The Relationship between Choice Variety and Purchase Intention

選擇多樣性與購買意願關係之探討

張召燕 ； 張育慈 ； 謝依靜 ； 阮金祥

《2009服務業行銷研討會論文集》 2009年 (2009/05) Pp. 622-636

https://doi.org/10.30090/service.200905.0622

摘要

爲了滿足個別顧客的偏好和需求，公司提供了多樣化的產品以供選擇，但卻也同時讓顧客面臨選擇的困難而降低其購買意圖。本研究從消費情緒的角度探討顧客對選擇多樣性的反應，並加入個人認知需求作爲干擾變數。研究結果如下：在高多樣性的情況下，高認知需求的人所表現出的正向情緒大於低認知需求低的人；相反地，低認知需求的人所表現出的負向情緒也大於高認知需求的人。而在低多樣性的情況下，認知需求低的人所表現出的正向情緒大於認知需求高的人，但研究結果並不支持認知需求高的人所表現出的負向情緒大於低認知需求的人的假設。另外，選擇多樣性與認知需求的交互作用對購買意願的影響會受到消費情緒的中介。文末亦提出本研究限制及管理意涵。

關鍵字

選擇多樣性 ； 認知需求 ； 情緒反應 ； 購買意願

並列摘要

To satisfy each customer's distinct preference and needs, sellers provide a wide variety of items to increase customer's purchase intention. However, consumers might be overwhelmed by the choices, and choosing becomes a difficult task in the daily consumption. There could be boundary conditions governing the operation of choice variety. This study examines the influence of choice variety on consumers' emotional responses and uses need for cognition (NFC) as a moderator to examine one such contingency. The results are as follows. Under the high variety condition, high-NFC respondents express higher positive emotions than low-NFC respondents, and low-NFC respondents express higher negative emotions than high-NFC respondents. Under the low variety condition, low cognition-NFC respondents express higher positive emotions than high-NFC respondents; however, high-NFC respondents do not express significantly higher negative emotions than low-NFC respondents. Furthermore, the interaction effect of the variety and need for cognition on purchase intention is mediated by the emotional responses. In other words, positive emotion evoked by the interaction effect increases consumers' purchase intention, while negative emotion evoked decreases their purchase intention. The authors discuss the managerial implications and directions for further research.

並列關鍵字

Choice Variety ； Need for Cognition ； Emotional Response ； Purchase Intention