Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94471
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dc.contributor蕭中強zh_TW
dc.contributorHsiao, Chung-Chiangen_US
dc.contributor.author許舒婷zh_TW
dc.contributor.authorHsu, Shu-Tingen_US
dc.date.accessioned2019-09-03T09:54:54Z-
dc.date.available2018-08-19
dc.date.available2019-09-03T09:54:54Z-
dc.date.issued2015
dc.identifierG060256005O
dc.identifier.urihttp://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060256005O%22.&%22.id.&
dc.identifier.urihttp://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/94471-
dc.description.abstract本研究主要探討消費者在進行購買行為時,會因為被周邊效果影響進而改變對目標產品的評價。在過去已經有許多研究對消費者產生評價及變動評價的原因進行探討,本研究將針對其中Chien, Wegner, Hsiao, and Petty(2010)的解釋範圍模型進行探討並加以延伸。解釋範圍模型中指出消費者對於產品的評價會受到促發物以及所評價之目標物的解釋範圍,其兩者之間是否重疊而有所影響,當兩者的解釋範圍有重疊時,會產生同化效果(Assimilation Effects) ,沒有重疊時則產生對比效果(Contrast Effects)。Hsiao(2002)的互動假設中指出,除了目標物的評價會受到促發效果的影響之外,促發物的評價也會因為促發效果的影響而變動,我們將加入此研究一起進行討論。 以往的研究多針對單一促發物對目標物的評價影響進行探討,在本研究中將把促發物擴增至兩個,且皆為正價促發物。操弄解釋範圍重疊與否的方式則是根據Chien在解釋範圍為重疊模型當中所使用的操弄方式,透過控制促發物的解釋範圍大小、目標物的解釋範圍以及促發物與目標物解釋範圍之間的距離來操弄對比效果與同化效果的產生。本研究共分為四個實驗,採組內設計,因應每個人對解釋範圍大小有不同的基準。 在實驗結果部分,只有假設1的結果是部分顯著,其他皆不顯著。我們認為造成實驗結果不顯著的可能原因有樣本數的不足、問卷相隔時間過長導致受測者回答標準不一樣,然而實驗結果顯示目標物與促發物的方向多數是朝我們預期的方向移動,因此我們認為未來可再針對問卷的設計做更改,及收集更多樣本數,來驗證我們的假說。zh_TW
dc.description.abstractThe purpose of the research is to investigate the evaluation change of the customers in a specific dimension. Although there are substantial theoretical and research articles focused on the reason why people change their evaluation and context effect between one context and target, the present study is based on Dimensional Range Overlap Model (Chien, Wegner, Hsiao,& Petty, 2010) to have a further discussion. The dimensional ranger overlap model shows the affection of customer’s evaluation based on whether there’s an overlap between target and context. When the overlap exist, the target moves to the same direction with the prime, which is considered as assimilation effects. On the other hand, if there is non overlap between target and context, the target moves into a different direction from the prime, which is contrast effect. The study also makes furtherdiscussion on the reciprocity hypothesis (Hsiao, 2002) that not only the evaluation of the target but also the evaluation of the prime would be affected by the context effect. There are four experiments in this study to discuss the hypothesis, although there was only one result were significant, we can still see that the movement direction of contexts and target were the same way as we expected. Therefore, we believed that using more samples, changing the design of the experiments could prove our hypotheses.en_US
dc.description.sponsorship全球經營與策略研究所zh_TW
dc.language中文
dc.subject解釋範圍重疊模型zh_TW
dc.subject雙促發物zh_TW
dc.subject促發效果zh_TW
dc.subject對比效果zh_TW
dc.subject同化效果zh_TW
dc.subject互動假設zh_TW
dc.subject最適代表值zh_TW
dc.subjectDimensional Range Overlap Modelen_US
dc.subjectdual primesen_US
dc.subjectpriming effectsen_US
dc.subjectcontrasten_US
dc.subjectassimilationen_US
dc.subjectReciprocity Hypothesisen_US
dc.subjectattitude certaintyen_US
dc.title雙重正價促發物的周邊效果:解釋範圍重疊模型之延伸zh_TW
dc.titlehe Context Effect of Dual Positive Primes: An Extension of Dimensional Range Overlap Modelen_US
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