To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction

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题名:	To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction
作者:	余芷菱;Yu,Chih-Ling
贡献者:	資訊管理學系
关键词:	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
日期:	2015-07-27
上传时间:	2015-09-23 14:30:25 (UTC+8)
出版者:	國立中央大學
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.
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