產品方向與慣用手匹配對購買意願之影響

The Effect of Product Orientation and Dominant Hand Matching on Purchase Intention

林奕伶(Yi-Ling Lin)

指導教授 ： 趙軒甫

共同指導教授 ： 趙安安(An-An Chao)

中原大學/理學院/心理學研究所/碩士(2021年)

https://doi.org/10.6840/cycu202100105

摘要

產品的手柄方向朝向慣用手可以引發無意識的心理模擬，進而有較高的購買意願、偏好及產品評估。然而，過去的研究有不一致的結果。本研究的目的是檢驗產品方向與慣用手匹配對購買意願的影響。此外，參與者的需求度也有可能影響購買意願，為了確認需求度是否會影響購買意願，故正式實驗的實驗設計為2（與慣用手匹配與否） × 2（需要或不需要的情境指示）的參與者內設計。實驗結果顯示，不論在是否需要的情況下，與慣用手匹配與否對購買意願及產品態度的影響不顯著。後續相關分析顯示重要的因子可能是產品態度、心理模擬及熟悉性，這三個變項對購買意願都有顯著的正相關。

關鍵字

心理模擬

並列摘要

It has been suggested that the matching between product orientation and dominant hand can encourage mental simulation and hence increase purchase intention. However, studies on this issue revealed inconsistent findings. Therefore, the purpose of the present study was to examine the effect of product orientation and dominant hand matching on purchase intention. In addition, the need of the product may also affect the purchase intention, in order to confirm whether the demand will affect the purchase intention. A 2 (matching/mismatch between product orientation and dominant hand) × 2 (with/without the need of the product) within-participant design was used in the present study. The results indicated that the matching between product orientation and dominant hand did not affect purchase intention. Correlation analysis shows that the important factors may be product attitude, mental simulation and familiarity, which had significant positive correlation with purchase intention.

並列關鍵字

mental simulation

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