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題名:消費情緒變化對於滿意度之影響研究 : 以線性與非線性方法論觀點
作者:葉允棋 引用關係
作者(外文):Yun-Ci Ye
校院名稱:國立體育大學
系所名稱:體育研究所
指導教授:陳美燕
學位類別:博士
出版日期:2012
主題關鍵詞:正負向情緒顧客滿意消費者行為體驗行銷positive &negative emotioncustomer satisfactionconsumer behaviorexperiential marketing
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綜觀消費者行為研究的發展,消費情緒議題從早期的忽視漸進發展至今而位處核心。過往研究證實消費情緒會影響滿意度,其中消費情緒包含正、負向情緒價性。然而,事前消費情緒的確會影響消費者在購買產品後的個人情緒以及知覺評價,但是關於消費前與消費後的情緒變化如何影響消費者的滿意度,尚未有深入的剖析。另外,有關分析方法的層次上,大多數研究在衡量兩個構念的一致性時,都是採用差異分數的形式,卻容易導致信度與效度降低的缺點。因此,為了填補消費情緒研究的理論與方法缺口,本研究則設計兩個系列性子研究進行分析與回應。首先,階段一目的是瞭解消費情緒量表的心理計量特性與適合性。因此研究者運用測量不變性的檢驗程序,確認消費者在歷時不同消費時間點中,能夠準確地測量消費者的情緒反應,做為階段二的分析基礎。至於階段二則是延伸階段一的結果,並且植基於期望不一致理論,結合線性與非線性方法論,分析消費情緒變化對於滿意度的影響形式,並且提出相關的實務行銷建議。
在階段一方面,以220位購買自行車消費者做為研究樣本,透過重複測量的抽樣方式,量測消費者的購買後的情緒反應和滿意度,以及回憶上一次購買的情緒反應。再者,針對樣本資料進行測量不變性的分析。研究結果顯示國際短版正負向情緒量表( I-PANAS-SF)通過形貌、因負荷量和截距不變性的層次檢驗,具有心理計量的時間與契合不變性,適合做為測量消費情緒的研究工具。
在階段二方面,則以205位購買自行車消費者為研究樣本,利用兩波時間點的縱貫研究設計,量測消費者的購買前的預期情緒,以及購買後的體驗情緒和滿意度。並且採用多項式迴歸分析、反應曲面模式、貝式統計和馬可夫鍊蒙地卡羅模擬法進行資料處理與分析。研究結果顯示,正向消費情緒對於滿意度有顯著的正向關係,而消費前後的正向情緒差距與滿意度呈現線性模式的適配度;至於負向消費情緒與滿意度有顯著的負向關係,而消費前後的負向情緒差距與滿意度呈現非線性模式的適配度。
本研究的主要貢獻為在消費情緒議題中,針對情緒變化的理論與方法層次的缺口,進行具體的回應。研究者首先檢視消費情緒量表的概念意義,透過測量不變性的方式,確認消費情緒量表不會受到時間間隔和計算方式的影響,而能夠準確地測量消費者的情緒反應,提供消費情緒階段一個能夠貼切捕捉情緒反應的研究工具。再者,以期望不一致理論和差異分數理論的整合架構,實證正負向消費情緒的差距變化對於滿意度的影響。此結果有助於提升管理者對於消費者情緒議題的重視程度,並且瞭解與思考如何在消費情境中增加正向情緒因素,以及減少消費者的負向情緒經驗,進而影響消費者的消費決策之行為結果。
Prior research announced that consumption emotion affects satisfaction, which contains positive and negative emotion. Also, pre-consumption emotion affected post- consumption emotion for self-perception. To date, though, little research had examined how and if different biases influenced satisfaction of consumer about whether they met or exceed their pre- and post-consumption emotion. Therefore, we tested the hypotheses in our model in two studies using different samples and methods.
In study 1, 220 consumers were chosen as the sample. We designed the repeat measurement survey and used time invariance and congruence invariance model to analyze our data. The results showed that the International Positive and Negative Affect Schedule Short Form (I-PANAS-SF) has satisfactory psychometric properties for longitudinal measurement invariance, which in turn responses the consumer emotion state in pre- and post-consumption.
In study 2, 205 consumers were selected as the sample. We designed longitudinal measurement survey and used the Polynominal Regression, Response Surface Model, Bayesian Statistics, Markov Chain Monte Carlo to analyze our data. The results revealed that discrepancy in pre- and post- positive emotion is positive related to satisfaction base on linear pattern; while discrepancy in pre- and post- negative emotion is negative related to satisfaction base on concave nonlinear pattern.
Finally, the findings of this study have several important theoretical implications. First, contributing to the consumption literature, this study drew upon measurement invariance method demonstrates that the International Positive and Negative Affect Schedule Short Form (I-PANAS-SF) has satisfactory psychometric properties for time and latent congruence invariance. Second, by integrating expectancy-disconfirmation theory as well as the difference score framework into the study of the emotion and satisfaction in consumption context, we extended consumption emotion research by revealing that discrepancy for consumer emotion influences satisfaction. In practical Implications, an organization can also increase positive emotion factor and decrease a consumer’s negative emotion experience, in turn, to affect consumer decision making outcomes.
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