張重昭臺灣大學:商學研究所趙庭瑋Chao, Ting-WayTing-WayChao2010-06-012018-06-292010-06-012018-06-292009U0001-2007200913085800http://ntur.lib.ntu.edu.tw//handle/246246/184558調節焦點理論將個體分為促進型焦點以及預防型焦點兩種，此兩種不同類型的人在滿足需求、追求的目標、對結果的期待與反應以及策略手段的訴求上都有所不同。促進型焦點所追求的撫育(Nurturance)的滿足，追求的是理想(Ideal)的目標，對於正面結果的出現(Gain)會感覺到愉悅，而對於正面結果的消失(Non-gain)會感覺到痛苦，而為了確保正面結果的出現，他們會使用趨近策略手段(Approach strategic means)以達到他們的目標。預防型焦點所追求的是安全(Security)的滿足，追求的是應當(Ought)的目標，對於負面結果的消失(Non-losses)會感覺到愉悅，而對於負面結果的出現(Losses) 會感覺到痛苦，而為了確保負面結果的消失，他們會使用躲避策略手段(Avoidance strategic means)以達到他們的目標。兩種調節焦點的個體在心理反應上的不同，是否可運用到市場上的實際運用是一個有趣的課題。在Higgins的研究當中(Crowe and Higgins, 1997)，使用了蔬果分類來進行實驗，看兩種調節焦點的個體是否會有不同的分類反應。此結果是否能夠推行到所有的產品是我們關切的課題，因此本實驗使用了三種產品，來檢測兩種調節焦點的消費者是否會有不同的分類傾向。本研究結果發現：一、促進焦點型消費者會有較高的產品分類傾向，二、在低涉入產品中，兩種調節焦點的消費者對於購買到錯誤產品的後悔程度並沒有顯著差異。The regulatory focus theory defines that there are two kinds of individuals, promotion focus and prevention focus. They are different in serving fundamentally different needs, relation to desired end-states, and approach matches to desired end-states. Promotion focus concerns about the needs of nurturance, ideal goals, sensitivity to presence or absence of positive outcomes, and approach as strategic means. Prevention focus concerns about the needs of security ought goals, sensitivity to absence or presence of negative outcomes, and avoidance as strategic means.e are interesting in whether the difference between promotion focus and prevention focus can be applied to the real market. Crowe and Higgins (1997) examined the effects of regulatory focus on sorting of fruits and vegetables. All we concern is that whether the result will be applied to other products. So in our research, we use three kinds of products to examine whether different regulatory focus will have different sorting tendency. The research shows that the promotion focus consumers will have more sorting. And, the difference between the promotion focus consumers and prevention focus consumers toward the regret of buying the wrong products are not significant.中文摘要………………………………………………………………i文摘要………………………………………………………………ii錄……………………………………………………………………iii目錄…………………………………………………………………iv目錄…………………………………………………………………v一章　緒論……………………………………………………………1一節　研究動機………………………………………………………1二節　研究目的………………………………………………………2二章　文獻探討與研究假設…………………………………………3一節　調節焦點理論…………………………………………………3二節　分類對消費的影響……………………………………………6三節　尋求多樣化行為………………………………………………7四節　後悔與行為……………………………………………………9五節　研究假設……………………………………………………12三章　實驗設計……………………………………………………15一節　研究變數……………………………………………………15二節　實驗設計……………………………………………………15三節　資料分析方法………………………………………………17四章　資料分析……………………………………………………18一節　樣本回收狀況………………………………………………18二節　GRFM量表……………………………………………………18三節　後悔量表內部一致性檢定…………………………………19四節　假設檢定……………………………………………………19五節　假設檢定結果與結論………………………………………23五章　結論與建議…………………………………………………25一節　研究結論……………………………………………………25二節　行銷意涵……………………………………………………26三節　研究限制……………………………………………………27考文獻………………………………………………………………28application/pdf367428 bytesapplication/pdfen-US調節焦點尋求多樣化行為後悔程度Regulatory FocusVariety-Seeking BehaviorRegretthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184558/1/ntu-98-R96741011-1.pdf