| 摘要: | 傳染理論（Contagion theory）相信物品是可以彼此移轉，進而影響消費者對其品質的知覺（Rozin and Nemeroff, 2002），消費者行為文學也逐漸探討傳染在其中所扮演的角色。本研究觀察到傳染理論對於消費者偏好和知覺具影響力，並且認為傳染理論可以進一步針對不同的面向進行探討，甚至可以改變消費者對產品本身的知覺。 本研究以傳染理論為基礎，實驗一探討正負面刺激物下之性質、出現順序和人格特質干擾對傳染效果的影響；實驗二探討高低品質產品之傳染路徑走向；實驗三則探討主要產品價值和促銷手段對傳染效果的影響。其中，實驗一以實做的方式來進行實驗，實驗二和實驗三則以紙本問卷之回收來進行分析。 由研究結果得知，無論在正負面刺激物下，刺激物的性質對傳染效果沒有顯著的影響，同時出現會比先後出現還具有較強的傳染效果；在正面刺激物下，傳染效果會受到人格特質的干擾，而負面刺激物下則沒有顯著的影響；在負面刺激物下，出現順序為同時出現時，實物比照片具有較強的傳染效果，出現順序為先後出現時，照片比實物具有較強的傳染效果；高品質刺激物在品質認知方面會對低品質估價物產生傳染效果，而低品質刺激物在價格和品質認知方面皆會對高品質估價物產生傳染效果；促銷手段對傳染效果有顯著的影響，在無促銷下，主要產品會具有較高的知覺價值，產品價值與促銷手段對傳染效果具交互作用，在高價值產品下，加購比贈品之知覺價值感受變化幅度較大，具有較強的傳染效果。 Contagion theory is believed that qualities can be transferred between a source and a target, and then affects the consumer to estimation its quality（Rozin and Nemeroff, 2002）. The consumer behavior literature has also explained the role of contagion. The research observes that contagion theory can influence consumer’s preference and perception. Contagion theory can also discuss with different aspects, even can change product perception for consumer. The research is based on contagion theory. Study 1 examines the contagion effects about the nature of stimulus, the order, and personality moderate. Study 2 examines contagion path of high quality product and low quality product. Study 3 examines the contagion effects about target product value and promotions. The research results can be realized that no significant difference existed for contagion effect between material and photo, simultaneous presentation gets stronger effect than one after another; under positive stimulus, the contagion effect can be interfere by personality, but can’t be interfere under negative stimulus. Under negative stimulus, when simultaneous presentation, material gets stronger effect than photo; when one after another, photo gets stronger effect than material. In perceived quality, high quality stimulus has contagion effect to low quality product; in perceived quality and price, low quality stimulus has contagion effect to high quality product. In addition, promotions have a significant main effect for contagion effects, and target product has higher perceived value under no promotion; target product value and promotions significantly influence contagion effects, under high value product, self-liquidating premium gets stronger effects than free premium. |
