本研究探討不同的內省傾向以及內省程度與態度間的變化關係。產品態度以歡樂(Hedonic)價值和實用(utilitarian)價值衡量之。本研究利用手機作為實驗產品並採2(內省傾向)*2(內省程度)*2(展示模式)組間因子實驗模式進行,共計8個實驗組和1個控制組,藉由操弄自變數「內省傾向」類型來檢視在內省程度和刺激物展示模式的干擾下,產品態度受到影響的情形。 根據本研究結果發現,購買決策的內省傾向的確會影響消費者的產品價值評價,不管傾向認知或是情感思索處理方式,產品價值態度皆會上升。進行情感性內省者,內省程度越高其產品價值越高。進行情感性內省時,刺激物的直接展現(樣品機)的產品價值也會上升。接受象徵性展示(圖片)刺激,並且內省程度低的情況下,進行認知性內省比情感性內省時產品價值(包含實用與歡樂價值)高。
The present study is concerned with the moderating role of introspecting degree and presentation mode in the relationship between affective and cognitive focus and attitudes. Base on earlier research (Millar & Tesser, 1986 ) , thought may make either the affective or cognitive component of the attitude more salient. Consumer’s product attitudes are conceptualized as hedonic value and utilitarian value. We hypothesized that if doing more introspection, then thought emphasizing different components would lead to different general evaluations. And we also hypothesized that if real presentation is shown, then thought emphasizing different components would lead to different general evaluations. To test these hypothesizes, we developed 2*2*2 experiment. And the result is as predicted. Key words: introspection, attitude, presentation