時間距離對原賦效果之影響

Abstract

原賦效果由經濟學與財務行為學的範疇，近年來已漸漸用於探討消費者心理與行為上。而時間解釋理論亦指出消費者在距離決策時點不同的時間距離下會有不同的考量因素與消費行為。因此，本研究旨在結合時間解釋理論、水平解釋理論與原賦效果，以了解消費者在選擇方案替換時，原賦效果是否會受到時間距離的影響；再者，本研究進而探討不同時間距離是否會影響消費者對於兩者方案理想性與實行性的衡量，而反映在方案評估與方案選擇上，並影響最終的原賦效果。 第一個單因子組間實驗中，首先將時間距離分為三種，讓受測者在距離決策時點不同的時間距離下，針對兩樣方案進行替換選擇(Switching Decision)與方案評估(Option Evaluation)。結果顯示，消費者在替換選擇中確實具有原賦效果，惟原賦效果未受到時間距離的影響。至於方案評估的部分，僅新方案評估的結果受到時間距離的影響。第二段實驗進一步在方案敘述上操弄了不同的理想性與實行性，係為2×2×2的組間實驗。方案替換選擇的結果顯示，原賦效果仍不受時間距離、理想性與實行性的操弄影響。其中，僅新方案的評估會因時間距離框架遠或近、理想性、實行性高或低而有顯著差異。另外，方案替換選擇過程中的心理成本與決策信心也有納入本研究中作探討，提供了實驗結果一些可能的解釋。

The Endowment Effect has been widely discussed over the past few decades. Many research efforts have investigated the underlying process of the endowment effect and its impact on decision making and exchanging behaviors. Whereas the Temporal Construal Theory (TCT) suggests that temporal distance influences how an individual thinks and behaves, this research is aimed to adopt a TCT approach to the endowment effect, in wish to examine how temporal distance may influence the endowment effect within an option switching scenario. Two studies were conducted in this paper. In study1, the endowment effect was observed, however was not moderated by temporal distance. The experiment results indicated that only option evaluations were partially influenced by temporal distance. With the additional manipulation of desirability and feasibility considerations, study 2 adopted a 2×2×2 factorial, between subjects experiment. The data reported that temporal distance and different desirability/ feasibility features showed impact only on the evaluations for the new given option, but not on the switching decisions. Finally, assessments on mental cost and decision confidence were also furthermore discussed in this research.