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題名 以成本－利益觀點探討極大化程度對消費者產品資訊搜尋行為之影響
The Effects of Maximization Tendency on Consumers’ Product Information Seeking Behavior: From the Prospective of Cost-Benefit作者 李文玄
Lee, Wen Hsuan貢獻者 樓永堅<br>別蓮蒂
Lou, Yung Chien<br>Bei, Lien Ti
李文玄
Lee, Wen Hsuan關鍵詞 極大化程度
資訊搜尋之成本¬－利益模式
主觀時間估計
過程滿意度
Maximization tendency
The Cost-Benefit Model for Information Seeking
Subjective Estimation of Information Cost and Benefit
Process Satisfaction日期 2012 上傳時間 3-十二月-2012 11:19:19 (UTC+8) 摘要 本論文之研究目的在以成本與利益觀點，驗證產品資訊搜尋過程，消費者於對搜尋時間成本與產品資訊信心程度之主觀估計，在極大化程度對消費者產品資訊搜尋行為影響所扮演的中介變數角色，藉此瞭解產品資訊搜尋階段，極大化程度對消費者資訊搜尋行為與態度之影響機制。 極大化程度為一種個人追求最佳選擇程度之人格特質傾向。過去極大化程度在消費者行為領域之相關研究，多聚焦於探討不同極大化程度消費者之選項數量偏好、時間成本投入意願與決策後情感反應之差異，甚少有消費者資訊搜尋過程相關議題之討論。本研究認為，產品資訊搜尋實為消費者整體選擇與決策歷程最重要之階段，經常影響消費決策之最終品質，因此若要真正瞭解極大化程度對消費者選擇行為與態度差異之影響，除從極大化人格特質基本定義做為影響之解釋外，亦須藉由探討極大化程度在產品資訊搜尋過程，對消費者資訊成本與利益認知之影響中，連結出整段消費者選擇行為歷程之影響機制關係。 本論文以Ratchford (1982) 所提之「資訊搜尋之成本－利益模式 (The Cost-Benefit Model for Information Seeking)」為理論基礎，並將研究分為兩部份，研究一為探討不同極大化程度消費者在產品挑選機制與產品屬性要求標準上的差異，透過受測者對四項產品之屬性重要度評估、對特定屬性規格之期望標準，得知不同極大化程度受測者在產品屬性重視的程度、視為重要的屬性數量，以及產品屬性要求標準上之差異。研究二則採取2 (資訊延遲時間高、低)×2 (產品屬性離散程度高、低) 組間設計實驗，透過本研究設計之虛擬產品購物網站平台，讓受測者執行產品資訊搜尋任務，從中衡量受測者對產品資訊搜尋時間成本與資訊信心之主觀估計，驗證單位搜尋時間估計與單位資訊效用估計在極大化程度對受測者產品資訊搜尋數量、搜尋過程滿意度與產品知覺價值中，扮演之中介變數角色，以瞭解箇中之內在心理機制。 研究結果顯示，極大化程度與產品屬性重視程度及屬性要求標準呈現顯著正向關係，極大化受測者對產品屬性的重視程度與對產品屬性的要求標準皆較滿足化者高。足見不同極大化程度消費者對選擇之追求目標差異，會具體展現於產品遴選機制與屬性要求標準上。而經過中介變數關係檢定後也發現，極大化程度越高之受測者所估計之搜尋時間與對資訊在決策幫助上的信心越低，因而正向影響了搜尋的產品數量，搜尋時間成本與資訊效用估計亦分別成為受測者對搜尋過程滿意度以及對產品知覺價值之中介變數。 本論文之研究成果除驗證極大化選擇目標與產品遴選機制及屬性要求標準之關聯性外，亦進一步得知極大化程度影響消費者產品資訊搜尋行為與態度之內在心理機制，成功將系統性之消費者資訊搜尋經濟模式與極大化概念結合，為極大化程度研究領域帶來更深入且具理論基礎之發現。研究成果亦可作為通路或產品廠商思索產品陳列與資訊呈現方式時之參考依據，以降低顧客之主觀成本花費、提升產品資訊帶給顧客決策上的利益，提高顧客對個人整體消費過程之滿意度與所選產品之知覺價值。
The purpose of this research is to demonstrate whether consumers’ subjective estimations of search time and product information confidence are the mediators mediating the effects of maximization tendency on consumers’ product information seeking behavior and attitude. From the perspective of information cost-benefit, the psychological mechanism will be found from this effect of personality on consumer behavior in this research. Maximization tendency was conceptualized in recent ten years to describe individual’s personality that strives for pursuing the best choice. After this concept was developed, most of the researches in this domain focused on discussing in the relationships between maximization orientation and consumers’ choice preferences such as the differences in the amount of alternatives, the aspiration to invest search time, and affective response after making decision. However seldom of them paid their attentions to the stage of product information search to probe the mechanism for the effect of maximization tendency on consumers’ searching behaviors about product information. Since the information seeking is the most important process to influence consumers’ decisions, the current study aims to explore the effects of maximization tendency on the individuals’ subjective estimations of time cost and benefit of product information. Hereby, the whole picture of the causal relationship in consumers’ information searching process would be drawn in this study. Referring to the rationales of Ratchford’s cost-benefit model, this research conducts two studies: the first part is to assess the differences in the criteria and attribute standard of consumers’ product selection with differential maximization tendencies. The second part is to conduct a 2 (the delay length of information appearance: low and high)×2 (the the dispersion of information attributes: low and high) between subject design experiments to demonstrate the mediating effect of two variables: consumers’ subjective estimation of time cost and information confidence during searching for information in the relations between maximization tendency and consumers’ information seeking behavior. The result shows the relationship between participants’ maximization orientation and their selection criteria as well as attribute demand standard exists. In general, maximizers have more complex choice criteria and higher picking standards than satisficers do when they choose the same products. The psychological mechanism is confirmed to help us understand how maximization tendency affect seeking behaviors and attitudes of product information from consumer’s product information seeking behavior and attitude. 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國立政治大學
企業管理研究所
95355515
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355515 資料類型 thesis dc.contributor.advisor 樓永堅<br>別蓮蒂 zh_TW dc.contributor.advisor Lou, Yung Chien<br>Bei, Lien Ti en_US dc.contributor.author (作者) 李文玄 zh_TW dc.contributor.author (作者) Lee, Wen Hsuan en_US dc.creator (作者) 李文玄 zh_TW dc.creator (作者) Lee, Wen Hsuan en_US dc.date (日期) 2012 en_US dc.date.accessioned 3-十二月-2012 11:19:19 (UTC+8) - dc.date.available 3-十二月-2012 11:19:19 (UTC+8) - dc.date.issued (上傳時間) 3-十二月-2012 11:19:19 (UTC+8) - dc.identifier (其他 識別碼) G0095355515 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56297 - dc.description (描述) 博士 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) 95355515 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 本論文之研究目的在以成本與利益觀點，驗證產品資訊搜尋過程，消費者於對搜尋時間成本與產品資訊信心程度之主觀估計，在極大化程度對消費者產品資訊搜尋行為影響所扮演的中介變數角色，藉此瞭解產品資訊搜尋階段，極大化程度對消費者資訊搜尋行為與態度之影響機制。 極大化程度為一種個人追求最佳選擇程度之人格特質傾向。過去極大化程度在消費者行為領域之相關研究，多聚焦於探討不同極大化程度消費者之選項數量偏好、時間成本投入意願與決策後情感反應之差異，甚少有消費者資訊搜尋過程相關議題之討論。本研究認為，產品資訊搜尋實為消費者整體選擇與決策歷程最重要之階段，經常影響消費決策之最終品質，因此若要真正瞭解極大化程度對消費者選擇行為與態度差異之影響，除從極大化人格特質基本定義做為影響之解釋外，亦須藉由探討極大化程度在產品資訊搜尋過程，對消費者資訊成本與利益認知之影響中，連結出整段消費者選擇行為歷程之影響機制關係。 本論文以Ratchford (1982) 所提之「資訊搜尋之成本－利益模式 (The Cost-Benefit Model for Information Seeking)」為理論基礎，並將研究分為兩部份，研究一為探討不同極大化程度消費者在產品挑選機制與產品屬性要求標準上的差異，透過受測者對四項產品之屬性重要度評估、對特定屬性規格之期望標準，得知不同極大化程度受測者在產品屬性重視的程度、視為重要的屬性數量，以及產品屬性要求標準上之差異。研究二則採取2 (資訊延遲時間高、低)×2 (產品屬性離散程度高、低) 組間設計實驗，透過本研究設計之虛擬產品購物網站平台，讓受測者執行產品資訊搜尋任務，從中衡量受測者對產品資訊搜尋時間成本與資訊信心之主觀估計，驗證單位搜尋時間估計與單位資訊效用估計在極大化程度對受測者產品資訊搜尋數量、搜尋過程滿意度與產品知覺價值中，扮演之中介變數角色，以瞭解箇中之內在心理機制。 研究結果顯示，極大化程度與產品屬性重視程度及屬性要求標準呈現顯著正向關係，極大化受測者對產品屬性的重視程度與對產品屬性的要求標準皆較滿足化者高。足見不同極大化程度消費者對選擇之追求目標差異，會具體展現於產品遴選機制與屬性要求標準上。而經過中介變數關係檢定後也發現，極大化程度越高之受測者所估計之搜尋時間與對資訊在決策幫助上的信心越低，因而正向影響了搜尋的產品數量，搜尋時間成本與資訊效用估計亦分別成為受測者對搜尋過程滿意度以及對產品知覺價值之中介變數。 本論文之研究成果除驗證極大化選擇目標與產品遴選機制及屬性要求標準之關聯性外，亦進一步得知極大化程度影響消費者產品資訊搜尋行為與態度之內在心理機制，成功將系統性之消費者資訊搜尋經濟模式與極大化概念結合，為極大化程度研究領域帶來更深入且具理論基礎之發現。研究成果亦可作為通路或產品廠商思索產品陳列與資訊呈現方式時之參考依據，以降低顧客之主觀成本花費、提升產品資訊帶給顧客決策上的利益，提高顧客對個人整體消費過程之滿意度與所選產品之知覺價值。 zh_TW dc.description.abstract (摘要) The purpose of this research is to demonstrate whether consumers’ subjective estimations of search time and product information confidence are the mediators mediating the effects of maximization tendency on consumers’ product information seeking behavior and attitude. From the perspective of information cost-benefit, the psychological mechanism will be found from this effect of personality on consumer behavior in this research. Maximization tendency was conceptualized in recent ten years to describe individual’s personality that strives for pursuing the best choice. After this concept was developed, most of the researches in this domain focused on discussing in the relationships between maximization orientation and consumers’ choice preferences such as the differences in the amount of alternatives, the aspiration to invest search time, and affective response after making decision. However seldom of them paid their attentions to the stage of product information search to probe the mechanism for the effect of maximization tendency on consumers’ searching behaviors about product information. Since the information seeking is the most important process to influence consumers’ decisions, the current study aims to explore the effects of maximization tendency on the individuals’ subjective estimations of time cost and benefit of product information. Hereby, the whole picture of the causal relationship in consumers’ information searching process would be drawn in this study. Referring to the rationales of Ratchford’s cost-benefit model, this research conducts two studies: the first part is to assess the differences in the criteria and attribute standard of consumers’ product selection with differential maximization tendencies. The second part is to conduct a 2 (the delay length of information appearance: low and high)×2 (the the dispersion of information attributes: low and high) between subject design experiments to demonstrate the mediating effect of two variables: consumers’ subjective estimation of time cost and information confidence during searching for information in the relations between maximization tendency and consumers’ information seeking behavior. The result shows the relationship between participants’ maximization orientation and their selection criteria as well as attribute demand standard exists. In general, maximizers have more complex choice criteria and higher picking standards than satisficers do when they choose the same products. The psychological mechanism is confirmed to help us understand how maximization tendency affect seeking behaviors and attitudes of product information from consumer’s product information seeking behavior and attitude. Manufacturers and store owners are suggested to apply these findings in the arrangement of alternatives and the display of product attribute information in order to reduce customers’ subjective estimation of time cost and improve their perception on information utility to, eventually, increase their satisfaction with the whole consumption experiences. en_US dc.description.tableofcontents 謝誌 I中文摘要 III英文摘要 V目錄 VII圖目錄 XII表目錄 XIII第壹章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第貳章 文獻回顧 5第一節 極大化概念之發展 5一、完全理性與有限理性 5二、極大化程度的衡量工具 7第二節 經濟學觀點之消費者資訊搜尋行為 9一、資訊經濟學 9二、資訊搜尋之成本－利益模式 10第三節 影響消費者資訊搜尋行為之因素 14一、人格特質影響因素 14二、其他個人影響因素 15三、小結 18第四節 不同極大化程度消費者之決策與產品屬性要求標準 18一、不同極大化程度消費者的選擇偏好 18二、不同極大化程度消費者的決策後反應 19三、不同極大化程度消費者之產品屬性要求標準 20四、小結 21第五節 不同極大化程度消費者之資訊搜尋時間成本認知 24一、極大化程度對消費者時間成本估計之影響 25二、時間成本估計對產品搜尋數量與資訊搜尋過程滿意度之影響 28三、極大化程度與產品資訊延遲呈現時間之交互作用 32第六節 不同極大化程度消費者之產品資訊信心 33一、極大化程度對消費者資訊信心之影響 35二、資訊信心對產品搜尋數量與產品知覺價值之影響 37三、極大化程度與產品屬性離散程度之交互作用 40第叁章 研究方法 42第一節 研究一各變數之定義與衡量 42一、極大化程度之定義與衡量 42二、認知需求之定義與衡量 43三、完美主義之定義與衡量 45四、產品涉入度之定義與衡量 47第二節 研究一之量表前測分析 48一、中文版「極大化量表」之信度與因素分析 49二、中文版「極大化量表」驗證性因素分析 52三、中文版「認知需求量表」之信度分析 52四、中文版「多構面完美主義量表」之信度分析 54五、三大量表之鑑別效度分析 56第三節 研究一之產品遴選與衡量方法 57一、中文版「涉入度量表」之信度分析 57二、訂定產品屬性規格與衡量受測者屬性重視程度與屬性要求標準 60三、施測對象 60第四節 研究二之研究架構與假說 62一、研究架構 62二、假說彙整 63第四節 研究二各變數之定義、衡量與操弄 64一、自變數 (Independent Variable ) 64二、調節變數 (Moderator) 64三、中介變數 (Mediator) 65四、應變數 (Dependent Variable) 65五、其他變數 68第五節 研究二之研究設計 69一、遴選實驗產品與決定陳列之產品屬性 69二、操弄「屬性離散程度」 71三、設計產品資訊搜尋平台 74四、操弄「客觀時間成本」 76五、決定實驗施測時段 77第六節 研究二之實驗流程 78一、施測對象 78二、實驗流程 78第四章 研究結果 80第一節 研究一研究結果 80一、受測者基本資料描述 80二、量表敘述性統計與信度分析 80三、個人極大化程度、認知需求與完美主義傾向之關係與差異分析 86四、個人極大化程度、產品屬性重視程度與屬性要求標準之相關分析 87第二節 研究二研究結果 95一、受測者基本資料描述 95二、量表敘述性統計與信度分析 95三、操弄檢定 97四、假說檢定 99五、遞歸模式、理性模式與非理性模式之線性結構方程式事後檢定 108六、理性模式與非理性模式之迴歸方程式事後檢定 115七、其他與消費者產品資訊搜尋行為相關之發現 125第三節 研究結果彙整 126一、研究一所得結果彙整 126二、研究二假說檢定結果彙整 127第五章 結論與建議 129第一節 結論與討論 129一、極大化程度之驗證性因素分析 129二、極大化程度、認知需求與完美主義之關係與差異 130三、不同極大化程度消費者之產品挑選機制與屬性要求標準 131四、單位時間成本估計之中介效果 134五、單位資訊信心程度之中介效果 137六、滿足化者與極大化者之成本與效用曲線 139七、極大化程度對消費者產品資訊搜尋行為之潛在影響 140第二節 建議與貢獻 141一、對實務界的建議與貢獻 142二、對學術界的貢獻 143第三節 研究限制與未來研究建議 147參考文獻 150附錄一 研究一問卷內容 162附錄二 研究二實驗平台設計 170 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355515 en_US dc.subject (關鍵詞) 極大化程度 zh_TW dc.subject (關鍵詞) 資訊搜尋之成本¬－利益模式 zh_TW dc.subject (關鍵詞) 主觀時間估計 zh_TW dc.subject (關鍵詞) 過程滿意度 zh_TW dc.subject (關鍵詞) Maximization tendency en_US dc.subject (關鍵詞) The Cost-Benefit Model for Information Seeking en_US dc.subject (關鍵詞) Subjective Estimation of Information Cost and Benefit en_US dc.subject (關鍵詞) Process Satisfaction en_US dc.title (題名) 以成本－利益觀點探討極大化程度對消費者產品資訊搜尋行為之影響 zh_TW dc.title (題名) The Effects of Maximization Tendency on Consumers’ Product Information Seeking Behavior: From the Prospective of Cost-Benefit en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Adler, Alfred (1956), The Neurotic Disposition. 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