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題名：框架效應與定錨效應對電子商務採購行為意圖與估價結果影響之研究
作者：吳金山
作者(外文)：Chin-Shan Wu
校院名稱：國立中山大學
系所名稱：資訊管理學系研究所
指導教授：林信惠
學位類別：博士
出版日期：2005
主題關鍵詞：電子商務；實驗法；行為決策；框架效應；定錨效應；experiment；anchoring effect；e-commerce；decision making；framing effect
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隨著網際網路的開放，已使其成為新興的大眾媒體。而網路時代的消費者除了開始在網際網路上蒐集產品資訊外，亦逐漸從實體環境轉移至電子商務平台進行交易。在此一環境下，產品資訊及廣告的呈現方式如何影響消費者的購買意願及其對產品價格的估計便成為一個重要的議題。本研究採用實驗法，針對兩種因資訊呈現方式而可能導致的決策偏誤（bias）進行探討，並分別在這兩個決策偏誤的議題下，各進行兩個實驗。第一個議題是探討決策理論中不同框架效應（framing effect）對消費者購買產品行為意圖的影響。第二個議題則探討網頁中所呈現的錨點對消費者產品價格估計之影響，稱為定錨效應（anchoring effect）。
在框架效應的實驗中，探討的框架效應包括屬性框架效應、目標框架效應及風險選擇框架效應，三種框架分別配合正負面兩種資訊表述方式，形成不同的框架訊息內容。此外，本研究依據受測者與實驗標的物的本質自我相關程度，將其分為高低程度兩組，以瞭解本質自我相關程度是否在框架效應中扮演調節變數的角色。
在定錨效應的實驗中，除了考慮高╱低錨點值對受測者價格估計判斷之影響，同時亦探討錨點運作方式（雙向╱單向）、錨點強化作用（強化╱一般）、以及錨點訊息與估計標的物之間的語意相關性（相關╱不相關）等三個變數，是否會扮演錨點類型對決策者估計影響之調節角色。
研究結果發現，屬性框架效應是很穩定的框架效應，且不會受本質自我相關程度之影響；至於目標及風險選擇框架效應，則會因受測者與研究議題之本質自我相關程度而有所差異。其中，本質自我相關程度較高者，較不會受到框架訊息的影響而發生框架效應；相反地，大部份自我相關程度較低的受測者，會因為框架訊息的操弄而有不同的購買意願或選擇，而呈現框架效應的現象。
此外，本研究驗證了定錨效應的穩健性。無論是以單向或雙向作業方式運作，高低錨點組受測者的價格估計皆有顯著差異。本研究亦發現，錨點訊息與估計標的物之相關性會調節定錨效應，只有在錨點訊息具有相關性時，才會發生定錨效應。至於錨點強化作用對定錨效應之調節作用，則視錨點運作方式而有所差異。亦即，當錨點以雙向作業方式運作時，無論錨點是否強化，皆會發生定錨效應，而只有在錨點以單向作業方式運作時，錨點強化作用才會調節定錨效應，且只有在錨點重覆出現的情況下，定錨效應才會發生。
本研究的結果不僅可作為後續學術研究上的參考，在實務上亦有一定程度的貢獻。
Internet has become a new form of mass media since its commercialization in early 1990’s. While the transaction platform moves from bricks-and-motar to Internet, potential factors that influence consumers’ purchase decisions changed. Because they cannot touch the product and interact with sales person, Internet buyers can only make decisions based on information presented on web pages. Under this circumstance, how the presentation of information such as advertisement and product description influence consumers’ buying decision is an important issue.
When the information is presented in different ways, people might make biased decisions. This study conducts four laboratory experiments which aim to investigate two decision biases in e-commerce context: framing effect and ancoring effect. The first two experiments focus on the framing effect and the last two experiments focus on the anchoring effect. Framing effect refers to the situation in which people’s buying intention is influenced by different framing messages. Anchoring effect center on the situation in which people’s price estimates are influenced by different anchor points presented in web pages.
Three different kinds of framing messages which are formed by combining the attribute framing, goal framing and risky choice framing message and positive and negative presentation are considered in the first two experiments. Moreover, the subjects were assigned into two groups in different level of intrinsic self-relevence to understand whether it plays the moderating role in framing effect.
In anchoring effect, in addition to the influence of high and low anchor points on subjects’ price estimates, we also consider the moderating role of the operation of anchor points (one-way/two way), the reinforcement of anchor points (normal/intensified), and the relevancy between anchor and target (relevant/unrelevant).
The results indicated that attribute framing effect is stable and is not influenced by subjects’ level of intrinsic self-relevance, whereas the occurrence of goal framing effect and risky choice framing effect depends on the participants’ level of intrinsic self-relevance. For subjects low in intrinsic self-relevance are more influenced by framing message and thus results in different buying intention or choices than those high in intrinsic self-relevance.
This study also test and verify the robustness of anchoring effect. Estimaes made by participants in high and low anchor conditions is significantly different no matter the anchor is manipulated in one-way or two-way. In addition, the result of anchoring experiment supports the argument that the relevancy between anchor and target is important for the occurrence of anchoring effect. The moderating effect of anchor reinceforcement depends on the anchor was operated in one-way or two way condition. Anchoring effect is stable despite that the anchor is manipulated in normal or intensified condition when the anchor is manipulated in two-way. On the other hand, when the anchoring effect is manipulated in one-way condition, the anchor reinceforcement plays the role the moderator. Anchoring effect can be observed only when the anchor point is reinforced by appearing for three times.
This study serves as a foundation for future study in e-commerce area. The procedures and experimental designs in this study can be either replicated or modified with a different sample to gather further evidence for the results discovered. Further, it can benefit practitioners in improving the design of e-commerce interfaces in real world applications.
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