評估他我主義傾向者在參考焦點及產品涉入影響下之消費者購買意向

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研究生：	張麗卿 Lie-Ching Jang
論文名稱：	評估他我主義傾向者在參考焦點及產品涉入影響下之消費者購買意向 Assessing the Roles of Referent of Focus and Product Involvement on Purchase Intent for Consumers with Varying Levels of Allocentric Tendency
指導教授：	吳克振 Couchen Wu
口試委員:	謝光進 Kong-King Shieh 葉明義 Ming-Yih Yeh 張愛華 Aihwa Chang 許勝雄 Sheng Shyong Hsu
學位類別：	博士 Doctor
系所名稱：	管理學院 - 企業管理系 Department of Business Administration
論文出版年：	2007
畢業學年度：	96
語文別：	英文
論文頁數：	90
中文關鍵詞：	他我主義傾向、個人主義者、集體主義者、主觀規範、產品涉入、情感性態度、信任態度、購買意向
外文關鍵詞：	Allocentric tendency, individualist, collectivist, subjective norms, product involvement, affective attitude, trust attitude, purchase intention
相關次數：	點閱：415 下載：7
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上一筆

無國界的世界帶來無國界的行銷環境，檢視文化差異以因應全球化行銷環境的挑戰，無寧是企業面對新興市場無限商機的重點所在。Hofstede (1980) 的文化評估架構將絕大部份的亞洲國家，包括新興市場的金磚四國以及一半以上的新金鑽十一國，歸類為集體主義國家。消費者行為的研究上對於這種影響消費者決策的重要因素不容忽視。
本研究主旨在探討集體主義國家，個人之他我主義傾向強度對於消費者購買意向的影響。並以兩個實驗檢視廣告內涵（實驗一）及消費者對產品之涉入程度（實驗二）對於個人決策的干擾或者中介效果：實驗一以廣告內涵作為干擾變數，探討廣告訴求對於他我主義傾向程度不同的消費者價值觀之影響，進而影響其態度以及行為意向的現象。研究發現，他我主義傾向較高者對於自我焦點（ego-focused）的廣告訴求反而有較大的偏好，此結果與Aaker and Williams (1998) 的發現一致。實驗二進ㄧ步探討消費者動機對於行為意向的影響，結果顯示，他我主義者對於以自我為焦點（ego-focused）的廣告訴求有較高的涉入動機，從而產生比較高的正向態度及行為意向。而主觀的規範（subjective norm）在兩個實驗中皆扮演著重要的影響因子。

There has been increasingly discussion of the role played by cultural knowledge in guiding the construction of meaning from a stimulus. The present work, conducted in a collectivist culture, contributes to our understanding that the way an individual’s allocentric tendencies influence decision making is through the evocation of one’s inner self value aspects and subjective norms. The results of experiment 1 of this dissertation demonstrate that ego-focused (versus other-focused) emotional appeals lead to more favorable affective attitudes and result in positive effects on purchase intention for members with higher allocentric tendencies in a collectivist culture, while other-focused (versus ego-focused) emotional appeals lead to higher levels of trust and an enhancing of the effect of subjective norms on purchase intention for members with higher allocentric tendencies in a collectivist culture.
Furthermore, we investigate the role of consumer product involvement in explaining behavioral intention (experiment 2), demonstrating that in addition to an ego-focused advertising appeal, the added independent variable of subjective norm functions as a parallel predictor of involvement. Consideration of both these independent factors can serve to activate allocentrists’ higher involvement, and in turn positively affect allocentrists’ trust and affective attitudes and subsequent purchase intention toward the advertised product.

TABLE OF CONTENTS
中文摘要……………………………………………………………………     	  I
ABSTRACT……………………………………………………………………    		 II
誌謝…………………………………………………………………………   			 	III
LIST OF TABLES……………………………………………………………   			 	VI
LIST OF FIGURES …………………………………………………………   					VII
CHAPTER 1 - INTRODUCTION ……………………………………………	       	1
1.1	 Background of the Study………………………………………………	    			 1
1.2	 Research Objectives…………………………………………………	    			 4
1.3	 Research Approach……………………………………………………     		5
1.4	 Structure of Dissertation…………………………………………								 				 5
CHAPTER 2 – THEORETICAL FOUNDATIONS…………………………								  	 	6
2.1 The Moderating Role of Referent of Focus on Purchase Intent………     	 	6
2.1.1 Purchase Intention………………………………………………     		 6
2.1.2 Allocentric Tendencies…………………………………………    	 	6
2.1.3 Values…………………………………………………………     		 7
2.1.4 Attitudes…………………………………………………………     		 9
2.1.5 The Allocentrists’ Value-Attitude Relationship…………………     			10
2.1.6 Subjective Norms………………………………………………     			12
2.1.7 The Allocentric Tendencies-Subjective Norm Relationship……     			12
2.1.8 The Subjective Norm-Attitude Relationship……………………    				13
2.1.9 The Moderating Role of an Ad Appeal’s Attitude Function on
the Effect of Allocentric Tendencies on Purchase Intention……     				14
2.2 The Role of Involvement as Mediator of Allocentrist Responses
to Advertising and Normative Influence……………………………     			18
2.2.1 The Effects of Involvement in Consumer Behavioral
Intention Formation……………………………………………     			18
2.2.2 Consumer Allocentric Tendencies and Their Product
Judgment………………………………………………………     				18
2.2.3 The Origins of Allocentrists’ Product Involvement……………     			19
2.2.4 The Outcome of Allocentrists’ Product Involvement and the
Mediating Effects of Advertising Appeal and Subjective Norm...    					21
2.2.5 The Outcome of Attitudes and the Mediating Effects of
Consumer Involvement…………………………………………    				24

CHAPTER 3 – EXPERIMENT 1……………………………………………     	26
3.1 The Conceptual Framework and Related Hypotheses………………     	26
3.2 Method…………………………………………………………………						  		28
3.2.1 Pretests……………………………… ………………………		    		28
3.2.2 Subjects and Procedure………………………………………	    		29
3.2.3 Analysis.………………………………………………………	  	  		31
3.3 Results………………………………………………………………		    		32
3.3.1 Pooled Analysis………………………………………………					  		32
3.3.2 Cross-Group Comparison……………………………………				   		37
CHAPTER 4 – EXPERIMENT 2……………………………………………				   		43
4.1 The Conceptual Framework and Related Hypotheses………………						   		43
4.2 Method……………………………………………………………					   		46
4.2.1 Pretests………………………………………………………			    		46
4.2.2 Subjects………………………………………    				46
4.2.3 Procedure……………………………………………………   				46
4.3 Results……………………………………………………………		    		48
4.3.1 Preliminary Analysis: Reliability and Validity…………………    			48
4.3.2 The Mediating Effects Associated with the Advertising Appeal / Subjective Norm to Involvement to Attitudes Link…………  					51
4.3.3 The Mediating Effects Associated with the Involvement to
Attitudes to Purchase Intention Link……………………………    56
CHAPTER 5 - CONCLUSIONS…………………………………………    					58
5.1 Discussion of Experiment 1 Findings………………………………   					58
5.2 Discussion of Experiment 2 Findings………………………………	   				60
5.3 Implications…………………………………………………   						61
5.4 Limitations and Further Research……………………………………    				63
BIBLOGRAPHY…………………………………………………………    					67
	APPENDIX A - Items used in Scales………………………………………   					84
APPENDIX B – LISREL Output of Pooled Data…………………………   					85
APPENDIX C - LISREL Output of Ego-Focused Ad Group…………………   					87
APPENDIX D - LISREL Output of Other-Focused Ad Group………………   					89

                                

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