| 摘要: | 消費者在進行消費選擇、消費決策時常會受到購物環境中的脈絡因素的影響。本研究探討在消費者進行消費決策時遭到中斷，而間斷時所接收到的脈絡因素如何影響消費選擇。而本研究所探討的脈絡因素包括：顏色、音樂、語義促發、框架效應、品牌展露以及性吸引力廣告。 研究結果顯示： 1. 不同的顏色所代表的心裡感受不同，會影響消費者的消費選擇。暴露於較「高冒險進取」的顏色之下，消費者較傾向於選擇可靠性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。 2. 不同的音樂會造成人們不同的情緒，會影響消費者的消費選擇。暴露於較「高冒險進取」的音樂之後，消費者較易於選擇耐久性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。 3. 根據促發效應，刺激會產生促發，影響對於其他具相關性的刺激。接收「冒險進取」的文字之後，消費者選擇可行性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。 4. 根據框架效應，同樣的事實若採用不同的說法，會造成不同的決策結果。以「反面」的方式描述台灣人風險偏好的比例，會趨使消費者高風險、高報酬之財物投資選項。 5. 不同的品牌具有不同的品牌個性。接收較「高冒險進取」的品牌展露之後，消費者較傾向於選擇耐久性較低然而品質較優的消費商品以及較令人嚮往的旅行地點。 6. 性吸引力廣告能增加消費者對於品牌的辨識度以及好感程度，接收「高性吸引力的廣告」消費者較易選擇可行性較低、嚮往程度較高的旅行地點。 When consumers making choices and decisions are often interrupted by the context factors in the environment during the process, which might influence their decisions. This research discuss that when the decision making process being interrupted by the context factors, how do they affect consumers’ decision. The context factors discussed in this study are: Color, Music, Semantic Priming, Framing Effect, Brand Exposure, and Sexual Appeal Ads. According to the result of this study: 1. Different colors represent different mental feelings, which might affect consumers’ consuming choices. Exposed to “highly adventurous” color, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination. 2. Different music will cause different emotions, which might affect consumers’ consuming choices. Exposed to “highly adventurous” music, consumers tend to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination. 3. Base on “Priming Effect,” stimula will cause priming which might influence other related stimulas. After received “adventurous” words, consumers prefer to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination. 4. In terms of “Framing Effect,” Describing equivalent fact in different ways will cause different results. Describe the percentage of risk appetite of Taiwanese in reverse side will force consumers to choose the high-risk, high-reward option. 5. Different brands have different brand personalities. After received “highly adventurous” brand exposure, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination. 6. Sexual appeal ads could enhance brand identification and the extent of favorable impression, After received “highly sexual appeal ads” consumers tend to chose high-risk, high-reward option, and the high-desirability, low-feasibility travel destination. |
