| 摘要: | 在當前數位化快速演進的時代，網際網路已深深融入人們的日常生活中，隨著線上購物平台的普及與零售商品類型的日益多樣化，線上限時搶購帶來了巨大的商機。然而，目前仍缺乏調節焦點與態度評估在線上限時搶購中的整合性驗證與交互機制之實證支持。因此，本研究分成三項實證研究（研究一、研究二和研究三），試圖從調節焦點與態度評估的互動關係出發，結合預期競爭性與購買意圖，深入探討在線上限時搶購中的決策機制。此外，本研究進一步探討產品類型、意識思維以及自我調節在決策歷程中的影響作用，並透過腦波數據觀看在線上限時搶購中的情感反應。本研究採用實驗法，透過配戴腦波儀器來瀏覽線上限時搶購的網站，並依照各項研究完成指定任務。研究一分為實用性產品與享樂性產品的實驗設計；研究二為2產品類型（實用性產品vs. 享樂性產品）x 2意識思維（有意識思維 vs. 無意識思維）之組間實驗設計；研究三為2產品類型（實用性產品 vs. 享樂性產品）x 2自我調節（克制目標 vs. 無目標）之組間實驗設計。總計回收152份有效問卷，並使用統計分析軟體進行資料分析與假設驗證。研究結果顯示：（1）促進焦點對於認知評估、促進焦點對於情感評估、預防焦點對於認知評估以及預防焦點對於情感評估皆具有正向影響（2）認知評估對於預期競爭性具有正向影響（3）預期競爭性對於購買意圖具有正向影響（4）產品類型對於促進焦點與認知評估、預防焦點與認知評估以及預防焦點與情感評估之間皆具有調節效果。本研究之研究貢獻如下：（1）建構一套以調節焦點、態度評估、預期競爭性與購買意圖之線上限時搶購整合性的心理歷程模型，以奠定理論基礎（2）線上限時搶購中調節焦點對於態度評估之影響以及個體機制探討（3）線上限時搶購中態度評估與預期競爭性對購買意圖的中介歷程探析（4）將產品類型作為調節變數，探討對於調節焦點與態度評估之間的影響作用與理論啟示（5）將意識思維、自我調節作為調節變數，探討對於態度評估與預期競爭性之間的影響作用與理論啟示（6）腦電圖（EEG）在線上限時搶購中情感反應之應用與理論價值。;In the current era of rapid digital transformation, the Internet has become deeply embedded in daily life. With the widespread adoption of online shopping platforms and the increasing diversity of retail product categories, online flash sales have created substantial business opportunities. Nevertheless, empirical evidence supporting the integrated role and interaction mechanisms of regulatory focus and attitude evaluation in online flash sales remains limited.
This study consists of three empirical investigations (Study 1, Study 2, and Study 3), aiming to explore the interactive effects of regulatory focus and attitude evaluation, combined with anticipated competitiveness and purchase intention, to provide a comprehensive understanding of decision-making processes in online flash sales. Furthermore, this research examines the influences of product type, conscious cognition, and self-regulation on the decision-making process, while employing electroencephalogram (EEG) data to assess emotional responses during online flash sales.
An experimental approach was adopted, where participants wore EEG devices while browsing online flash sale websites and completed assigned tasks according to the specific study design. Study 1 employed an experimental design distinguishing between utilitarian and hedonic products. Study 2 utilized a 2 (product type: utilitarian vs. hedonic) × 2 (conscious cognition: conscious vs. unconscious) between-subjects design. Study 3 applied a 2 (product type: utilitarian vs. hedonic) × 2 (self-regulation: restraint goal vs. no goal) between-subjects design. A total of 152 valid questionnaires were collected and analyzed using statistical software to test the proposed hypotheses.
The findings reveal that: (1) Promotion focus positively influences cognitive evaluation and affective evaluation; prevention focus positively influences cognitive evaluation and affective evaluation. (2) Cognitive evaluation positively affects anticipated competitiveness. (3) anticipated competitiveness positively affects purchase intention. (4) Product type moderates the relationships between promotion focus and cognitive evaluation, prevention focus and cognitive evaluation, as well as prevention focus and affective evaluation.
This study makes the following contributions: (1) Development of an integrated psychological process model for online flash sales based on regulatory focus, attitude evaluation, anticipated competitiveness, and purchase intention, thus providing a theoretical foundation. (2) Examination of the impact of regulatory focus on attitude evaluation and underlying individual mechanisms in online flash sales. (3) Analysis of the mediating roles of attitude evaluation and anticipated competitiveness in influencing purchase intention. (4) Investigation of product type as a moderating variable affecting the relationships between regulatory focus and attitude evaluation, offering theoretical insights. (5) Exploration of conscious cognition and self-regulation as moderators influencing the relationship between attitude evaluation and anticipated competitiveness, with theoretical implications. (6) application and theoretical contribution of EEG in understanding emotional responses in online flash sales. |
