社會距離與時間距離對消費者評估的影響—以產品涉入為干擾變數之研究

THE EFFECTS OF SOCIAL DISTANCE AND TEMPORAL DISTANCE ON CONSUMER EVALUATION—WITH PRODUCT INOVOLVEMENT AS MODERATOR

郭芓均(Tzu-chun Kuo)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2012年)

摘要

本研究為探索消費者心理層面對於消費者評估的方式，提供解釋層級理論(construal level theory, CLT)的文獻，藉此闡述兩個心理距離(社會距離與時間距離)對消費者評估於不同產品的交互效果。延伸解釋層級理論的文獻進而驗證消費者在不同產品上如何解釋以及在不同的心理距離涉入之下產品評估的改變。
綜合過去文獻探討發現，產品涉入程度是影響消費者評估的重要因素，因此，本研究首先選定筆記型電腦和原子筆兩種產品分別代表高、低涉入程度的產品，檢視在不同產品涉入程度下，消費者評估是否有差異。最後以ANOVA 分析時間距離、社會距離、解釋層級理論和產品涉入對消費者評估的影響。
為使研究更周全，透過McQuarrie and Munson (1987)修改自Zaichkowsky (1985) 所發展的產品涉入量表的產品涉入分類方式，進一步釐清在不同產品涉入程度下，消費者評估是否受時間距離或社會距離的影響，作為本研究之動機。
研究結果如下：
產品涉入為高(筆記型電腦)時，不管社會距離或時間距離遠近，高層級解釋比低層級解釋有較大的影響，代表消費者評估比較著重於「為何」(why)購買的原因；產品涉入為低(原子筆)時，不管社會距離或時間距離遠近，低層級解釋比高層級解釋有較大的影響，代表消費者評估比較著重於「如何」(how)購買的方法。本研究與Kim, Zhang, and Li (2008)的研究結果不一致，即其研究結論無法類推至所有產品。

關鍵字

解釋層級理論 ； 產品涉入 ； 社會距離 ； 時間距離

並列摘要

This study, in exploring the psychological level of consumers, adopted social distance, temporal distance and construal level theory to evaluate their influence on consumer evaluation. Our research contributes to the construal level theory (CLT) literature by illuminating an interaction effect of the two important psychological distance dimensions－social and temporal, on consumer product evaluations.
Comprehensive literature review found that products involvement is an important factor affecting the consumer evaluation. Therefore, this study selected notebooks and pens two products respectively represent high and low involvement degree of product. Examine the involvement of different products whether there are differences on consumer evaluation. Finally, using the ANOVA to analyze the effects of temporal distance, social distance, construal level theory and product involvement on the consumer evaluation.
In their study, this investigation, to be comprehensive, has resource to McQuarrie and Munson’s (1987) adaption of Zaichkowsky’s (1985) development of the product into the scale of product involvement.
The results are as the following：
When the product involvement comes to high-involvement (notebook computer), the high-level interpretation has greater impact than the low-level interpretation regardless of the distance of the social distance or time distance. It represents that the consumer evaluation focus on "why" buy. When the product involvement comes to low-involvement (pen), the low-level interpretation has greater impact than the high-level interpretation regardless of the distance of the social distance or time distance. It represents that the consumer evaluation focus on "how" buy.

並列關鍵字

Social Distance ； Construal Level Theory ； Temporal Distance ； Product Involvement

參考文獻

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