商品陳列方式對消費者選擇之影響

本研究主要研究重點在於商品陳列方式對於消費者選擇上所會產生之影響，特別是將消費者感受到的購物情境分為得與失兩種。並探討於兩種不同的情境之下廠商應使用何種商品陳列方式將能提高消費者購買商品之意願。本研究分為兩個實驗來探討商品陳列方式對消費者選擇所會產生之影響，並再進一步根據消費者不同的目標導向來探討其對於消費者的選擇是否將會產生影響。以下為本研究之主要結果： (1) 搭配「得」的情境與具傳染性陳列方式(接近性與對稱性)之商品消費者將會有較高的購買意願。此代表，具傳染性的陳列方式能夠提升消費者感受到的「得的感受」，也就是說消費者愉悅的感受能受到商品傳染性的陳列方式而傳遞，進而增加消費者的購物意願。 (2) 與結果一相反，搭配「失」的情境與非傳染性陳列方式(非接近性與非對稱性)之商品消費者將會有較高的購買意願。此代表，非傳染性的陳列方式能夠降低消費者所感受到的「失的感受」，也就是說讓消費者感受到「具有風險的感受」能受到商品傳染性的陳列方式而降低，進而增加消費者的購物意願。上述之研究結果與Mishra學者2009年的研究結果相似，此更加證實陳列方式對於消費者的購物選擇會產生影響之論點。 (3) 避敗焦點的消費者於失的情境下明顯具有較高的意願選擇購買使用非傳染性陳列方式之商品，此代表非傳染性陳列方式確實能有效降低其所感受到的商品間不良品質的傳染，也就是能有效降低避敗焦點消費者的「具有風險的感受」，增加其購買商品之意願。加入消費者目標導向後之探討結果，其除了驗證商品陳列方式對消費者選擇之影響外，更證實不同目標導向之消費者會將其對得與失之偏好反應於商品的選擇上，並進一步了解其陳列方式對於不同目標導向消費者的選擇更會產生明顯的影響。

關鍵字

商品陳列；消費者偏好；調節焦點；消費者態度；傳染理論

並列摘要

How could increase consumer’s willing to buy products? This study focus on how product grouping influence consumer choices. It’s on two different product groupings, and believes that good and bad qualities would spread in a group, affect consumer choices, in the domains of both gains and losses. Using the reviewed findings in contagion theory and be inferred that group features such as “similarity”, “proximity”, and “symmetry” as the contagious groups. And using the group features such as “dissimilarly”, “far apart”, and “asymmetrically” as the noncontagious groups. There two experiments in this study. Consumers choose what kind of product grouping would they likely to buy the product, in gain or loss situation. Then according consumer’s different type of Regulatory Focus to probe into the react they see the different type of product grouping, in gain or loss situation. 1. In the gain situation, consumers had greater likelihood choose the product in contagious group (“proximity”, and “symmetry”). It means the happy feelings that consumers have will spread in the contagious group. And it will increase the likelihood of consumer buy the product. 2. In the loss situation, consumers had greater likelihood choose the product in noncontagious group (“far apart”, and “asymmetrically”). It means consumer thought the risk they have will decrease spread in the noncontagious group. And it will increase the likelihood of consumer buy the product. The result of study 1 is similarity as Mishra (2009). It proved that the product grouping will indeed influence the consumer choices. 3. Prevention-orientation consumers have greater likelihood choose product in noncontagious group (“far apart”, and “asymmetrically”) in loss situation. It could obviously decrease the risk that prevention-orientation consumers feel, and increase the willing they buy the product. In study 2 we know that not product grouping will influence the consumers choice, but also consumer’s Regulatory Focus will also influence. And it has more highly affects.

並列關鍵字

Product Grouping ； Regulatory Focus ； Contagion Theory ； Consumer Preferences ； Consumer Attitudes.

參考文獻

Lee, Angela Y. and E. Tory Higgins (2009), “The Persuasive Power of Regulatory Fit,” Social Psychology of Consumer ed. Michaela Wänke, Taylor & Francis Group, LLC.

Argo, Jennifer J., Darren W. Dahl, and Andrea C. Morales (2006), “Consumer Conta- mination: How Consumers React to Products Touched by Others,” Journal of Marketing, 70(2), 81-94.

Crawford, Mathew T., Steven J. Sherman, and David L. Hamilton (2002), “Perceived Entitativity, Stereotype Formation, and the Interchangeability of Group Members,” Journal of Personality and Social Psychology, 83(5), 1076-94.

Crowe, Ellen and E. Tory Higgins (1997), “Regulatory Focus and Strategic Inclina- tions: Promotion and Prevention in Decision-Making,” Organizational Behavior and Human Decision Processes, 69(2), 117-132.

Cunningham, William A., Carol L. Raye and Marcia K. Johnson (2005), “Neural Correlates of Evaluation Associated with Promotion and Prevention Regulatory Focus,” Cognitive, Affective and Behavioral Neuroscience, 5(2), 202-211.

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商品陳列方式對消費者選擇之影響

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