產品種類下心理狀態對消費者購買意願之影響

THE EFFECTS OF MIND-SET ON THE CUSTOMER’S PURCHASING INTENTION WITHIN PRODUCT CATEGORY

林濬耀(Chun-Yao Lin)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

消費者決策模式已不同於以往，大環境與資訊多樣化，一個人在有多個選擇之下，會在各個選擇之間決定比較想要買的東西，而心理狀態就在這個時候產生。再者，根據Dhar以及Nowlis(2004)研究，不同的選擇狀態會對於消費者有影響，且如果商品有負面特徵，此特徵的取消效果會導致此選擇更令人喜歡，會增加購買機會，因此我們依資訊不對稱的高低將產品或服務分成搜尋、經驗及信任三個實驗來討論。本研究使用2(先偏好、先決策) × 2(選擇可撤銷、不可撤銷) × 3(產品特徵沒有負面、一個負面、兩個負面)，每個產品類別皆12組情境的受試者間實驗設計。
經由分析後的結果，本研究得到以下結果：
（1） 心理狀態對購買意願有顯著影響，且先偏好比先決策產生較高之購買意願。
（2） 產品特徵會干擾選擇取消效果對於購買意願的影響
（3） 在不同的產品類別下對購買意願有干擾效果，購買信任品時，先偏好與先決策對購買意願有影響；購買信任品時，先偏好與先決策對購買意願有影響；購買信任品時，先偏好與先決策對購買意願沒影響

關鍵字：心理狀態，選擇取消效果，產品特徵，產品類別，購買意願。

關鍵字

產品類別 ； 產品特徵 ； 選擇取消效果 ； 心理狀態 ； 購買意願

並列摘要

The consumer decision model is not the same as what used to be. Because of the diversification of environment and information, one who has many choices to make will compare alternatives and decide which he or she prefers to buy, and mind-set were taken at this time. Furthermore, according to the research of Dhar and Nowlis (2004), different situations of choices will influence consumers and if the product has negative features, the cancellation effect will make this choice more favorable, and increase purchasing likelihood. Depending on whether asymmetric information is high or low, we have three experiments of different product category: search good, experience good, and credence good. This research uses a 2 (preference first, decision first) x 2 (choice revocable, irrevocable) x 3 (product features: no negative, one negative, two negative) between-subjects experimental design within product category, amounting to 12 experimental scenarios in each product category. The results of analysis lead to the following result:
1. Mind-set would affect the purchasing intention, and preference first would have a higher purchasing intention than decision first.
2. Product features would moderate the effect of the cancellation effect on purchasing intention.
3. The product category would not moderate the effect of mind-set on the purchasing intention. But when purchasing search good, preference first and decision first have the effect on purchasing intention; purchasing experience good, preference first and decision first have the effect on purchasing intention, too; while purchasing credence good, preference first and decision first have no effect on purchasing intention.

並列關鍵字

product features ； purchasing intention ； product category ； cancellation effect ； mind-set

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