- 期刊
調控焦點理論在運動休閒消費行為研究之運用
The application of regulatory focus theory in the research of sports and leisure consumption behavior
摘要
過去雖在多個領域上已有調控焦點理論研究的蹤影，然而在運動休閒消費行為領域方面，卻鮮少受到研究人員關注。調控焦點理論依照目標導向的不同將人分成促進焦點和預防焦點，而當人們當下的焦點取向與接收到的環境訊息一致時，將會達到適配效果，且會增加他們當下所追求或是進行的目標價值。本研究經由文獻回顧，首先介紹調控焦點理論的基礎，接著探討調控焦點理論相關的消費者行為研究，最後提出此理論在運動休閒領域消費行為運用之可行性。經過文獻收集發現，運動休閒產品與一般日常生活產品相同，皆可與調控焦點理論進行結合。在研究主題的方向上，未來建議可從4P的策略切入進行探討，以豐富調控焦點理論運用在本領域上的研究主題。在研究方法的應用上，未來建議可採取問卷調查法融合實驗研究法進行，以突破國內現有研究的缺口，提升調控焦點理論研究方法的周延性，進而提供日後研究人員參酌。
並列摘要
There has been a lot of theoretical research on regulatory focus in many fields, however, it has received little attention from researchers in the field of sports and leisure consumption behavior. Regulatory focus theory divides people into promotion focus and prevention focus according to different goal orientation. When people's current focus orientation is consistent with the received environmental information, it will achieve the adaptation effect and increase the goal value they are pursuing or carrying out. Through literature review, this study first introduces the basis of regulatory focus theory, then discusses the research on consumer behavior related to regulatory focus theory, and finally proposes the feasibility of applying this theory to consumer behavior in the field of sports and leisure. Through literature collection, it is found that sports and leisure products are the same as general daily life products, and both can be combined with the regulatory focus theory. In the direction of research topics, future researchers can explore regulatory focus theory how to combine with the 4P strategies in sports and leisure consumption behavior to enrich the research topics of regulatory focus theory in this field. In the application of research methods, it is suggested that questionnaire survey method and experimental research method should be adopted in the future to break through the gap of existing domestic research. As such, it might be increased the comprehensiveness of regulatory focus theory research methods in the field of sports and leisure consumption behavior to provide future researchers with references.