- 學位論文
有限購買機會下對後悔類型之影響 － 涉入為干擾變數
EFFECTS OF LIMITED PURCHASE OPPORTUNITIES ON PATTERNS OF REGRET－WITH INVOLVEMENT AS A MODERATOR
摘要
在有限購買機會下(即購買的決定無法反悔或者取消且一旦錯過就沒有機會購買)，消費者沒有購買代表著一種損失 (Lisa and Kristin,2006)。現實中，這種情況會讓消費者對於是否購買產品產生矛盾的心理，擔心購買後會感到失望。且在全球化發展下，消費者更有機會接觸到雙國產品或多國(混合)產品。在此情境下，產品的來源國效應在消費者進行產品評估時常扮演著重要的角色。故本論文著重於品牌來源國與製造來源國於消費者在有限的購買機會下，是否購買對後悔類型的影響程度，其次探討不同的涉入，是否會產生干擾。本研究包含二次前測與一次正式實驗，正式實驗為2 (品牌來源國：高-日本或低-大陸) × 2 (製造來源國：高-日本或低-大陸) × 2 (涉入：高-數位相機或低-茶類飲料)。前測決定出高低品牌與製造來源國以及高低涉入之產品。正式實驗以256位大學生作為實驗對象，經由問卷調查與資料分析後，獲得結論如下： 1.在有限購買機會下，產品來源國之國家形象越高時，消費者沒有購買所造成的短期後悔程度較高，而有購買下所造成的長期後悔程度較高。 2.涉入對於品牌來源國與消費者購買下與沒有購買下所造成的後悔類型程度間之干擾效果顯著。 3.涉入對於製造來源國與消費者沒有購買下所造成短期後悔與購買下所造成的長期後悔程度間之干擾效果不顯著。
並列摘要
In limited purchase opportunities situations where the purchase decision cannot be reversed not purchasing (inactions) is seen as a loss and associated with greater short-term regret than purchasing (Lisa and Kristin, 2006). In this situation, consumers will have psychological unavoidably one kind of contradiction about purchase decision-making of goods. Consumers will be disappointed and think that it does not meet their needs after purchasing the goods. Moreover, with increasing global rationalization, consumers are easier to buy bi-national products or multinational products. And the product's country of origin effect in the assessment of consumer products often plays an important role. This research focuses on the country of brand and the country of manufacture affect the consumer’s purchasing or non-purchasing regret degree in the limited purchase opportunities, and then join the involvement as a moderator. Three pretests and one main experiment are conducted. This study designs a 2 (image of country of brand: high or low)×2 (image of country of manufacture: high or low)×2 (involvement: high or low) between-subjects experimental design. The pretests determine the quality (high or low) of images of the country of brand and the country of manufacture (high: Japan, low: China), and involvement (high: digital camera, low: tea). The subjects are 256 college students. This study arrives at the following conclusions: 1. In limited purchase opportunities-situations , the higher the image of the country of brand, the higher consumers’ non-purchasing short-term regret and the lower consumers’ purchasing long-term regret. 2. In limited purchase opportunities-situations , the higher the image of the country of manufacture, the higher consumers’ non-purchasing short-term regret and the lower consumers’ purchasing long-term regret. 3. Involvement moderates the effect of the country of brand on consumers’ purchasing and non-purchasing patterns of regret. 4. Involvement does not moderate the effect of the country of manufacture on consumers’ purchasing long-term regret