| dc.contributor.advisor | 別蓮蒂 | zh_TW |
| dc.contributor.advisor | Bei, Lien-Ti | en_US |
| dc.contributor.author (Authors) | 周起筠 | zh_TW |
| dc.contributor.author (Authors) | Chou, Chi-Yun | en_US |
| dc.creator (作者) | 周起筠 | zh_TW |
| dc.creator (作者) | Chou, Chi-Yun | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:29:47 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:29:47 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:29:47 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093355019 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34986 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 93355019 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 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。 | zh_TW |
| dc.description.tableofcontents | 目錄第一章 緒論 1第一節 研究動機 1第二節 研究目的 3第二章 文獻探討 5第一節 極大化與滿足化者 5第二節 消費者決策準則 9第三節 資訊超載 15第四節 極大化、滿足化者在資訊超載時的消費決策準則 19第五節 購後認知失調 21第六節 資訊超載下的購後認知失調比較 26第三章 研究方法 31第一節 研究架構與假說 31第二節 變數定義與衡量 34第三節 前測一 42第四節 前測二 48第五節 前測三 52第六節 正式實驗設計 61第七節 抽樣方法 63第四章 研究結果 64第一節 樣本描述 64第二節 假說檢定 73第三節 小結 79第五章 結論與建議 81第一節 結論與討論 81第二節 研究建議 85第三節 研究貢獻 87第四節 研究限制與後續研究方向 88參考文獻 92附錄一：前測一問卷 98附錄二：前測二問卷 103附錄三：前測三問卷 106附錄四：正式實驗問卷 116 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093355019 | en_US |
| dc.subject (關鍵詞) | 資訊超載 | zh_TW |
| dc.subject (關鍵詞) | 決策準則 | zh_TW |
| dc.subject (關鍵詞) | 購後認知失調 | zh_TW |
| dc.subject (關鍵詞) | 極大化者 | zh_TW |
| dc.subject (關鍵詞) | 滿足化者 | zh_TW |
| dc.subject (關鍵詞) | 決策規則 | zh_TW |
| dc.subject (關鍵詞) | 消費者決策 | zh_TW |
| dc.subject (關鍵詞) | 決策模式 | zh_TW |
| dc.subject (關鍵詞) | Information Overload | en_US |
| dc.subject (關鍵詞) | Consumer Decision Rules | en_US |
| dc.subject (關鍵詞) | Decision Rules | en_US |
| dc.subject (關鍵詞) | Post-consumption Dissonance | en_US |
| dc.subject (關鍵詞) | Maximizer | en_US |
| dc.subject (關鍵詞) | Satisficer | en_US |
| dc.title (題名) | 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 | zh_TW |
| dc.title (題名) | Consumer Decision Rules and Post-consumption Dissonance of Maximizer versus Satisficer under the Situation of Information Overload | en_US |
| dc.type (資料類型) | thesis | en |
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