| 摘要: | 過去研究顯示自我察覺(self-awareness)可以有效影響人們的行為,因此本研
究欲探討自我察覺是否亦能應用在線上消費情境中,並找出在此環境中有效引發
自我察覺的操弄方式。自我察覺可以分為公開自我察覺與私人自我察覺,前者會
使人們的行為符合大眾常規,後者則可讓人們根據自身標準行事。因此,本研究
旨在探討消費者處於這兩種自我察覺狀態下,其選擇是否會偏離自身偏好,或更
趨近於自身偏好。此外,我們也欲探討其他可能的調節因子如個體差異的自我意
識(self-consciousness)以及時間壓力,並確認消費者的滿意度是否會受到自我察覺
的影響而提升或降低。
分析結果顯示,公開自我察覺會顯著提升受試者偏離偏好的傾向,而私人自
我察覺則無法顯著提升堅持自身偏好的傾向。我們也發現個體差異的自我意識
(Self-consciousness)可有效調節自我察覺對偏離偏好傾向及選擇後的滿意度之影
響。此外,時間壓力亦被證實可有效加強公開自我察覺對選擇的影響,但卻無法
有效加強私人自我察覺的效果。
最後,我們歸納了對於未來研究方向的建議,以及建議線上業者可以如何透
過自我察覺及其他因子來有效影響消費者的選擇。;This research aims to verify whether self-awareness affect consumers shopping online,
and to find effective manipulation of self-awareness under online shopping contexts. Self-
awareness can be distinguished as public and public self-awareness, the previous one
leads people behave more accordingly with publicly approved norms; while another let
people make decisions based on own standards or preferences. Hence the main topic of
this research is to verify whether private and public self-awareness make consumers to
switch from own preferences, or to stick to own preferences. We also investigate other
possible moderating effects, such as self-consciousness (individual difference in focusing
on oneself) and the presence of time pressure, and to reveal whether consumers feel
satisfied with own final choices which are affected by self-awareness.
Results showed that public self-awareness significantly increase participants switching
tendency, while private self-awareness effects didn’t reach significance. The present
research also found significant interactions of self-awareness x self-consciousness on
switching-tendency and post-choice satisfaction. In addition, time pressure have been
proved to effectively enhance public self-aware participants switching tendency, while
private self-awareness effects cannot be enhanced. |
