2010-10-272024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/680445摘要：消費者的偏好和對事物的評價往往會隨著時間推移而改變，本研究根據「時間解釋理論」來探討「偏好因時間而改變」的現象，具體的研究目的為：（1）探討消費者對於享樂屬性和實用屬性的相對偏好是否和如何隨著時間距離而產生變化；（2）訊息處理目標和決策框架對時間距離效果的調節作用；（3）時間距離對決策信心的影響。預計進行四項實驗，請受測者針對多組產品選擇集合進行二選一的決策，並衡量受測者的願支付價格和決策信心。預期研究成果將能豐富時間解釋理論的意涵、了解享樂和實用屬性在與時間有關的決策中所扮演的角色、延伸相容性效果至時間距離效果上，並對實務界提出有關行銷溝通時點和內容、定價策略、以及強化消費者決策信心的相關建議。<br> Abstract: Consumer preference and evaluation of near future and distance future options often change or even reverse. This study draws on Temporal Construal Theory (TCT) to examine time-dependent changes in consumer preferences. The research purposes are threefold: (1) to investigate whether and how the preference for hedonic vs. utilitarian product attributes change as temporal distance increases; (2) to explore the moderating role of processing goal and decision frame on temporal distance effect; and (3) to examine the impact of temporal distance on decision confidence. Hypotheses will be tested by 4 experiments. Participants will be presented with several choice sets from different product categories and will be asked to choose one of the options in the each set, to indicate their willingness to pay for their choice, and to report confidence in their decision. This study will contribute to TCT by advancing our understanding of the role of hedonic and utilitarian attributes in time-related decisions, extending the compatibility effect in consumer choice literature to temporal distance effect, and by taking decision confidence into account. The research findings are also expected to provide marketing managers suggestions on the timing and content of marketing communications, pricing strategy, and consumer uncertainty elimination strategy.時間距離享樂屬性實用屬性決策信心temporal distancehedonic attributesutilitarian attributesdecision confidence