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題名 網路商店產品數量與消費者偏好之研究
Consumer preference with product assortments in on-line store作者 葉晴晴 貢獻者 邱志聖
葉晴晴關鍵詞 產品數量偏好
商店評價
理想選擇
極大化程度
product assortments
option attractiveness
ideal point
maximization scale日期 2011 上傳時間 30-Oct-2012 10:10:46 (UTC+8) 摘要 過去大部分研究都認為人們偏好多樣化的選擇，在商店內提供越多的商品，會吸引到更多的消費者來做購買。但近年來，消費者的購物環境充斥著各式各樣的不同資訊，在這樣的情況下，賣方如果再給消費者增加更多的產品選擇，是否有可能會使消費者的購物會產生障礙，而反而延遲消費者的購買行為？近幾年，紛紛有學者發現，產品多樣化所帶給消費者的效益有一定的限制，並不往往是「越多越好」，許多研究試圖找出影響消費者對商品數量偏好的因素，而其中有文獻指出，商店的評價差異，將會影響消費者對不同數量商店的偏好；另外，消費者做選擇前，是否已對產品存有特定的理想偏好，也可能會影響到消費者的選擇結果。 目前過去對消費者商品數量偏好的研究多以實體零售商店作為探討目標，而近幾年網路購物盛行，網路商店往往會提供消費者數量眾多的商品做選擇，因此本研究則改以網路商店作實驗探討，且參考過去文獻所探討之變數，加入不同產品類型來探討對消費者所造成的影響，此外也探討極大化程度對消費者偏好是否具有影響。 本研究結果則發現： 1. 有無理想選擇與產品類型對消費者不同品數量的偏好影響具有交互作用。 2. 當消費者購買的是享樂品時，有理想選擇的消費者會偏好產品數量較少的網路商店。 3. 當消費者購買的是實用品時，有理想選擇的消費者會偏好產品數量較多的網路商店。 參考文獻 Babin, Barry J., William R. Darden and Mitch Griffin (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(March), 644 – 656. Batra, Rajeev and Olli T. Ahtola (1990). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters. 2(April), 159-170. Bloch, Peter H. and Bruce, Grady D (1984). Product Involvement as Leisure Behavior. Advances in Consumer Research 10. Eds. Richard Bagozzi and Alice M. Tybout. Ann Arbor, MI.: Association for Consumer Research: 389-393. Böhm, Gisela and Hans-Rüdiger Pfïster (1996). Instrumental or Emotional Evaluations: What Determines Preferences? Acta Psychologica, 93 (1-3), 135-48. Broniarczyk, Susan, Wayne D. Hoyer, and Leigh McAlister (1998), Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction. Journal of Marketing Research, 35 (May), 166–76. Chernev, Alexander (2003). Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology, 85 (July), 151–62. Chernev, Alexander and Ryan Hamilton (2009). Assortment Size and Option Attractiveness in Consumer Choice Among Retailers. Journal of Marketing Research, 46 (3), 410-20. Chiou, J.-S., & Ting, C.-C. (2011). Will You Spend More Money and Time on Internet Shopping When the Product and Situation Are Right? Computers in Human Behavior, 27, 203-208. Copeland, Melvin T. (1923). Relation of Consumer;s Buying Habits to Marketing Methods. Harvard Business Review, 1 (April), 282-89. Dhar, Ravi (1997). Consumer Preference for a No-Choice Option. Journal of Consumer Research, 24 (September),215–231. Dhar, R. & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Consumer Research, 27,60-71. Fishbein, Martin and Icek Ajzen (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley Fiske, D. W. and Salvatore R. Maddi. (1961). Functions of Varied Experience. Homewood, IL: Dorsey Press. Fiske, D. W. and Shelley E. Taylor (1984). Social Cognition. Reading, MA: Addison-Wesley. Greenleaf, Eric A. and Donald R. Lehmann (1995). Reasons for Substantial Delay in Consumer Decision Making. Journal of Consumer Research, 22 (September), 186–199. 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, 79 (December), 995–1006. Iyengar, Sheena S., Gur Huberman, and Wei Jiang (2004). How Much Choice Is Too Much?: Contributions to 401(k) Retirement Plans. In Pension design and structure: New lessons from behavioral finance, ed. Olivia Mitchell and Stephen Utkus, 83–95. Oxford, UK: Oxford University Press. Iyengar, Sheena S., Rachael Wells, and Barry Schwartz (2006). Doing Better but Feeling Worse: Looking for the ‘Best’ Job Undermines Satisfaction. Psychological Science, 17 (February), 143–50. Kahn, Barbara E. and Donald R. Lehmann (1991). Modeling Choice Among Assortments. Journal of Retailing, 67 (Fall), 274–99. Kotler, Philip. 1997. Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice Hall. Kurt Salmon Associates (1993). Efficient Consumer Response Enhancing Consumer Value in the Grocery Industry. Washington, DC: Food Marketing Institute. Mano, Haim and Richard L. Oliver (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research,20 (December), 451–466. McAlister, Leigh (1982). A Dynamic Attribute Satiation Model of Variety-Seeking Behavior. Journal of Consumer Research, 9 (September), 141–151. Mittal, M., & Lee, M. (1989). A Causal Model of Consumer Involvement. Journal of Economic Psychology,10, 363–389. Payne, John W. (1976). Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis. Organizational Behavior and Human Decision Processes, 16(2), 366-387. Payne, John W. (1982). Contingent Decision Behavior. Psychological Bulletin, 92, 382-402. Rozin, P., & Schiller, D. (1980). The Nature and Acquisition of a Preference for Chili Pepper by Humans. Motivation and Emotion, 4, 77–101. Russo, J. Edward (1977). The Vale of Unit Price Information. Journal of Marketing Research, 14(May), 193-201. Shugan, Steven M. (1980). The Cost of Thinking. Journal of Consumer Research, 7 (September), 99-111. Schwartz, B. (2000). Self Determination: The Tyranny of Freedom. American Psychologist, 55, 79-88. Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing Versus Satisficing: Happiness is a Matter of Choice. Journal of Personality and Social Psychology, 83, 1178 –1 Scheibehenne, Benjamin, Rainer Greifeneder, and Peter M. Todd (2009), What Moderates the Too-Much-Choice Effect? Psychology and Marketing, 26 (3), 229–53 Schwartz, Barry (2004), The Paradox of Choice: Why More Is Less. New York: HarperCollins. Sela, Aner, Jonah Berger, and Wendy Liu (2009). Variety, Vice, and Virtue: How Assortment Size Influences Option Choice. Journal of Consumer Research, 35 (6), 941–51. Simon, H. A. (1955). A Behavioral Model of Rational Choice. Quarterly Journal of Economics, 59, 99-118. Simon, H. A. (1956). Rational Choice and The Structure of The Environment. Psychological Review, 63, 129-138. Simonson, Itamar. (1990). The Effect of Purchase Quantity and Timing on Variety Seeking Behavior. Journal of Marketing Research, 27 (May), 150–162. Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2002). The Affect Heuristic. In T. Gilovich & D. Griffin & D. Kahneman (Eds.), Heuristics and biases: The Psychology of Intuitive Judgment (pp. 397-420). New York: Cambridge University Press. Tversky, Amos and Daniel Kahneman (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. Quarterly Journal of Economics, 106 (November), 1039–1061. Wright, Peter (1975).Consumer Choice Strategies: Simplifying vs. Optimizing. Journal of Marketing Research, 12 (February), 60–67. Zaichkowsky, J. (1985). Measuring The Involvement Construct. Journal of Consumer Research, 12 (3), 341–352 描述 碩士
國立政治大學
國際經營與貿易研究所
99351039
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099351039 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.author (Authors) 葉晴晴 zh_TW dc.creator (作者) 葉晴晴 zh_TW dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 10:10:46 (UTC+8) - dc.date.available 30-Oct-2012 10:10:46 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 10:10:46 (UTC+8) - dc.identifier (Other Identifiers) G0099351039 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54161 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 99351039 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 過去大部分研究都認為人們偏好多樣化的選擇，在商店內提供越多的商品，會吸引到更多的消費者來做購買。但近年來，消費者的購物環境充斥著各式各樣的不同資訊，在這樣的情況下，賣方如果再給消費者增加更多的產品選擇，是否有可能會使消費者的購物會產生障礙，而反而延遲消費者的購買行為？近幾年，紛紛有學者發現，產品多樣化所帶給消費者的效益有一定的限制，並不往往是「越多越好」，許多研究試圖找出影響消費者對商品數量偏好的因素，而其中有文獻指出，商店的評價差異，將會影響消費者對不同數量商店的偏好；另外，消費者做選擇前，是否已對產品存有特定的理想偏好，也可能會影響到消費者的選擇結果。 目前過去對消費者商品數量偏好的研究多以實體零售商店作為探討目標，而近幾年網路購物盛行，網路商店往往會提供消費者數量眾多的商品做選擇，因此本研究則改以網路商店作實驗探討，且參考過去文獻所探討之變數，加入不同產品類型來探討對消費者所造成的影響，此外也探討極大化程度對消費者偏好是否具有影響。 本研究結果則發現： 1. 有無理想選擇與產品類型對消費者不同品數量的偏好影響具有交互作用。 2. 當消費者購買的是享樂品時，有理想選擇的消費者會偏好產品數量較少的網路商店。 3. 當消費者購買的是實用品時，有理想選擇的消費者會偏好產品數量較多的網路商店。 zh_TW dc.description.tableofcontents 摘要 II Abstract III 表次 VI 圖次 VII 第一章 緒論 1 第一節 研究動機與背景 1 第二節 研究目的 2 第三節 研究流程 3 第二章 文獻探討 5 第一節 產品數量 5 第二節 產品類別 10 第三節 極大化者與滿意化者 12 第四節 研究假設 14 第三章 實驗一 19 第一節 實驗方法 19 第二節 實驗設計 22 第三節 實驗結果 24 第四節 小結 29 第四章 實驗二 31 第一節 實驗方法 31 第二節 實驗設計 33 第三節 實驗結果 37 第四節 小結 41 第五章 結論與建議 43 第一節 研究推論 43 第二節 實務意涵 47 第三節 研究限制與未來研究建議 49 參考文獻 51 附錄一 實驗一A組問卷 54 附錄二 實驗一B組問卷 57 附錄三 實驗一C組問卷 58 附錄四 實驗一D組問卷 60 附錄五 實驗二A組問卷 62 附錄六 實驗二B組問卷 65 附錄七 實驗二C組問卷 68 附錄八 實驗二D組問卷 71 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099351039 en_US dc.subject (關鍵詞) 產品數量偏好 zh_TW dc.subject (關鍵詞) 商店評價 zh_TW dc.subject (關鍵詞) 理想選擇 zh_TW dc.subject (關鍵詞) 極大化程度 zh_TW dc.subject (關鍵詞) product assortments en_US dc.subject (關鍵詞) option attractiveness en_US dc.subject (關鍵詞) ideal point en_US dc.subject (關鍵詞) maximization scale en_US dc.title (題名) 網路商店產品數量與消費者偏好之研究 zh_TW dc.title (題名) Consumer preference with product assortments in on-line store en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Babin, Barry J., William R. Darden and Mitch Griffin (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(March), 644 – 656. Batra, Rajeev and Olli T. Ahtola (1990). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters. 2(April), 159-170. Bloch, Peter H. and Bruce, Grady D (1984). Product Involvement as Leisure Behavior. Advances in Consumer Research 10. Eds. Richard Bagozzi and Alice M. Tybout. Ann Arbor, MI.: Association for Consumer Research: 389-393. Böhm, Gisela and Hans-Rüdiger Pfïster (1996). Instrumental or Emotional Evaluations: What Determines Preferences? Acta Psychologica, 93 (1-3), 135-48. Broniarczyk, Susan, Wayne D. Hoyer, and Leigh McAlister (1998), Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction. Journal of Marketing Research, 35 (May), 166–76. Chernev, Alexander (2003). Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology, 85 (July), 151–62. Chernev, Alexander and Ryan Hamilton (2009). Assortment Size and Option Attractiveness in Consumer Choice Among Retailers. Journal of Marketing Research, 46 (3), 410-20. Chiou, J.-S., & Ting, C.-C. (2011). Will You Spend More Money and Time on Internet Shopping When the Product and Situation Are Right? Computers in Human Behavior, 27, 203-208. Copeland, Melvin T. (1923). Relation of Consumer;s Buying Habits to Marketing Methods. Harvard Business Review, 1 (April), 282-89. Dhar, Ravi (1997). Consumer Preference for a No-Choice Option. Journal of Consumer Research, 24 (September),215–231. Dhar, R. & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Consumer Research, 27,60-71. Fishbein, Martin and Icek Ajzen (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley Fiske, D. W. and Salvatore R. Maddi. (1961). Functions of Varied Experience. Homewood, IL: Dorsey Press. Fiske, D. W. and Shelley E. Taylor (1984). Social Cognition. Reading, MA: Addison-Wesley. Greenleaf, Eric A. and Donald R. Lehmann (1995). Reasons for Substantial Delay in Consumer Decision Making. Journal of Consumer Research, 22 (September), 186–199. 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, 79 (December), 995–1006. Iyengar, Sheena S., Gur Huberman, and Wei Jiang (2004). How Much Choice Is Too Much?: Contributions to 401(k) Retirement Plans. In Pension design and structure: New lessons from behavioral finance, ed. Olivia Mitchell and Stephen Utkus, 83–95. Oxford, UK: Oxford University Press. Iyengar, Sheena S., Rachael Wells, and Barry Schwartz (2006). Doing Better but Feeling Worse: Looking for the ‘Best’ Job Undermines Satisfaction. Psychological Science, 17 (February), 143–50. Kahn, Barbara E. and Donald R. Lehmann (1991). Modeling Choice Among Assortments. Journal of Retailing, 67 (Fall), 274–99. Kotler, Philip. 1997. Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice Hall. Kurt Salmon Associates (1993). Efficient Consumer Response Enhancing Consumer Value in the Grocery Industry. Washington, DC: Food Marketing Institute. Mano, Haim and Richard L. Oliver (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research,20 (December), 451–466. McAlister, Leigh (1982). A Dynamic Attribute Satiation Model of Variety-Seeking Behavior. Journal of Consumer Research, 9 (September), 141–151. Mittal, M., & Lee, M. (1989). A Causal Model of Consumer Involvement. Journal of Economic Psychology,10, 363–389. Payne, John W. (1976). Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis. Organizational Behavior and Human Decision Processes, 16(2), 366-387. Payne, John W. (1982). Contingent Decision Behavior. Psychological Bulletin, 92, 382-402. Rozin, P., & Schiller, D. (1980). The Nature and Acquisition of a Preference for Chili Pepper by Humans. Motivation and Emotion, 4, 77–101. Russo, J. Edward (1977). The Vale of Unit Price Information. Journal of Marketing Research, 14(May), 193-201. Shugan, Steven M. (1980). The Cost of Thinking. Journal of Consumer Research, 7 (September), 99-111. Schwartz, B. (2000). Self Determination: The Tyranny of Freedom. American Psychologist, 55, 79-88. Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing Versus Satisficing: Happiness is a Matter of Choice. Journal of Personality and Social Psychology, 83, 1178 –1 Scheibehenne, Benjamin, Rainer Greifeneder, and Peter M. Todd (2009), What Moderates the Too-Much-Choice Effect? Psychology and Marketing, 26 (3), 229–53 Schwartz, Barry (2004), The Paradox of Choice: Why More Is Less. New York: HarperCollins. Sela, Aner, Jonah Berger, and Wendy Liu (2009). Variety, Vice, and Virtue: How Assortment Size Influences Option Choice. Journal of Consumer Research, 35 (6), 941–51. Simon, H. A. (1955). A Behavioral Model of Rational Choice. Quarterly Journal of Economics, 59, 99-118. Simon, H. A. (1956). Rational Choice and The Structure of The Environment. Psychological Review, 63, 129-138. Simonson, Itamar. (1990). The Effect of Purchase Quantity and Timing on Variety Seeking Behavior. Journal of Marketing Research, 27 (May), 150–162. Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2002). The Affect Heuristic. In T. Gilovich & D. Griffin & D. Kahneman (Eds.), Heuristics and biases: The Psychology of Intuitive Judgment (pp. 397-420). New York: Cambridge University Press. Tversky, Amos and Daniel Kahneman (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. Quarterly Journal of Economics, 106 (November), 1039–1061. Wright, Peter (1975).Consumer Choice Strategies: Simplifying vs. Optimizing. Journal of Marketing Research, 12 (February), 60–67. Zaichkowsky, J. (1985). Measuring The Involvement Construct. Journal of Consumer Research, 12 (3), 341–352 zh_TW
