自從歐盟成立後，我國對其出口值每年皆有百分之十以上的成長率，歐洲市場的重要性不言可喻，但國內學術界對歐洲消費者的研究則屈指可數。造成此現象原因有二，首先是過去台灣對歐洲市場的重視程度不比中、美、日。其次則為歐洲資料取得不易，即使是二手資料都無相關獲取管道，這跟台灣大部分的留外歸國師資有很大的關係，相較於美、中、日，學者對歐洲的連結關係較弱。但隨著國內赴歐洲交換學生的趨勢漸起，提供國內學術界另一瞭解歐洲市場的機會。因此，該如何利用此機會，以化解實務界對歐洲消費者不瞭解的窘境，已成為當務之急。
本研究首先從過去跨文化研究中個人與集體主義分類開始，延伸至單一文化體下個人的獨立與互賴自我構念與消費者思考模式的差異。推論出個人主義下的消費者傾向使用系統式的思考模式，並且大部分的人皆具有獨立的自我構念；而集體主義下的消費者則傾向使用簡則式的思考模式，並且大部分的人皆具有互賴的自我構念。但由於獨立、互賴自我構念與系統、簡則式思考可並存於單一文化體之下，因此，本研究在單一文化體下探討這些關係是否依然存在。此外，消費者使用的思考模式將決定其獲取資訊的來源與方式。對於不同的思考方式所做的購買決策若產生失誤時，消費者本身所習慣採用的思考模式與當次的消費價值將如何影響消費者的購後失調，則為本研究欲探討的另一課題。
經過驗證後發現在探討個人自我構念與思考模式的關係部分，北歐文化體制下的挪威消費者的獨立自我構念與系統式思考相關，而互賴自我構念則與簡則式思考相關，這項結論支持了在單一文化體之下此關係仍然存在。此外，在探討思考模式對購後失調的影響方面，習慣於使用簡則式思考的消費者，在面對功能性消費時會產生較低的購後失調，而對於享樂性消費，則會產生較高的購後失調。但是系統式思考並不會對購後失調產生顯著的影響，此點則與一般認為愈理性決策的人失調程度愈低的常識相違背。
最後，本研究從研究結論中，提出數點可事先降低消費者購後失調的策略建議與方案，做為實務界能有效降低補償失調消費者的成本，並提昇消費者的再購率的執行方法。而對某些無法補償失調消費者的交易型產業而言，這樣的策略建議更是其唯一降低消費者購後失調的著力點。 / The importance of the European market goes without saying. After the establishment of the European Union, Taiwan’s export value to the European market increased over 10% every year, but the domestic academia are still few in studying about this topic. Two reasons cause this phenomenon. First of all, compared to entering Chinese, American and Japanese markets, European markets were the last choice in the past. Secondly, it is difficult to obtain European material, even second-hand material, because most of Taiwan’s scholars, who have mostly studied in America or Japan, have relatively weak relationships with European academic circles. However, with the number of exchange students going to Europe rising, this offers domestic academia a chance to access the European market. Hence how to utilize this trend of exchange students to Europe to dissolve the awkward situation of having an unknown European market has already become the academia’s top priority.
This research extends from the difference between Individualism and Collectivism, one of the cross-cultural dimensions, to the difference between independent and dependent self-construct of consumers in a culture. Consumers under individualism incline to use the systemic thinking style and most of them own independent self-construct; consumers under collectivism incline to use the hedonic thinking style and most of them own dependent self-construct. Independent and dependent self-construct and systemic and hedonic thinking style can coexist in a single cultural body, so this research wants to know if the relationships among these variables still exist under the same single culture. In addition, the thinking style that consumers use decides the sources of information that consumers adopt. Hence, another issue this research wants to discuss is about how the consumers’ thinking style relates to their post-purchasing dissonance at their unsatisfied consumption. To utilize the chance of exchanging student to Norway, the research regards consumers in Oslo, Norway as the research sample through the questionnaire investigation. The total amount of issues is 813 among which the amount of 688 was retrieved, and the count of effective samples is 355.
The research finds that independent construct correlates with systemic thinking style and dependent construct correlates with hedonic thinking style under the cultural system in the north of Europe. This conclusion has supported that this relation under the single cultural body still exists. In addition, consumers, who are accustomed to the hedonic thinking style, will bring lower post-purchasing dissonance under functional consumption, but higher post-purchasing dissonance under hedonic consumption. However, systemic thinking style has no significant influence on post-purchasing dissonance and this point violates the common sense that rational thinking will bring lower dissonance. Finally, this research develops some advice from the study’s conclusion to reduce consumer’s post-purchasing dissonance and to raise the rate of repurchasing in hopes to decrease the cost of business compensating unsatisfied consumers.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0923550811 |
| Creators | 湯俊章, Tang,Jiunjang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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