消費者選擇與放棄決策對購後行為之影響

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薛適敏(Hsih-Min Hsuen) 查詢紙本館藏

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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

推文