不同錨點（高、中及低）的影響 7
五、影片內容品質的優劣性 9
參、研究架構與假說 11
一、研究架構 11
二、研究假說 11
肆、研究方法 14
一、研究對象 14
二、資料收集 14
三、研究問卷設計 15
伍、資料分析 18
一、研究工具之信度分析 18
二、樣本基本資料敘述 18
三、迴歸分析：在觀眾看影片之前給高、中及低三個錨點會影響九星影片的評分 21
四、迴歸分析：在觀眾看影片之前給高、中及低三個錨點會影響四星影片的評分 23
五、迴歸分析：在觀眾看影片之後才給高、中及低三個錨點不會影響九星影片的評分 25
六、迴歸分析：在觀眾看影片之後才給高、中及低三個錨點不會影響四星影片的評分 26
七、迴歸分析：在觀眾看影片之前給觀眾高錨點會影響四星影片的評分 28
八、迴歸分析：在觀眾看影片之前給觀眾中錨點會影響兩類影片的評分 30
九、迴歸分析：在觀眾看影片之前給觀眾低錨點會影響九星影片的評分 31
十、迴歸分析：在觀眾看影片之後才給觀眾高錨點不會影響四星影片的評分 32
十一、迴歸分析：在觀眾看影片之後才給觀眾中錨點不會影響兩類影片的評分 33
十二、迴歸分析：在觀眾看影片之後才給觀眾低錨點不會影響九星影片的評分 35
十三、假設結果驗證 36
陸、結論與建議 38
一、研究結論 38
二、研究貢獻 40
三、研究限制與研究建議 40
參考文獻 42

參考文獻

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指導教授

陳炫碩

審核日期

2024-7-9

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