調節焦點對消費者產品升級評估的影響

Effect of Self-Regulatory Focus on Evaluation of Product Upgrades

陳彥霖(Yen-Ling Chen)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10097

摘要

本研究旨在探討標導向焦點對於消費者升級產品評價影響。基於「調節焦點概念」的興起與「產品升級」的重要性日益提升，本研究將結合此兩項主題，探討當不同焦點特徵的消費者遇上不同類型的產品升級時，會對消費者的觀感和評估，產生什麼樣的不同影響。本研究之研究目的如下：
一、 探討消費者不同的「調節焦點」，對評估不同「產品升級」類型所造成的影響。
二、 探討不同「調節焦點」的產品其合適的「產品升級」方案。
本研究第一部份將探討消費者不同的「調節焦點」與不同的「產品升級」類型對消費者所產生的影響，即研究生產者面對不同的「調節焦點」消費者，應該提供何種適合的產品升級方針；而本研究的第二部份將改為探討不同「目標導向」的產品，其本身將適合何種類型的升級方式。
而研究最後發現結論為：
一、 無論是「促進焦點」或是「預防焦點」的消費者，皆偏好於「一般性升級」。
二、 「促進焦點」消費者偏好「非線性升級」，而「預防焦點」消費者偏好「線性升級」。
三、 具有「促進焦點」特性的產品較適合採取「非線性升級」，而具有「預防焦點」特性的產品則較適合採取「線性升級」。

關鍵字

調節焦點 ； 促進焦點 ； 預防焦點 ； 產品升級 ； 集中性升級 ； 一般性升級 ； 線性升級 ； 非線性升級

並列摘要

The main goal of this study was to find out the effect of self-regulatory focus on evalution of product upgrade. With the rising of the concept of “self-regulatory focus” and the increasingly importance of “upgrades”, this study combined these two topic to discuss the effects of the consumers’ views and evaluations when consumers with the different types of regulatory focus confront the different ways of product upgrades. The main goals of this research were as follows:
1. Discuss how the consumers with different type of “regulatory focus” make different evaluations on different ways of “product upgrades”.
2. Discuss what kinds of “upgrade project” will fit the products with different “regulatory focus goal orientation”.
In the first part of this research, this paper will discuss the effect of the consumers with different type of regulatory focus when they meet the different ways of product upgrades. In the second part of this research, this paper will reserve the viewpoint to the product and try to find out what kinds of the upgrade projects will fit the products with different “regulatory focus goal orientation” themselves.
The conclusions of this study are as follows:
1. whether the consumers with “promotion focus” or “prevention focus”, they preferred “general enhancement”.
2. the consumers with “promotion focus” prefer to “nonalignable enhancement” over “alignable enhancement” and the consumers with “prevention focus” prefer to “alignable enhancement” over “nonalignable enhancement”.
3. It is the better way to upgrade products with the properties of “promotion focus” by “nonalignable enhancement” and “prevention focus” by “alignable enhancement”.

並列關鍵字

Self-regulartory focus ； promtion focus ； prevention focus ； upgrades ； general enhancement ； focus enhancment ； alignable enhancement ； nonalignable enhancement

參考文獻

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