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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 簡怡雯 | |
dc.contributor.author | Tzu-Yu Chen | en |
dc.contributor.author | 陳子渝 | zh_TW |
dc.date.accessioned | 2021-06-16T09:19:48Z | - |
dc.date.available | 2022-07-13 | |
dc.date.copyright | 2017-07-13 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-07-05 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59296 | - |
dc.description.abstract | 過去研究指出,人們在進行評價時,會因為個體的差異在察覺偏誤以及修正偏誤上有所差異。當面臨的偏誤因素為心情偏誤時,自尊可做為個體調節負面心情的來源,影響個體對產品的態度。
本研究欲探討在不同心情狀態下,人們會因為自尊的差異而對產品產生不同態度的影響。三項假設分別為:相對於所有負向心情者的平均產品評價,因為高自尊者有較好的負向心情調節能力,高自尊者會將產品評價得較好,低自尊者將產品評價評得較差;相對於所有正向心情者的平均產品評價,高自尊者與低自尊者對產品的評價無差異;相對於所有中性心情者的平均產品評價,高自尊者與低自尊者對產品的評價無差異。 透過實驗驗證了在正向心情與中性心情中,自尊高低對產品的評價並無影響;而在負向心情的狀態下,高自尊者相較於低自尊者對產品的評價較低,與假設的方向相反,推測可能原因為高自尊者對於外在事物有較高的標準,傾向將外在事物(如廣告)評得較差,同時在負向心情中會處理較多負面訊息,產生較多負面想法,而有較差評價。 | zh_TW |
dc.description.abstract | People make judgments in contexts full of factors that could bias their judgments. These biases are objectively not pertinent to the true qualities of targets being judged. For example, Mood has shown to bias people’s subsequent judgments.
Flexible Correction Model points out that people are motivated to make accurate judgments of targets. When people have the motivation and ability to make accurate judgment, they utilize their metacognition to remove the perceived influence of biases from their judgments. Prior research has suggested there are individual differences in identifying and removing objective irrelevant bias from individuals’ judgments. Self-esteem has been found to serve as resources for individuals to face and regulate their negative affective states. In this present research, high and low self-esteem individuals are asked to identify biases in product judgments after being exposure to different moods. We predict that high self-esteem individuals will be more likely to identify mood as a bias and regulate their negative affective states of product judgment in negative mood, they will evaluate the attitude toward product higher than low self-esteem individuals’ attitude toward that. When people exposure in neutral or positive mood state, there is no difference of attitude between high self-esteem and low self-esteem individuals. Results show that attitude toward product in neutral or positive mood state, our hypothesis has been confirmed. However, high self-esteem individuals evaluate the attitude toward product lower than low self-esteem individuals’ attitude toward that. It may because individual in negative mood state process more negative information, high self-esteem individuals process the negative information much than low self-esteem individual due to less cognitive capacity of low self-esteem individual. Moreover, high self-esteem individuals tend to criticize others such as advertisements, therefore they evaluate attitude of product lower than low self-esteem individuals. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T09:19:48Z (GMT). No. of bitstreams: 1 ntu-106-R04741018-1.pdf: 1333207 bytes, checksum: e7ebbd855f553b3f01e3c2e8e4e02cfe (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 誌謝 i
中文摘要 ii Abstract iii 目錄 iv 圖目錄 vii 表目錄 viii 第一章 緒論 10 第一節 研究背景與動機 10 第二節 研究目的 11 第三節 研究獨特性與貢獻 12 第二章 文獻探討 13 第一節 心情與判斷 13 一、 情感促發理論(Affect-priming Theory) 13 二、 情感作為判斷資訊(Affect-as-Information) 13 第二節 自尊 14 第三節 偏誤修正 15 一、 設定/再設定模型(Set/Reset Model) 15 二、 涵蓋/排除模型(Inclusion/Exclusion Model) 15 三、 彈性修正模型(Flexible Correction Model) 16 第三章 研究架構與研究假設 17 第一節 研究架構 17 第二節 研究假設 18 第四章 研究方法 20 第一節 前測 20 一、 前測目的 20 二、 前測受測者與設計 20 三、 前測結果 20 第二節 主實驗 22 一、 概述 22 二、 受測者 22 三、 實驗設計 22 四、 實驗程序 23 第三節 自變數操弄 26 一、 自尊程度 26 二、 心情狀態 26 第四節 依變數衡量 27 一、 對產品的整體態度 27 二、 操弄檢定 27 第五章 研究結果 29 第一節 信度檢定 29 第二節 操弄檢定 30 一、 心情狀態 30 二、 是否有察覺到偏誤因素以及其偏誤影響 32 三、 閱讀產品廣告的涉入程度 32 四、 其他實驗設計衡量 33 第三節 假設檢定 35 一、 變數描述性統計及相關分析 35 二、 對產品的整體態度 35 三、 產品整體態度延伸分析 40 四、 自尊程度與悲傷心情交互作用對產品態度延伸探討 45 第六章 結論 47 第一節 研究結論 47 一、 驗證假設 47 第二節 管理意涵 49 第三節 研究限制 50 第四節 未來研究方向 51 參考文獻 52 附錄:研究問卷 57 | |
dc.language.iso | zh-TW | |
dc.title | 心情與自尊對產品判斷的干擾效果 | zh_TW |
dc.title | The Moderation Effect of Mood and Self-esteem on Product Judgment | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華,陳建維,蕭中強 | |
dc.subject.keyword | 自尊,心情偏誤,產品評價,心情狀態,偏誤修正, | zh_TW |
dc.subject.keyword | Self-esteem,Mood Bias,Product Judgment,Mood Statement,Bias Correction, | en |
dc.relation.page | 73 | |
dc.identifier.doi | 10.6342/NTU201701332 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-07-05 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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