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.