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數值效果與產品享樂性的交叉效果對折衷效果的影響 = The Intera...

國立高雄大學亞太工商管理學系碩士班

數值效果與產品享樂性的交叉效果對折衷效果的影響 = The Interaction Effect between Numerosity Effect and Product Format on Compromise Effects

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Interaction Effect between Numerosity Effect and Product Format on Compromise Effects
作者:	蘇儀,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	58面圖，表 : 30公分;
標題:	數值效果
標題:	Numerosity Effect
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/51262066030094703477
附註:	參考書目：面30-33
附註:	103年12月16日公開
摘要註:	消費者在選購產品時會觀察陳列產品資訊的標示，以便找到消費者心目中最佳的產品。折衷效果(compromise effect) 是指在三個有排序等級的選項組合中，因為消費者偏好的不確定性，消費者因此偏好選擇安全選項(Simonson, 1989)。數值效果(numerosity effect) 是指使用不同的單位呈現資訊而使消費者對屬性水準的差異認知產生判斷偏差(Pandelaere et al., 2011)。作者主張，擴張(vs. 收縮)數值規格是否會影響消費者對折衷選項應視產品型式而定。在本研究探討不同產品型式(e.g., 享樂型 vs. 效用型)，數值效果(擴張 vs. 收縮)對折衷選項的影響。本研究驗証，對享樂品而言，擴張(vs. 收縮)數值規格雖然會強化極端選項的優勢屬性，進而增加極端選項的吸引力；但也會強化選擇極端選項的知覺罪惡感，進而降低極端選項的吸引力，因此，即使擴張規格也不會增強極端選項的吸引力，亦不會影響折衷選項的選擇。反之，對於效用品而言，擴張(vs. 收縮)數值規格僅會強化極端選項的優勢屬性而不會產生罪惡感，如此應該會增加極端選項的吸引力並降低折衷選項的選擇。本研究執行二個實驗來驗證這個主張，第一個實驗顯示，效用型的產品組合在擴張規格(vs. 收縮規格)時，折衷選項被選擇的機率會降低；享樂型的產品組合則沒有太大的影響。第二個實驗則是以實地實驗，來驗証本研究主張。結果再次顯示，效用型的產品組合在擴張規格(vs. 收縮規格)時，折衷選項被選的機率會受到數值效果的干擾而降低；享樂型的產品組合則沒有太大的影響。本研究的結果對於不同產品型式，會如何干擾數值效果(擴張規格 vs. 收縮規格) 對折衷效果的影響的相關理論有所增進，並對行銷實務上有所建議。 Consumers will pay attention to the product information label when buying products in order to find the best products in their belief. Compromise effect means that consumers choose security option among the combination of three sorting level options due to the uncertainty of consumer preferences (Simonson, 1989).Numerosity effect refers to using different units to present information so that consumers generate judgment bias toward difference cognition of attribute level (Pandelaere et al., 2011). The author argued that whether the expansion (vs. contraction) value specifications would affect consumers’ compromise option should depend on the product type.This study explored the impact of different product types (e.g.. hedonic type vs. utility-based type) and numerosity effect (expansion vs. contraction) on compromise options. This study validated that, for hedonic products, although the expansion (vs. contraction) value specification would strengthen the advantage attribute of extreme options, thus increasing the attractiveness of extreme options; it could also strengthen a perceptual sense of guilt of choosing extreme options, thus reducing the attractiveness of extreme options. Therefore, even if expansion specifications wouldn’t enhance the attractiveness of extreme options, it wouldn’t affect the choice of compromise options. Conversely, for utility-based products, expansion (vs. contraction) value specifications would only strengthen the advantage attribute of extreme options without incurring a sense of guilt, thus enhancing the attractiveness of extreme options and reducing the choice of compromise option.This study conducted two experiments to verify this claim. The first experiment showed that the probability of choosing a compromise option would decrease when utility-based product portfolio is at expansion specifications (vs. contraction); hedonic product portfolio did not have a too serious impact. The second experiment used field experiments to validate the study claim. The results again showed that the probability of choosing a compromise option would decrease due to the interference of numerosity effect when utility-based product portfolio is at expansion specifications (vs. contraction); hedonic product portfolio did not have a too serious impact.The results of this study supported the relevant theory of how different product types would interfere with the impact of numerosity effect (expansion specification vs. contraction specifications) on compromise effect. Some suggestions on marketing practices are provided. Keywords: numerosity effect; hedonic products; compromise effect

數值效果與產品享樂性的交叉效果對折衷效果的影響 = The Interaction Effect between Numerosity Effect and Product Format on Compromise Effects
蘇, 儀

數值效果與產品享樂性的交叉效果對折衷效果的影響 = The Interaction Effect between Numerosity Effect and Product Format on Compromise Effects / 蘇儀撰 - [高雄市] : 撰者, 2013[民102]. - 58面 ; 圖，表 ; 30公分.
參考書目：面30-33103年12月16日公開.
數值效果Numerosity Effect

數值效果與產品享樂性的交叉效果對折衷效果的影響 = The Interaction Effect between Numerosity Effect and Product Format on Compromise Effects
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