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標題: | 新型冠狀病毒肺炎疫情下消費者行為決策探討 Study on consumers’ behavior under COVID-19 pandemic |
作者: | Sheng-Yang Yu 余勝揚 |
指導教授: | 陳瑀屏(Yu-Ping Chen) |
關鍵字: | 消費者行為,新冠肺炎,COVID-19,認知偏誤, consumer behavior,COVID-19,cognitive bias, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 2020年新冠肺炎(COVID-19)席捲全球,而臺灣的地理位置使得國內疫情首當其衝。本文首先回顧了過去流行於臺灣的大型傳染病,如SARS及H1N1,歸納出過去消費者確實會產生消費習慣的變化的結論。並以此推測目前籠罩在新冠肺炎疫情的時空環境下,消費者的生活習慣、消費決策亦會受到不可避免的影響。此外本研究也想探討在疫情之下,消費者是否會產生認知偏誤(Cognitive Bias)以及偏誤的發生其程度會是如何。
本文使用問卷作為研究工具,問卷結合人口統計變數、消費者對於疫情下的感受及疫情下的生活樣態以及認知偏誤的題組,目的是希望了解這三者間的關係及互相影響的作用 本研究獲得之結論,分述如下: 1.對疫情之下的消費者行為及對於疫情的觀感有全面的認識,並發現本文所探討的認知偏誤,除了零風險偏誤(Zero-Risk Bias)之外皆會發生,且不因性別、年齡等變數影響。 2.女性相較於男性更害怕被感染,年齡越大者越會因疫情感到困擾及悲觀,同時會有較負面的感受。另外在疫情流行期間於GAD-7量表表現較焦慮者,在疫情表現上越會有負面的感受,也會因害怕被感染而積極防疫。 3.越是害怕被感染的消費者更容易發生認知偏誤的情形,在疫情下較難做出理性的消費決策。 When COVID-19 outbreaks all around the world in 2020, Taiwan’s location makes us inevitably affected by the virus. This thesis reviews some infectious diseases in Taiwan years before, such as SARS and H1N1. By reviewing these theses, we find the consumers’ behavior indeed changed under those pandemic situations. Therefore we presume the pandemic now has affected the consumer behavior and decisions likewise. We also want to know if consumers would have cognitive bias and what degree the bias are under this circumstances. This thesis uses questionnaire as research tool. The questionnaire incorporates several revelant questions about the demographic variables, the everyday life under the COVID-19 and the cognitive bias. The purposes are to identify relations in these three catagories and their mutual influences. The conclusions of this thesis are listed below. 1.We have the whole understanding of consumers’ behavior and the attitude towards the COVID-19. We also find that the consumers have all the cognitive bias chosen for this thesis except for the zero-risk bias. This result is not affected by the demographic variables such as gender and age. 2.Female is more afraid of COVID-19 than male. The older consumers get, more bothered and pessimistic they feel about COVID-19. They also tend to have more negative feelings towards it. In addition, the more anxious the consumers show in the GAD-7 scale under the pandemic, the more negative feeling they have towards it. They are also more proactive about COVID-19 epidemic preventions. 3.The more consumers fear about the possibility of getting infected, the more likely they have cognitive bias. That is to say, it is more difficult making rational consumption decisions in epidemic situation. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15492 |
DOI: | 10.6342/NTU202001533 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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