English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51807641      Online Users : 292
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34986
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/34986


    Title: 極大化與滿足化消費者在資訊超載下的決策模式與購後認知失調探討
    Consumer Decision Rules and Post-consumption Dissonance of Maximizer versus Satisficer under the Situation of Information Overload
    Authors: 周起筠
    Chou, Chi-Yun
    Contributors: 別蓮蒂
    Bei, Lien-Ti
    周起筠
    Chou, Chi-Yun
    Keywords: 資訊超載
    決策準則
    購後認知失調
    極大化者
    滿足化者
    決策規則
    消費者決策
    決策模式
    Information Overload
    Consumer Decision Rules
    Decision Rules
    Post-consumption Dissonance
    Maximizer
    Satisficer
    Date: 2005
    Issue Date: 2009-09-18 13:29:47 (UTC+8)
    Abstract: 本研究目的是探討在資訊超載的狀況下,不同極大化程度分類消費者在決策準則偏好和購後認知失調程度上的差異;以及其採用了不同的決策準則後,對購後認知失調程度所造成的影響。在極大化程度的分類方面,消費者主要分為追求最佳化產品的極大化者,以及尋求滿足自身需求產品的滿足化者 (Schwartz et al., 2002);在決策準則的分類上,則細分為補償性決策準則,和非補償性決策準則中的逐次刪除法、排除法和連結法。

    本研究設定的資訊超載情境為六個產品方案□六項屬性的資訊量,並經由前測選出數位相機為測試產品,以電腦平台模擬呈現符合消費者屬性偏好的選擇方案,各方案代表不同決策準則下可能選出的結果,並輔以語意探測法確認受測者之決策準則。購後認知失調程度的測量,主要透過操弄產品屬性使受測者產生失調感受,再以四題語意差異法七點量表和五題Likert-type七點量表組成的購後認知失調量表加以測量。極大化程度分類判定,則以十三題Likert-type七點量表之極大化量表來進行衡量。

    根據170位政治大學非商學院大學生的抽樣結果發現,在資訊超載下,極大化者與滿足化者在決策準則有顯著不同的偏好,其中極大化者較多採用補償性決策準則,滿足化者較多採用逐次刪除法和連結法則;此外,購後認知失調程度主要是受到消費者極大化程度的影響,而非決策準則的偏好影響,其中極大化者的購後認知失調程度高於滿足化者。細部分析,滿足化者不會因為採不同的決策準則而影響購後認知失調程度,但極大化者若採用較耗費心力的排除法進行決策,則會比極大化者採用逐次刪除法有更顯著的購後認知失調感受。

    整體而言,消費者面對資訊超載的情境,若以找出滿足自身需求的產品即可的心態來作選擇標準,將可以減低發生購後認知失調所帶來心裡不舒服感受;若消費者以找出最佳產品的心態做選擇,則應該避免採用排除法,以免因本身耗費心力進行方案比較,外加此決策準則很難找出最佳選擇的雙重投入下,更加深本身的購後認知失調感受。
    本研究引入決策準則的概念,對於學術上所討論之決策理論有更進一步的探討;在實務上,對於廠商研擬產品屬性訴求方面亦提供相關行銷建議。
    Reference: 參考文獻
    一、中文部分
    貝瑞﹒史瓦茲 (Barry Schwartz) (2004),只想選條牛仔褲——選擇的弔詭,劉世南譯,台北:天下雜誌股份有限公司。
    周文賢(2004),多變量統計分析 SAS/STAT使用方法,台北:智勝文化事業有限公司。
    孫蓉萍(2005),「日本雜誌 男人味十足」,經濟日報,9月10日,A10版。
    陳永生(2005),「資訊整合施魔法 企業入口網站效益倍增」,經濟日報,5月30日,C3版。
    許通安(1985),「決策過程之方案選擇程序構建」,國立交通大學管理科學研究所博士論文。
    陳瀚權(2005),「15萬項商品 網友幫你出意見」,民生報,10月7日,A6版。
    藍才洋(1993),「產品價格與複雜度對線上購物決策行為的影響」,國立中山大學資訊管理研究所碩士論文。
    PChome商店街數位相機購物區 (2005),http://store.pchome.com.tw/pch_exh/P000088.htm 2005/12/3。
    Yahoo!奇摩購物通(2006),http://tw.shopping.yahoo.com/ 2006/5/20。
    二、西文部分
    Aronson, Elliot (1968), “Dissonance Theory: Progress and Problems,” in Theories of Cognitive Consistency: A Sourcebook, ed. Robert P. Abelson, Elliot Aronson, William J. McGuire, Theodore M. Newcomb, Milton J. Rosenberg, and Percy H. Tannenbaum, Chicago: Rand McNally.
    Bettman, James R. (1979), An Information Processing Theory of Consumer Choice, Reading, MA: Addision-Wesley Publishing Co.
    Bettman, James R., Eric J. Johnson, and John W. Payne (1991). "Consumer Decision Making," in Handbook of Consumer Behavior, ed. Harold H. Kassarjian and Thomas S. Robertson, Prentice-Hall, 50-84.
    Brehm, Jack W. (1956), “Post-decision Changes in the Desirability of Alternatives,” Journal of Abcdrmal and Social Psychology, Vol. 52 (May), 384-389.
    Brehm, Jack W. and Arthur R. Cohen (1962), Explorations in Cognitive Dissonance, NY: John Wiley and Sons, Inc.
    Calder, Bobby J., Lynn W. Phillips, and Alice M. Tybout (1981), "Designing Research for Application," Journal of Consumer Research, Vol. 8 (September), 197-207.
    Chernev, Alexander (2005). “Feature Complementarity and Assortment in Choice,” Journal of Consumer Research, Vol. 31 (March), 748-759.
    Cohen, Joel B. and Marvin E. Goldberg (1970), “The Dissonance Model in Post-decision Product Evaluation,” Journal of Marketing Research, Vol. 7 (August), 315-321.
    Cummings, William H. and M. Venkatesh (1976), “Cognitive Dissonance and Consumer Behavior : A Rreview of the Evidence,” Journal of Marketing Research, Vol. 13 (August), 303-308.
    Digital Camera Review Page (2005),http://www.dcresource.com/ 2005/12/3。
    Dhar, Ravi, Stephen M. Nowlis, and Steven J. Sherman (1999). “Comparison Effects on Preference Construction,” Journal of Consumer Research, Vol. 26 (December), 293-306.
    Edwards, Ward & J. Robert Newman (1982), Multiattribute Evaluation, Beverly Hills, CA: Sage.
    Ehrlich, Danuta, Isaiah Guttman, Peter Schonbach ,and Judson Mills (1957), “Post-decision Exposure to relevant information,” Journal of Abcdrmal and Social Psychology, Vol. 54 (January), 98-102.
    Einhorn, Hillel J. (1970). “The Use of Nonlinear, Noncompensatory Models in Decision Making,” Psychological Bulletin, Vol. 73, No. 3, 211-230.
    Einhorn, Hillel J. (1971), “The Use of Nonlinear, Noncompensatory Models as a Function of Task and Amount of Information,” Organizational Behavior and Human Performance, Vol. 6(January), 1-17.
    Engel, Jamie F. and Roger D. Blackwell (1982), Consumer Behavior, 4th ed, Hinsdale, IL: Dryden Press.
    Engel, Jamie F., Roger D. Blackwell, and Paul W. Miniard (1990), Consumer Behavior, 6th ed., Hinsdale, IL: Dryden Press.
    Festinger, Leon (1957), A Ttheory of Cognitive Dissonance, Stanford, CA: Stanford University Press.
    Gilovich, Thomas and Victoria H. Medvec (1995), “The Experience of Regret: What, When, and Why?,” Psychological Review, Vol. 102 (April), 379-395.
    Goetzmann, William N. and Nadav Peles (1997), “Cognitive Dissonance and Mutual Fund Investors. “ Journal of Financial Research, Vol. 20 (Summer), 145-158.
    Green, Paul (1973), Multiattribute Decisions in Marketing : A Measurement Approach, Hinsdale, Ill: Dryden Press.
    Harmon-Jones, Eddie & Judson Mills (1999), Cognitive Dissonance: Process on a Pivotal Theory in Social Psychology, Washington, DC: American Psychological.
    Hauser, John R. and Birger Wernerfit (1990), “An Evaluation Cost Model of Consideration Sets,” Journal of Consumer Research, Vol. 16 (March), 393-408.
    Hawkins, Del I., Roger J. Best, and Kenneth A. Coney (1998), Consumer Behavior: Building Marketing Strategy, 7th ed, New York: McGraw-Hill.
    Hayes, John R. (1962), “Human Data Processing Limits in Decision Making,” Technical Documentary Report No. ESD-TDR-62-48, Bedford, MA: Air Force Systems Command.
    Hunt, Shelby D. (1970), “Post-transaction Communications and Dissonance Reduction,” Journal of Marketing, Vol. 34 (July), 46-51.
    Katona, George (1953), “Rational Behavior and Economic Behavior,” Psychological Review, Vol. 60 (September), 307-318.
    Iyengar, Sheena S., Rachael E. Wells, and Barry Schwartz (2006), “Doing Better but Feeling Worse: Looking for the "Best" Job Undermines Satisfaction”, Psychological Science, Vol. 17, No. 2, 143-150.
    LaTour, Stephen A. and Nancy C. Peat (1979), “Conceptual and Methodological Issues in Satisfaction Research,” Advances in Consumer Research, Vol. 6, No. 14, ed. William L. Wilkie, Ann Arbor, MI: Association for Consumer Research, 431-437.
    Iyengar, Sheena S. and Mark R. Lepper (2000), “When Choice is Demotivating: Can one Desire Too Much of a Good Thing?” Journal of Personality and Social Psychology, Vol. 79, No. 6, 995-1006.
    Jaccard, Jamies and Gregory Wood (1988), “The Effects of Incomplete Information on the Formation of Attitudes toward Behavior Alternatives,” Journal of Personality and Social Psychology, Vol.54 (April), 580-591.
    Jacoby, Jacob (1984), “Perspectives or Information Overload,” Journal of Consumer Research, Vol. 10 (March), 432-435.
    Jacoby, Jacob, Donald E. Speller, and Carol A . Kohn (1974), “Brand Choice Behavior As a Function of Information Load,” Journal of Marketing Research, Vol. 11 (February), 63-69.
    Kahneman, Daniel (1999), “Objective Happiness,” in Well-Being: Foundations of Hedonic Psychology, ed. D. Kahneman, E. Diener and N. Schwarz , New York: Russell Sage Foundation Press, 3-27.
    Keller Kevin L. and Richard Staelin (1987), “Effects of Quality and Quantity of Informationon Decision Effectiveness,” Journal of Consumer Research, Vol. 14 (September), 200-213.
    Korgaonkar, Pradeep K. and George P. Moschis (1982), “An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgment of Product Performance,” Journal of Advertising, Vol.11, No. 3, 32-44.
    Lurie, Nicholas H. (2004). “Decision Making in Information-Rich Environments: The Role of Information Structure,” Journal of Consumer Research, Vol. 30 (March), 473-486.
    McQuarrie, Edward F & J. Michael Munson (1992). "A Revised Product Involvement Inventory: Improved Usability and Validity," Advances in Consumer Research, Vol. 19, ed. John Sherry and Brian Sternthal, Provo, UT: Association for Consumer Research, 108-115.
    Malhotra, Naresh K. (1982), “Information Load and Consumer Decision Making,” Journal of Consumer Research, Vol. 8 (March), 419-430.
    Menasco, Michael B. and Del. I. Hawkins (1978), “A field Test of the Relationship between Cognitive Dissonance and State Anxiety,” Journal of marketing Research, Vol. 15 (November), 650-655.
    Miller, George A. (1956), “The Magical Number Seven, Plus or Minus Two: Some Limits of our Capacity for Processing Information,” Psychological Review, Vol. 63, No.2, 81-97.
    Mittelstaedt, Robert (1969), “A Dissonance Approach to Repeat Purchasing Behavior,” Journal of Marketing Research, Vol. 6 (November), 444-446.
    Mullainathan, Sendhil (2002), “A Memory-based Model of Bounded Rationality,” The Quarterly Journal of Economics, Vol. 117 (August), 735-774.
    Newell, Allen, and Simon, Herbert A. (1972), Human Problem Solving, Englewood Cliffs, NJ: Prentice Hall.
    Otnes, Cele, Tina M. Lowrey, and L. J. Shrum (1997). “Toward an Understanding of Consumer Ambivalence,” Journal of Consumer Research, Vol. 24, 80-93.
    Oshikawa, Sadaomi (1969), “Can Cognitive Dissonance Theory Explain Consumer Behavior?” Journal of Marketing, Vol. 33 (October), 44-48.
    Paquette, Laurence and Thomas Kida (1988), “The Effect of Decision Stragety and Task Complexity on Decision Performance,” Organizational Behavior and Human Decision Process, Vol. 41, No.1, 128-142.
    Payne, John W. (1976), “Task Complexity and Contingent Processing in Decision Making: An information Search and Protocol Analysis,” Organizational Behavior and Human Performance, Vol. 16 (August), 366-387.
    Payne, John W (1982), “Contingent Decision Behavior,” Psychological Bulletin, Vol. 92, No. 2, 382-402.
    Peter, J. Paul, and Jerry C. Olson (2001), Consumer Behavior and Marketing Strategy, 6th ed., New York: McGraw-Hill.
    Scammon, Debra. L. (1977), “Information Load and Consumers,” Journal of ConsumerResearch, Vol. 4 (December), 68-72.
    Schiffman, Leon G., and Leslie L. Kanuk (2004), Consumer Behavior, 8th ed., Upper Saddle River, New Jersey: Pearson Prentice Hall.
    Schwartz, Barry, Andrew Ward, John Monterosso, Sonja Lyubomirsky, Katherine White, and Darrin R. Lehman (2002), “Maximizing versus Satisficing: Happiness is a Matter of Choice,” Journal Personality and Social Psychology, Vol. 83, No. 5, 1178-1197.
    Shafir, Eldar, Itamar Simonson, and Amos Tversky (1993), “Reason-based Choice,” Cognition, Vol. 49 (Octobet-November), 11-36.
    Shafir, Eldar and Amos Tversky (1992), “Thinking Through Uncertainty: Non-consequential Reasoning and Choice,” Cognitive Psychology, Vol. 24 (October), 449-474.
    Simon, Herbert A. (1955), “A Behavioral Model of Rational Choice,” The Quarterly Journal of Economics, Vol. 20 (February), 99-118.
    Simon, Herbert A. (1956), “Rational Choice and the Structure of the Environment,” Psychological Review, Vol .63, No.2, 129-138.
    Simon, Herbert A. (1957), Models of Man, Social and Rational. New York: Wiley.
    Simon, Herbert A. (1961), Administrative Behavior. New York: Macmillan.
    Streufert, Siegfried, Michael J. Driver, and Kenneth H. Haun (1967), “Components of Response Rate in Complex Decision Making,” Journal of Experimental Social Psychology, Vol. 3, 286-295.
    Tsiros, Michael and Vikas Mittal (2000), “Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making,” Journal of Consumer Research, Vol. 26 (March), 401-417.
    Timmermans, Danielle (1993), “The Impact of Task Complexity on Information Use in Muti-attribute Decision Making,” Journal of Behavioral Decision Making, Vol. 6 (June), 95-111.
    Tversky, Amos (1972), “Elimination by Aspects: A theory of Choice,” Psychological Review, Vol. 79 (July), 281-299.
    Twombly, Susan B. (1992). “The Process of Choosing a Dean,” Journal of Higher Education, Vol. 63, No. 6, 653-683.
    von Neumann, John, and Morgenstern, O. (1944), Theory of Games and Economic Behavior. Princeton, NJ: Princeton University Press.
    Wright, Peter (1974), “The Harassed Decision Maker: Time Pressure, Distractions, and the Use of Evidence,” Journal of Applied Psychology, Vol. 59 (October), 555-561.
    Wright, Peter (1975), “Consumer Choice Strategies: Simplifying vs. Optimizing,” Journal of Marketing Research, Vol. 12 (February), 60-67.
    Description: 碩士
    國立政治大學
    企業管理研究所
    93355019
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093355019
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    35501901.pdf46KbAdobe PDF21062View/Open
    35501902.pdf95KbAdobe PDF2802View/Open
    35501903.pdf83KbAdobe PDF21016View/Open
    35501904.pdf130KbAdobe PDF2895View/Open
    35501905.pdf117KbAdobe PDF21214View/Open
    35501906.pdf209KbAdobe PDF21668View/Open
    35501907.pdf311KbAdobe PDF21646View/Open
    35501908.pdf232KbAdobe PDF2958View/Open
    35501909.pdf150KbAdobe PDF21146View/Open
    35501910.pdf77KbAdobe PDF21168View/Open
    35501911.pdf106KbAdobe PDF2768View/Open
    35501912.pdf116KbAdobe PDF2800View/Open
    35501913.pdf504KbAdobe PDF2800View/Open
    35501914.pdf526KbAdobe PDF2934View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback