禁忌與消費者行為研究：以住宿行為中的死亡禁忌為例

本研究探討禁忌對消費者決策過程之影響，以消費者在旅遊住宿過程中觸及到曾有人在此死亡之禁忌，探討消費者遭遇後滿意度之改變，並連結到轉換意願、轉換成本和再購意願。禁忌情境為操弄消費者入住旅館之後「網路搜尋到曾經有人在此死亡的訊息資料」、「親身經歷（疑似）奇怪現象」、「搜尋到口碑與親身經歷」。結果發現遭遇禁忌情境前後，滿意度有顯著差異，告知轉換成本下，轉換意願在不同組別間有所不同，最後僅有滿意度會影響轉換意願。

關鍵字

禁忌；消費者行為；消費者決策

並列摘要

This research focuses on taboo marketing to discuss the influence of taboo on customers' decision and their behavior. For application of taboo concept in customer decision theory, the case of hotel accommodation is made to explore the variance of customers' satisfaction, relative switching intention, switching cost and repurchase intention when customers encounter the scenario of death taboo which is related to someone has died in this hotel. There are three scenarios of death taboo, first is to manipulate customer living in this hotel and find some information of internet about someone has died in this hotel. The second one is the customers encounter some strange phenomenon after living in this hotel. The third one is the customers also finding the information in the intent and encountering strange phenomenon. The scenario of switch cost is also manipulated in experiment process to compare the difference of switching intention before and after this scenario. The results show that there is a significant difference of satisfaction before and after encountering a taboo situation. Under the notification of the switching cost, the switch intention varies among different groups. In the end, only satisfaction afects the switch intention.

並列關鍵字

taboo ； consumer behavior ； consumer decision-making

參考文獻

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