消費者購買決策過程中，遺憾的前因、干擾與後果之模型探討

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吳彤(Tong Wu ) 查詢紙本館藏

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消費者購買決策過程中，遺憾的前因、干擾與後果之模型探討

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摘要(中)

舉凡有過購買經驗的消費者，相信一定都曾有過遺憾、後悔的經驗，這種負面的情緒，到底在消費者的決策過程中佔有什麼樣的地位？
本研究以Tsiros & Mittal(2000)之遺憾理論為基礎，共有四個子研究，欲建立一「消費者購買決策過程中，遺憾的前因、干擾及後果」之完整模型，並以虛擬故事法(scenario)將情境設計於問卷中。研究結果發現：就遺憾的前因來說，當消費者知曉所放棄產品之績效較所購買產品之績效好時，其遺憾之情緒反應，會比未知曉時更形激烈。但這並不意謂只要缺乏所放棄產品之績效資訊，就不會導致遺憾的產生，此乃由於消費者普遍存在著比較的心理，即使缺乏實際的比較參考點，仍可透過『反事實思考』行為來虛構不同於實際已發生結果的狀況，因此仍不免產生遺憾之情緒反應。就遺憾的干擾來說，消費者的遺憾知覺會受到許多因素的干擾，例如，當消費者選擇轉換品牌(續購)、購買未(有)附帶保證之產品或服務、或所購買產品之績效為負面(正面)，由於這樣的購買決策品質較差(佳)、決策安全性較低(高)，連帶使『反事實思考』行為被觸發(壓制)，遺憾程度因而較高(低)。就遺憾的後果來說，雖然對產品或服務感到遺憾的消費者，其直接抱怨的意圖並不顯著，然而，一旦消費者的遺憾知覺增加，便會使滿意度下降，屆時，消費者即會因為滿意度的下降，而出現再購意願不高、抱怨意圖增加等購後行為，亦即滿意度在遺憾與購後行為間扮演中介之角色。
本研究在行銷理論上之涵意及貢獻為：1.以『反事實思考』之概念解釋消費者的遺憾認知過程2探討可能干擾遺憾之變數3.釐清遺憾、滿意度與購後行為之間的關係。本研究對企業提供：1.切勿低估消費者曾列入考慮的產品集合2.以保證和保障方式建立企業和消費者的信賴關係3.告知消費勿因轉換品牌而造成遺憾等建議，盼能以言簡意賅的方式為企業界達到提綱挈領的效用。另外，後續研究可朝：1.增加干擾遺憾之變數，如消費者所付出之努力(Invested Effort)2.產品類別的不同對遺憾程度的影響有無差異3.以多個放棄產品構面進行探討4.探討滿意度受遺憾影響之認知過程等方向進行延伸。

關鍵字(中)

★ 事實思考
★ 再購意願
★ 可逆性
★ 抱怨意圖
★ 滿意度
★ 維持現狀
★ 負向失驗
★ 遺憾

關鍵字(英)

論文目次

目錄
頁次
圖目錄………………………………………………………………?
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……………………………………………....8
第一節遺憾相關文獻探討…………………………………...8
第二節反事實思考相關文獻探討…………………………...15
第三節滿意度相關文獻探討………………………………….27
第四節維持現狀相關文獻探討……………………………….31
第五節可逆性相關文獻探討………………………………….34
第六節再購意願相關文獻探討……………………………….37
第七節抱怨意圖相關文獻探討……………………………….40
第三章研究方法……………………………………………...42
第一節研究架構……………………………………………….42
第二節研究假設……………………………………………….43
第三節變數定義與衡量……………………………………….49
第四節實驗產品選擇與預測問卷…………………………….56
第五節實驗設計……………………………………………….58
第六節問卷設計與抽樣程序………………………………….62
第七節資料分析方法………………………………………….64
第八節信度與校度檢定……………………………………….66
頁次
第四章研究結果……………………………………………..67
第一節遺憾之後果…………………………………………….67
第二節遺憾之前因、干擾與後果…………………………….75
第三節維持現狀與否、購買決策的可逆性對反事實思考的影響………………………………….87
第四節所購買產品的績效對反事實思考的影響…………….91
第五節研究假說檢定結果之彙整與比較…………………….94
第五章研究結論與建議…………………………………..96
第一節研究結論……………………………………………….96
第二節研究貢獻…………………………………………….…99
第三節對企業之建議………………………………………...100
第四節研究限制……………………………………………...102
第五節後續研究建議………………………………………...103
參考文獻…………………………………………………………..105
附錄一問卷前測…………………………………………….112
附錄二正式問卷……………………………………………113

參考文獻

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指導教授

李小梅(Shau-Mei Li)

審核日期

2001-7-3

推文