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屬性類型的數值效果對產品消費的影響 = Numberousity Eff...

國立高雄大學亞太工商管理學系碩士班

屬性類型的數值效果對產品消費的影響 = Numberousity Effect of Hedonic Attributes on Choice

Record Type:	Language materials, printed : monographic
Paralel Title:	Numberousity Effect of Hedonic Attributes on Choice
Author:	王喻葶,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2014[民103]
Description:	86面圖，表 : 30公分;
Subject:	屬性類型的數值效果對產品消費的影響
Subject:	Numberousity Effect of Hedonic Attributes on Cho
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/15336904866674893195
Notes:	參考書目：面41-45
Notes:	103年12月16日公開
Summary:	過去的研究表示相較於使用收縮尺度(例如:1公里)，使用擴張尺度(例如:1000公尺)來描述該屬性時將增強消費者對該屬性的知覺差異，並相對偏好於該屬性表現較佳的選項。然而，這些研究沒有探討屬性規格(擴張 vs. 收縮)的效果在享樂和效用產品之間的差異。本研究探討不同產品型式(享樂型vs.效用型)的屬性規格呈現差異(擴張vs.收縮)，是否會影響消費者選擇的相對偏好。雖然擴張屬性會強化消費者對該屬性的知覺差異，但因為享樂(vs. 效用)消費同時會喚起消費者內心的知覺罪惡感，因此作者主張擴張效用屬性會增加效用品的相對吸引力，但擴張享樂屬性則不會增加享樂品的相對吸引力。本研究以四實驗實證本研究假設，並證實了屬性規格對消費者相對偏好的影響是由知覺罪惡感所中介。最後，屬性規格影響只在消費者自行購買中出現，而不是意外之財或捐贈的條件下。因此本研究結果提供不同觀點探討「數值效果」如何影響消費者對於特定產品的偏好，並加強研究主題中的深度及廣度，不僅對過去文獻加以補充，也對實務上實際運用有所貢獻。 Previous studies have shown that using expanding the scales (e.g., 1000 meter) to describe the attribute would enhance consumers’ perceived difference between the attributes compared with using the contraction scales (e.g., 1 kilometer), and accordingly elite consumers to prefer the options which are superior on that attribute. However, these studies have not explored whether the effect of attribute specifications (expanding vs. contraction) is different depending on whether the attributes are hedonic and utilitarian. This article aims to explore whether the effect of attribute specification on consumers’ relative preferences between the hedonic and utilitarian options would be different depending on whether the attributes are hedonic or utilitarian. Because hedonic (vs. utilitarian) consumption would exert consumers’ perceived guilt, which would inhibit consumers’ purchase intentions, therefore, expending (vs. contracting) the utilitarian attributes would increase the relative attractiveness of the utilitarian option, but expending the hedonic specification would not increase the relative attractiveness of the hedonic options. Three experiments confirmed confirm the proposition. Moreover, the effect of attribute specifications on the relative preference is mediated by the perceived guilt. Finally, the effect pronounces only when consumers pay for the products themselves and in without donation condition, not when they acquire the target products in a windfall gain or in a donation condition. These findings have significant implications for both theoretical developments and marketing practice.

屬性類型的數值效果對產品消費的影響 = Numberousity Effect of Hedonic Attributes on Choice
王, 喻葶

屬性類型的數值效果對產品消費的影響 = Numberousity Effect of Hedonic Attributes on Choice / 王喻葶撰 - [高雄市] : 撰者, 2014[民103]. - 86面 ; 圖，表 ; 30公分.
參考書目：面41-45103年12月16日公開.
屬性類型的數值效果對產品消費的影響Numberousity Effect of Hedonic Attributes on Cho

屬性類型的數值效果對產品消費的影響 = Numberousity Effect of Hedonic Attributes on Choice
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