調節焦點與網路口碑對消費者產品偏好之影響

Abstract

由Higgins發展出的調節焦點理論將人分為促進型焦點與預防型焦點兩大類。此兩種不同類型的焦點在不同個體上，所追求的目標、滿足的需求、對結果的期待與反應以及策略方向上都不相同。促進型焦點所追求的是：撫育的需求(Nurturance Needs)、強而有力的理想(Strong Ideals)、同時當正向結果出現時會感覺到愉悅；而對於正向結果消失時會感覺到痛苦(Gain – Non-gain Situation)。他們對於正向的結果存在著較高的敏銳性，為了確保正向結果出現，促進型焦點的個體會使用趨近式策略方法(Approach as Strategic Means)。預防型焦點所追求的是：安全的需求(Security Needs)、強而有力的責任目標(Strong Oughts)、同時當負向結果出現時感覺到痛苦，反之對於負向結果的消失感覺到愉悅(Loss – Non-Loss Situation)。他們對於負向結果存在較高的敏銳性，為了確保負向結果的消失，他們會使用趨避式策略方法來達成目標(Avoidance as Strategic Means)。 此兩種調節焦點個體在心理以及行為上反應的不同，是否可以延伸運用至真實生活中，抑或是應用至實際的市場是一個相當有趣的課題。先前的研究大部分都是將調節焦點理論適用在不同產品類型上，端看兩種調節焦點個體是否有不同的反應或選擇。而本研究將調節焦點理論與現實生活中的網路世界作一適當的結合，實驗中我們採用搜尋型產品(Search Goods)、經驗型產品(Experience Goods)、信用型產品(Credence Goods)作為不同潛在風險的指標，來探測不同調節焦點的個體在面對產品訊息網路口碑(Electronic Words-of-Mouth)，檢驗在上述的三種產品當中，兩種調節焦點的個體在面對平均數與標準差不同的網路口碑時，是否有選擇上的差異。

The Regulatory Focus Theory classifies individuals into two categories, promotion focus and prevention focus. Two different foci pursue different goals, expectations, responses, and strategic approach to their desired end-states. Promotion focus concerns nurturance needs, strong ideals, sensitivity to presence or absence of positive outcomes as well as approach as strategic means. Prevention focus concerns security needs, strong oughts, sensitivity to presence or absence of negative outcomes as well as avoidance as strategic means. What intrigues us is whether this theoretical framework could be applied in real market in daily life. Most of previous researches paid attention on different responses or choices between two foci in different products. The article associates the regulatory focus theory with cyberspace appropriately. Using search goods, experience goods, credence goods as indices of distinct potential risk, the experiment discover different preference between two foci upon individuals confront electronic word-of-mouth. We would like to know whether the various preferences between three product types result from dissimilitude in mean and standard deviation. The result shows that promotion focus consumer always prefer those goods with higher mean and higher standard deviation, whereas prevention focus consumer prefer search goods with higher mean and higher standard deviation while prefer credence goods with lower mean and lower standard deviation.