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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19419
標題: | 負面到正面心情移動與偏誤修正對產品評價之影響:
以產品的效用與享樂評估導向為例 Effect of Negative to Positive Mood Shift and Bias Correction on Product Judgment: Utilitarian and Hedonic Evaluative Orientation |
作者: | Meng-Hsuan Lee 李孟軒 |
指導教授: | 簡怡雯 |
關鍵字: | 心情移動,偏誤修正,效用評估導向,享樂評估導向,產品態度, Mood Shift,Bias Correction,Product Attitude,Utilitarian Evaluative Orientation,Hedonic Evaluative Orientation, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 本研究在探討當心情作為一偏誤來源時對產品態度的影響,研究不同心情移動下,偏誤修正的方向以及修正的量。本實驗預測當消費者意識到心情偏誤且目標產品是效用評估導向時,修正不會發生,但當目標產品是享樂評估導向時,消費者會進行修正,且修正方向與心情的移動方向相反,若維持穩定心情沒有移動,則會針對當下的心情做反向的修正。另外,有心情移動狀況下的心情效果以及產品態度修正量會比穩定心情下還要多。
本次實驗分為兩個實驗,實驗一使用修正指導語作為提示偏誤的方法,而實驗二則使用促發文章。實驗一驗證了在效用評估導向下消費者不會進行修正,以及在有心情有移動且目標產品是享樂評估向的狀態下,消費者會進行反向修正。實驗一亦證實了在有心情移動的情況下,修正量會比較多。然而,實驗一對於心情效果的預測並未成立。實驗二中,驗證了效用評估導向下消費者不會進行修正,但在享樂評估導向的假說並不成立。此外,關於修正量以及心情效果的預測在實驗二中也未成立。 The study intends to analyze the effect of mood bias on product attitude. To be exact, how mood biases influence the dirction and magnitude of correction under different mood shifts. This research predicts that in the circumstance that consumers are aware of mood bias and target product is utilitarian evaluative oriented, bias correction will not occure. However, when the target product is replaced with a hedonic evaluative oriented one, correction occures in an opposite direction of mood shift; when in a condition without mood shift (steady mood), the correction direction will be opposite to the current mood state. Moreover, mood effect and amount of correction are larger in mood shift compared with steady mood. There are two studies. Study 1 uses correction instruction as hint to draw attention to mood bias but in study 2, bias priming is used. In study 1, the result showed that consumers did not correct for uitilitarian evaluative oriented product but they corrected for hedonic evaluative oriented product under mood shift. Also, as predicted, when consumers’ mood shifted, amount of correction was larger than in steady mood. However, the hypothesis about mood effect was not confirmed. In study 2, the hypothesis concerning uitilitarian evaluative oriented product were confirmed. As for hedonic evaluative oriented product, contrary to the prediction, correction was not presented. Moreover, the prediction regarding mood effect and amount of correction were not confirmed either. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19419 |
DOI: | 10.6342/NTU201600581 |
全文授權: | 未授權 |
顯示於系所單位: | 商學研究所 |
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ntu-105-1.pdf 目前未授權公開取用 | 6.47 MB | Adobe PDF |
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