消費者預先授權效果之探索性研究

Exploring Pre-licensing Effect in Consumer Behavior

藍靜怡(Jing-Yi Lan)

指導教授 ： 廖淑伶

元智大學/管理學院/國際企業學系/碩士(2009年)

摘要

現存現象顯示想像的確能夠對於消費者行為產生影響。過去研究對於「授權效果」的探討，結果顯示意圖從事善良道德的行為將有助於提升人們的自我概念，並進而降低購買相對奢侈品的負面自我看法 (Khan & Dhar, 2006)。延伸此研究概念，本研究主要調查若消費者預先想像未來從事善良道德行為，是否對有「預先授權行為」的產生。將善因行為相關變數納入考量，本研究試圖檢驗對於善因行為的投入程度、社會觀感(社會我概念)、企業社會責任的品牌形象會影響消費者預先授權行為。更進一步透過不同干擾變數，如事件的不確定性、容易想像程度和曝露程度分別對於消費者情緒和預先授權行為效果做相關研究。
三項實驗設計分別透過網路蒐集共906份有效問卷進行分析。結果發現當消費者在預先想像善因行為時，不僅正面情緒因而產生，並且進而影響消費者的購買意圖，可說是對於消費者行為當中的情感及行為具有影響力。此外，研究發現唯有社會觀點的概念能夠引發自我概念的產生。從干擾效果結果發現，當降低事件的不確定性，消費者的情感及認知愈能夠有正面影響。事件是否易於想像的程度將會影響消費者的情感及行為。愈多的曝露行為及情感接觸，將有助於產生對於消費者感受及行為的影響。最後，根據研究結果提出管理及實務意涵以供參考。

關鍵字

授權效果 ； 預先授權效果 ； 投入程度 ； 社會觀點 ； 企業社會責任 ； 不確定性 ； 想像程度 ； 單純曝光效應

並列摘要

The existing evidence suggests that imagery can have powerful effect on consumer behavior. Past research investigated on the phenomenon of “licensing effect,” in which a prior intent to be virtuous boosts people’s self-concepts, thus reducing negative self-attributions associated with the purchase of relative luxuries (Khan & Dhar, 2006). Extend to the research, we primarily investigate the pre-licensing effect of virtuous event in consumer behavior. Considering the factors of virtuous event, the study examines the pre-licensing effect will be influenced by the efforts of virtous act, social perspective, CSR brand image. Furthermore, we examine the moderators of uncertainty about the virtuous event, ease of imagination, and exposure effect in the pre-licensing effect and emotions.
Three experiments were conducted by collecting 906 valid questionnaires from the Internet. The results show that when consumers predict the virtuous behavior, the posiive mood will be induced and then influence purchase intention subsequently. There has an impact on the affect and action in consumer behavior. In addition, self-concept will be induced only by social perspective. Different scenarios of virtuous event moderate the effect of pre-licensing effect and emotions. The results show that when reducing the uncertainty, more positive effect on consumers’ affect and cognition will occur. Imagination can influence people’s affect and action. More accessible attitudes are more likely to influence perceptions and consequent behavior. From the results, the contributions for academic as well as implications for managerial are provided.

並列關鍵字

Licensing effect ； Pre-licensing effect ； Consumer efforts ； Social perspective ； Corporate social responsibility (CSR) ； Uncertainty ； Imagination ； Mere exposure effect

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