消費者做連續性選擇之研究

The Research on Consumer’s Sequential Choices

廖珍華(Jhen-Hua Liao)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00159

摘要

在日常生活中，人們時常面臨連續性選擇(Sequential Choices)，例如在量販店中、一站購足日常生活所需之食品或飲品，如：泡麵、餅乾、牛奶或碳酸飲料；在餐廳消費時，選擇餐前菜、主餐及甜點，在此類場合中，通常消費者會面臨到同時為自己或他人做選擇。因此本研究亦將此因素納入研究重點，探討在選擇過程中，消費者在為他人/自己選擇時，如何平衡自我控制與追求欲望間的衝突。
本研究主要研究重點為，在不同情境(目標管理及目標警覺)、初始行為及時間框架下，探討其對消費者消費行為之影響，再加上選擇背景，深入探討其對消費者之消費行為是否有影響。本研究主要的研究結果如下：
(1) 在不同目標管理及目標警覺情境下，對消費者之消費行為消費行為有顯著影響，此外，納入選擇背景後，其研究結果符合原先推論：為自己做選擇時，受測者之消費行為將會與該目標管理(警覺)情境一致；為他人做選擇時，在不同目標管理(警覺)情境下，其消費行為皆較偏向放縱。
(2) 在不同初始行為及時間框架下，由於消費者原先喜好或習慣的關係，影響其研究結果，在本研究中，初始行為及時間框架對消費者之消費行為消費行為無顯著影響。
上述研究結果除了證實，在不同目標管理及目標警覺情境下，對消費者之消費行為有影響外，更進一步證實在為個人/他人做選擇(選擇背景不同)時，消費者自己之既定印象將會影響其消費行為。最後，本研究依據此研究結果提出可運用在行銷領域上之運用，以及往後研究者可參考之建議。

關鍵字

目標管理 ； 連續性選擇 ； 選擇背景 ； 目標警覺 ； 初始行為 ； 時間框架

並列摘要

In daily life, sequential choices of food are common. For example, consumers choose food items sequentially while grocery shopping, ordering at a restaurant, or shopping for a party. In addition, people always need to choice for other as family members and friends.This study focuses on the consumer how to balance the conflict between the pursuit of self-control and the desire. And when choosing for others, are there differences in consum-ers’ sequential choices?
There are four experiments in this study. And this study considers the factors including the goal management, the initial behavior, the goal awareness, the choice context and the Time frame in order. Then this study is probe into the influence about the different choice context between the above factors and consumers.
The main results of this study are:
1. In the goal management and the goal awareness, there were the significant influences on consumer’s second choice. Later this study was probe into the influence about the dif-ferent choice context between the goal management and the goal awareness on consum-er’s second choice. The findings are the same results as the inference. When consumers do the choice for themselves, their second choice was the same result as their goal man-agement (awareness). For examples, in the management prime condition and the self-control goal awareness condition, choices were as the same as the goal. When con-sumers do the choice for other, their second choices were more indulgent in the different goal management (awareness).
2. In the initial behavior, and the Time frame, there were the insignificant influences on consumer’s second choice due to their original like.
In the end of this research, I provide the use in market and the proposition t according the results of this study.

並列關鍵字

Sequential Choices ； Choice context ； Goal management ； Initial behavior ； Goal awareness ； Time frame

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