情緒在消費者決策行為中的影響

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莊世杰(Shih-Chieh Chuang) 查詢紙本館藏

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企業管理學系

論文名稱

情緒在消費者決策行為中的影響
(The Role of Emotions in Consumer Decision Making)

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摘要(中)

人們的情緒是如何影響風險偏好及消費者決策行為呢? 基於先前研究發現，正向情緒會使人更為保守，然而負向情緒使人更愛冒險。本研究透過6個實驗(6種不同的消費行為)証實一個人的情緒狀況將影響人們的消費行為。

摘要(英)

How does an individual’s emotional state affect risk-taking and consumer decision making? Building upon previous research, this article proposes that the effect of mood on risk-taking will affect consumer choice. The hypothesized effect of mood is tested with different types of consumer choice in six studies. Consistent with the hypotheses, the results indicate that subjects in a happy mood tend to be risk-aversive while subjects in a sad mood are inclined to take risks. Finally, implications of the findings and suggestions for future research are discussed.

關鍵字(中)

★ 正向情緒
★ 負向情緒
★ 風險偏好
★ 消費者決策行為

關鍵字(英)

★ emotion
★ risk-taking
★ consumer decision making

論文目次

TABLE OF CONTENTS
Page
ABSTRACT i
ACKNOWLEDGMENTS iii
TABLE OF CONTENTS vi
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTE1.1 INTRODUCTION 1
1.1 MOTIVATION 1
1.2 THESIS STRUCTURE 3
CHAPTER 2 THEORETICAL FRAMEWORK 4
2.1 RISK-TAKING 4
2.2 THE EFFECT OF EMOTION STATES ON RISK-TAKING 6
CHAPTER 3 STUDY 1: THE EFFECT OF EMOTIONS ON RISK-TAKING 9
3.1 METHODOLOGY 9
3.1.1 Participants and Experimental Design 9
3.1.2 Emotional Manipulation 9
3.1.3 Dependent variables 10
3.1.4 Procedure 11
3.2 RESULTS 12
3.2.1 Manipulation Checks of Emotions 12
3.2.2 Effects of Emotional States 12
3.3 DISCUSSION 14
CHAPTER 4 STUDY 2: THE EFFECT OF INTRODUCING A POSITIVE OR NEGATIVE EMOTION ON SHARE OF ALL-AVERAGE OPTION 15
4.1 THEORETICAL FREMEWORK AND HYPOTHESIS 15
4.2 METHODOLOGY 16
4.2.1 Pretest 16
4.2.2 Participants and Experimental Design 17
4.2.3 Procedure 18
4.3 RESULTS 19
4.3.1 Manipulation Checks of Emotions 19
4.3.2 The Examination of the Preference 19
4.3 DISCUSSION 20
CHAPTER 5 STUDY 3: THE EFFECT OF EMOTIONS ON BRAND SWITCHING FOR SALES PROMOTIONS 21
5.1 THEORETICAL FREMEWORK AND HYPOTHESIS 21
5.2 METHODOLOGY 22
5.3 RESULTS 23
5.3.1 Manipulation Checks of Emotions 23
5.3.2 The Effect of The Emotional States on Option Switching Due to A Sale 23
CHAPTER 6 STUDY 4—THE EFFECT OF EMOTIONS ON PREFERENCES FOR THE COMPROMISE EFFECT 26
6.1 THEORETICAL FREMEWORK AND HYPOTHESES 26
6.2 METHODOLOGY 29
6.2.1 Pretest 29
6.2.2 Experimental Design 30
6.2.3 Procedure 31
6.3 RESULTS 32
6.3.1 Manipulation Checks of Emotions 32
6.3.2 Effect of Emotion in Trinary Choice Sets 32
6.3.3 Effect of Emotion in Compromise Effect 33
CHAPTER 7 STUDY 5—THE EFFECTS OF EMOTIONS ON VARIETY-SEEKING 37
7.1 THEORETICAL FREMEWORK AND HYPOTHESIS 38
7.1.1 Optimal Stimulation Level 38
7.1.2 Variety-seeking Behavior 39
7.1.3 The Effects of Emotion States on Variety Seeking 41
7.1.3 Overview of Study 5 42
7.2 METHODOLOGY OF STUDY 5a 43
7.2.1 Subjects and Experimental Design 43
7.2.2 Procedure 43
7.3 RESULTS 45
7.3.1 Manipulation Checks of Emotions 45
7.3.2 Effects of Emotional States on Variety-seeking Behavior 45
7.4. DISCUSSION 46
7.5 METHODOLOGY OF STUDY 5b 47
7.6 RESULTS 48
7.6.1 Manipulation Checks of Emotions 48
7.6.2 Effects on Amount of Variety Chosen 49
7.7 DISCUSSION 50
CHAPTER 8 STUDY 6: THE EFFECT OF EMOTIONS AND CONSUMER PREFERENCE FOR THE STATUS QUO 51
8.1 THEORETICAL FREMEWORK AND HYPOTHESIS 51
8.2 METHOLOGY 55
8.2.1Pretest 55
8.2.2 Experimental Design and Procedure 56
8.3 RESULT 57
8.3.1 Manipulation Checks of Emotions 57
8.3.2 Effects of Emotional States 57
CHAPTER 9 GENERAL DISCUSSION 59
9.1 SUMMARY 59
9.2 THE INFLUENCE OF EMOTIONS IN CONSUMER DECISION MAKING 60
9.3 STUDY LIMITATIONS AND AREA FOR FUTURE RESEARCH 64
REFERENCES 66
APPENDIX A QUESTIONNAIRES OF STUDY 1 76
APPENDIX B QUESTIONNAIRES OF STUDY 2 81
APPENDIX C QUESTIONNAIRES OF STUDY 3 84
APPENDIX D QUESTIONNAIRES OF STUDY 4 96
APPENDIX E QUESTIONNAIRES OF STUDY 5 102
APPENDIX F QUESTIONNAIRES OF STUDY 6 104
LIST OF TABLES
Table 1 STUDY 1: THE EFFECT OF EMOTIONAL STATES ON CHOOSING SHARE OF SAFE OPTION 13
Table 2 STUDY 2: THE EFFECT OF THE EMOTIONAL STATES ON CHOOSING SHARE OF ALL-AVERAGE OPTION 20
Table 3 STUDY 3: THE EFFECT OF THE EMOTIONAL STATES ON OPTION SWITCHING DUE TO A SALE 25
Table 4 STUDY4: THE EFFECT OF EMOTIONAL STATES ON THE SHARE OF CHOOSING AN ALTERNATIVE 35
Table 5 STUDY4: THE EFFECT OF THE EMOTIONAL STATES ON THE COMPROMISE EFFECT 36
Table 6 STUDY 6: THE EFFECT OF THE EMOTIONAL STATES ON CHOOSING STATUS QUO OPTION 58
LIST OF FIGURES
Figure 1 The Compromise Effect 27
Figure 2 The value function: emotional states and loss aversion 54

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2005-10-6

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