產品類型、產品價格、情緒以及希望感對抉擇之影響

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题名:	產品類型、產品價格、情緒以及希望感對抉擇之影響
作者:	李佳憶;Lee,Chia-i
贡献者:	企業管理學系
关键词:	產品類型;產品價格;情緒;希望感;色彩;自制;product types;product price;emotion;hopefulness;color;self-control
日期:	2015-07-16
上传时间:	2015-09-23 11:12:54 (UTC+8)
出版者:	國立中央大學
摘要:	許多企業為吸引人們點擊網頁廣告，利用色彩來影響使用者的行為，即便選項都是通往相同的網頁或結果，若採用不同色彩框飾(Framing)選項，便會影響人們對選項的偏好。本研究目的為探討在不同的產品類型（功能性產品/享樂性產品）、產品價格（高價/低價）與情緒（緊張/放鬆）對不同色彩框飾下的選項偏好之影響。此外，人們會對不同類型的產品進行理性評估或傾向情感導向決策，而傾向自律或放縱的抉擇，以及希望感與性別會影響人們的自我控制，而影響人們對自律與放縱的抉擇。因此，本研究也探討在不同的產品類型、希望感及性別對不同自制框飾下的選項偏好之影響，也就是探討對自律與放縱的圖像選項之抉擇。一、產品類型對不同色彩框飾下的選項偏好具有顯著影響。二、情緒對不同色彩框飾下的選項偏好具有顯著影響。三、產品價格對不同色彩框飾下的選項偏好不具顯著影響。四、產品類型與產品價格對不同色彩框飾下的選項偏好具有顯著交互作用。五、產品類型對不同自制框飾下的選項偏好具有顯著影響。六、希望感對不同自制框飾下的選項偏好具有顯著影響。七、性別對不同自制框飾下的選項偏好不具顯著影響。八、產品類型與性別對不同自制框飾下的選項偏好具有顯著交互作用。;Many companies employ color to attempt to influence consumers’ behaviors in order to attract consumers to click web advertising, even though the options lead them to same websites or results. If employing the options with different, it will affect consumers’ preferences. The purpose of this study is to investigate how the different product types (utilitarian products / hedonic products), product price (high / low) and emotion (tension / relaxation) influence on the consumers’ preference towards the options with different colors. Furthermore, people will employ rational decision-making or emotional decision-making when they evaluate different product types. They are inclined to employ self-control decision or self-indulgent decision, and hopefulness and gender also affect their self-control, and further influence self-control decision or self-indulgent decision. Therefore, this study also investigates how the different product types, hopefulness and gender influence on the consumers’ preference with different levels of self-control, namely, the study investigates consumers’ decision making between self-control decision and self-indulgent decision. According to logistic regression analysis, the results are as follows: (1) The product type has a significant effect on the options with different colors. (2) The emotional type has a significant effect on the options with different colors. (3) The product price has a significant effect on the options with different colors. (4) The product type and product price have a significant interaction effect on the options with different colors. (5) The product type has a significant effect on the options with different levels of self-control. (6) The hopefulness has a significant effect on the options with different levels of self-control. (7) The gender has a significant effect on the options with different levels of self-control. (8) The product type and gender have a significant interaction effect on the options with different levels of self-control.
显示于类别:	[企業管理研究所] 博碩士論文

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