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| 研究生： |
陳麒元 Che-Yuan Chen |
|---|---|
| 論文名稱： |
探討不一致資訊對消費者決策影響之研究 |
| 指導教授： |
林建煌
Chien-Huang Lin |
| 口試委員: | |
| 學位類別： |
碩士 Master |
| 系所名稱： |
管理學院 - 企業管理學系 Department of Business Administration |
| 畢業學年度： | 91 |
| 語文別： | 中文 |
| 論文頁數： | 61 |
| 中文關鍵詞： | 不一致資訊 、屬性重要程度 、選擇 、決策理論 |
| 外文關鍵詞： | choice, attributes importance, inconsistent information, decision theory |
| 相關次數： | 點閱：6 下載：0 |
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國立中央大學九十學年度第二學期碩士論文論文摘要
論文題目：探討不一致資訊對消費者決策影響之研究
所別：中央大學企業管理研究所
研究生：陳麒元 指導教授：林建煌博士
論文提要內容：
探討不一致資訊與一致資訊，對消費者選擇的影響。除資訊類型外，同時考量可能影響之因素，形成本研究主要研究目的：1.相較於一致資訊，消費者是否會去選擇告知不一致的資訊的產品。2.在上述選擇情境中，特定屬性的重要程度對此選擇情境的影響。3.在上述選擇情境中，屬性是否相同對此選擇情境的影響。4.在上述選擇情境中，若只在其中一個選項新增屬性資訊，對此選擇情境的影響。
本研究採用實驗法，樣本利用同儕轉寄網路問卷方式取得，有效樣本241個。研究結果如下：
1.在產品的現有已知屬性皆為正值，且這些屬性均為重要屬性的情況下，若新增一個負值且重要的屬性，相較於新增一個正值且重要的屬性，消費者會認為其較為誠實，降低好到不太可能的不安感，所以選擇新增屬性為負值且重要的產品，但此效果並無出現在在新增屬性為重要性較低的情況。
2.同時此效果也只出現在新增一負值且較重要屬性，相對於新增屬性為正值但較不重要的情況下，而不會出現在新增一負值但較不重要屬性，相對於新增屬性為正值且重要的情況下。
3.若只在其中一個選擇新增屬性時。新增一負值且重要的屬性，相對於沒有新增屬性，消費者會選擇有新增屬性的產品，但若新增為負值但較不重要的屬性，消費者會選擇沒有有新增屬性的產品。
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