探討選項框架對購買意願之影響：以目標導向、自我控制力及商品類型為干擾變數

Effects of Option Framing on Purchase Intention with Goal-Orientation, Self-Control and Product Type as Moderators

林玉娟(Yuh-Jiuan Lin)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300128

摘要

隨著現今消費型態的多元化，產品行銷走向客製化成為主流趨勢，本研究探討消費者在選購網路商品時，以不同的選項框架在可自由選的加購+OF（adding option framing）或減購-OF（subtractive option framing）方式下，加入不同目標導向之消費者，其自我控制力程度，在面對功利性商品及享樂性商品時，之選購心理及對購買意願之影響。本實驗設計共十六組：2(基本型+OF/完整型-OF)x2(促進焦點/預防焦點)x2(自我控制力高/自我控制力低)x2(功利性商品/享樂性商品)，以網路問卷及紙本問卷方式收集本研究所需之資料，共回收572份有效樣本，採用ANOVA進行統計分析，以驗證本研究之研究假設。
研究結果顯示，(1)自由選加購+OF或減購-OF銷售方式下，消費者選擇完整型-OF高於基本型+OF；(2)目標導向方面，(相較於基本型+OF)促進焦點型消費者比預防型消費者更傾向選擇完整型-OF；(3)自我控制力方面，相較於(基本型+OF )低控制力消費者比高控制力消費者更傾向選擇完整型-OF；(4)商品類型方面，(相較於基本型+OF)消費者在選購享樂性商品時比在選購功利性商品時更傾向選擇完整型-OF。本研究結果可提供後續研究建議及管理意涵，讓網路業者銷售商品時，有別於傳統的設計方式，可採用不同選項框架方式，對不同目標導向之消費者，做好商品分類及對消費者的選購心理，做好詳細規劃的行銷策略方針，因而得到較多的獲利。

關鍵字

選項框架 ； 目標導向 ； 自我控制力 ； 商品類型 ； 購買意願

並列摘要

As the needs of consumers are diversified nowadays, product customization becomes a dominant trend in marketing arena. In this study, the psychology and purchase intention of customers with different goal-orientation inclinations and self-control capabilities are investigated when purchasing utilitarian or hedonic products on line with different ways of option framing (i.e. increase option (+OF) or reduce option (-OF)). There are totally 16 experimental designs in this work; i.e. 2 (basic set + OF/ complete set - OF) X 2 (promotion focus/ prevention focus) X 2(high self-control/ low self-control) X 2((utilitarian product/ hedonic product). The data were collected by questionnaire survey through hard copy and the internet, and 572 questionnaire samples are verified to be valid. The statistical analysis was performed by ANOVA to prove the assumptions of this research.
The results indicates that (1) if customer are free to choose (complete set – OF) or (basic set + OF) , the customers tend to choose (complete set – OF) as compared to (basic set + OF); (2) in the aspect of goal orientation, promotion-focus customers, as compared to prevention-focus customers, tend to choose (complete set – OF) vs. (basic set + OF); (3) in the aspect of self-control, customers with low self-control capability, as compared to customers with high self-control capability, tend to choose (complete set – OF) vs. (basic set + OF); (4) in the aspect of product type, customers when purchasing a hedonic product, as compared to a utilitarian product, tend to choose (complete set – OF) vs. (basic set + OF). This work can offer suggestion and management guideline for on-line product vendors to categorize products according to various goal orientation customers in an untraditional way by option framing technique, and to lay out a detailed marketing strategy based on psychology of potential customers, therefore, gaining more profit margin.

並列關鍵字

Product type ； Self-control ； Option framing ； Goal orientation ； Purchase intention

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