排隊與消費者從眾傾向對產品預期價值的影響

The Effect of Queuing up and Conformity Tendency on Expected Product Value

顏琪芳(Chi-Fang Yen)

指導教授 ： 方文昌

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本計畫包含兩個研究，探討在不同的排隊情形下，排隊資訊是否會影響消費者對於對該產品的預期價值，並進一步的探討消費者的從眾傾向是否會強化或弱化此影響。本計畫預測在不同排隊環境之下，消費者會以不同的方式來去評估產品價值。（研究一）在特定隊伍中的排隊情形下，探討排在自己前面的人數與後面人數的多寡會如何影響消費者的產品評價。（研究二）在取號等待的排隊環境下，探討排隊總人數對消費者評價的影響。兩項研究皆以消費者的從眾傾向作為干擾變數，並使用迴歸分析來檢視各排隊情形之影響。

關鍵字

排隊,從眾傾向,產品預期價值

並列摘要

This plan includes two studies to investigate the effect of queue information on the product expected value under different queue circumstances, and further explore that how consumers’ conformity tendency moderate the effect. This plan predicts that under different queue circumstances, consumer will evaluate product by different ways. (Study 1) Under the circumstance of physically waiting at the service setting, investigating that how the number of people ahead or behind influence the product evaluation. (Study 2) Under the circumstance of waiting elsewhere, investigating that how the total queue length influence the product evaluation. Both of Study 1 and 2, add conformity tendency of consumer as moderating variable and employ regression to analyze the data and examine the effects of queue on product evaluation.

並列關鍵字

queue, conformity tendency, product expected value

參考文獻

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