產品組合與契合度對消費者選擇之影響－以決策重心為干擾變數

THE IMPACTS OF ASSORTMENT AND FIT ON CONSUMER CHOICE—WITH DECISION FOCUS AS A MODERATOR

溫玉鈴(Yu-Ling Wen)

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(2009年)

摘要

產品組合有許多呈現的形式，由組合的方式來提升消費者的購買意願。但不代表所有的產品組合均能夠發揮正向的效果，因此，產品組合之間的相互關係是相當重要的。本研究探討產品組合、契合度與決策重心是否影響消費者選擇關係，以及決策重心扮演干擾變數的角色，且依資訊不對稱的將產品或服務分成搜尋、經驗及信任三個小節討論。在本研究中針對不同產品種類(搜尋品、經驗品、信任品)下，以決策重心為干擾變數，並分為三組決策重心(注重產品組合、注重產品本身；產品選擇任務、產品評估任務；立即產品選擇、延遲產品選擇)，並使用2(產品組合大、產品組合小)×2(契合度高、契合度低)×2(一組決策重心)的組間因子實驗設計來進行研究。
本研究結果如下：(1)產品組合對產品組合滿意度與產品組合選擇率，只有在搜尋品下有顯著影響 (2)契合度對產品組合滿意度與產品組合選擇率有顯著影響 (3) 決策重心會部份干擾產品組合對產品組合滿意度與產品組合選擇率的效果；而在產品種類下，只有注重產品組合與注重產品本身無干擾效果；在經驗品下，產品選擇任務與產品評估任務有干擾效果；在搜尋品與經驗品下，立即產品選擇與延遲產品選擇有干擾效果 (4)決策重心會干擾契合度對產品組合滿意度與產品組合選擇率的效果。

關鍵字

決策重心 ； 契合度 ； 產品組合

並列摘要

Assortment has many styles to display to enhanced consumer’s purchasing intention. But not all the assortments can made the positive effect. Consequently, the interrelation among assortments is very important. The purpose of this research is to examine the effects of assortment and fit on consumer choice relation and using decision focus as a moderator. According to information asymmetric, classification product category classifies into search, experience and credence goods. In this research, decision focus classifies into three sets (e.g. assortment-focus and product-focus; product-choice and product-evaluation; immediate product-choice and delayed product-choice). In each product category, this research uses 2(assortment: large and small)×2(fit: high and low)×2(a set of decision focus) the between-subject of experimental design to validate the proposed hypotheses.
The results of this research indicate that: (1) only in search goods assortment has significant effects on assortment satisfaction and assortment selection rate, (2) fit has significant effects on assortment satisfaction and assortment selection rate, (3) decision focus moderates the effects of assortment on assortment satisfaction and assortment selection rate. And only in assortment-focus and product-focus condition does not moderated effect in product category; in experience goods, product-choice and product-evaluation condition has moderated effect; in search and experience goods, immediate product-choice and delayed product-choice has moderated effects, (4) decision focus moderates the effects of fit on assortment satisfaction and assortment selection rate.

並列關鍵字

Decision Focus ； Fit ； Assortment

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