框架效應對電子議價影響之研究

Abstract

在日常的議價過程中，消費者會因對方以不同的方式描述邏輯上相同的事物，而作出不同決策，此即所謂的「框架效應」(framing effect)。在電子議價系統的設計上，一般假設人類決策是以理性模式(rational model)為基礎，此一觀點認為人類的判斷及決策行為應該遵循理性及最佳化的法則。但實際上決策環境非常複雜且充滿不確定性，無法由理性模式來解釋，因此，本研究從描述性研究的觀點，來探討電子議價過程中，消費者決策判斷之行為。本研究採實驗法，以賣方立場，利用屬性與目標兩種框架類型，探討不同框架訊息對網路使用者的電子議價績效（包括議價效率與賣方獲利）之影響。此外，本研究並以系統讓步作為調節變數，探討在系統有／無讓步時，使用者議價績效在兩種框架類型情況下之異同。研究結果顯示在各種框架情境中，系統是否讓步對於消費者的議價效率有顯著差異的影響，同時，正面屬性框架及負面目標框架訊息皆有助於提高賣方獲利。

It is often possible that the decision problem can be presented in more than one way. Framing effect refers to the situation in which the different descriptions of the same logic result in different judgments. Many electronic bargaining system designers assume that human decision making follows the rational model. In many situations, however, the environments are complex and human cannot react like rational model. Instead, people rely on a limited number of heuristic principles which often cause biases. This study aims to investigate framing effect of human judgment in electronic bargaining context. An experiment was conducted to understand the effect of attribute framing and goal framing on Internet consumers' bargaining performance including bargaining efficiency and sellers' profit. Moreover, the system concession was considered to play the role of moderator. The results indicated that system concession significantly influences the framing effect on subjects' bargaining performance. Meanwhile, positive attribute framing and negative goal framing messages are proven to be contributive in increasing sellers' profit.