聯合-獨立評估與產品屬性消費者決策合理化之影響

Abstract

對消費者而言，找到理由支持自己的決定是相當常見且重要的，這表示消費者需要藉由決策的合理化，讓自己對所做的決定感到安心。不過，人們不一定總是能夠順利地找到理由支持自己的決定，這是因為在做決定的當下，無法得到足夠的或適當的決策資訊所造成。而在過去的研究中，許多學者討論了消費者在不同購物環境，例如聯合評估或單獨評估下，所面臨到的決策合理化問題與困難，也有研究指出購買不同屬性的產品亦會影響到消費者決策合理化的難易度。本研究認為，購買功能性、享樂性產品所需的資訊與不同購物環境下所突顯的資訊之一致性，會對消費者決策合理化難易度產生影響。當購買功能性產品時，聯合評估會比單獨評估容易合理化決策；相對地，當購買享樂性產品時，單獨評估會比聯合評估容易合理化決策。為了驗證假設，本研究先對相關構面發展量表問卷，再使用情境設計，設計了四種購物情境：在聯合評估或單獨評估下購買功能性產品，在聯合評估或單獨評估下購買享樂性產品。分析335份有效問卷後，其分析結果支持本研究之假設。最後，作者根據研究結果提供若干管理意涵，也對後續研究提出相關建議。

Given reasons for decisions is very common and important for decision makers since people need to justify their decision to be feel relieved and comfortable. However, the justification is not always easy to get because of the lack of sufficient or appropriate information. In the past, several researchers discuss the justification and decision difficulty when people under different purchase context (e.g. joint evaluation or separate evaluation). Besides, some studies point out that different characteristic of product would cause different degrees of ease of justifications. In our research, we propose that purchasing utilitarian or hedonic products would lead people focus on different information, and compatibility of the product information and evaluation mode would affect people’s ease of justification. When people purchase utilitarian products, they feel higher ease of justification in JE than in SE. Likewise, when people purchase hedonic products, they perceive higher ease of justification in SE than in JE. For the sake of examine our hypothesis, we develop related measurement of the concepts, and use scenario experiment design, including four groups of conditions (utilitarian purchase in JE and in SE, hedonic purchase in JE and in SE). There are 335 samples for the final analysis, and the result supports our hypotheses. Lastly, the author provides the several managerial implications for marketers and directions for future researchers.