決策難易度對決策後偏好態度影響之研究

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姓名

吳昀達(Yun-Da Wu) 查詢紙本館藏

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企業管理學系

論文名稱

決策難易度對決策後偏好態度影響之研究
(Study on post-choice favorable attitude following easy and difficult decisions)

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摘要(中)

商品市場上充斥著各種方案選擇，在方案間的比較中，有些可以高下立判，讓人快速地做出決策，有些則是吸引力相當，讓人在選擇時猶豫不決，產生決策困難。
本研究探討決策難易度(簡單決策/困難決策)以及困難決策類型(兩好屬性策/兩壞屬性決策/一好一壞屬性決策)對於消費者的決策後偏好態度的影響，並且加入涉入、自我監控、認知需要和產品型態四個干擾變數，來衡量對決策後偏好態度的影響。本研究採用實驗研究法進行實驗；共有兩個實驗，透過紙本問卷進行測驗，樣本以中央大學和南開科技大學的學生為主，有效問卷為280份。研究結果顯示：
1. 困難決策下之決策後偏好態度，在遭遇負面攻擊後下降程度相當高，顯示其較簡單決策下不具持久性。
2. 困難決策類型對於決策後偏好態度會產生差異之影響。
3. 在困難決策下，高涉入消費者的決策後偏好態度，在遭遇負面攻擊後下降程度相當高，顯示其較簡單決策下不具持久性。
4. 在實體產品消費決策下，簡單決策與困難決策之決策後偏好態度無顯著差異；在服務消費決策下，簡單決策與困難決策之決策後偏好態度存在顯著差異。

摘要(英)

Consumers often face situations of free choice among multiple options in consuming market. When the options are similarly attractive, they can experience difficulty in resolving their preferences to arrive at a purchasing decision. In these contexts, how do consumers react to different decisions between similarly appealing options? The study tries to discuss the effect on post-choice favorable attitude of easy and difficult decisions and three types of difficult decisions, which is choosing greater goods, choosing lesser evils and choosing attribute-conflicts trade-offs . We also adopt involvement, self-monitoring, need for cognition and product form as moderating variables to test the implications for post-choice favorable attitude. The study involves two experiments and the participants were asked to fill out paper-based questionnaire. The main subjects are students of National Central University and Nan Kai University of Technology. The results indicate that:
1. Following difficult decision, the post-choice favorable attitude is exceptionally fragile, collapsing easily against even minor attack. The durability of post-choice favorable attitude following difficult decisions is inferior to easy decisions.
2. The types of difficult decisions will lead to different post-choice favorable attitude.
3. Heightened involvement in difficult decisions increases the vulnerability of post-choice favorable attitude to subsequent attack.
4. In terms of service-consuming decision, post-choice favorable attitude of easy decision is distinct from difficult decision. However, it has no difference between these two decisions in tangible product-consuming.

關鍵字(中)

★ 偏好態度
★ 決策難易度
★ 困難決策
★ 簡單決策

關鍵字(英)

★ similarly attractive
★ favorable attitude
★ difficult decision
★ easy decision

論文目次

第一章緒論........................................................ 1
第一節研究背景與動機 ............................................. 1
第二節研究目的與問題 ............................................. 3
第三節研究流程 ............................................ 4
第二章文獻探討 .................................................. 5
第一節決策難易度 ............................................. 6
第二節涉入 ............................................. 8
第三節自我監控 ............................................. 14
第四節認知需要 ............................................. 15
第五節產品型態 ............................................. 17
第六節決策後偏好態度 ............................................. 18
第三章研究方法 .................................................. 22
第一節研究架構 ............................................. 22
第二節研究假設 ............................................. 23
第三節變數的操作性定義與衡量方法 ........................... 28
第四節前測實驗 ............................................. 32
第五節研究方法 ............................................. 36
第四章資料分析 .................................................. 41
第一節樣本結構 ............................................. 41
第二節信度分析 ............................................. 42
第三節假設驗證 ............................................. 46
第五章研究結論與建議 ............................................ 65
第一節研究結論................................................ 65
第二節研究結果討論............................................ 67
第三節研究限制與問題.......................................... 68
第四節建議後續研究發展........................................ 69
參考文獻 ......................................................... 70
附錄........................................................ 75
附錄一：正式問卷一　..............................................75
附錄二：正式問卷二　..............................................86

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2012-7-25

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