- 學位論文
新奇屬性與代理人一致價值對代理人評估的影響-以涉入為干擾變數
IMPACTS OF NOVEL ATTRIBUTES AND AGENT AGREEMENT VALENCE ON AGENT EVALUATION - INVOLVEMENT AS MODERATOR
摘要
近來研究發現消費者對代理人評估的正面效果，當代理人評估作為建議的潛在來源時，消費者通常依賴過去代理人和他們一致的程度(West 1996; Gershoff and Johar 2006).。然而，消費者認為與代理人喜愛一致(和厭惡一致相比)有較高的品味相似性和代理人作為未來建議來源的適合度的資訊，進而顯示代理人評估的正面效果。本論文研究著重於新奇屬性、方案數目與代理人評估揭露在代理人一致價值下對於代理人評估的影響，其次探討不同的涉入程度是否會干擾其效果。 本研究包含二次前測與三次正式實驗，實驗一使用2 (一致價值:喜愛與厭惡) × 2 (新奇屬性：沒有或有) × 2 (涉入：高或低)。實驗二使用2 (一致價值:喜愛與厭惡) × 2 (方案數目：少或多) × 2 (涉入：高或低)。實驗三使用2 (一致價值:喜愛與厭惡) × 2 (代理人評估揭露：有或沒有) × 2 (涉入：高或低)。以前測一找出高低涉入的產品(高涉入：數位相機、低涉入：茶類包裝飲料)。前測二找出新奇屬性(高涉入：GPS定位功能、低涉入：添加武靴葉成分)。三個正式實驗皆以240位大學生作為實驗對象，經由問卷調查與資料分析後，本研究結果顯示，在加入新奇屬性、方案數目多、以及有代理人評估揭露的情況下，代理人評估的正面效果會被減弱。並且三個實驗結果發現，在涉入程度不同的情況下，消費者對於一致價值代理人之代理人評估也會有所差異。
並列摘要
Recent research has identified a positivity effect in consumers’ evaluations of agents. When evaluating an agent as a potential source of advice, consumers often rely on the extent to which they have agreed with the agent in the past (West, 1996; Gershoff and Johar, 2006). The agreements on loved alternatives are considered to there are be more informative by consumers than the agreements on hated alternatives, when evaluating similarity in taste with the agent, and suitability of the agent as a source of future advice. In this study, we examine whether the positivity effect is affected by the novel attribute, number of alternatives, and the revelation of the agent evaluation. Then, we further examine the addition of involvement as a moderator. This basic proposition is tested in two pilot studies and three main studies. The pretests determine involvement (high: digital camera, low: tea) and novel attributes (digital camera: GPS, tea: Gymnema Sylvestre). In the main studies, the positivity effect is moderated by the novel attributes, number of alternatives, and revelation of the agent evaluation. Experience 1 is a 2 (agreement valence: like; hate) X 2(novel attributes: absence; presence) X2(involvement: high; low) between-subjects experimental design. Experience 2 is a 2(agreement valence: like; hate) X 2(number of alternatives: low; high) X 2(involvement: high; low) between-subjects experimental design. Experience 3 is a 2(agreement valence: like; hate) X 2(revelation of the agent evaluation: not revealed; revealed) X2(involvement: high; low) between-subjects experimental design. The subject are 240 students in college. This study found that that the positivity effect is attenuated when the novel attribute is present, number of alternatives is high, and the revelation of the agent evaluation. Moreover, we showed that the positivity effect will be different from the degree of involvements.