華人嵌陷行為未出現責任效果之探討—從風險知覺和面子的角度

The Lack of Responsibility Effect in Chinese Entrapment Behavior — From The Perspectives of Face and Risk Perception

李明芬(Ming-Fen Lee)

指導教授 ： 李玉惠 ； 鄭谷苑

中原大學/理學院/心理學研究所/碩士(2006年)

https://doi.org/10.6840/CYCU.2006.00019

摘要

決策嵌陷是指決策者在面對先前的選項是呈現負向結果時，還願意繼續投資在先前的選項之行為。在西方的決策嵌陷的領域中，責任會影響到決策嵌陷行為，高責任狀態下的嵌陷行為較低責任時大。但是在華人研究中，雖然研究者也可以觀察到決策嵌陷行為，但是責任不會影響決策嵌陷行為的強弱，即不論是高責任或低責任之嵌陷行為無差異。因此本研究的目的旨在試圖瞭解為何華人在嵌陷行為上未出現責任效果。
筆者預期風險知覺和面子會調節責任對於決策嵌陷的影響。筆者認為風險與責任有交互作用，預期對高風險知覺的決策者（西方人）而言，高責任時之嵌陷行為會大於低責任時之嵌陷行為；對低風險知覺的決策者（華人）而言，高責任時與低責任時的嵌陷行為無差異（假設一）。筆者亦預期面子會調節責任對嵌陷行為的影響，即認為面子和責任有交互作用。預測對低面子決策者（西方人）而言，高責任時之嵌陷行為會大於低責任時的嵌陷行為；對高面子決策者（華人）而言，高責任時與低責任時的嵌陷行為無差異（假設二）。此外，筆者也試圖探討風險知覺和面子是否會共同作用來調節責任對嵌陷行為的影響。
本研究的實驗採用一個2（責任：高責任、低責任）× 2（風險知覺：高風險知覺、低風險知覺）× 2（面子：高面子、低面子）的受試者間實驗設計。本研究的有效受試者共有275位大學生，實驗以角色扮演的方式進行，依變項為嵌陷行為，此指的是在獲得先前決策的負向回饋結果時，參與者是否願意繼續投資和再投資的金額量。
實驗的研究結果如下：華人的確會顯現出決策嵌陷行為，但在嵌陷行為上並未觀察到風險知覺、面子以及責任的三因子交互作用。雖然風險知覺的高低在高責任下會影響嵌陷量，但風險知覺的高低不會改變責任對嵌陷行為的影響，因此並不支持假設一。面子的高低不會改變責任對嵌陷行為的影響，故不支持假設二。
總結，本研究結果再次呼應前人的發現，華人不論是在高責任或低責任狀況下都會出現決策嵌陷，即決策者不論是高責任或低責任，在面對負向結果時都願意繼續投資，但嵌陷量無差異，且風險知覺和面子此兩因素並不是華人未出現責任效果的原因。因此東方和西方研究結果不一致的現象仍待後續研究者進一步的探討。

關鍵字

面子 ； 決策嵌陷 ； 責任 ； 風險知覺

並列摘要

Decision entrapment refers to the tendency for a decision-maker to persist in his of her investment behavior with failure courses of action. In the domain of decision entrapment, western researchers consistently found that the level of responsibility influences such behavior. Specifically, participants with high responsibility showed more entrapped behavior than those with low responsibility. Nevertheless, responsibility effect was never been observed in Chinese participants. The main purpose of the present student study, thus, is to investigate some possible factors that might explain such inconsistent findings.
It is expected that risk perception and face moderate responsibility effect on entrapment behavior. It is hypothesized that an interaction effect exists between risk perception and responsibility. Specifically, the author expects that, for decision-makers with high risk perception (i.e., western participants), responsibility effect can be observed. Whereas, for decision-makers with low risk perception (i.e., Chinese participants), there is no responsibility effects on entrapment behavior (Hypothesis 1). The author also anticipates that the two factors of face and responsibility will interact and further affect entrapment behavior. It is expected that responsibility effect will appear for decision-makers with low face, but it will not be observed for those with high face (Hypothesis 2). The three-way interaction effect of risk perception, face, and responsibility on entrapment behavior is also examined explorative.
The present study adopted 2 (responsibility: high responsibility vs. low responsibility) × 2 (risk perception: high risk perception vs. low risk perception) × 2 (face: high face vs. low face) between-subjects experimental design. There were in total 275 valid participants. The experiment was carried out with role-playing in an investment scenario. The dependent variables examined were, with failure courses of action, whether the participant is willing to continue to invest and the amount of further investment. The empirical results indicated that, Chinese participants showed entrapped behavior. However, neither the level of risk perception nor face level moderated the responsibility effect. Thus, neither Hypothesis 1nor Hypothesis 2 is supported by the present results.
In sum the present study confirms previous findings by showing that Chinese decision-makers indeed tend to persist in prior investment behavior with failure courses of action and responsibility level does not affect such a tendency. The two factors (face and risk perception) examined in the present study, however, fail to explain why there is no responsibility effect on entrapped behavior. More research on this topic can shed some lights on the inconsistent findings of responsibility effects between western decision-makers and their Chinese counterparts.

並列關鍵字

risk perception ； responsibility ； face ； decision entrapment

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