不同任務特徵下的偏好反轉和任務折衷效果

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楊琇芳(Hsiu-Fang Yang) 查詢紙本館藏

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論文名稱

不同任務特徵下的偏好反轉和任務折衷效果
(Preference Reversals and Task Compromise Effect under Different Characteristics)

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摘要(中)

本研究首先從任務特徵的觀點，探討不同的時間壓力、反應模式、資訊框飾類型、遺漏資訊重要性與資訊呈現格式等任務特徵因素，對偏好反轉的影響。進一步地證實這些任務特徵因素不只會影響消費者的偏好，甚至可以取代行銷策略來操弄消費者的決策，使消費者對折衷方案產生不同的偏好程度，因此乃將任務特徵因素引入折衷效果模型中，探討不同的任務特徵因素，對任務折衷效果的影響是否有所差異。
本研究採實驗設計法，以「虛擬情境」的方式進行，並用「between subjects」的區隔，以降低受測者的迎合效果。本研究的實驗設計共分前測和正式實驗兩階段。經由前測一找出三種產品（套房、餐廳、照相機）產生時間壓力的限制時間，前測二挑選出重要與不重要的餐廳特色，而正式實驗則以四個實驗設計， 20個實驗細格，來檢測受測者偏好反轉和任務折衷效果的決策過程。在資料分析上，採用卡方獨立性檢定來分析不同的任務特徵對消費者偏好反轉的影響。進而以母體比例百分比差異性檢定、卡方百方比同質性檢定來探討不同的任務特徵所產生的任務折衷效果之差異性。最後有關不同任務特徵因素間的交互效果則以卡方獨立性檢定來分析。
本研究之結果顯示，在有關任務特徵與偏好反轉關係的部份發現，不同的時間壓力、反應模式、資訊框飾類型、遺漏資訊重要性與資訊呈現格式的確會造成偏好反轉的現象；此外，在有關任務特徵對任務折衷效果影響的部份發現，不同的任務特徵對任務折衷效果的影響有顯著差異，其中無時間壓力、正面資訊框飾、重要的遺漏資訊所產生的任務折衷效果較大，因此消費者選擇中間方案的機率較高。最後有關雙重任務特徵對任務折衷效果的影響部份則發現，僅有時間壓力與資訊呈現格式、反應模式與遺漏資訊重要性對任務折衷效果有顯著的交互作用。
本研究在行銷理論上之涵義及貢獻為：從任務特徵的觀點探討偏好反轉的現象、將時間壓力和遺漏資訊重要性納入偏好反轉的研究中、從動態的折衷效果設計模型延伸至靜態的任務折衷效果、提供多個方案多個屬性偏好研究的雛形。在行銷實務上，則發現任務特徵因素對偏好反轉有顯著影響，證實企業可以巧妙地設計決策任務，以操弄消費者的偏好取向、掌握消費者的心理。此外，當企業試圖推廣中間目標方案時，可提供以下的策略參考：以折衷效果模型呈現決策資訊，並給予消費者充分的決策時間；以純文字呈現格式揭露產品或廣告資訊；不可忽視資訊框飾類型對中間方案偏好的影響力，其中正面的陳述可提高中間方案的中選率；告知消費者較不重要的屬性資訊、隱藏較重要的屬性資訊；在有時間壓力決策下，搭配純文字呈現格式能夠達到較佳的促銷效果；在選擇決策下，告知資訊的重要與否，會影響消費者對中間方案的偏好。

關鍵字(中)

★ 任務特徵
★ 偏好反轉
★ 任務折衷效果
★ 時間壓力
★ 反應模式
★ 框飾效果
★ 遺漏資訊
★ 資訊呈現格式

關鍵字(英)

★ task characteristic
★ preference reversal
★ task compromise effect
★ time pressure
★ response mode
★ framing effect
★ missing information
★ information presentation mode

論文目次

圖目錄………………………………………………………………………Ⅲ
表目錄………………………………………………………………………Ⅳ
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……………………………………………………………8
第一節任務特徵定義……………………………………………………9
第二節時間壓力相關文獻探討…………………………………………12
第三節反應模式相關文獻探討…………………………………………16
第四節框飾效果相關文獻探討…………………………………………20
第五節遺漏資訊相關文獻探討…………………………………………26
第六節資訊呈現格式相關文獻探討……………………………………28
第七節偏好反轉相關文獻探討…………………………………………31
第八節折衷效果相關文獻探討…………………………………………37
第三章研究假說與方法……………………………………………………41
第一節研究架構…………………………………………………………41
第二節研究假說…………………………………………………………43
第三節變數定義與衡量…………………………………………………52
第四節實驗設計…………………………………………………………58
第五節資料收集與分析…………………………………………………66
第四章研究結果……………………………………………………………68
第一節時間壓力的影響…………………………………………………68
第二節反應模式的影響…………………………………………………70
第三節資訊框飾類型的影響……………………………………………72
第四節遺漏資訊重要性的影響…………………………………………74
第五節資訊呈現格式的影響……………………………………………76
第六節雙重任務特徵因素對任務折衷效果的影響……………………79
第五章結論與建議…………………………………………………………83
第一節研究結論…………………………………………………………83
第二節行銷理論涵義……………………………………………………90
第三節行銷實務涵義……………………………………………………92
第四節研究限制…………………………………………………………96
第五節未來研究建議……………………………………………………98
參考文獻 ……………………………………………………………………100
一、中文部份………………………………………………………………100
二、西文部份………………………………………………………………100
附錄一：前測問卷設計
附錄二：正式問卷設計
圖目錄
圖1-1 研究流程………………………………………………………………7
圖2-1 吸引效果之圖示………………………………………………………38
圖2-2 折衷效果之圖示………………………………………………………39
圖3-1 本研究之觀念架構……………………………………………………42
表目錄
表3-1 反應模式操弄比較……………………………………………………53
表3-2 資訊框飾類型操弄比較………………………………………………53
表3-3 遺漏資訊重要與不重要操弄比較……………………………………54
表3-4 資訊呈現格式操弄比較………………………………………………55
表3-5 折衷效果模型操弄……………………………………………………57
表3-6 實驗設計表……………………………………………………………59
表3-7 前測一時間壓力限制時間之分析結果………………………………61
表3-8 前測二資訊重要性之一因子變異數分析……………………………61
表4-1 時間壓力與方案偏好之卡方獨立性檢定分析表……………………68
表4-2 時間壓力的任務折衷效果之母體比例百分比檢定分析表…………69
表4-3 反應模式與方案偏好之卡方獨立性檢定分析表……………………70
表4-4 反應模式的任務折衷效果之母體比例百分比檢定分析表…………71
表4-5 資訊框飾類型與方案偏好之卡方獨立性檢定分析表………………72
表4-6 資訊框飾類型的任務折衷效果之母體比例百分比檢定分析表……73
表4-7 遺漏資訊重要性與方案偏好之卡方獨立性檢定分析表……………74
表4-8 遺漏資訊重要性的任務折衷效果之母體比例百分比檢定分析表…75
表4-9 資訊呈現格式與方案偏好之卡方獨立性檢定分析表………………76
表4-10資訊呈現格式與折衷方案偏好之卡方百分比同質性檢定分析表…77
表4-11資訊呈現格式的任務折衷效果之母體比例百分比檢定分析表……78
表4-12時間壓力、資訊呈現格式與折衷方案之卡方獨立性檢定分析表…79
表4-13時間壓力、資訊框飾類型與折衷方案之卡方獨立性檢定分析表…80
表4-14時間壓力、反應模式與折衷方案之卡方獨立性檢定分析表………81
表4-15反應模式、遺漏資訊重要性與折衷方案之卡方獨立性檢定分析表82
表5-1研究假說之驗證表 ……………………………………………………83

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2000-6-21

推文