時間距離與社會距離對消費者維持現狀的影響

The Effect of Temporal Distance and Perceived Social Distance on Status Quo

莊宛達(Wan-Da Chuang)

指導教授 ： 吳佩勳

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)

摘要

維持現狀是行為決策領城中頗為穩定的理論，其係基於人們會因害怕損失而選擇維持現狀。過去維持現狀的相關研究並未考慮時間距離與知覺社會的距離產生的影響。但時間距離已在構念層級理論中被具理解力地探討，然而過去研究中關於時間距離對維持現狀的瞭解卻是極為有限的，也僅有少數的研究聚焦在為自己或為別人購買也就是知覺社會距離對於維持現狀的行為影響。本研究包含兩個實驗: 實驗一採用租公寓作為實驗的刺激,將公寓型態分為兩組：生活機能佳但環境較吵雜、環境較安靜但生活機能較差，兩組受試者擁分別擁有其一，在不同時間近遠之下，受試者是否要搬離原租屋處。提出時間遠將比時間近的購買損失趨避程度較小，論證在時間較遠的購買，消費者維持現狀的程度將小於時間較近的購買；實驗二採用購買基金作為實驗的刺激，將基金型態分為兩組：五年來成績表現平穩、與目前走勢看好，受試者在自已擁有、與他人擁有下，是否更換基金選擇，提出零知覺社會距離(自己)將比有知覺社會距離(他人)的購買損失趨避程度較小，論證在零知覺社會距離(自己)，消費者維持現狀的程度將小於有知覺社會距離的購買。

關鍵字

時間距離 ； 維持現狀 ； 損失趨避 ； 知覺社會距離

並列摘要

Status quo bias is a stable theory in the field of behavioral decision making and the theory is on the ground of consumers are afraid of loss. Prior study had not considered on the effect of temporal distance and perceived social distance on the status quo bias. Temporal distance has been discussed in comprehensive manner in the construct level theory. However, prior research has had limited understanding towards temporal distances that influence status quo bias and scant research has focused on the effect of purchasing for oneself or others (perceived social distance) on the status quo bias. This research has two studies. The study 1 assumed that the level of loss aversion in distant purchase is lower than that in proximal purchase, and it has been demonstrated that the level of status quo in distant purchase is smaller than that in proximal purchase. Study 2 assumed that the level of loss aversion in the condition of purchasing for oneself is lower than that in the condition of purchasing for others, and it has been demonstrated that the level of status quo in the condition of purchasing for oneself is smaller than that in the condition of purchasing for others.

並列關鍵字

Temporal Distance ； Status Quo ； Loss Aversion ； Perceived Social Distance

參考文獻

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