An Examination of Cognitive, Affective, and Behavioral Dimensions of Types of Licensing Effects

An Examination of Cognitive, Affective, and Behavioral Dimensions of Types of Licensing Effects

陳彥廷(Yan-Ting Chen)

指導教授 ： 廖淑伶

元智大學/管理學院/國際企業學系/碩士(2008年)

摘要

摘要
許多的選擇在真實的社會中是會被前面的選擇所影響的。人們在做慈善捐款的動機到底是利己？或利他？先前的研究顯示當做一件善事之後，往往人們會提升自我的概念進而去有對自己有放縱的行為。本研究檢視做一件善事之後不僅提升自我概念可以去讓自己有放縱的選擇，而且也檢視做完善事後預期性罪惡感減少也會造成自我放縱的行為。然而市場上很多善因行銷的行銷手法，我們卻不知道何種策略是有效率的影響消費者的購買。本研究注重在不同利他情境之下的分析，總共有三個模型，第一個模型檢驗消費者在各種利他情境之下的認知面(自我概念)和情感面(心情和預期性罪惡感)的結果。第二個模型檢測消費者在各種利他情境的購買行為。第三個模型在檢測認知面(自我概念)、情感面(心情和預期性罪惡感)和購買行為(購買意圖和衝動性購買意圖)上的相互關係。

結果本研究發現
1. 在某些利他行為下的licensing condition並不能產生 licensing effect，特別是在於購買行為和捐獻行為直接關聯的時候。
2. 自我概念和預期性罪惡感一樣都會影響到消費者的購買行為。換句話說，提升自我概念和降低預期性罪惡感都會給予消費者在做完好事之後購買享樂性產品合理化的理由。
3. 單純捐獻行為後會引起消費者超我和內在良心，會讓消費者在接下來短時間內的購買意圖是呈現負向的關係。

關鍵字

自我概念

並列摘要

Abstract
Most choices in the real world follow other choices or judgments. Previous research shows that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. This research focused on a prior choice not only boosts a positive self-concept but also reduce an anticipatory guilt after doing a virtuous act, subsequently licenses the choice of a more self-indulgent option. However, we do not know which type of licensing condition is the most effective and what are the factors that influence consumers’ consequence. This research focuses on the effects of type of licensing condition. We divide the research into three models. Model one examines each of licensing circumstances on affect (mood and anticipatory guilt) and cognitive (self-concept). Model two examine each of licensing circumstances on consumers’ consequences (purchase intention and impulse buying intention). Model three examine the relationship between independent variables (mood, self-concept and anticipatory guilt) and dependent variables (purchase intention and impulse buying intention).
The results of the research are shown as follows:
1. The research found that some licensing circumstance (donation to charity associated with purchase and trade-ins associated with purchase) didn’t generate the licensing effect
2. Self-concept, anticipatory guilt and mood would influence consumers’ consequence.
3. In one licensing circumstance (donation to charity prior to purchase), there are negative relationship between self-concept and purchase intention.

並列關鍵字

self-concept, licensing effect

參考文獻

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