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研究生: 薛健一
Chien-yi Hsueh
論文名稱: 享樂與實用的模糊性: 參考商品在共同呈現模式下對屬性判斷的影響
The Malleability Between Hedonic and Utilitairan: The Influence of Reference Goods to Product Type Judgment under Joint Evaluation Mode
指導教授: 葉明義
Ming-Yih Yeh
口試委員: 邱淑芬
none
吳玲玲
none
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2009
畢業學年度: 97
語文別: 中文
論文頁數: 59
中文關鍵詞: 心理帳戶心理預算享樂型實用型自我控制
外文關鍵詞: mental account, mental budgeting, hedonic, utilitarian, self-control
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  • 理想上,人們應該先有理由,才有所消費,但實際上人們有時卻是在心有所屬的情形下,才開始為此尋找或創造理由。這種情況尤其常發生在誘人的享樂型商品上。然而,相對於實用型商品,享樂型商品在心理帳戶系統中的資源分配上往往有先天的劣勢。本研究的結果顯示,受到參考商品屬性的影響,消費者會傾向將模糊型商品判斷為享樂型或實用型商品。相同的商品,一旦其屬性被歸類確定為享樂型商品,則購買意願較低; 相對的,如被歸為實用型商品,其購買意願則會較高。除此之外,我們也證明了消費者在為特定帳戶設定預算之後,便比較不願意將其挪用給其他帳戶的商品。最後,我們將討論享樂型商品與實用型商品間的模糊性與心理預算對消費者之限制的管理意涵。


    Ideally, people should buy goods or services with a reason in advance. Nevertheless, people sometimes are attracted by the product first, and then trying to find or create a reason for the consumption, especially for a tempting hedonic good or service. However, in mental account system, the resource allocated to hedonic accounts, comparing to utilitarian accounts, often has its inherent disadvantage.

    This research demonstrates that consumers are more likely to classify a malleable good as hedonic oriented when presented jointly with a utilitarian good, and as utilitarian oriented when presented jointly with a hedonic good. Furthermore, consumers will have higher purchase intentions once a malleable good is considered as utilitarian then when it is considered as hedonic.

    This article also indicates that transfer barrier of mental budgeting does exist: a decrease of purchase intention will result if it is required to shift the budget form another mental account. The malleability between hedonic and utilitarian goods and the managerial implication of the constraints mental budgeting imposes on consumers are discussed.

    中文摘要................................................. Ⅰ 英文摘要................................................. Ⅱ 誌謝..................................................... Ⅲ 目錄..................................................... Ⅳ 第一章 緒論............................................ 1 第一節 研究背景與動機.................................. 1 第二節 研究的重要性.................................... 3 第三節 研究目的........................................ 5 第二章 文獻回顧........................................ 8 第一節 心理帳戶........................................ 8 第二節 心理預算........................................ 11 第三節 享樂與實用型心理帳戶............................ 14 第四節 心理成本........................................ 18 第五節 自我控制機制.................................... 21 第六節 享樂與實用型帳戶間的模糊性...................... 26 第三章 研究方法........................................ 31 第一節 心理預算移轉障礙................................ 31 第二節 享樂型與實用型的判斷............................ 33 第三節 享樂型商品的劣勢................................ 36 第四章 研究結果........................................ 39 第一節 心理預算移轉障礙之實驗結果...................... 39 第二節 享樂型與實用型的判斷之實驗結果.................. 41 第三節 享樂型商品的劣勢之實驗結果...................... 44 第五章 結論與建議...................................... 47 第一節 研究貢獻........................................ 47 第二節 後續研究方向建議................................ 51 第三節 管理意涵........................................ 53 參考文獻................................................. 55

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