心態對購買意願之影響-以涉入為干擾變數

THE EFFECT OF THE MIND-SET ON THE PURCHASING INTENTION - WITH INVOLVEMENT AS A MODERATOR

鄧雲鍵(Yun-Chien Teng)

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(2010年)

摘要

消費者大部分的產品購買並沒有經過理性的程序，而是受到心態的影響採取較偏向感性消費的方式，當消費者有許多選擇的時候，就會在他們之間做比較，決定要買的產品，心態(mind-sets)就在這個時候產生了。根據Dhar, Huber and Khan (2007)研究的購買動力效果理論和Dhar and Nowlis (2004)研究的購買選擇行為的取消效果；以及Krugman (1962)提到消費者對產品的涉入程度，消費者依其對涉入的程度不同，會決定其主動或被動接受產品訊息，影響產品購買決策過程。
本研究主要探討的是消費者心態(偏好與決策次序；選擇行為的取消效果)，以及產品特徵對購買意願的影響，並加入涉入程度為干擾變數，分成三個實驗來討論。本研究實驗一採用2(先問偏好與先問決定) ×2(可撤銷與不可撤銷) ×3(獨特正面，獨特負面，全部獨特) ×2(高涉入與低涉入)，24組情境的實驗設計。
經由分析後得到的結果：
1. 先偏好或先決策對購買意願有顯著影響，且先問偏好會比先問決策引起較高的購買意願。選擇取消效果會對消費者購買意願有顯著的影響，且當選擇不可撤銷比可撤銷有較高的購買意願。
2. 產品的特徵相似性會對消費者購買意願有顯著的影響，且獨特正面特徵會比其他產品特徵下，引起較高的購買意願。
3. 涉入會干擾偏好與決定次序對購買意願，選擇取消效果對購買意願的影響。

關鍵字

涉入程度 ； 購買意願 ； 心態 ； 選擇取消效果 ； 產品特徵相似性

並列摘要

When most consumers buy products, their procedures have not been rational; rather under the psychological impact, they are under emotional sway when consuming. When the consumer has many choices to make, he/she will compare alternatives and decide which he or she prefers to buy, and his/her mind-set was taken at this time. This research was the basis of the research by Dhar et al. (2007) on the shopping momentum effect and the research by Dhar and Nowlis (2004) on the cancellation effects on choice behavior. Furthermore, Krugman (1962) identified the involvement on which consumers based their different levels of involvement and determined their active or passive acceptance information of a product, and affect the process of making purchase decision.
Thus, this research focuses on the consumer mind-set (preference-decision order and the cancellation effects on choice behavior) and features of products of the effects on the purchasing intention, and then adds involvement as a moderating variable. We have three experiments for discussion. Experiment 1 in this research adopts in a 2 (preference-decision order: preference first vs. decision first) * 2 (the implication of taking the no-purchase option: revocable vs. irrevocable) * 3 (feature similarity: unique positive features vs. unique negative features vs. all unique features) * 2 (involvement: high/low) between-subjects experimental design, resulting in 24 experimental scenarios. The research results are as follow:
1. The mind-set would affect the purchasing intention, and preference-first would have a higher purchasing intention than decision-first. Then, the irrevocable option would have a higher purchasing intention than the revocable one.
2. Product features similarity would affect the purchasing intention, and the unique positive features would have a higher purchasing intention than do other features.
3. The involvement would moderate the effect of the preference-decision order on the purchasing intention, and would moderate the effect of the cancellation effect on the purchasing intention, too.

並列關鍵字

mid-sets ； cancellation effect ； product features ； product features ； involvement ； purchasing intention

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