不同決策階段對決策策略採用傾向的影響

The Impact of Decision Stage on the Usage of Decision Strategies

吳秉容(Bing-Rong Wu)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02982

摘要

本研究以兩階段決策為架構，檢驗了決策階段對於決策策略使用傾向的影響。實驗一中驗證了決策者在決策的第一階段因為會比第二階段感到困難，使用刪去法的傾向會較第二階段為高。這種階段之間難度的差異，對於不同規範焦點的決策者原先的策略偏好也會造成影響。促進焦點決策者在第一階段使用刪去法的傾向會大於第二階段，而預防焦點決策者在兩個階段使用刪去法的傾向則沒有明顯變化。此外，當使用的策略和規範焦點配適時，決策者會有較高的滿意度。最後，實驗結果顯示了促進焦點決策者若在決策第一階段使用了和規範焦點不配適之策略時，相較於使用規範配適之策略，會有明顯的改變策略傾向，而預防焦點決策者不論使用何種策略，改變策略之傾向都沒有明顯差異。

關鍵字

選擇 ； 刪去 ； 決策策略 ； 決策階段 ； 規範焦點 ； 滿意度

並列摘要

This research examines the impact of decision stage on the usage of decision strategies in the two-staged decision. Because it is more difficult to make a decision in Stage 1 than in Stage 2, decision makers tend to use rejecting strategy more in Stage 1 than in Stage 2. Besides, the gap of difficulty between stages moderates the impact of regulatory focus on the strategy usage. Promotion-focused people use rejecting strategy more in Stage 1 than in Stage 2, whereas prevention-focused people have no difference in the usage of rejecting strategy between two stages. Moreover, when the used strategy fits the regulatory focus, the decision makers would be more satisfied than those who use the other strategy. Finally, if promotion-focused people use the strategy which is not regulatory-fit, they are more possible to shift strategy in Stage 2 than those who use the regulatory-fit strategy. But whatever strategy prevention-focused people use, there are no difference between their tendencies to shift strategy.

並列關鍵字

Choose ； Reject ； Decision Strategy ； Decision stage ； Regulatory focus ； Satisfaction

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