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| Title: | 自我構念、自我監控及思考模式對自我表達產品之購買意願
Customers` self construal and self-control effect on the purchase of self-expressive products |
| Authors: | 李宜安
Lee, Yi An |
| Contributors: | 陳建維
鄭鴻章
Chen, Chein Wei
Cheng, Hung Chang
李宜安
Lee, Yi An |
| Keywords: | 自我構念
思考模式
自我監控
Self-construal
heuristic thinking style
systemic thinking style
self-monitoring |
| Date: | 2011 |
| Issue Date: | 2012-10-30 13:58:03 (UTC+8) |
| Abstract: | 本研究由人格特質出發，觀察消費的思考途徑所產生的效果。研究的對象主要分成單人與朋友陪伴，經由網路進行問卷調查，影響消費者行為的幾個重要因素及心理機制。更明確的說，本研究由個人層次著手，直接探討獨立/互賴自我構念的人格特質在思考模式上的差異，並且藉由思考途徑，推出個人對產品價值需求上的關係。
接續研究朋友的影響，將其視為「捷思式線索」，探討消費者在友人的陪伴之下，是否形成對產品形象購買意願上的改變。「捷思式線索」顧名思義即為能供消費者透過簡單決策影響消費者判斷之變數。而這樣的線索，可能會導致獨立自我構念者的消費者轉向捷思式的思考途徑而反向改變原本對產品形象與自我形象一致性的消費習慣。
本研究由捷思式-系統式訊息處理模型推論：在朋友的陪同之下，獨立自我構念者同時會進行捷思式之訊息處理途徑。運用便捷快速的捷思式線索作為判斷與決策之基礎下，將對形象一致性的效果差距較不明顯，甚至可能出現追求與自身人格特質相反的產品需求。
下一步本研究以自我監控為調節變數，探討自我監控的人格特質為個人對社會情境做調適的行為模式。面對有朋友陪伴的情境，高度自我監控者會調適自己的行為，亦之，只有在社會情境提供過少的線索的情況之下，高度自我監控者的表現出最原始的自己。因此獨自購物時，表現應如上述所預期。但當高自我監控者與朋友相約一同消費，對於社會的適切性相對有較迫切的需求，而會根據朋友的性格或相處方式而注意或調適自己的行為；相反地，低自我監控者對是否符合社會適切性感到不關心，傾向表達自我內心的真正的感受，依據原本的思考途徑做選擇，而不會因為身旁的友人而刻意調整自己的行為。
本研究發現互賴自我的消費者對自我表達產品的需求會因為消費者本身是否為高自我監控者而受到影響。若能採用心理測試工具，相信可準確發現不同自我構念及自我監控的消費者對自我表達產品的歸因基礎，並以此結果對消費者的選擇做更符合需求的預測。
關鍵字: 自我構念、思考模式、自我監控
Social influences play a persuasive role when it comes to spending. Previous research has shown that friends help shape our affects, behavior and cognitions (Argo, Dahl, and Machanda 2005; Ratner and Kahn 2002). Thus, the presence of an accompanying friend might to an extent influence the original consumption due the course that consumers have the opportunity and the motivation to conform to the expectation that their friends have in them (Funder and Colvin 1988; Stinson and Ickes 1992). To date, researchers have studied many social characteristics to which the presence of a friend determines the consumer’s purchase. Across studies show that friends can influence consumers’ purchase intentions in a positive way by providing information in reducing perceived risk (Urbany, Dickson and Wilkie 1989). Further on, studies demonstrates that the mere presence of a friend might cause agentic (oppose to communal) shoppers to spend more (Kurt, Inman and J.Argo 2010).
Based on preceding studies, we implement experiments to first determine which factors with the influence of social presence matters, followed by studying how they change the way we perceive information and eventually lead to purchase intentions of either self or non-self expressive products.
Study 1, measuring the orientations by the effect of the social environment ( ie, presence vs. absence of a friend). Study 2 used self-monitoring as moderator.
In the findings, this research shows that independent construct is correlated with systemic thinking while dependent construct is related to both thinking style. It was unpredicted the way dependent construal person thought, and the results was therefore insignificantly related to the types of product chosen.
With friends, however, findings show that systemic thinking has no effect on buying self-effective products when it comes to co-consumption. On the other hand, customers that are accustomed to heuristic thinking bring out higher willingness to buy self-expressive products. |
| Reference: | 中文文獻
1 林岳宏, `文化、人格及認知行為的關係：個人層次的探討`, 臺灣大學, 2006).
2 林鴻銘, `調節焦點對廣告說服的影響-訊息處理之角色`, 商略學報, 3 (2011), 39-52.
3 凌儀玲, and 劉宜芬, `廣告訊息之理解與說服效果：捷思式－系統式訊息處理觀點`, 管理學報, 25 (2008), 487-503.
4 湯俊章, `思考模式與自我構念, 購後失調之關係-以挪威消費者為例`, (2004).
5 楊雅惠, `當個體遇到群體：人格特質之干擾影響`, 臺灣大學, 2006).
英文文獻
1 Aaker, J.L. "The Malleable Self: The Role of Self-Expression in Persuasion." Journal of Marketing Research (1999): 45-57.
2 Bolino, M.C., W.H. Turnley, and J.M. Bloodgood. "Citizenship Behavior and the Creation of Social Capital in Organizations." Academy of management review (2002): 505-22.
3 Chaiken, S. "Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion." Journal of personality and social psychology 39, no. 5 (1980): 752.
4 Chaiken, S., and A.H. Eagly. "Heuristic and Systematic Information Processing within And." Unintended thought 212 (1989).
5 Chaiken, S., and D. Maheswaran. "Heuristic Processing Can Bias Systematic Processing: Effects of Source Credibility, Argument Ambiguity, and Task Importance on Attitude Judgment." Journal of personality and social psychology 66, no. 3 (1994): 460.
6 Griffin, R.J., K. Neuwirth, J. Giese, and S. Dunwoody. "Linking the Heuristic-Systematic Model and Depth of Processing." Communication Research 29, no. 6 (2002): 705-32.
7 Kurt, D., J.J. Inman, and J.J. Argo. "The Influence of Friends on Consumer Spending: The Role of Agency-Communion Orientation and Self-Monitoring." Journal of Marketing Research 48, no. 4 (2011): 741-54.
8 Maimaran, M., and I. Simonson. "Multiple Routes to Self-Versus Other-Expression in Consumer Choice." Journal of Marketing Research 48, no. 4 (2011): 755-66.
9 Markus, H.R., and S. Kitayama. "Culture, Self, and the Reality of the Social." Psychological Inquiry 14, no. 3-4 (2003): 277-83.
10 Prus, R. "Shopping with Companions: Images, Influences and Interpersonal Dilemmas." Qualitative Sociology 16, no. 2 (1993): 87-110.
11 Shiloh, S., E. Salton, and D. Sharabi. "Individual Differences in Rational and Intuitive Thinking Styles as Predictors of Heuristic Responses and Framing Effects." Personality and Individual Differences 32, no. 3 (2002): 415-29.
12 Singelis, T.M. "The Measurement of Independent and Interdependent Self-Construals." Personality and Social Psychology Bulletin 20, no. 5 (1994): 580-91.
13 Singelis, T.M., and W.J. Brown. "Culture, Self, and Collectivist Communication Linking Culture to Individual Behavior." Human Communication Research 21, no. 3 (1995): 354-89.
14 Snyder, M., and S. Gangestad. "On the Nature of Self-Monitoring: Matters of Assessment, Matters of Validity." Journal of personality and social psychology 51, no. 1 (1986): 125.
15 Turnley, W.H., and M.C. Bolino. "Achieving Desired Images While Avoiding Undesired Images: Exploring the Role of Self-Monitoring in Impression Management." Journal of Applied Psychology 86, no. 2 (2001): 351. |
| Description: | 碩士
國立政治大學
國際經營與貿易研究所
99351035
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099351035 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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