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  • 學位論文

時間距離引發偏好不一致之研究-以價格為干擾變數

Temporal Distance induces Inconsistent Preferences over time - The Moderating Effect of Price

指導教授 : 廖本哲

摘要


消費者在購買產品時,會受於時間距離的影響,在遠期未來下,傾向高理想性(功能性)的產品,反之在近期未來,消費者會改變他們的偏好傾向高可行性(方便性)的產品。故人們的購買行為受到時間的推移,著重的產品特性不同,偏好也就有所改變。但消費者偏好的不一致會產生許多負面問題,如後悔、遺憾、低滿意度及未能實行先前承諾的選擇。為了消除偏好不一致,Lee and Zhao(2014)認為價格扮演一個重要的角色,因為價格可以提升消費者尋求價值性高的產品,即使面對近期的未來,他們仍舊尋找高價值的產品,即是高功能性的產品。故本研究試圖延伸Lee and Zhao(2014)的研究,探價格在時間距離中所扮演的角色,研究同時探討不同調節焦點在時間距離下,是否有偏好不一致的情況。 本研究使用實驗設計法,分為四個實驗設計,以中原大學商學院學生為主要研究對象發放問卷。實驗一為時間距離下的偏好不一致是否會使消費者產生負面情緒;實驗二與實驗三為價格資訊是否會使消費者呈現一致性,實驗四為調節焦點與價格對時間距離與偏好的相互關係。 本研究結果發現時間距離所引發的偏好不一致,的確會引發消費者的懊悔;而提供價格訊息、不管是低價或高價,則能有效地降低消費者的偏好不一致,研究同時發現,相對於促進焦點者的消費者,預防焦點的消費者較不會產生偏好不一致。

並列摘要


Consumers are usually influenced by temporal distance when shopping. They have a preference for highly desirability (functional) products for distant-future, while they show a preference for highly feasibility (convenient) products for near-future. So, with time going by, as people have their buying behavior changed, they may change their preference as well to choose different product features. But the inconsistent preferences will cause lots of negative problems, such as regret, low satisfaction, and failure to fulfill the previous promise. In order to eliminate preference inconsistency, Lee and Zhao (2014) held that price played an important role, for the reason that price could promote consumers to seek for highly valuable products, so that they would still look for highly valuable products, namely highly functional products for near-future. Therefore, this paper tried to extend the research done by Lee and Zhao (2014), to explore the role played by price in temporal distance, to study and discuss whether there was preference inconsistency in temporal distance among different regulatory focuses. Four experiments were conducted in this paper, with questionnaires distributed to the students of Business School, Chung Yuan Christian University, the major objects of study in this paper. Experiment 1 involved whether preference inconsistency might affect consumers’ regret; Experiment 2 and 3 involved whether price information would make consumer preference consistency over time; Experiment 4 involved the correlation between regulatory focus, as well as price, and temporal distance, as well as preference. The result of this research shows that the preference inconsistency caused by temporal distance indeed contributes to consumers’ regret; but price information can effectively reduce the inconsistency of consumer preferences regardless of low price or high price. The research also indicates that compared with promotion focus-oriented consumers, prevention focus-oriented consumers will never show inconsistent preference.

參考文獻


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被引用紀錄


范偉銘(2017)。使用者評論對購買電競筆電的影響 ─以涉入程度、認知需求為干擾變數〔碩士論文,中原大學〕。華藝線上圖書館。https://doi.org/10.6840%2fcycu201700700

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