消費者對產品判斷的自發性修正行為：偏誤定義與修正執行

本研究主要探討消費者在進行產品判斷與決策時，是否會因為涉入（包含動機與能力）的不同而產生自發性的偏誤修正行為。異於過去學者的研究多半專注於探討個別情境因素對於修正行為與修正方向的影響，本研究針對「修正行為」本身提供了較根源性的探討。本文主張偏誤修正行為包含兩個部分：「偏誤定義」與「修正執行」，且這兩個部分皆包含有不同的動機與能力，消費者需要足夠的動機與能力才能產生「偏誤定義」行為或進行「修正執行」。儘管這兩部分所需的動機與能力不相同，但是本文研究證明：修正執行的動機因子涵蓋了偏誤定義的動機因子，因此即是在缺乏偏誤定義的動機因子情境下，只要消費者本身擁有足夠的偏誤定義能力與修正執行動機，則消費者仍然可以產生偏誤定義行為（換言之，消費者可以成功辨識偏誤）。本研究更進一步推論出，只要消費者同時具有偏誤定義能力、修正執行動機與修正執行能力三項因素，消費者即可產生偏誤修正行為，偏誤定義動機的影響相對較弱。此外，本實驗捨棄採用過去常見的「指導語」作法，透過動機因子的操弄來影響消費者自發性修正行為的產生與否，如此的作法更能貼近真實產品判斷情境。

關鍵字

偏誤修正行為；偏誤修正；偏誤定義；修正執行；動機；能力

並列摘要

The current study is aimed to investigate the underlying mechanism of consumers’ bias correction behavior. Different from previous correction studies which used to focus on the influence of context to correction direction and behavior, the present research tries to decompose the correction behavior and proposes that it can be divided into two processes: “bias identification” and “correction execution.” Furthermore, it is emphasized that not only the motivation and the ability generated in the former process are not the same as those in the latter process, but also the motivation of correction execution can replace the motivation of bias identification, whereas the ability of correction execution and the ability of bias identification cannot replace each other. Hence, it is predicted consumers who possess not only the motivation of bias identification/ motivation of correction execution but also the ability of bias identification can identify the bias more easily than others who don’t possess those. And the self-activated correction behaviors would be observed only when people are aware of the operating bias and also have the ability and the motivation of correction execution.

並列關鍵字

bias correction behavior ； bias correction ； bias identification ； correction execution ； motivation ； ability

參考文獻

1. 簡怡雯，蕭中強，邱玉葉，盧端雯(2007)，「訊息來源與產品種類相關性、訊息來源可信度、消費者涉入程度對產品態度之影響」，管理評論，第26 卷第二期(2007 年4 月號)，23-38 頁。

3. 蔡菁容，「消費者兩階段偏誤修正行為：偏誤定義與修正執行」，台灣大學商學研究所，碩士論文，民國96年。

4. Cacioppo, J. T. and R. E. Petty (1982), “The Need for Cognition,” Journal of Personality and Social Psychology, 42, 116-131.

7. Durairaj, M. (1994), “Country of Origin as a Stereotype Effects of Consumer Expertise and Attribute Strength on Product Evaluations,” Journal of Consumer Research,21, 354-364

8. Eroglu, S. A. and K. A. Machleit (1989), “Effects of Individual and Product-specific Variables on Utilising Country of Origin as a Product Quality Cue,” International Marketing Review, 6

國際替代計量

消費者對產品判斷的自發性修正行為：偏誤定義與修正執行

全文下載

主題瀏覽