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標題: | 風險重要性在折衷效果與市場資訊的干擾角色 The Moderating Role of Risk Importance on Market Average Information and Compromise Effect |
作者: | Chia-Yi Lin 林佳怡 |
指導教授: | 張重昭 |
關鍵字: | 風險重要性, risk importance, market average effect, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 本研究為探討消費者在具有知覺風險的情況下,面對無絕對優劣勢兩屬性的選項組合,找出最佳選項之選擇行為。過去許多研究均提到知覺風險的概念,也說明消費者如何採取降低風險的策略。消費者在評估選項時,不僅僅受到本身屬性表現的影響,也會受到其他選擇的影響。因此,學者提出折衷效果,認為中間選項,是較無風險也相對安全的選擇,而最容易被當成風險下的妥協選項。
最近,有另外一種觀點形成,消費者衡量選項的極端與否,有兩種方法:一個是屬性的平衡(兩屬性表現相等);一個是屬性表現為市場平均。此兩種方法獨立於選擇組合,而與屬性內在表現有關。因此,可使用在任何選項組合裡。 在本研究中,提出一個可能影響消費者選擇行為的效果,稱為市場平均效果。即提供市場平均資訊予消費者,改變其參考點,使得屬性表現具有市場平均或接近市場平均的選項,會被視為較折衷的選項。尤其是當消費者面臨高風險重要性情境時,其採取降低風險的活動和策略將較多。因此,在風險趨避的驅使下,將有較強烈的市場平均效果。 本研究納入知覺風險變數,以檢測在不同風險情境下,各效果的差異。本研究分成三個實驗,一為重新檢定折衷效果,在不同風險情境中的影響。二為檢驗市場平均效果是否可以產生不同的力量,以及在不同風險下的強度。三為檢驗市場平均效果會對選擇組合中的其他選項也產生影響。 This research focuses on consumers’ choosing behaviors, when consumers face a choice set of two-attributes under perceived risk. In prior research, the concept of compromise effect was continually proposed. In addition, the strategies that consumers adopt to reduce risk were also discussed. In this research, an effect that is likely to influence consumers’ choice behaviors is called “market average effect.” When market average information was offered to consumers, the reference point was changed. Hence, an alternative of attribute performance that owns market average or approaches market average will be regarded as a compromise option. Above all, when consumers faced high-risk importance, they will use more activities and strategies to reduce risk. Thus, the market average effect will stronger due to risk aversion. This study involves the perceived risk to examine the difference of every effect under different risk contexts. This research contains three experiments. First, we examine the impact of compromise effect again under different risk contexts. Second, we examine if the market average effect has diverse force and intensity under different risk. Third, we examine the market average effect has also an impact on other alternatives in the choice sets. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/33243 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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