探討比較效應對商品評估的影響

Abstract

本研究在於檢驗時間距離和評估模式的交互作用對於產品評價的影響。基於認知和情感決策系統，我們在不同的情境下檢視它們的效應以找出消費者的決策合理化程度以及困難程度，藉此探討產品評估的潛在機制。從八個場景實驗結果表明，（a）在享樂購買的情境下，當產品為單獨評估且決策時點接近時，受測者表現出較高的決策合理化程度和較低的決策困難度，（b）在的功能購買的情境下，當產品為聯合評估且決策時點較遠時，受測者表現出較高的決策合理化程度和較低的決策困難度。本研究認為這些觀察到的結果是因為對於依賴認知和情感系統的相對權重的不同。分析274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。

Our research examines the interaction effects between temporal distances and evaluation modes on product comparison and evaluation. Based on the cognitive and affect-based decision making systems, we reviewed the effects of them at distinct contexts in order to figure out the ease of justification and decision difficulty of consumers, aiming to reach an underlying mechanism of product evaluations. Results from eight scenarios experiments show that (a) in the hedonic purchasing contexts, when it is in the near future and product is presented alone, participants demonstrated higher ease of justification and lower decision difficulty, (b) in the utilitarian purchasing contexts, when it is in the distant future and product is presented jointly, participants demonstrated higher ease of justification and lower decision difficulty. We believe these observed effects depend on the relative weight of cognitive and affective systems. Lastly, the author provides the several managerial implications for marketers and directions for future researchers. Theoretical implications are also discussed.