正、負面之共同與特殊屬性對消費者方案選擇之影響：調節焦點之干擾效果

The Influence of Common and Unique Positive/ Negative Features on Consumers’ Choice: Regulatory Focus as a Moderator

張心馨(Shin-Shin Chang)

指導教授 ： 黃俊堯

國立臺灣大學/管理學院/商學研究所/博士(2009年)

https://doi.org/10.6342/NTU.2009.10645

摘要

無資料

關鍵字

共同屬性 ； 特殊屬性

並列摘要

This research aims at exploring how common and unique positive or negative features influence consumers’ evaluative and choice behaviors. The hypotheses include: (1) Consumers encounter greatest difficulties and dissatisfaction for making choice and evaluation between pairs of options with unique negative and common positive features, and have lowest difficulties and dissatisfaction for choice between pairs of two options with unique positive and common negative features. Therefore, when consumers are provided a no-choice decision, they show greatest preference for no-choice when choosing between unique- negative-common-positive pairs (as comparing to unique- positive-common-negative pairs), and have greatest tendency to switch to other options when facing a third option afterwards. However, consumers’ regulatory focus plays a moderating role for the above-mentioned relationship. (2)Compared with introducing an option to make option A’s positive features unique, adding an option to make A’s negative features common will result in greater impact on increasing consumers’ preference toward option A.

並列關鍵字

common features ； unique features

參考文獻

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