知覺社會距離對多樣化蒐尋行為影響之研究

The Effect of Perceived Social Distance on Variety-seeking Behavior

葉筱韻(Hsiao-Yun Yeh)

指導教授 ： 吳佩勳

國立臺中科技大學/商管學群/事業經營研究所/碩士(2009年)

摘要

多樣化蒐尋(Variety-seeking)行為在過去二十年受到行銷及消費心理研究者持續的關注，許多學者探討消費者尋求多樣化的原因，但僅有少數的研究聚焦在為自己或為別人購買對於多樣化蒐尋行為的影響，實際上，消費者常面臨為他人購買的情境，因而更突顯此研究議題的重要性，因此本研究以社會距離理論探討為自己、為知覺社會距離遠及為知覺社會距離近的朋友購買等三種情境對多樣化蒐尋行為的影響。 本論文前二個實驗主要探討知覺社會距離對多樣化蒐尋行為的影響，實驗一顯示為自己購買的多樣化程度會低於為他人購買的多樣化程度，而他人又可分為知覺社會距離近及知覺社會距離遠，實驗二証實了為普通朋友購買將比為自己購買的多樣化蒐尋程度更高；為最好的朋友購買將比為普通朋友購買的多樣化蒐尋程度更低，而為最好的朋友買與為自己買之多樣化蒐尋程度無顯著差異。 在實驗二的過程中發現產品特性、知覺社會距離對多樣化蒐尋程度有影響，並以此為假設，進行實驗三，結果發現在產品特性涉入性較低時，為自己購買的多樣化蒐尋程度會小於替為好朋友購買，但在產品特性的涉入較高時，結果剛好會相反，為自己購買會大於替為好朋友購買的多樣化蒐尋程度。

關鍵字

知覺社會距離 ； 多樣化蒐尋行為 ； 產品涉入

並列摘要

The consumption patterns that characterize variety-seeking have attracted substantial attention of marketing and consumer psychological researchers over the past two decades. Its moderating many studies have explored the causes of the variety-seeking behavior and factors , but scant research has focused on the effect of purchasing for oneself or others on variety seeking behavior. Literature has indicated that perceived social distance will influence the attitude, perception, confidence and choices. The present research examines simultaneously the effect of purchasing for oneself, for in-group friends and for out-group friends on variety seeking behavior.

Study 1 and 2 explore the effect of perceived social distance on variety seeking behavior. Study 1 demonstrates that the extent of variety seeking in the condition of purchasing for oneself is lower than that in the condition of purchasing for others. Study 2 demonstrates that the extent of variety seeking in the condition of purchasing for out-group friends is higher than that in the condition of purchasing for oneself, the extent of variety seeking in the condition of purchasing for in-group friends is lower than that in the condition of purchasing for out-group friends, and the extent of variety seeking in the condition of purchasing for in-group friends, and for oneself is insignificantly different.

Study 1and 2conclude that the extent of product involvement and perceived social distance will interactively influence the variety seeking behavior. Study 3 demonstrates that when the extent of product involvement is low, the extent of variety seeking in the condition of purchasing for in-group friends is higher than that in the condition of purchasing for oneself. When the extent of product involvement is high, the extent of product involvement in the condition for in-group friends is lower than that in the condition of purchasing for oneself.

並列關鍵字

perceived social distance ； variety seeking behavior ； product involvement

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