日常生活中,消費者會經歷各式不同的送禮場合,隨著送禮對象的不同,挑選產品的偏好往往會有所改變,然而過去的研究鮮少探討不同的送禮對象如何影響消費者的送禮決策,因此本研究欲以解釋水平理論中之社會距離來探討其對送禮行為之影響並且根據線性結構理論將產品屬性二分法,分為線性差異以及非線性差異,以明確地了解消費者在挑選不同送禮對象的禮物時所重視的產品屬性面向。此外,知覺風險亦為在送禮情境中影響決策之因素,因此將知覺風險引入本研究中作為調節變數。 本研究利用三個組間實驗設計來驗證假設,以操弄社會距離(遠/近)和風險程度(高/低)為實驗之自變數來探討消費者在替不同送禮對象挑選產品時所重視的屬性類別(線性差異佳/非線性差異佳)之差異,主要研究結論如下: 一、在替社會距離近的對象挑選禮物時,消費者會偏好選擇線性差異佳之產品;替社會距離遠的對象挑選禮物時,消費者則會偏好選擇非線性差異佳之產品。 二、在低風險之情境下,消費者挑禮的決策不易受到知覺風險之影響:在替社會距離近的對象挑選禮物時,消費者會偏好選擇線性差異佳之產品;在替社會距離遠的對象挑選禮物時,消費者則會偏好選擇非線性差異佳之產品。 三、在高風險之情境下,消費者挑理的決策將受到知覺風險之影響:不論送禮對象的社會距離遠近,消費者會偏好選擇線性差異佳之產品。
In daily life, people experience various gift-giving occasions and the preference of gifts changes as the recipient differs. However, seldom had previous research focused on the influence of different recipients on gift-giving strategy. Therefore, the present research will discuss gift-giving behavior from the point of view of social distance and classify product attributes based on Structural alignment theory into alignable differences and nonalignable differences in order to interpret the attributes that people value when facing different recipients. In addition, since perceived risk also plays an important role in gift-giving occasions, this factor has been conducted in the research as well. The present research is divided into three studies. The first and second sections investigate the influence of social distance on gift-giving behavior. The third study conducts perceived risk as moderator to test the attributes preference in gift-giving behavior toward different recipients. The results are as follow: 1. When selecting gifts for socially proximal recipient (e.g. self), consumer will choose alignable better products; however, when selecting gifts for socially distant recipient (e.g. a friend), consumer will prefer nonalignable better products. 2. Under low risk condition, consumer’s gift-giving behavior will not be influence by perceived risk: When selecting gifts for socially proximal recipient, consumer will still choose alignable better products; on the other hand, when selecting gifts for socially distant recipient, consumer will prefer nonalignable better products. 3. Under high risk condition, consumer’s gift-giving behavior will be influence by perceived risk: no matter what the social distance of the recipient is, consumer will choose alignable better products.
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