本研究的主旨在於證明消費者發生有別於理性選擇理論之外的非理性決策行為。決策在消費者行為領域常被廣泛的討論，但在過去研究中，鮮少探討階段性決策制定的各過程中，對方案內資訊量尋求動機的強度。本研究進行了三個實驗，驗證在不同的既定條件下，消費者對於決策資訊量的尋求行為，以及這些資訊呈現的型態與結構對消費者造成的利益與困擾。實驗一討論給定購買數量下，消費者在代買情境的驅使下會呈現與理性選擇理論相反的行為，進而直接購買與該既定數量相符的方案。另一方面，消費者所知覺到對象較不重要也會產生非理性選擇行為。實驗二在既定購買數量與產品屬性下，證明消費者對於方案內屬性水準數量的尋求行為呈現愈多愈好的現象，但是融入屬性相似性等要素之後，成功的引起消費者的反差，進而降低對這些資訊的尋求行為。實驗三驗證既定購買標的物的情況下，消費者依然會尋求與決策無關的資訊極大化，而本研究證明這樣的行為一樣會受到資訊超載與產品相似度的影響，而減弱了極大化行為的傾向。一系列的三個實驗驗證了消費者決策過程中，確實會有非理性選擇行為的發生。 This research proved that consumers place different from the rational choice theory than the non-rational decision-making behavior. Decision-making in the field of consumer behavior has been discussed frequently, but there are few discussions about the staging decision-making of consumers in the past studies. The effect reduces the motivation that consumers find the amount of information on the solutions. This research has examined three experiments to verify the information seeking behavior of consumer decision-making in the different conditions. Experiment 1 argued that when the purchase quantity has been given, the information seeking behavior diminished by buying reasons. On the other hand, consumers perceive less important objects will occur to non-rational choice behavior. The second experiment has been given the purchase quantity and product attributes, and discusses consumers search for the number of levels present the more the better behavior of the phenomenon, but the integration of attribute similarity and other factors, the success of the contrast caused by the consumers, then reduce the information-seeking behavior. Third experiment examine consumers will still seek to maximize the decision-making related information, even this decision process has finished. A series of three experiments show the consumer decision- making process, there would be non-rational choice behavior.
