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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68806


    Title: To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction
    Authors: 余芷菱;Yu,Chih-Ling
    Contributors: 資訊管理學系
    Keywords: 自我察覺;自我意識;時間壓力(結論需求);選擇後滿意度;偏好偏離;Self-awareness;self-consciousness;time pressure(need for closure);post- choice satisfaction;preference-switching
    Date: 2015-07-27
    Issue Date: 2015-09-23 14:30:25 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 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.
    Appears in Collections:[資訊管理研究所] 博碩士論文

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