選擇或拒絕? 決策模式對資訊篩選的影響

Select or Reject? The decision mode on the effects of information sifted

林嘉惠(Chia-Hui Lin)

指導教授 ： 林佳勳

國立臺中科技大學/管理學群/企業管理系事業經營碩士班/碩士(2011年)

https://doi.org/10.6826/NUTC.2011.00002

摘要

消費者的決策行為一直以來就是許多專家學者所關注的焦點，因為它不僅是消費者本身的個人抉擇行為，也將影響到廠商的廣告與行銷策略的制定。因此，學者們無不紛紛投入此議題之研究，試圖建構一個完整的消費者行為模式。當消費者在面對雜亂的資訊時，依所採取之不同決策模式，將造成截然不同的回饋呈現，選擇與拒絕（select versus Reject）說明當我們面臨抉擇時，所採行的兩種決策模式。當消費者採取『選擇』模式時，通常會依據原本個人的喜好作為參考進而做出決定，但若當消費者採取『拒絕』模式時，則可能因為缺乏依據參考，而出現抉擇延遲或者偏好改變等情形。認知需求 (Need for Cognition) 近年來常被使用作為檢測消費者個人特質之工具之一，且其對於個人在訊息的處理上也具有相當程度的干擾。

本研究設計二個實驗，主要探討決策模式對於資訊篩選的影響，實驗一驗證不同決策模式對於消費者的資訊篩選確實存在顯著影響，結果顯示『拒絕』模式下消費者資訊篩選所留下之方案數顯著高於『選擇』模式；此外，在認知需求差異的干擾下，不同決策模式對資訊篩選的影響(實驗二)，實驗二結果顯示，高認知需求者資訊篩選後所留下之方案數高於低認知需求者，此外，在『選擇』模式下，高、低認知需求者所篩選出的方案數差異將大於『拒絕』模式下，高、低認知需求者的方案數差異。

關鍵字

決策模式 ； 選擇或拒絕 ； 資訊篩選 ； 認知需求

並列摘要

Decision-making behavior of consumers has always been a concern of many experts and scholars focus. Because it is not only the consumer's own personal choice behavior, but also affect the manufacturer's advertising and marketing strategy formulation. Therefore, the scholars all have invested in this issue of research, trying to construct a complete model of consumer behavior. When consumers in the face of messy information, according to the different decision-making mode adopted, will result in different feedback rendering. select versus Reject to explain when we face a choice when the adoption of the two decision-making patterns. When consumers adopt a "select" mode, usually based on personal preferences as the original reference and then make a decision, However, if when consumers adopt a "reject" mode, you may refer to a lack of basis, resulted in delay the choice or preferences reversal in circumstances. Need of Cognition,NFC In recent years, often used as a measure tool for consumers personal qualities of one, and its message handling for individuals also has a considerable degree of interference.

Study1 and 2 explore the effect of decision-making mode for filtering of information.Study1 demonstrates of different decision-making mode for a consumer's information filtering does exist a significant impact , demonstrates that "reject" mode consumer left the screening program was significantly higher than "select" mode; in addition, differences in need for cognitive the interference of different decision-making mode the impact of information filtering (study 2), study 2 demonstrates that high need for cognition for information screening program left by the number higher than the low need for cognition, in addition, in "select" mode High and low need for cognitive program selected by the number of differences will be greater than "reject" mode, the high and low need for cognitive differences in the number of those programs.

並列關鍵字

Decision Mode ； Select or Reject ； Information Sift ； Need for cognition

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