古典和操作性制約對網路消費者購買和再購意願的影響

Effects of classical and operant conditioning on online consumer purchase and repurchase intention

江建翰(Chien-Han Chiang)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300269

摘要

從過去的研究顯示，消費者在決策時，產品刺激的重要性。本研究提出了古典制約和操作制約對網路消費者的購買和再購買的意願的影響。本研究分成兩個階段的實驗。在第一階段，本研究進行 2（古典制約：制約/ 未制約）×2（產品類型：功利/享樂產品）網路購物實驗。此外，在第二階段中，本研究進行 2（操作制約：正強化/負強化）×2（產品類型：功利/享樂產品）×2（促銷方式：金錢性/非金錢性）網路購物實驗。研究結果顯示，古典制約和操作制約的實驗操弄均成立。在第一階段的實驗中，當消費者接受到古典制約的刺激後，消費者會因此擁有較高的產品態度，進而有較高的購買意願。在第二階段的實驗中，消費者接受到操作制約的促銷刺激後，消費者會有較高的正面情緒(愉悅/覺醒)，進而有較高的再購意願。而在促銷方式(金錢性/非金錢性)對消費者正面情緒干擾下，本研究發現金錢性的促銷比非金錢性促銷來的顯著。然而，當消費者接受到古典制約的刺激後，享樂產品的產品態度會顯著高於功利性的產品。最後，當消費者接受到操作制約的刺激後，消費者對享樂產品後所產生的正面情緒(愉悅/覺醒)會顯著高於功利性的產品。

關鍵字

消費者情緒 ； 操作制約 ； 購買意願 ； 古典制約 ； 再購買意願

並列摘要

Previous research has shown that consumer are influenced by product stimuli when making decisions. This study presents two studies examining the effects which classical conditioning and operant conditioning have on online consumer purchase and repurchase intentions. This work proposes two stages of an experiment. In the first and second stages, the research models are based on classical and operant conditioning stimulus. In the first stage, A 2 (classical conditioning: conditioning/ unconditioning) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. Additionally, in the second stage, A 2 (operant conditioning: positive/negative reinforcement) x 2 (product type: utilitarian/hedonic product) x 2 (sales promotion: monetary/non-monetary) online experiment was conducted. The research results show that the experimental manipulation of classical conditioning and operant conditioning have been set up. In the first stage of the experiment, when the consumer receives the stimulation of classical conditioning, the consumer will have a higher attitude, and thus consumer have a higher purchase intention. In the first stage of the experiment, with the stimulation of classical conditioning, the consumer will have a more positive attitude, and thus a higher intention of purchasing. In the second stage of the experiment, as the consumer receives the operant conditioning of promotional stimulation, the consumer will experience higher positive emotions (pleasure / arousal), and will thus have greater intention to repurchase. In this study on positive consumer sentiment as an influence in promotions, we found the promotion of monetary rather than non-monetary factors to be more significant. However, when the consumer receives stimulation in the form of classical conditioning, the attitude generated by acquisition of hedonic products will be significantly more positive than when utilitarian products are offered. Finally, when the consumer receives stimulation in the form of operant conditioning, it creates positive emotions in the consumer when acquisition of hedonic products (pleasure / arousal) receives greater emphasis than when utilitarian products are acquired.

並列關鍵字

Consumer Emotion ； Repurchase Intention ； Operant Conditioning ； Purchase Intention ； Classical Conditioning

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