調節焦點對知覺時間價值的影響

The Effect of Regulatory Focus on Perceived Time Preference

翁繼浩(Chi-Hao Weng)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02888

摘要

本研究以調節焦點理論為出發點，加入產品類型、時間水平、時間結構因素，探討對於個體在購買產品時的時間偏好的影響。根據調節焦點理論，可以將個體區分成促進焦點及預防焦點2種傾向，前者較熱衷於追求理想、達成目標；後者較警醒於是否盡到義務、保持安全。雖然該理論被學者提出已有多年歷史，但是直到目前為止，仍然很少有研究探討此一特質對於時間偏好的影響。本研究加入產品類型(歡樂性及實用性2種)，時間水平(偏離原交貨時點的短時間與長時間2種水準)，及時間結構(提早或延後交貨2種情境)3種變數，採取2×2×2×2的混合型實驗設計進行試驗，亦即每位受測者除了會被歸類成一種調節焦點導向、只面對單一產品之外，必須針對2(時間水平)×2(時間結構)個時間點填答願付或要求的折扣金額。本研究得到如下結論：
促進焦點個體的時間偏好未必一定高於預防焦點個體，可能會受到產品類型、及交貨時間的改變所影響。以本次的試驗為例，只有在延後3天且為購買歡樂性產品的情況下，促進焦點個體的時間偏好會高於預防焦點個體。

關鍵字

調節焦點 ； 促進焦點 ； 預防焦點 ； 時間偏好 ； 時間水平 ； 時間結構

並列摘要

The objective of this study is to explore the effect of regulatory focus on perceived time preference, combining with other independent variables, such as product types(hedonic versus utilitarian), time horizon(short versus long time), and temporal framing(expediting versus deferring). Although regulatory focus theory has been proposed for many years, which distinguishes individuals with promotion focus, who are eager to approach ideals and achieve goals, from individuals with prevention focus, who are vigilant to keep safety and meet obligation, there are few researches about the effect of it on perceived time preference. The study adopted 2×2×2×2 mix-factorial experimental design to investigate the issue, which means that every subject was asked to write how much they were willing to pay or receive about 2(time framing)×2(time horizon), but was separated to either promotion focus or prevention focus, and had only one product type to choose. The results from the study are as follows:
Individuals with promotion focus do not always have higher time preference than those with prevention focus do. It can be moderated by product types and the change of the delivering date. For example, only when deliveries of hedonic products are postponed for short days (3 days), Individuals with promotion focus have higher time preference than those with prevention focus do.

並列關鍵字

regulatory focus ； promotion focus ； prevention focus ； time preference ； time horizon ； temporal framing

參考文獻

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