- 學位論文
以實驗法探討動手做與同儕效應的影響
Investigating the Influence of IKEA and Peer Effects: An Experimental Approach
摘要
本文探討形成IKEA效應與同儕效應對於個人勞動投入價值的影響。在個人製作產品的同時，會隨著勞動投入的增加使其對於該產品增加更多喜好，但其價值的提升可能會受到群體的影響而改變。為了觀察價值的變化，本文控制個人背景、自我態度及對受試產品喜好與出價決策等，以出價活動的方式進行研究分析。資料的蒐集是利用前後測問卷與活動形式進行蒐集，前測問卷主要為個人家庭背景的特徵變數與自我態度，後測問卷則以自我評估的方式呈現受試者對於產品的價值偏好。蒐集對象從高中生到大學生，共計277筆樣本，皆為尚未就業之樣本，與過去文獻中純就業樣本有所區隔。本文利用差中差迴歸模型估計個人價值偏好的作用。結果顯示，受試者的群體影響、自製產品偏好、製作動機及是否親手製作、個人評估等因素皆會在自我評估中影響其對於IKEA效應及同儕效應的反應，不過自我態度較強烈者不易受同儕效應影響，且年齡的上升與家庭因素的正面影響對其成為同儕中的意見領袖有一定的成效，他們的言行舉止較容易影響同儕。
並列摘要
This article examines the influence of the IKEA and peer effects on the perceived value of personal labor. As individuals engage in product creation, their affection for the product increases with labor input, But the increase in product value may change due to the influence of the group. To observe these value shifts, the study controls for personal background, self-attitude, and preferences for the test product, analyzing bidding behavior. Data were collected through surveys and activities, with the former capturing personal and family background characteristics and self-attitude, and the latter reflecting participants’ value preferences for the product. The sample consisted of 277 high school and college students, all unemployed, distinguishing it from previous studies’ employed samples. A difference-in-differences regression model was used to estimate the effects on personal value preferences. Findings indicate that group influence, self-made product preference, making motivation, hands-on production, and personal evaluation all affect responses to the IKEA effect and peer effect in self-assessment. However, those with stronger self-attitudes are less susceptible to peer influence, and increasing age and positive family factors contribute to becoming opinion leaders within peers, whose actions more readily influence others.