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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/120235
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/120235


    Title: 軟體專案承諾升級的功能性磁振造影研究
    Escalation of Commitment in Software Projects: An fMRI Study
    Authors: 柯典佑
    Ke, Dian-You
    Contributors: 梁定澎
    周彥君

    Liang, Ting-Peng
    Chou, Yen-Chun

    柯典佑
    Ke, Dian-You
    Keywords: 軟體專案管理
    承諾升級
    功能性磁振造影
    訊息框架
    訊息訴求
    決策機制
    Software project management
    Escalation of commitment
    Functional magnetic resonance imaging
    Message framing
    Persuasion appealing
    Decision mechanism
    Date: 2018
    Issue Date: 2018-10-01 12:06:33 (UTC+8)
    Abstract: 決策制定者在管理軟體專案開發時,經常面臨到專案是否依照預計進度開發,投入的花費是否合理,是否能在要求期限內將專案完成等問題。而當決策制定者接收到許多負面回饋,卻仍然繼續投入資源到該專案,讓專案超過原本的預算,此一現象就稱之為承諾升級。
    承諾升級是企業不樂見卻又難以避免的現象,發生承諾升級時,會造成更多資源的投入,然而繼續投入資源的專案並不一定會成功,最後若仍然失敗,則會造成更多資源的浪費。
    本研究以「訊息框架」和「訊息訴求」為因子,進行實驗設計。採用功能性磁振造影的方式進行實驗,研究受測者在不同問項描述下,大腦的反應資料。
    研究發現可以歸納為以下幾點:
    1.以認知神經科學的方式,證實軟體專案的承諾升級確實與框架效應有關,在正向框架時,較容易發生承諾升級。
    2.驗證決策機制對承諾升級之影響,當決策者使用直覺情緒做決策時,較容易發生承諾升級;而當受測者經過推理思考後才做出判斷,較不會發生承諾升級。
    3.發現訊息框架對於決策者之影響,正向框架會使得決策者直覺情緒的腦區產生較多活化;負向框架則較能引發決策者推理思考腦區的活化。
    4.如果想要避免承諾升級發生,可以透過訊息框架的操弄,將訊息以負面的方式描述給決策者知道,促使決策者推理思考的腦區產生較多的活化。當決策者是經過推理思考後才做出決定,選擇繼續專案的機率就會降低,因此能減少承諾升級的產生。
    Decision makers often face many problems in software development, such as project delays or cost overrun, and so on. It is common when decision makers receive negative feedbacks, but they decide to keep investing more in the project resulting project over-budget. This phenomenon is called Escalation of Commitment.
    Escalation of Commitment could cause investment higher than the original plan. In many cases, project failure could costs much higher to the organization. There are factors that have been argued to affect the escalation of commitment. In this research, we investigate the effects of these factors with the functional MRI method. More specifically, this research focuses on two factors: “Message Framing” and “Persuasion Appealing” and an experiment was designed and conducted to collect and analyze brain reactions to different stimuli.
    Major research findings include the followings:
    1. Framing of messages has significant effect on the escalation of commitment. Positive framing has a much higher likelihood for the subject to escalate the prior decision.
    2. Escalation of commitment is related to the decision mechanism used by the subject. When persuasion messages activate intuitive mode in the decision process, the likelihood of escalate decisions is higher than when persuasion messages activate the logical thinking mode.
    3. Framing effect is also related to the decision modes. Positive framing is more likely to activate the intuition mode while negative framing is more likely to activate the thinking mode.
    4. In order to avoid the escalation of decision, it’s better to present the situation in a negative frame and also provide more information that can activate more logical thinking.
    Reference: 一、中文部分
    王凱、王存國與范錚強 (民95)。線上環境中廣告情境呈現與執行手法對廣告效果的影響:廣告變化,訊息訴求與導引效果。資訊管理學報,13卷,3期, 1-28頁。
    余曉玟 (民105)。軟體專案承諾升級─沉沒成本與趨避理論的觀點 (碩士論文)。取自http://nccur.lib.nccu.edu.tw/handle/140.119/100465
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    張菀庭 (民106)。以推敲可能性理論探討軟體專案承諾升級 (碩士論文)。取自http://nccur.lib.nccu.edu.tw/handle/140.119/112160
    彭仁柏 (民105)。軟體專案承諾升級的研究─自我辯護理論與框架效應 (碩士論文)。取自http://nccur.lib.nccu.edu.tw/handle/140.119/99765

    二、網際網路
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    Description: 碩士
    國立政治大學
    資訊管理學系
    105356010
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105356010
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MIS.026.2018.A05
    Appears in Collections:[資訊管理學系] 學位論文

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