消費者的公眾自我意識對於排隊等候的反應所帶來的影響－以愛買為例

THE INFLUENCE OF CONSUMERS' PUBLIC SELF-CONSCIOUSNESS ON RESPONSES TO WAITING IN LINE— WITH GEANT AS AN EXAMPLE

陳永崚(Yung-leng Chen)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

近年來隨著台灣都市化程度越來越高，男女平權越受重視，人們的生活方式有所轉變。大賣場成為普遍的購物場所，以「一次購足，兼具購物、娛樂之功能」為號召，吸引了許多的消費者。排隊等候問題因而產生，等待時間被拉長，必有不利廠商的結果出現，然而，每個消費者的反應有所不同，這就牽涉到等候者心理層面的問題。Buss（1980）的研究中將公眾自我意識定義為一種人格特質，係指在意在他人面前所呈現出來樣子與他人的看法。因此，具公眾自我意識傾向的消費者，在他人面前會較敏感。而本研究想了解公眾自我意識傾向高低對消費者注意力集中於時間問題上、消費者的等候原因歸屬、消費者的服務品質評價以及消費者的抱怨行為等等候反應的影響。
本研究的研究對象為在「愛買」消費的消費群，本研究研究對象為在北市的兩家分店：景美店與忠孝店。於此兩門市外實地進行問卷調查，共取得332份的有效問卷樣本資料。
本研究採用統計軟體SPSS10.0進行分析。先以Pearson相關分析檢定公眾自我意識傾向與消費者注意力集中於時間問題上是否成正相關，以及在不同情境下，公眾自我意識對消費者抱怨行為、等候原因歸屬與服務品質評價是否有正向的關係，再以迴歸分析驗證自變數對應變數的影響，最後利用多變量分析方法檢定高度公眾自我意識與低度公眾自我意識的消費者間的平均數差異。
本研究的研究結果發現：（1）消費者的公眾自我意識傾向與消費者注意力集中於時間問題上並無顯著有關。（2）在衡量公眾自我意識傾向對於等候原因歸屬的影響、對於服務品質評價的影響及對於消費者抱怨行為的影響在四個情境中皆成立，且研究顯示高度公眾自我意識的消費者較低度公眾自我意識的消費者容易將等候原因可控制因素歸於外在因素、容易有負面的服務品質評價及容易採用負面口碑及不再使用服務來表現他們的不滿。

關鍵字

公眾自我意識 ； 排隊等候的反應

並列摘要

While the extent of urbanization in Taiwan is higher and higher, people's life condition has been transformed: Consequently, on weekends, the phenomenon of huge crowds of people in hypermarkets is usual. In other words, consumers have to wait in line for settling accounts. However, we know that waiting in line is time-consuming, so when the waiting time is prolonged, there must be negative effect on firms. But different consumers have different responses. This may be related to consumers’ psychology. As we know public self-consciousness refers to a characteristic concern with one's self as a social object of others’ attention and is associated with greater attention and responsiveness to standards or expectations by which one's behavior and personal attributes may be evaluated by others. Hence, the purpose of this research is to investigate how consumers’ public self-consciousness disposition may explain the variability in their responses to a waiting situation. In this research, these waiting responses include consumers’ attentional focus on time, consumers’ causal attribution for waiting, consumers’ evaluation of service quality, and consumer complaining behavior.
The research subjects of this study were people who consume in Géant. This study employed Pearson correlation coefficient to examine whether consumers’ public self-consciousness disposition has significant relationship with the four waiting responses. Secondly, by using the simple regression method, the effects of consumers’ public self-consciousness disposition on the four waiting responses respectively were analyzed. And then multivariate analysis method was used to test mean-difference between high public self-conscious and low public self-conscious subjects.
The research findings are (1) consumers’ public self-consciousness disposition is not related significantly to consumers’ attentional focus on time. (2) consumers’ public self-consciousness disposition has positive significant relationship with consumers’ causal attribution for waiting, consumers’ evaluation of service quality, and consumer complaining behavior in each scenario, and this study shows high public self-conscious consumers have greater effects on these three waiting responses.

並列關鍵字

PUBLIC SELF-CONSCIOUSNESS ； RESPONSES TO WAITING IN LINE

參考文獻

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