脈絡因素對消費選擇之影響

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凌琬婷(Wan-Ting Ling) 查詢紙本館藏

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脈絡因素對消費選擇之影響

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摘要(中)

消費者在進行消費選擇、消費決策時常會受到購物環境中的脈絡因素的影響。本研究探討在消費者進行消費決策時遭到中斷，而間斷時所接收到的脈絡因素如何影響消費選擇。而本研究所探討的脈絡因素包括：顏色、音樂、語義促發、框架效應、品牌展露以及性吸引力廣告。
研究結果顯示：
1. 不同的顏色所代表的心裡感受不同，會影響消費者的消費選擇。暴露於較「高冒險進取」的顏色之下，消費者較傾向於選擇可靠性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。
2. 不同的音樂會造成人們不同的情緒，會影響消費者的消費選擇。暴露於較「高冒險進取」的音樂之後，消費者較易於選擇耐久性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。
3. 根據促發效應，刺激會產生促發，影響對於其他具相關性的刺激。接收「冒險進取」的文字之後，消費者選擇可行性較低、品質較優的消費商品以及可行性較低、嚮往程度較高的旅行地點。
4. 根據框架效應，同樣的事實若採用不同的說法，會造成不同的決策結果。以「反面」的方式描述台灣人風險偏好的比例，會趨使消費者高風險、高報酬之財物投資選項。
5. 不同的品牌具有不同的品牌個性。接收較「高冒險進取」的品牌展露之後，消費者較傾向於選擇耐久性較低然而品質較優的消費商品以及較令人嚮往的旅行地點。
6. 性吸引力廣告能增加消費者對於品牌的辨識度以及好感程度，接收「高性吸引力的廣告」消費者較易選擇可行性較低、嚮往程度較高的旅行地點。

摘要(英)

When consumers making choices and decisions are often interrupted by the context factors in the environment during the process, which might influence their decisions. This research discuss that when the decision making process being interrupted by the context factors, how do they affect consumers’ decision. The context factors discussed in this study are: Color, Music, Semantic Priming, Framing Effect, Brand Exposure, and Sexual Appeal Ads.
According to the result of this study:
1. Different colors represent different mental feelings, which might affect consumers’ consuming choices. Exposed to “highly adventurous” color, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
2. Different music will cause different emotions, which might affect consumers’ consuming choices. Exposed to “highly adventurous” music, consumers tend to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
3. Base on “Priming Effect,” stimula will cause priming which might influence other related stimulas. After received “adventurous” words, consumers prefer to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
4. In terms of “Framing Effect,” Describing equivalent fact in different ways will cause different results. Describe the percentage of risk appetite of Taiwanese in reverse side will force consumers to choose the high-risk, high-reward option.
5. Different brands have different brand personalities. After received “highly adventurous” brand exposure, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
6. Sexual appeal ads could enhance brand identification and the extent of favorable impression, After received “highly sexual appeal ads” consumers tend to chose high-risk, high-reward option, and the high-desirability, low-feasibility travel destination.

關鍵字(中)

★ 消費決策
★ 脈絡因素

關鍵字(英)

★ context factors
★ consumer decision

論文目次

目錄
中文摘要................................................................................................................................................i
Abstract..................................................................................................................................................ii
誌謝........................................................................................................................................................iv
目錄.........................................................................................................................................................v
表目錄.................................................................................................................................................vii
圖目錄....................................................................................................................................................x
第一章緒論.........................................................................................................................................1
第一節研究動機..............................................................................................................1
第二節研究目的..............................................................................................................3
第三節研究流程..............................................................................................................4
第二章文獻探討...............................................................................................................................5
第一節遷移效應及遺留效應......................................................................................5
第二節顏色.......................................................................................................................6
第三節音樂.......................................................................................................................9
第四節語義促發...........................................................................................................11
第五節框架效應...........................................................................................................13
第六節品牌展露...........................................................................................................15
第七節性吸引力廣告..................................................................................................18
第八節風險偏好...........................................................................................................20
第三章研究方法.............................................................................................................................22
第一節研究架構...........................................................................................................22
第二節研究假設...........................................................................................................23
第三節變數的定義及衡量方法...............................................................................26
第四節前測實驗...........................................................................................................32
第五節研究方法...........................................................................................................38
第四章研究結果.............................................................................................................................43
第一節樣本結構...........................................................................................................43
第二節操弄檢定...........................................................................................................46
第三節假設驗證...........................................................................................................48
第五章結論及建議........................................................................................................................70
第一節研究結論...........................................................................................................70
第二節實務貢獻...........................................................................................................71
第二節研究限制...........................................................................................................72
第三節對後續研究之建議........................................................................................73
參考文獻.............................................................................................................................................74
中文部份....................................................................................................................................74
英文部份....................................................................................................................................75
附錄一前測問卷............................................................................................................................90
附錄二正式問卷＿以實驗三為例........................................................................................104

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指導教授

林建煌

審核日期

2011-6-28

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