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  • 學位論文

消費者決策之訊息建構干擾效果分析-以行動電話為例

The Moderator Effect of Message Framing on the Consumer Decision – on Mobile Phone Cases

指導教授 : 留淑芳 陳淑美
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摘要


日常生活中,由於訊息溝通管道與資訊類型的差異之下,以致於個人在從事其決策行為時,容易產生不同的風險認知,且形成冒險或避險的行為差異,然而,影響個人決策行為的因素除了決策問題本身所傳達出的訊息之外,尚可能包含了個人的內在因素(如:人格特質...等)或外在的影響因素(如:情境...等)。 本研究主要參考及延伸了Tversky and Kahneman(1981)之「心理帳戶(mental accounting)」相關概念,於研究中加入決策情境當時人際互動因素的考量,以及決策者人格特質中的自我監控程度,作為影響訊息建構效果差異的干擾變數,進而觀察消費者個人決策行為。在實驗設計方面,乃運用「利得」與「損失」二種不同訊息建構方式,搭配著模擬手機購買當時之情境假設,透過問卷的調查,最後以描述性統計、獨立樣本T檢定及卡方檢定來進行結果分析,期望藉此簡單的概念來探討訊息建構(利得/損失)、決策情境(私下/公開-贊同vs.反對)以及自我監控程度(高/低)三者對訊息建構效果(產品選擇和購買意願)之影響。根據研究結果顯示: 一、在不考量其它因素的干擾之下,訊息建構的主效果將顯著存在。消費者在面臨損失訊息時會較為敏感,且男性對訊息的敏感性會高過於女性。而利得訊息能刺激人們消費,損失訊息則讓人消費轉趨保守。 二、加入決策情境因素的考量後發現,私下決策情境的消費者,其訊息建構效果明顯;但公開決策情境的消費者,則會因為旁人的反對意見而減弱了訊息建構效果。然而,女性在私下情境時,對於利得訊息會比男性敏感;而在公開-旁人反對情境時,則是呈現比男性容易受到損失訊息的影響。 三、不同自我監控程度的消費者,其訊息建構效果有著些陵t異存在。大體而言,高度自我監控者的訊息建構效果明顯小於低度自我監控者,換言之,低度自我監控者對訊息建構較敏感;除此之外,高度自我監控的男性和低度自我監控的女性也顯示對訊息的敏感性較高,容易受其所影響。 四、另外,當進行訊息建構與決策情境以及自我監控程度三者交互作用後發現,低度自我監控者容易被不同訊息所影響;但高度自我監控者卻容易因情境差異而改變。私下情境時,高度自我監控的女性和低度自我監控的男性對於訊息會較為敏感,然而在公開-旁人贊同的情境下,女性的訊息敏感性較高;而公開-旁人反對情境時,則變成男性的訊息敏感性高過於女性。

並列摘要


Due to the divergence of the informational communication and the category of information in our life, each individual may result in the different cognitive risk and then form different behavior while making a decision. However, apart from information stemming from decision-making itself, factors which affect individual’s decision-making may include internal elements such as personality and external elements such as situations. This thesis primarily refers to the concept of mental accounting (Tversky and Kahneman, 1981) and extends such concept. It considers the interpersonal relationship and self-monitoring. Further, this thesis also observes consumer’s decision-making. In respect of the design of experiment, this thesis adopts two ways of different message framing (i.e., Gain and Loss) accompanying the hypothesis of situations while purchasing the mobile phone. Through a survey, this thesis uses descriptive statistics and T-test to analyze the result. It expects to explore the influence among message framing (Gain/Loss), decision-making situations (Private/Public), and self-monitoring (High/Low) by such a simple concept. The result of the research shows that: (1) Without considering the other elements, the major effect of message framing exists obviously. Consumers will be sensitive to the message of loss. The message of gain will stimulate expenditure and the message of loss will result in the conservative expenditure. (2) After considering the element of decision-making situations, for consumers of private decision-making situations, message framing effect is obvious. However, for consumers of public decision-making situations, message framing effect will be reduced because of the third party’s objection. (3) The slight difference of message framing effect exists among consumers of different levels of self-monitoring. Overall, message framing effect of high level of self-monitoring is less obvious than that of low level of self-monitoring. In another word, those of low level of self-monitoring are sensitive to message framing. (4) The consideration of the interrelationship among message framing, decision-making situations and self-monitoring found that those of low level of self-monitoring would be affected by different messages and those of high level of self-monitoring would change their decision due to different situations.

參考文獻


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【1】D. Kahneman and A. Tversky, “Prospect Theory: An Analysis of Decision Under Risk,”Econometrica, Vol. 47, No. 2, March 1979, pp. 263-291.
【2】A. Tversky and D. Kahneman, “The Framing of Decisions and the Psychology of Choice,” Science, Vol. 211, No.4481, January 1981, pp. 453-458.
【3】E. J. Johnson et al., “Information Displays and Preference Reversals, Organizatio-

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