產品預期享樂適應對購買意願的影響

THE EFFECT OF ANTICIPATING HEDONIC ADAPTATION TO PRODUCT ON PURCHASE INTENTION

黃鵬學(Peng-hsueh Huang)

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

許多消費性產品提供消費者長時間的效用。然而這些效用的程度往往因為受到新穎性的減弱、參考目標與期望的轉移再加上其他各種機制而慢慢減弱。而這種享樂適應的過程常常讓消費者意想不到。消費者在要購買長時間享樂的產品時，需先考量產品的效用概況與使用壽命。然而消費者常常無法運用享樂適應信念，來正確地預測對產品的享樂衰退程度，導致做出次佳的選擇。一旦消費者過早對產品失去興趣，就容易發生過度消費，而產生不必要的浪費，若消費者在進行購買決策時，能將享樂適應信念納入決策考量，可以減少過度消費的發生。
本研究希望探討消費者在進行購買決策時，為何不能自覺性的把享樂適應信念納入決策考量，並探討預期使用期限提示對觸發享樂適應的影響關係。同時探討預期效用與體驗效用之偏差，並納入產品涉入程度與產品功能差異為考量因素，來加以瞭解是否會對購買意願有所影響。
在本研究中，我們首先證明消費者對消費性產品是普偏存在著享樂適應信念的。不管是功能性產品還是娛樂性產品。但當消費者進行產品購買決策時，常常無法預期到底何時會對產品失去興趣。我們表明這種無法成功預期的原因，並不是因為對產品效用改變的錯誤信念，而是由於在做購買決策時未能使用正確的信念。我們發現即使直覺信念是正確的，對產品的預期仍然可能偏離實際經驗，因為人們常常不能將這些準確的信念轉為判斷和選擇。亦即，預期效用與實際體驗效用有著系統性的偏差。我們進一步表明，提示預期使用期限可以有效地觸發消費者對享樂適應的信念。一旦這些信念被誘導，會有系統性地改變喜好。只要在消費者做選擇的那段時間影響他們對於享樂適應的直覺，消費者會重新考量購買產品的必要性。我們也發現消費者會藉由產品涉入程度與功能多樣化，來降低在購買決策時提示潛在使用時間所造成的影響。最後本研究發現，即使享樂適應信念產生，消費者只會針對娛樂屬性較高的產品的購買意願做調整，但對於功能屬性較高的產品的購買意願較不易受到影響。

關鍵字

享樂適應 ； 購買意願 ； 錯誤預期 ； 體驗效用

並列摘要

Most of consumer products deliver their utility to people over time. But utility may weaken over time due to waning novelty, shifting reference points and expectations, and various other machanisms. Moreover, the effect of hedonic adaptation is going to surprise people all the time. People may consider enjoyment apart from price and functionality for the decision making of purchasing products. The present search shows the hedonic adaption belief always hangs in people's mind but people often fails to cue the beliefs of hedonic adaption during purchasing decision. We find what people predicts will make them happy（predict utility）is systematically different from what actually makes them happy（experienced utility）. We show that the failure to predict lessening enjoyment with a product on account of a failure to spontaneously consider adaptation and apply correct intuitive about adaptation. We further show that making prospective duration salient can cue beliefs about hedonic adaptation and influence choices for hedonically product. Finally, we find people will be less susceptible to or ward off adaptation under differentiation of functionality and involvement of product.

並列關鍵字

Experienced Utility ； Hedonic Adaptation ； Purchase Intension ； Mispredict

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