應用心理距離觀點在消費者購買登山裝備意願之研究

Abstract

本研究基於構念層次理論的心理距離觀點，探討產品空間距離與觸覺對登山裝備休閒娛樂與功能實用產品類別評估，並檢視不同促銷策略於產品認知與購買意願之關係。構念層次理論主張產品與消費者所在的空間距離，與不同促銷策略所屬的假設機率會影響消費者對後續購買行為的評估。據此，本研究先以前導研究調查出大背包、高筒登山鞋及登山杖是三項登山裝備的代表產品，再以此三個產品進行二個子研究並針對假設進行檢驗。研究一旨在檢視消費者對遠、近空間距離呈現之登山裝備實用與享樂認知建構，再探詢消費者碰觸實體產品後對購買意願的調節效果；研究二旨在檢視消費者對於不同圖文資訊操弄的登山杖產品類別評估，再檢視價格、數量或無促銷三種不同策略對不同產品類別認知與購買意願的影響。以一般登山裝備產品潛在消費者為研究對象執行二個實驗，研究一 (N = 170) 以組內設計隨機分配參與者至其中一個代表產品，先觀看平板電腦產品資訊後填寫前測問卷，再給予實品觸摸後填寫後測問卷，結果顯示個人會視遠距離視覺圖文呈現的登山裝備為偏向戶外休閒娛樂的產品，而近距離碰觸過的實品視為實用性產品，且觸覺能調節遠空間距離的產品認知與購買意願的關係；研究二 (N = 240) 以登山杖為代表產品並將參與者區分為遠距離視覺與近距離觸摸二組，各組採2 (產品類別操弄：戶外休閒 / 功能實用) X 3 (促銷策略：價格 / 數量 / 無) 的組間設計，結果顯示價格促銷能提高戶外休閒認知登山裝備產品的購買意願，而數量促銷則提高功能實用認知的登山裝備產品購買意願。整體而言，本研究結果支持假設，相關貢獻與應用將提供實務工作者與學術研究員在心理距離應用於登山裝備消費者行為上的參酌。This study is base on the psychological distance perspective from construal level theory (CLT). The researcher explored the different evaluations between the hedonic and utility product category of trekking gears toward the space distance and product touch. Then inspect different promotion strategies on the relationship between product cognition and purchase intention. According to CLT, that space distance between product and consumer, and hypothetic probability like different promotions will affect consumer’s purchase evaluation. Therefore, our pilot study investigated that hiking backpack, hiking boots, and trekking pole are the representative products of trekking gear. Then we conducted two experiments to investigate the hypothesis. Study 1 investigated consumer’s hedonic and utility product category cognition toward trekking gear information represented in different space distance and the moderate effect of real product touch. Study 2 explored consumer’s evaluation of leisure hedonic or function utility product level of trekking pole from the manipulation of product information. Then the researcher explored different promotion strategies: price, quantity, and no promotion between different product cognition and purchase intention. The potential trekking gear consumers around outdoor activity areas and shops were conducted in 2 experiments. Within-subjects design for Study 1, participants (N = 170) were randomly assigned to 1 of 3 representative gears. First, they answered the questionnaire after saw the product information on the tablet, then they touched the product the same with the tablet and answered the questionnaire again. The results show that participants evaluated the trekking gear as a higher hedonic product from distant vision only information on the tablet and evaluate the same gear as a utility product after touch it in the near distance. Therefore, product touch plays a moderate role between product cognition and purchase intention. In Study 2 (N = 240), researcher use trekking pole as tool and separate participants into 2 product distance groups, the distant group with vision only information and the near group gathered both vision and touch information. 2 (product manipulation: leisure hedonic / function utility) X 3 (promotion strategy: price / quantity / no) between-subjects design was applied on each group. The results show that price promotion could affect higher the purchase intention for the consumer who felt the trekking pole as a hedonic leisure product. For those who felt trekking pole as a function utility product, quantity promotion strategy attracted their purchase intention. To sum up, the findings of this study are supported by the research hypothesis. Accordingly, further theoretical and practical implications are discussed and offered at the end of this paper.