| 摘要: | 本研究主要目的是探討消費者特徵與產品屬性是否干擾脈絡與定錨對同化與對比效果的影響，本研究透過六個實驗，並採用特定的脈絡（正面脈絡與負面脈絡）以及定錨（相似定錨與不相似定錨）以探討此議題。
實驗一至實驗三探討消費者特徵（產品熟悉度、產品知識與心情）是否干擾脈絡與定錨對同化與對比效果的影響。實驗一目的在探討產品熟悉度是否會干擾脈絡與定錨對同化與對比的效果，結果指出產品熟悉度會干擾脈絡與定錨對同化與對比的效果；當消費者對目標產品而言是完全不熟悉時，在相似定錨下，消費者比較目標產品易受到脈絡影響而產生同化的效果，然而，當消費者對目標產品相當熟悉且具有堅固的概念時，在不相似定錨下會激發消費者進一步比較目標產品與脈絡之間的不相似性而產生對比的效果。
實驗二目的在探討產品知識是否會干擾脈絡與定錨對同化與對比的效果，結果指出產品知識會干擾脈絡與定錨對同化與對比的效果；當消費者對特定產品種類擁有較高的產品知識時，他們已擁有堅定的概念與參考點，在不相似定錨下會激發他們進一步比較目標產品與脈絡之間的不相似而產生對比的效果，然而，當消費者對特定產品種類的知識較不充足時，因本身無充足的知識與參考點，因此，無論在相似或不相似定錨下，他們皆容易受到脈絡的影響而產生同化的效果。
實驗三目的在探討消費者心情是否會干擾脈絡與定錨對同化與對比的效果，結果顯示消費者心情會干擾脈絡與定錨對同化與對比的效果；當消費者在正面心情的狀態下，在相似定錨下，消費者比較目標產品易受到脈絡影響而產生同化的效果，然而，當消費者在負面心情的狀態下，他們會較正面情緒更著重異質性，在不相似定錨下會激發他們進一步比較目標產品與脈絡之間的不相似而產生對比的效果。
實驗四至實驗六探討產品屬性（產品設計師、產品來源國與產品來源）是否干擾脈絡與定錨對同化與對比效果的影響。實驗四目的在探討產品設計師是否會干擾脈絡與定錨對同化與對比的效果，雖然本實驗具有三因子的交互作用，但結果並未支持本研究原先的假設，本實驗研究結果指出，當產品是由專業設計師設計時，在不相似定錨下，消費者會比較目標產品與脈絡之間的不相似性而產生同化的效果，然而，當產品是由非專業設計師設計時，在相似定錨下，消費者會比較目標產品與脈絡之間的相似性而產生對比的效果。
實驗五目的在探討產品來源國是否會干擾脈絡與定錨對同化與對比的效果，結果顯示產品來源國會干擾脈絡與定錨對同化與對比的效果；當產品的原物料來源是當地原物料時，在相似定錨下，消費者比較目標產品易受到脈絡影響而產生同化的效果，然而，當產品的原物料來源是進口原物料時，在不相似定錨下，消費者會比較目標產品與脈絡之間的不相似性而產生對比的效果。
實驗六目的在探討產品來源是否會干擾脈絡與定錨對同化與對比的效果，結果指出產品來源會干擾脈絡與定錨對同化與對比的效果；當產品的來源是國際飯店時，因消費未有充足的概念，在相似定錨下，消費者比較目標產品易受到脈絡影響而產生同化的效果，然而，當產品的來源是當地飯店時，消費者對目標飯店相當熟悉且具有堅固的概念時，因此在不相似定錨下會激發消費者進一步比較目標產品與脈絡之間的不相似性而產生對比的效果。;This dissertation sought to reveal whether consumer characteristics and product attributes moderate the influences of context valence and anchors for assimilation and contrast effects. Specific context valence (positive and negative) and anchors (similarity and dissimilarity) were manipulated in six different experiments to investigate this issue.
The Study 1 to 3 explore whether assimilation and contrast effects are present depending on consumer characteristics (product familiarity, product knowledge, and mood state). The results of Study 1 suggest that product familiarity moderates the influences of context valence and anchors for assimilation and contrast effects. When an object was completely novel to the individual, perception of it assimilated to context valence in the similarity condition, which generated an assimilation effect. When an object was completely familiar to individuals, they had firm ideas about the object which activated a perception of dissimilarity in the comparative process and generated a contrast effect in the dissimilarity condition.
Study 2 explores the effect of product knowledge on the relationships among context valence, anchors and assimilation and contrast effects. The results indicate that individuals possessing high product knowledge will challenge the prime knowledge structure and further compare dissimilarities between the target and contexts, resulting in a contrast effect in the dissimilarity condition. Individuals with low product knowledge are susceptible to context effects, resulting in an assimilation effect regardless of whether they were exposed to the similarity or dissimilarity condition.
Study 3 investigates the effect of an individual’s mood state, context valence, and anchors for assimilation and contrast effects. The results indicate that when individuals experiencing positive moods compare an object with the context, they are susceptible to the context valence, and thereby generate an assimilation effect. However, when individuals are experiencing negative moods, they tend to focus on dissimilarities and demonstrate a contrast effect.
Study 4 to 6 investigate how assimilation and contrast effects differ depending on product attributes (product designer, product country-of-origin, and product origin). Study 4 investigates the influence of product designer on context valence and anchors for assimilation and contrast effects. The results were significant; however, they did not support the original hypotheses. The results indicated that when a product is created by a professional designer, people tend to assimilate the product with the context under the dissimilarity condition. However, when a product is created by a non-professional, people tend to contrast the product with the context under the similarity condition.
Study 5 tests the effects of product country-of-origin, context valence, and anchors for assimilation and contrast effects. The results indicate that when the ingredients of the product are from a local source, individuals demonstrate an assimilation effect in the similarity condition, whereas when the ingredients of the product are imported, individuals tend to make further comparisons which lead to contrast effects under the dissimilarity condition.
Study 6 investigated whether context valence and anchors lead to assimilation or contrast effects, employing product origin as a moderator. The results suggest that when the product came from an international hotel, individuals demonstrated assimilation effects in the similarity condition, while when the product came from a domestic hotel, they instead made additional comparisons and demonstrated contrast effects under the dissimilarity condition. Based on these results, implications are outlined and suggestions for future research are made. |
