模仿對於偏好的影響－以產品涉入為干擾變數

在日常生活中，我們常常會無意識的模仿他人買購買商品，這樣子的行為對於消費者偏好會產生什麼影響是什麼呢?本研究主要在探討的主軸有二大部份，第一部份為模仿對於偏好及評價的影響為何，第二部份為以產品高低涉入為干擾變數，去討論在不同的產品涉入下，模仿是否對於偏好具有干擾效果。實驗一探討參考群體的存在是否會影響消費者對於產品的偏好，實驗結果証實群體的存在對於產品的偏好會產生影響；實驗二則是探討模仿行為、新奇屬性的存在是否對於偏好有影響，實驗的結果表明模仿會對於偏好造成影響，在新奇屬性部份，則是只有對於購買意願會造成影響；在實驗三我們則是對新奇屬性做資訊上的揭露，分析實驗的結果表明，模仿和新奇屬性的結論如同實驗二，而揭露對於購買意願及成功的期望具有影響性。這三個實驗証實產品涉入對於消費者的偏好具有干擾效果。

關鍵字

產品涉入；模仿；參考群體；新奇屬性；揭露；偏好

並列摘要

In the daily life, we often mimic other peoples’ purchasing behavior, and what’s the influence will be caused for the consumers’ real preferences? This article focused on the mimicry of the impact to the consumers’ preferences and the evaluation on the products, we used product involvement as a moderating variable. In the experiment 1, the presence of the reference group will influence the consumer preference for products. For the second experiment of mimicry behavior, whether the presence of novel attributes affect the preferences. In the third experiment we disclose the novel attribute. Three studies confirmed the mimicry does affect consumer preferences. In experiment 1, the presence of a reference / sample group will influence the consumer preference to the products. The results confirmed it. The second experiment is about mimicry behavior and novel attributes of preference. The results showed that mimicry affects preferences; novel attributes affects purchase intention. The third experiment, we disclosed the novel attribute. The results showed that mimicry and novel attributes are same with experiment two, and revelation of information affects purchase intention and expectation of success. Three studies confirmed the mimicry does affect consumer preferences. Those three experiments showed that the moderating does affect the consumers’ preferences.

並列關鍵字

Reference Group ； Novel Attribute ； Product Involvement ； Revelation of Information ； Mimicry ； Preference.

參考文獻

Ashton-James, C., R.B.van Baaren, T.L. Chartrand, J. Decety and J. Karremans, “Mimicry and Me: The Impact of Mimicry on Self-Construal.” Social Cognition ,25, (2007):518-535.

Assael, Henry, Consumer Behavior and Marketing Action”, Ohio: South-Western college, 1995.

Abernethy A. M. and Franke, G. R. “The Information Content of Adverting: A Meta-Analysis＂, Journal of Adverting, 2, (1996): 1-17.

Baumeister, R.F. and M. R.Leary.” The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motive.” Psychological Bulletin, 3, no. 117, (1995):497-529.

Bavelas, J. B., A. Black, N. Chovil, C. R. Lemery and J. Mullett “Form and Function in Motor Mimicry: Topographic Evidence that the Primary Function is Communication. “Human Communication Research, 6, no.14, (1988): 275-299.

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模仿對於偏好的影響－以產品涉入為干擾變數

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