頁籤選單縮合
題名 | The Effect of Regulatory Focus on Conformity Behavior=調節焦點對消費者從眾行為影響 |
---|---|
作 者 | 鄭尹惠; 高登第; 莊世杰; 陳淑惠; | 書刊名 | 臺大管理論叢 |
卷期 | 24:1 2013.12[民102.12] |
頁次 | 頁207-232 |
分類號 | 496.34 |
關鍵詞 | 調節焦點; 從眾行為; 認知負載; Conformity; Regulatory focus; Cognitive load; |
語文 | 英文(English) |
中文摘要 | 本研究主要在驗證調節焦點對消費者從眾行為之影響。實驗1 研究影響當消費者處於預防焦點的情況下,將比處於促進焦點的情況下產生更明顯的從眾行為。進一步,實驗2發現調節焦點對消費者從眾行為之影響是由資訊及規範常模中介所造成的。最後,實驗3 發現節焦點對消費者從眾行為之影響在高認知負載下將會消失。 |
英文摘要 | This article examines the influence of regulatory focus on conformity. Three experimentalsituations are developed to examine the effect. Experiment 1 reveals that regulatory focusinfluences conformity, with the effect being more obvious under a prevention-focusedcondition, in which people conform more strongly with others, than under a promotionfocusedcondition. In Experiment 2, the effect of regulatory focus on conformity is mediatedby informational influences and normative influences. The results of Experiment 3 show thatunder a high cognitive load, the effect of regulatory focus on conformity disappears. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。