臺灣博碩士論文加值系統

本研究探討不同的內省傾向以及內省程度與態度間的變化關係。產品態度以歡樂（Hedonic）價值和實用（utilitarian）價值衡量之。本研究利用手機作為實驗產品並採2（內省傾向）*2（內省程度）*2（展示模式）組間因子實驗模式進行，共計8個實驗組和1個控制組，藉由操弄自變數「內省傾向」類型來檢視在內省程度和刺激物展示模式的干擾下，產品態度受到影響的情形。
根據本研究結果發現，購買決策的內省傾向的確會影響消費者的產品價值評價，不管傾向認知或是情感思索處理方式，產品價值態度皆會上升。進行情感性內省者，內省程度越高其產品價值越高。進行情感性內省時，刺激物的直接展現（樣品機）的產品價值也會上升。接受象徵性展示(圖片)刺激，並且內省程度低的情況下，進行認知性內省比情感性內省時產品價值（包含實用與歡樂價值）高。

The present study is concerned with the moderating role of introspecting degree and presentation mode in the relationship between affective and cognitive focus and attitudes. Base on earlier research (Millar & Tesser, 1986 ) , thought may make either the affective or cognitive component of the attitude more salient. Consumer’s product attitudes are conceptualized as hedonic value and utilitarian value. We hypothesized that if doing more introspection, then thought emphasizing different components would lead to different general evaluations. And we also hypothesized that if real presentation is shown, then thought emphasizing different components would lead to different general evaluations. To test these hypothesizes, we developed 2*2*2 experiment. And the result is as predicted.
Key words: introspection, attitude, presentation

第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究問題與目的 2
一 、研究目的 2
二、 研究問題 2
第二章 文獻探討 3
第一節 產品態度 3
一 、態度的定義 3
二、 態度之組成要素 4
三、 態度與購買行為關係 6
第二節 內省 8
一 、 內省的定義 8
二、 內省與態度的關係 8
（一） 內省傾向 8
（二） 內省的正向效果 12
（三） 內省的負向效果 13
（四） 態度反轉 15
第三節 展示模式 17
第三章 研究設計與方法 18
第一節 研究假設 18
第二節 研究架構 25
第三節 變數定義與衡量 27
一 、 自變數 27
（一） 內省傾向 27
二、 干擾變數 28
（一） 內省程度 28
（二） 展示模式 29
三、 因變數 30
（一） 產品態度 30
第四節 實驗設計 31
一 、 實驗對象 31
二、 實驗產品 31
三、 實驗程序 32
第五節 資料分析方法 34
一 、 信度分析 34
二、 獨立樣本T檢定分析 34
三、 變異數分析 34
第四章 研究分析與結果 36
第一節 樣本分析 36
第二節 信度與效度分析 39
一 、 效度 39
二、 信度分析 39
第三節 假設驗證 41
一 、 主效果：內省傾向效果 41
二、 干擾效果一：內省程度對於內省傾向效果的干擾 44
三、 干擾效果二：刺激物展示模式對於內省傾向的干擾效果 47
四、 內省傾向、內省程度以及刺激物展示模式三者間之交互關係 50
第五章 討論與建議 57
第一節 研究結論 57
干擾效果一：內省程度對於內省傾向效果的干擾 57
一 、 主效果：內省傾向效果 58
二、 干擾效果一：內省程度對於內省傾向效果的干擾 59
三、 干擾效果二：刺激物展現型態對於內省傾向的干擾效果 59
四、 內省傾向、內省程度以及刺激物展現型態三者間之交互關係 59
第二節 研究貢獻 61
一 、 學術意涵 61
二、 實務意涵 63
第三節 研究限制 65
第四節 未來研究方向 66
參考文獻 67
中文部分 67
英文部分 67
附錄 73
---實驗問卷--- 73

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