English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110097/141043 (78%)
Visitors : 46430940      Online Users : 862
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54161


    Title: 網路商店產品數量與消費者偏好之研究
    Consumer preference with product assortments in on-line store
    Authors: 葉晴晴
    Contributors: 邱志聖
    葉晴晴
    Keywords: 產品數量偏好
    商店評價
    理想選擇
    極大化程度
    product assortments
    option attractiveness
    ideal point
    maximization scale
    Date: 2011
    Issue Date: 2012-10-30 10:10:46 (UTC+8)
    Abstract: 過去大部分研究都認為人們偏好多樣化的選擇,在商店內提供越多的商品,會吸引到更多的消費者來做購買。但近年來,消費者的購物環境充斥著各式各樣的不同資訊,在這樣的情況下,賣方如果再給消費者增加更多的產品選擇,是否有可能會使消費者的購物會產生障礙,而反而延遲消費者的購買行為?近幾年,紛紛有學者發現,產品多樣化所帶給消費者的效益有一定的限制,並不往往是「越多越好」,許多研究試圖找出影響消費者對商品數量偏好的因素,而其中有文獻指出,商店的評價差異,將會影響消費者對不同數量商店的偏好;另外,消費者做選擇前,是否已對產品存有特定的理想偏好,也可能會影響到消費者的選擇結果。

    目前過去對消費者商品數量偏好的研究多以實體零售商店作為探討目標,而近幾年網路購物盛行,網路商店往往會提供消費者數量眾多的商品做選擇,因此本研究則改以網路商店作實驗探討,且參考過去文獻所探討之變數,加入不同產品類型來探討對消費者所造成的影響,此外也探討極大化程度對消費者偏好是否具有影響。
    本研究結果則發現:
    1. 有無理想選擇與產品類型對消費者不同品數量的偏好影響具有交互作用。
    2. 當消費者購買的是享樂品時,有理想選擇的消費者會偏好產品數量較少的網路商店。
    3. 當消費者購買的是實用品時,有理想選擇的消費者會偏好產品數量較多的網路商店。
    Reference: Babin, Barry J., William R. Darden and Mitch Griffin (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(March), 644 – 656.
    Batra, Rajeev and Olli T. Ahtola (1990). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters. 2(April), 159-170.
    Bloch, Peter H. and Bruce, Grady D (1984). Product Involvement as Leisure Behavior. Advances in Consumer Research 10. Eds. Richard Bagozzi and Alice M. Tybout. Ann Arbor, MI.: Association for Consumer Research: 389-393.
    Böhm, Gisela and Hans-Rüdiger Pfïster (1996). Instrumental or
    Emotional Evaluations: What Determines Preferences? Acta
    Psychologica, 93 (1-3), 135-48.
    Broniarczyk, Susan, Wayne D. Hoyer, and Leigh McAlister (1998), Consumers’ Perceptions of the Assortment Offered in a Grocery
    Category: The Impact of Item Reduction. Journal of Marketing
    Research, 35 (May), 166–76.
    Chernev, Alexander (2003). Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology, 85 (July), 151–62.
    Chernev, Alexander and Ryan Hamilton (2009). Assortment Size and Option Attractiveness in Consumer Choice Among Retailers. Journal of Marketing Research, 46 (3), 410-20.
    Chiou, J.-S., & Ting, C.-C. (2011). Will You Spend More Money and Time on Internet Shopping When the Product and Situation Are Right? Computers in Human Behavior, 27, 203-208.
    Copeland, Melvin T. (1923). Relation of Consumer;s Buying Habits to Marketing Methods. Harvard Business Review, 1 (April), 282-89.
    Dhar, Ravi (1997). Consumer Preference for a No-Choice Option. Journal of Consumer Research, 24 (September),215–231.
    Dhar, R. & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Consumer Research, 27,60-71.
    Fishbein, Martin and Icek Ajzen (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley
    Fiske, D. W. and Salvatore R. Maddi. (1961). Functions of Varied Experience. Homewood, IL: Dorsey Press.
    Fiske, D. W. and Shelley E. Taylor (1984). Social Cognition. Reading, MA: Addison-Wesley.
    Greenleaf, Eric A. and Donald R. Lehmann (1995). Reasons for Substantial Delay in Consumer Decision Making. Journal of Consumer Research, 22 (September), 186–199.
    Iyengar, Sheena S. and Mark R. Lepper (2000). When Choice Is
    Demotivating: Can One Desire Too Much of a Good Thing?
    Journal of Personality and Social Psychology, 79 (December),
    995–1006.
    Iyengar, Sheena S., Gur Huberman, and Wei Jiang (2004). How Much Choice Is Too Much?: Contributions to 401(k) Retirement Plans. In Pension design and structure: New lessons from behavioral finance, ed. Olivia Mitchell and Stephen Utkus, 83–95. Oxford, UK: Oxford University Press.
    Iyengar, Sheena S., Rachael Wells, and Barry Schwartz (2006).
    Doing Better but Feeling Worse: Looking for the ‘Best’ Job
    Undermines Satisfaction. Psychological Science, 17 (February), 143–50.
    Kahn, Barbara E. and Donald R. Lehmann (1991). Modeling
    Choice Among Assortments. Journal of Retailing, 67 (Fall),
    274–99.
    Kotler, Philip. 1997. Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs, NJ: Prentice Hall.
    Kurt Salmon Associates (1993). Efficient Consumer Response Enhancing Consumer Value in the Grocery Industry. Washington, DC: Food Marketing Institute.
    Mano, Haim and Richard L. Oliver (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research,20 (December), 451–466.
    McAlister, Leigh (1982). A Dynamic Attribute Satiation Model
    of Variety-Seeking Behavior. Journal of Consumer Research,
    9 (September), 141–151.
    Mittal, M., & Lee, M. (1989). A Causal Model of Consumer Involvement. Journal of Economic Psychology,10, 363–389.
    Payne, John W. (1976). Task Complexity and Contingent Processing in Decision Making: An Information Search and Protocol Analysis. Organizational Behavior and Human Decision Processes, 16(2), 366-387.
    Payne, John W. (1982). Contingent Decision Behavior. Psychological Bulletin, 92, 382-402.
    Rozin, P., & Schiller, D. (1980). The Nature and Acquisition of a Preference for Chili Pepper by Humans. Motivation and Emotion, 4,
    77–101.
    Russo, J. Edward (1977). The Vale of Unit Price Information. Journal of Marketing Research, 14(May), 193-201.
    Shugan, Steven M. (1980). The Cost of Thinking. Journal of Consumer Research, 7 (September), 99-111.
    Schwartz, B. (2000). Self Determination: The Tyranny of Freedom. American Psychologist, 55, 79-88.
    Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., &
    Lehman, D. R. (2002). Maximizing Versus Satisficing: Happiness is a Matter of Choice. Journal of Personality and Social Psychology, 83,
    1178 –1
    Scheibehenne, Benjamin, Rainer Greifeneder, and Peter M. Todd
    (2009), What Moderates the Too-Much-Choice Effect? Psychology and Marketing, 26 (3), 229–53
    Schwartz, Barry (2004), The Paradox of Choice: Why More Is Less. New York: HarperCollins.
    Sela, Aner, Jonah Berger, and Wendy Liu (2009). Variety, Vice, and Virtue: How Assortment Size Influences Option Choice. Journal of Consumer Research, 35 (6), 941–51.
    Simon, H. A. (1955). A Behavioral Model of Rational Choice. Quarterly
    Journal of Economics, 59, 99-118.
    Simon, H. A. (1956). Rational Choice and The Structure of The Environment. Psychological Review, 63, 129-138.
    Simonson, Itamar. (1990). The Effect of Purchase Quantity and Timing on Variety Seeking Behavior. Journal of Marketing Research, 27 (May), 150–162.
    Slovic, P., Finucane, M. L., Peters, E., & MacGregor, D. G. (2002). The Affect Heuristic. In T. Gilovich & D. Griffin & D. Kahneman (Eds.), Heuristics and biases: The Psychology of Intuitive Judgment (pp. 397-420). New York: Cambridge University Press.
    Tversky, Amos and Daniel Kahneman (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. Quarterly Journal of Economics, 106 (November), 1039–1061.
    Wright, Peter (1975).Consumer Choice Strategies: Simplifying
    vs. Optimizing. Journal of Marketing Research, 12 (February),
    60–67.
    Zaichkowsky, J. (1985). Measuring The Involvement Construct. Journal of Consumer Research, 12 (3), 341–352
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    99351039
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099351039
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2247View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback