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無為慣性在不同產品型式下的差異 = The Impact of Diff...

國立高雄大學亞太工商管理學系碩士班

無為慣性在不同產品型式下的差異 = The Impact of Different Product Formats on Inaction Inertia

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Impact of Different Product Formats on Inaction Inertia
作者:	郭家瑜,
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:	2014[民103]
面頁冊數:	105面圖，表 : 30公分;
標題:	無為慣性
標題:	Inaction inertia
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/10060924776080294097
附註:	參考書目：面56-60
附註:	103年12月16日公開
摘要註:	無為慣性是指當人們錯過先前較高吸引力的機會後，當後來面對相同或相似但相對吸引力較小的機會時，會將先前與當前機會作比較，使得採取行動的可能性會偏低的現象。生活中，人們時常會錯過不同產品型式 (效用型vs. 享樂型) 的促銷活動，都可能會產生負面情緒 (如：損失、後悔) ；然而，過去研究並未探討不同產品型式 (效用型vs. 享樂型) 的無為慣性是否存在差異。由於享樂品的感官體驗不易量化、傳遞的特性，而效用品的功能性、實用性具有易量化、比較的特性，因此作者認為消費者錯過效用品 (vs. 享樂品) 後，更容易將先前機會與當前機會之間的效益作比較，故無為慣性也會更為強烈。本研究以四個實驗驗證此假設，實驗一證實無為慣性在不同產品型式中確實存在差異；實驗二、三證實責任歸屬和他人先前的購買行為會干擾無為慣性在不同產品型式的差異，尤其是非個人疏失 (vs. 個人疏失) 和他人先前沒有購買行為 (vs. 他人先前有購買行為) 的情況下無為慣性效果會減弱；最後，實驗四透過誘因相容實驗以測試受測者的真實偏好，結果與實驗一一致，亦即錯過效用品 (vs. 享樂品) 的無為慣性較為強烈。本研究結果提供不同觀點探討「產品型式」如何影響消費者的無為慣性，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。 Inaction Inertia is a phenomenon that people after having missed a more attractive opportunity earlier, rather unlikely take action to accept anything when given with the same or similar but relatively less attractive opportunity since they tend to compare this opportunity with the previous one. People may always have negative emotions (e.g. loss, regret) after having missed the promotional sales of different product formats (utilitarian vs. hedonic) in their daily lives. Nevertheless, the past literature did not touch upon whether there is difference in inaction inertia among different product formats (utility products vs. hedonic products).It is not easy to measure and transmit the sensory experience of hedonic products, but is easier to measure and compare the functions and practicality between utilitarian products, the paper supposes that after consumers have missed a utilitarian product (vs. hedonic product), it is more natural for them to make a comparison of efficacy between the missing and current opportunities, and inaction inertia is made to become more intense.The study conducts four experiments to examine the proposition. Experiment 1 confirms the inaction inertia was more pronounced for the utilitarian product than for the hedonic product. Experiments 2 and 3 showed that both personal responsibility and previous purchasing action of a referent other would also moderate the impact of product formats on inaction inertia. Especially under the circumstances of non-individual neglect (vs. individual neglect) and no previous purchase by others (vs. with previous purchase), the effect of inaction inertia becomes weakened. Finally, Experimental 4 is an experiment of incentive compatibility that simulates the true preferences of testes, but the results achieved are consistent as those of Experiment 1.The findings of the study provide some understandings for exploring how “different product formats” influence consumers’ inaction interia. The increase in the depth and breadth of this study not only adds supplementary contents to the past literature, but also brings significant implications to marketing practice.

無為慣性在不同產品型式下的差異 = The Impact of Different Product Formats on Inaction Inertia
郭, 家瑜

無為慣性在不同產品型式下的差異 = The Impact of Different Product Formats on Inaction Inertia / 郭家瑜撰 - [高雄市] : 撰者, 2014[民103]. - 105面 ; 圖，表 ; 30公分.
參考書目：面56-60103年12月16日公開.
無為慣性Inaction inertia

無為慣性在不同產品型式下的差異 = The Impact of Different Product Formats on Inaction Inertia
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