訊息框架對網路消費者升級產品置換意願的影響

Effects of Framing Message on Online Consumer Replacement Intention of Upgraded Product

葉淑萍(Shu-Ping Yeh)

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/cycu201300224

摘要

摘要
電子商務的時代來臨，提供給消費者更多元的選擇，隨著科技的日益精進，許多業者以推出升級產品的方式企圖鞏固市場。以往推出升級產品的業者大多採取正面的訊息提供給消費者，主要強調其升級特性。然而，本研究亦探討另一種訊息呈現的方式，將升級產品以負面訊息的提供給消費者，並強調消費者可能會損失的升級特性，藉由兩種不同的訊息框架去探討消費者對於升級產品的置換意願是否有差異。
本研究探討訊息的正負面呈現型式對於消費者置換升級產品之影響。主要以訊息框架的觀點探討消費者對於升級產品的置換意願，並且加入規範焦點、產品類型及升級產品上市間隔時間做為干擾變項。本實驗採取2(訊息框架：正面/負面)×2(規範焦點：促進焦點/預防焦點)×2(間隔上市時間：長/短)×2(產品類型：實用品/享樂品)的實驗設計，共形成16個實驗組。本實驗共回收578份有效樣本進行研究，並採用ANOVA進行統計分析，以驗證本研究之假說。
研究結果發現，訊息的呈現方式會影響消費者對於升級產品的置換意願。(1)負面訊息框架的置換意願會高於正面訊息框架。(2)正面的訊息框架下，促進焦點的消費者對於升級產品置換意願高於預防焦點的消費者；反之，負面的訊息框架下，預防焦點消費者置換升級產品的意願會高於促進焦點的消費者。(3)正面訊息框架下，消費者置換上市間隔時間長的升級產品意願高於上市間隔時間短的升級產品；負面訊息框架下，消費者對於置換上市間隔時間短的升級產品意願會高於上市間隔時間長的升級產品。(4)在正面訊息框架下，升級的享樂品置換意願高於升級的實用品；在負面訊息框架下，升級實用品與升級享樂品的置換意願並無顯著差異。本研究拓展了升級產品的研究，並且提供一些未來研究建議及管理意涵。

關鍵字

置換意願 ； 升級產品 ； 訊息框架

並列摘要

Abstract
With the coming of e-commerce, consumers have multiple options. Upon the advancement of technology, many firms try to control the market by introducing upgraded products. In the past, the firms introducing upgraded products mostly provided positive information for consumers and emphasized the upgrading characteristic. However, this study probes into another kind of information presentation which provides consumers with negative information about the products and emphasizes consumers’ possible loss of upgrading characteristic. By two different kinds of framing message, this study tries to find if consumers’ replacement intentions of upgraded products is different.
This study explores effects of framing message on online consumer replacement intention of upgraded products. This experiment is based on the design 2(framing message: positive/negative)×2(regulatory focus : promotion focus/prevention focus)×2(interval time of upgraded products in the market: long/short)×2(product types: utilitarian product/ hedonic product). There are 16 experimental groups. 578 valid samples are retrieved. By ANOVA, statistical analysis is conducted in order to validate hypotheses of this study.
Result of this research showed that: First, replacement intention on negative framing message will be higher than positive framing message. Second, in positive framing message, consumers of promotion focus have higher replacement intentions than consumers of prevention focus; on the contrary, in negative framing message, consumers of prevention focus have higher replacement intention than those of promotion focus. Third, in positive framing message, consumers’ replacement intentions with longer interval time in the market is higher than those with shorter interval time; in negative framing message, consumers’ replacement intentions with shorter interval time in the market is higher than upgraded products with longer interval time. Fourth, in positive framing message, replacement intentions for upgraded hedonic product is higher than upgraded utilitarian product; in negative framing message, there was no significant difference between upgraded utilitarian product and upgraded hedonic product. This study expands the research on upgraded products and provides some suggestions and managerial implication for future researchers.

並列關鍵字

framing message ； replacement intention ； upgraded product

參考文獻

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