不同型式改良產品之顧客選擇行為

Consumer Choices for Various Types of Enhanced Products

張心馨(Shin-Shin Chang)

《臺大管理論叢》 24卷1期 (2013/12) Pp. 155-172

https://doi.org/10.6226/NTURM2013.JUL.C37

摘要

本研究探討不同類型的改良產品會因為調節焦點導向之差異，產生不同之消費者偏好。本研究主張促進焦點者由於對風險敏感度較低且較能接受新奇性高的產品，因此在面對相同屬性結構之改良產品時，促進焦點者選擇集中改良型產品（相對於全面改良型產品）的機率高於預防焦點者；而在面對相同與相異結構兩種改良產品時，促進焦點者選擇相異結構改良產品之機率也高於預防焦點者。本研究採實驗設計，兩項研究之結果支持本研究假設。

關鍵字

改良產品 ； 調節焦點

並列摘要

This research explores the impact of self-regulatory focus on consumer choices of various types of product enhancements. It is argued that distinct risk aversion orientation between promotion focus and prevention focus may frame diverse perspectives on gain and loss, thereby leading to different choice behavior when facing focused enhancement vs. general enhancement, and when facing alignable enhancement vs. nonalignable enhancement. Two experiments are employed in this research, and the results support the proposed hypotheses.

並列關鍵字

product enhancement ； self-regulatory focus

參考文獻

Aaker, J. L., & Lee, A. Y. 2001. "I" seek pleasures and "We" avoid pains: The role of selfregulatory goals in information processing and persuasion. Journal of Consumer Research, 28 (1): 33-49.

Aaker, J. L., & Lee, A. Y.2006. Understanding regulatory fit. Journal of Marketing Research, 43 (1): 15-19.

Arkes, H. R., & Blumer, C. 1985. The psychology of sunk cost. Organizational Behavior and Human Decision Processes, 35 (1): 124-140.

Chang, C., & Chou, Y. 2008. Goal orientation and comparative valence in persuasion. Journal of Advertising, 37 (1): 73-87.

Chernev, A. 2004. Goal orientation and consumer preference for status quo. Journal of Consumer Research, 31 (3): 557-565.