黃俊堯臺灣大學:商學研究所張心馨Chang, Shin-ShinShin-ShinChang2010-06-012018-06-292010-06-012018-06-292009U0001-2704200916304500http://ntur.lib.ntu.edu.tw//handle/246246/184572This research aims at exploring how common and unique positive or negative features influence consumers’ evaluative and choice behaviors. The hypotheses include: (1) Consumers encounter greatest difficulties and dissatisfaction for making choice and evaluation between pairs of options with unique negative and common positive features, and have lowest difficulties and dissatisfaction for choice between pairs of two options with unique positive and common negative features. Therefore, when consumers are provided a no-choice decision, they show greatest preference for no-choice when choosing between unique- negative-common-positive pairs (as comparing to unique- positive-common-negative pairs), and have greatest tendency to switch to other options when facing a third option afterwards. However, consumers’ regulatory focus plays a moderating role for the above-mentioned relationship. (2)Compared with introducing an option to make option A’s positive features unique, adding an option to make A’s negative features common will result in greater impact on increasing consumers’ preference toward option A.第一章 緒論 5一節 研究動機 5二節 研究目的 9二章 文獻探討 10一節 相似性比較(Similarity Comparison) 10二節 偏好比較(Preference Comparison) 12三節 雙趨與雙避選擇情境下，強迫選擇(Forced choice)與可以不作選擇(No Choice Provided)對消費者選擇之影響 15四節 自我調節焦點理論(Self-Regulatory Focus Theory)對消費者行為之可能影響 17三章 研究假設 19一節 非強迫選擇下，特殊正、負面屬性配對與不作選擇機率之關係，以及調節焦點之干擾作用 19二節 可改變原先選擇時，特殊正、負面屬性配對與改選機率之關係，以及調節焦點之干擾作用 22三節 正面屬性特殊化與負面屬性共同化對方案評價的可能影響 24四章 研究一 27一節 產品選擇與樣本選擇 27二節 前測 27三節 實驗設計之進行 28四節 研究假設H1-1至H1-4之檢定 30五節 研究假設H2-1至H2-4之檢定 33五章 研究二 37一節 實驗五之研究設計 37二節 研究假設H3之檢定 37三節 實驗六之研究設計 38四節 假設H4-1與H4-2之檢定 39六章、研究結論 43一節 研究結論與研究貢獻 43二節 研究限制 44三節 未來研究方向 45考文獻 46錄 50application/pdf393624 bytesapplication/pdfen-US共同屬性特殊屬性common featuresunique featuresthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/184572/1/ntu-98-D94741006-1.pdf