- 學位論文
有限購買機會對後悔之影響
Effects of Limited Purchase opportunities on Patterns of Regret over Time
摘要
消費者行為模式一直以來都是大家所關心和所想要探討的一個方向。在有限的購買情形下，站在消費者角度來看，對一項物品進行購買決策時，難免都會造成心理上的一種矛盾，會讓人聯想到購買以後財務方面的問題以及對產品的失望、甚至是消費者心理上的罪惡感與未來的後悔等。且在生活中，消費者常會遇到這種有限的購買機會出現。 故本論文的研究著重於品牌來源國與製造來源國對於有限的購買機會對後悔類型的影響程度，並加入產品種類當作干擾變數。本研究包含二次前測與一次正式實驗，正式實驗使用2 (品牌來源國：高或低) × 2 (製造來源國：高或低) × 3 (產品種類：搜尋品、經驗品、信賴品)。以前測來決定品牌來源國與製造來源國之國家形象的高低(國家形象高：日本、國家形象低：中國大陸)以及不同的產品類別(搜尋品：衣服、經驗品：數位相機、信賴品：健康食品)。正式實驗以大同大學事業經營系所336 位學生作為實驗對象，經由問卷調查與資料分析後，獲得結論如下： 1. 產品品牌來源國之國家形象越高時，消費者對該產品的短期後悔程度越低。 2. 產品製造來源國之國家形象越高時，消費者對該產品的短期後悔程度越低。 3. 產品種類對於品牌來源國與消費者短期後悔程度間有干擾效果。
並列摘要
Since the consumer behavior model has been what everyone cares and wants to find the direction. Under the limited purchase situation, from the consumer’s view, when carrying on the purchase decision-making of goods will create in psychological unavoidably one kind of contradiction, whether to let a person association purchase with the later financial problems as well as to the frustration on the product, even the consumers’ psychology feeling of guilty and future regret and so on. Consumers often run into this kind of limited purchase opportunities. This research focus on the country of brand and the country of manufacture affect the consumer’s purchasing regret degree in the limited purchase opportunities, and also join the product types as moderator. Two pretests and one main experiment are conducted, this study designs 2 (image of country of brand: high or low)×2 (image of country of manufacture: high or low)×3 (product type: search goods, experience goods and credence goods) between-subjects experimental design. The pretests determine the quality (high or low) of images of country of brand and country of manufacture (high: Japan, low: China), and product type (search goods: garment, experience goods: digital cameras, credence goods: health food). The subject is 336 students of Department of Business Management in Tatung University. This study arrives at the following conclusions: 1. The higher the image of country of brand, the lower consumers’ purchasing short-term regret. 2. The higher the image of country of manufacture, the lower consumers’ purchasing short-term regret. 3. Product type moderates the effect of country of brand on consumers’ purchasing short-term regret.