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博碩士論文 etd-0625103-154200 詳細資訊
Title page for etd-0625103-154200
論文名稱
Title
情緒類別、等待發生時點與填補機制對於等待時間知覺與情緒反應之影響
The impact of mood, distance to the goal state, and filled mechanism on consumers' perceptions of waiting time and their affective responses.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
147
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2003-06-05
繳交日期
Date of Submission
2003-06-25
關鍵字
Keywords
填補機制、情緒類別、等待時間知覺、等待發生時點
filled mechanism, waiting time perception, mood
統計
Statistics
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The thesis/dissertation has been browsed 5704 times, has been downloaded 27 times.
中文摘要
消費者為了得到產品或服務,往往需要等待,而等待的過程對於消費者來說往往是一個負面的經驗,並且進而會影響消費者對於產品或是服務的滿意度。許多服務業者試著去降低消費者實際等待的時間,但是消費者其實是對他們所知覺到的時間做反應,因此瞭解消費者如何知覺等待的時間長短便是非常重要的一個行銷課題。
本研究以實驗室實驗法進行,共206位受試者在真實等待的環境下,藉由操弄受試者不同的等待情緒、等待發生時點的遠近、以及填補機制與後續服務相關性,來探討這些變數對於等待時間知覺以及等待情緒反應的影響。
研究結果發現:
1. 消費者等待時所處的情緒狀態會影響等待時間知覺。正面情緒下之等待者相較於處於負面情緒下之等待者會低估等待時間。
2. 等待發生在離主要服務遠近的不同會影響消費者等待時間知覺與情緒反應。等待發生時點較遠時,消費者知覺的時間較長,正負向情緒反應較激烈。
3. 填補機制的有無對於消費者等待時間知覺與負向情緒反應有影響;填補機制的相關性與否則僅對正向情緒反應有影響,對等待時間知覺無影響。
4. 等待發生時點與填補機制類型對於等待時間知覺有交互作用,但對於情緒反應無交互作用存在。
5. 消費者時間風格的不同會產生干擾效果。屬質之受試者其等待時間知覺較長,屬量之受試者正向情緒較強烈。
6. 消費者涉入度的不同在等待時間知覺和負向情緒反應上有干擾效果。兩者間呈正向關係。

Abstract
Consumers often have to wait during the process of acquiring and consuming many products and services. These waiting experiences are typically negative and have been known to affect customers’ overall satisfaction with the product or service. To better manage these waiting experiences, many firms have instituted a variety of programs to reduce the actual duration of the wait. However, consumers are influenced by their perceptions of the waiting duration, not the actual one. Therefore, understanding how consumers perceive their waiting time is particularly important in the marketing of service.
In this paper, I use laboratory experiment method and examine the impact of mood, distance to the goal state, and filled mechanism on consumers’ perceptions of waiting time and their affective responses. A total of 206 students recruited at the university participated in the study.
The results demonstrate that people in a positive mood tend to perceive shorter duration of the wait than those in a negative mood. Further, the distance to the goal state, i.e. the stage at which the delay occurs during the service encounter, has the impacts on consumers’ time perception and affective responses. The delay produced longer time estimates and stronger affective responses at further from the goal state than at closer to the goal state. And filling time resulted in shorter time perception and less negative emotions. However, the relevance to the service of filled mechanism will not affect consumers’ time estimates but only consumers’ positive affective responses. The distance to the goal and different kind of filled mechanism have an interactive effect only on the time perceptions. Moreover, consumers’ involvements toward service and time style have moderating effects. The higher the involvement, the longer the time estimates and the more negative responses. Qualitative subjects perceived longer waiting time, and quantitative ones have more positive affective responses.

目次 Table of Contents
目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 5
第四節 研究步驟與流程 5
第二章 文獻探討 7
第一節 等待的內涵 7
第二節 時間知覺的相關研究 14
第三節 情緒的相關研究 20
第四節 等待發生時點相關研究 23
第五節 填補機制相關研究 26
第六節 個人時間風格 29
第七節 涉入度 31
第八節 等待時間知覺的相關研究 35
第三章 研究方法 39
第一節 研究架構與假說 39
第二節 研究方法的選擇 44
第三節 研究設計 51
第四節 問卷設計與資料分析方法 59
第四章 研究結果與討論 64
第一節 樣本分析與情緒操弄檢測 64
第二節 步驟一 66
第三節 步驟二 68
第四節 個人特性對等待時間知覺與情緒反應之影響 77
第五章 結論與建議 88
第一節 研究結果與管理意涵 88
第二節 研究貢獻 92
第三節 研究限制 93
第四節 對後續研究之建議 94

參考文獻 96

附錄一:個人時間風格量表中文翻譯問項 108
附錄二:正面情緒操弄問卷 109
附錄三:負面情緒操弄問卷 131
附錄四:實驗使用問卷 145

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