探討解釋水平理論與調節焦點理論之交互作用對消費者偏好選擇的影響

Abstract

過往研究發現：時間解釋理論中，距離事件發生時間較遠時，人們會使用高解釋水平建構事件；而距離事件發生時間較近時，則使用低解釋水平建構。此外，調節焦點理論與解釋水平理論具有配適性，促進焦點傾向的人易將資訊建構於高解釋水平層面；而預防焦點傾向的人則將資訊建構於低解釋水平層面。本研究欲延續調節焦點與解釋水平配適性，探討兩個理論之間的交互作用是否影響消費者的偏好選擇，消費者在不同的時間點，會因為訊息內容的差異而產生不同的知覺價值，進而影響最終的偏好選擇。

本研究為2(*2)(*2)的隨機實驗設計，以在Airbnb訂房的情境假設來操弄調節焦點（促進焦點/預防焦點）、時間距離（遠/近）、解釋水平（高理想性低可行性/低理想性高可行性）。研究結果顯示：於促進焦點的人而言，時間距離遠時偏好選擇高理想性低可行性的內容，且時間拉近時，仍偏好選擇高理想性低可行性的內容；而對預防焦點的人而言，時間距離遠時不會選擇低理想性高可行性的內容，但是當時間拉近時，會偏好選擇低理想性高可行性的內容。由此可知，時間距離比起調節焦點對於訊息內容之偏好選擇更具顯著性。

在資訊爆炸的時代，如何透過訊息內容影響消費者偏好選擇成了一門大學問。本研究的貢獻在於同時操弄長期性以及暫時性的調節焦點，使行銷者從中了解在時間距離遠近的情況下，如何與促進焦點以及預防焦點的消費者進行有效的溝通。

Previous studies found that：in temporal construal theory, people would use high-level construal in distant-future event, whereas using low-level construal in near-future event. In addition, there is a fit between regulatory focus and construal level. The results indicate that promotion-focus individuals are more likely to construe information at high-level construal, whereas those who with prevention-focus are more likely to use low-level construal. This research extends regulatory construal fit, wondering whether the interaction of two theories would influence consumer preference of choice.

This research is 2(*2)(*2) between and within-subject factorial design. Contextual assumption of booking accommodation at Airbnb to manipulate regulatory focus（promotion-focus/prevention-focus）, temporal distance（distant-future/near-future）, and construal level（high desirability and low feasibility/low desirability and high feasibility）. The result shows that temporal distance on preference choice is more significant than regulatory focus.

At an era of information explosion, how to influence consumer preference of choice through message context is a big learning. The contribution of this research is that simultaneously manipulates chronic regulatory focus and temporary regulatory focus in order to let marketers realize how to effectively communicate with promotion-focus and prevention-focus consumer in distant-future and near-future situation.