資訊複雜度對偏好一致性的影響

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張雅婷(Ya-ting Chang) 查詢紙本館藏

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論文名稱

資訊複雜度對偏好一致性的影響
(How Information complexity affects the consistency of preference)

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摘要(中)

許多學者與大部分的人對於決策方式皆存在傳統的思維模式，其認為理性的決策模式因透過系統、邏輯性的分析，在任何情況下皆會產生較高的決策品質。然而，近期的研究發現，深思熟慮的評估存在兩大缺點，容易造成不一致的偏好，而消費者的知覺複雜度即是導致此結果的主因。
本研究以廣告訴求、深思與否、資訊數量作為自變數，並以產品複雜度、廣告鋪陳順序作為干擾變數，探討這些變數如何藉由影響知覺複雜度的高低，再進一步影響偏好一致性及知覺價格。
研究結果得知，在任何情況下，直覺(不深思)皆比深思熟慮更能產生較一致的偏好。深思下，感性資訊比理性資訊容易導致較不一致的偏好及較高的知覺價格；不深思下，則廣告訴求的不同、資訊數量多寡、產品複雜度高低皆不會影響偏好一致性。廣告鋪陳順序則無論深思與否皆不影響偏好一致性。

摘要(英)

Many scholars and most people have rigid thinking on decision-making way. They think rational decision-making pattern that result through the systematic, logical analysis. The patten will produce a higher quality of decision making in any case. However, recent studies have found that deliberation of the two major shortcomings exist, easily lead to inconsistent preferences, and consumer perception of complexity is the main reason leading to this result.
In this study, Using advertising appeals, way of decision-making and the number of information as independent variables. Product complexity, the order of ad lay out as a moderator of how these variables affect the perception by the level of complexity, further affecting the consistency and perceived preference price.
The results that, in any case, intuition (non-deliberation) is considered producing more consistent preferences. In deliberation, the emotional information easily lead to more inconsistent preferences and higher perceived price than the rational information. In non-deliberation, then the different advertising appeals and information of amount, product complexity is not affected by the level of preference for consistency. The order of ad lay out did not affect the consistency regardless of deliberation or non-deliberation.

關鍵字(中)

★ 知覺價格
★ 偏好一致性
★ 產品複雜度
★ 資訊數量
★ 決策方式
★ 廣告訴求

關鍵字(英)

★ perceived prices
★ preference consistency
★ product complexity
★ advertising appeals
★ decision-making
★ information volume

論文目次

目錄
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
第一節決策模式...................5
第二節廣告訴求.................10
第三節知覺複雜度...............16
第四節知覺價格.................18
第三章研究方法..................19
第一節研究架構.................19
第二節研究假設.................21
第三節實驗設計.................27
第四節研究方法.................37
第四章資料分析與結果.............38
第一節樣本回收.................38
第二節操弄檢定.................41
第三節假說驗證.................63
第五章結論與建議.................76
第一節研究結論.................76
第二節管理意涵.................78
第三節研究限制與未來研究建議...79
表目錄
表 1-1 深思熟慮相關研究論文之整理表 8
表 1-2 常見廣告訴求分類表 12
表 1-3 感性與理性訴求差異比較表 13
表 1-4 各學者對廣告訴求主要分類表 14
表 3-1 實驗一之四種情境表 29
表 3-2 實驗二之八種情境表 32
表 3-3 實驗三之八種情境表 35
表 4-1 樣本回收總表 38
表 4-2 A問卷之平均數與顯著值表 42
表 4-3 B問卷之平均數與顯著值表 43
表 4-4 C問卷之平均數與顯著值表 45
表 4-5 D問卷之平均數與顯著值表 46
表 4-6 E問卷之平均數與顯著值表 48
表 4-7 F問卷之平均數與顯著值表 49
表 4-8 G問卷之平均數與顯著值表 50
表 4-9 H問卷之平均數與顯著值表 52
表 4-10 I問卷之平均數與顯著值表 54
表 4-11 文章之訴求分類表 56
表 4-12 J問卷之平均數與顯著值表 57
表 4-13 各情境第一階段之作答時間表 58
表 4-14 各情境第二階段之作答時間表 59
表 4-15 資訊數量多下各情境第一階段之作答時間表 59
表 4-16 資訊數量少下各情境第一階段之作答時間表 60
表 4-17 資訊數量多下各情境第二階段之作答時間表 60
表 4-18 資訊數量少下各情境第二階段之作答時間表 61
表 4-19 產品複雜度高下各情境第一階段之作答時間表 61
表 4-20 產品複雜度低下各情境第一階段之作答時間表 62
表 4-21 決策方式與廣告訴求對偏好一致性影響之ANOVA表 63
表 4-22 各情境敘述統計表 64
表 4-23 決策方式與廣告訴求對偏好改變方向之影響 65
表 4-24 決策方式與廣告訴求對知覺價格影響之ANOVA表 66
表 4-25 決策方式與廣告訴求對知覺價格影響之t檢定表 66
表 4-26 資訊數量、廣告訴求與深思與否對偏好一致性影響之ANOVA表 68
表 4-27 不同廣告訴求對偏好一致性之敘述統計表 68
表 4-28 不同資訊數量對偏好一致性之敘述統計表 69
表 4-29 不同資訊數量與深思與否對偏好一致性之敘述統計表 70
表 4-30 產品複雜度與深思與否對偏好一致性影響之ANOVA表 72
表 4-31 產品複雜度與深思與否對偏好一致性之敘述統計表 73
表 4-32 廣告鋪陳與深思與否對偏好一致性影響之ANOVA表 74
表 4-33 廣告鋪陳與深思與否對偏好一致性之敘述統計表 74
表 4-34 假說驗證總表 75
圖目錄
圖 1 直覺之五大組成因素圖 7
圖 2 感性與理性訴求之策略比較圖 15
圖 3 認知價值形成模型 18
圖 4 深思與否、廣告訴求對偏好一致性之交互作用圖 64
圖 5 深思與否、廣告效果對知覺價格之交互作用圖 67
圖 6 深思與否、資訊數量對偏好一致性之交互作用圖 70
圖 7 產品複雜度與深思與否對偏好一致性之交互作用圖 73

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指導教授

林建煌(Lin-Chien Huang)

審核日期

2010-6-25

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