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姓名 薛適敏(Hsih-Min Hsuen)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 消費者選擇與放棄決策對購後行為之影響
(The Effect of Decision-making of Chosen and Forgone on Consumer's Post-Choice Valuation)
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摘要(中) 本研究以Inman等學者(1997)提出的決策架構為理論基礎,探討消費者對於已選擇或放棄的產品、服務可能產生的滿意度評價。並以Rust (1999)等學者在知覺品質研究中所提到的變數『失驗』來評估已選擇的產品,藉由不同的失驗程度了解消費者未來對於產品評價上的變化。進一步,針對決策結果為放棄的產品深入探討放棄產品績效的相關資訊(performance information about forgone)對消費者情緒反應的影響,並擬研究放棄產品資訊所引發的正(愉悅)、負面(遺憾)情緒與『口碑傳播』和『再購意願』兩變數的關係。
本研究以虛擬故事法(scenario)將情境設計於問卷中。研究結果發現,失驗對消費者偏好、再購、口碑傳播意願有顯著的影響,且由於時間的變化,消費者的知覺會不斷修正,在認知失驗程度逐漸縮小的情況下,輕微的負失驗仍有可能會增加消費者對產品的再購意願。另外,由決策結果為放棄的構面中發現,放棄產品之正面資訊與消費者負面情緒有正向相關,而其負面資訊與消費者正面情緒呈現正相關。而在放棄產品的構面中,消費者的正、負面情緒皆影響消費者的再購意願,其中,正面情緒的影響大於負面情緒的影響。在口碑傳播意願方面,亦有相同的結果。
由研究結果,本研究提出對廠商的建議如下(1)避免誇大不實的廣告造成消費者認知失調(2)透過實際參與減少消費者情緒的變化(3)重視其他相似產品的威脅(4)善用消費者口碑相傳的特性。
另外,本研究認為未來可從幾個方向進行理論的延伸(1)於選擇產品構面中,探討失驗所產生之情緒(如:失望),對於購後行為的影響。另外可探討之變數尚有其他替代品之資訊、人口統計變數、風險考量、產品知識等(2)同時以多個放棄產品購面進行探討,使模型更符合實際情況(3)嘗試以實驗設計的方式進行延伸,或以機率的觀點推導一數學模式,使此研究適用於不同機制中(4)針對不同屬性之產品進行研究,如其它消費性產品或高科技產品等。
關鍵字(中) ★ 決策
★ 放棄
★ 遺憾
★ 購後評價
關鍵字(英) ★ Decision-making
★ forgone
★ regret
★ post-choice valuation
論文目次 目 錄
圖目錄Ⅰ
表目錄Ⅱ
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的5
第四節 研究流程6
第二章 文獻探討7
第一節 決策之相關文獻探討7
第二節 失驗相關文獻11
第三節 有關放棄(forgone)的理論16
第四節 資訊之相關理論18
第五節 情感之相關理論22
第六節 再購意願29
第七節、口碑傳播(Word-of-Mouth)之相關文獻31
第三章 研究方法35
第一節 研究架構35
第二節 變數定義37
第三節 研究假設40
第四節 實驗產品選擇與預測問卷44
第五節 研究設計46
第六節 資料分析方法54
第七節 信度與效度之檢定57
第四章 研究結果58
第一節 問卷回收情形58
第二節 決策結果為選擇之構面59
第三節 決策結果為放棄之構面63
第四節 研究假說檢定結果之彙整74
第五章 研究結論與建議76
第一節 研究結論76
第二節 研究貢獻79
第三節 對企業之建議81
第四節 研究限制83
第五節 後續研究建議85
參考文獻86
附錄一、問卷前測93
附錄二、正式問卷94
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指導教授 李小梅(Shau-Mei Li) 審核日期 2000-6-28
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