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題 名 | 產品選擇情境對消費者多樣化行為之影響=The Influences of Product Choice Context on Variety-Seeking Behavior |
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作 者 | 張重昭; 李鴻業; | 書刊名 | 企業管理學報 |
卷 期 | 43 1998.09[民87.09] |
頁 次 | 頁1-35 |
分類號 | 496.34 |
關鍵詞 | 多樣化行為; 最適刺激水準; 目標產品; 情境產品; 刺激; Variety-seeking behavior; Optimal stimulation level; Target product; Context product; Stimulus; |
語 文 | 中文(Chinese) |
中文摘要 | 消費者在產品選擇上尋求多樣化以滿足對刺激的需求,他們會平衡在產品選擇與 在選擇情境中所得到之刺激以達到最適刺激水準。本研究主要探討消費者在一個產品種類中 之多樣化行為是否能藉由另一個同時購買的產品種類提供更多的多樣性予以減少,以及此一 影響其是否呈現連續性的影響,同時也探討不同最適刺激水準者在面對情境刺激水準之改變 下,其多樣化行為之變化是否有所差異。研究採用單因子實驗設計,操弄情境刺激水準,以 觀察對於多樣化行為之影響。 研究結論包括:1. 消費者在一個產品類之多樣化行為能藉由 另一個被同時購買的產品類提供更多的多樣性來提供刺激而減少。 2. 情境產品刺激水準對 於目標產品多樣化行為的影響可能是不連續性的。 3. 高最適刺激水準者通常比低最適刺激 水準者展現較多之尋求多樣化行為。 4. 消費者面對遞增之情境刺激時,高最適刺激水準者 之多樣化行為減少的會低於低最適刺激水準者。 |
英文摘要 | Consumers seek variety in product choices to satisfy their need for stimulation. The past research suggested that consumers may try to achieve an optimal level of stimulation by balancing the stimulation sought from product choice with that availabel from the choice context. This research is aimed at studying whether variety-seeking behavior in one product class can be reduced by providing more variety in another product class that is being purchased simultaneously, and whether this impact is continuous. A four-week experiment design is employed in our study. The level of stimulation is manipulated, and the change of variety-seeking behavior is observed with individuals' stimulation level as a moderator variable. Some hypotheses are proposed and the conclusions include: 1. Providing more variety in another product class that is being purchased simultaneously can reduce variety-seeking behavior of consumers in one product class. 2. The stimulation level provided by context product may have discontinuous effect on variety-seeking behaviors of consumers. 3. Individuals with higher optimal stimulation levels will exhibit increased variety-seeking behavior as compared with individuals with lower optimal stimulation levels. 4. The individuals with higher optimal stimulation levels are less likely to reduce variety-seeking behavior responding to small changes of stimulation in the context as compared to those with lower optimal stimulation levels. |
本系統中英文摘要資訊取自各篇刊載內容。