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论文编号：	6287
作者编号：	2120122617
上传时间：	2014/6/6 23:08:14
中文题目：	听“权威”还是听“同类”? — 不同情境下消费者建议采纳的差异研究
英文题目：	Listen to Expertise or Similar Individual？— The Research of Consumer Advice Acceptance in Different Judging Situation
指导老师：	李东进
中文关键字：	建议采纳;决策情境;信息来源;集体主义;个人主义
英文关键字：	advice-taking; judging situation; information resource; collectivism; individualism
中文摘要：	在如今的信息化时代，人们每天搜索信息的渠道发生了翻天覆地的变化，在日常的消费生活中，人们不再只是被动，相反他们在信息搜集上变得更加主动，因此企业也不短通过各种渠道给消费者提供消费建议。 然而，站在另一个角度，消费者完全处于信息轰炸之中，消费者对企业的各种建议也保持怀疑态度，并不会完整采纳商家提出的各种建议。所以，企业有必要去研究消费者的建议采纳行为，去探讨消费者个体建议采纳行为背后的心理机制。 基于此，本文引入了社会心理学领域研究成熟的“建议采纳”概念，并将其应用于消费者行为研究领域，以探讨影响消费者建议采纳行为背后的心理机制。 在目前社会心理学对于建议采纳行为的研究中，学者们根据决策性质和建议类型的不同，将建议采纳分为两种不同情境，分别是“事实型”和“偏好型”两类（Yaniv，2004）。事实型的决策指决策问题客观上存在正确答案，他人给出的建议是事实型的，偏好型的决策涉及主观评价、个人喜好等偏好型问题，他人给出的建议也往往是主观评价。但目前的研究大多集中于前者，对该情境下影响建议采纳的因素也有一定的研究，研究者们依次开展了对信心、专业知识的研究。近年来，报酬、任务难度、相似性等社会因素开始受到更多的重视，同时研究者们也提出了多种理论模型以解释建议采纳与决策中的现象。但各个理论比较零散，没有较为完善的系统，部分实验结果未得出统一的结论，关于建议采纳的机制有待于进一步的研究。 其实，“偏好型”决策情境在消费领域是非常常见的，消费者在做出自己的选择之前总是会听到一些对产品、以及购买体验的主观评价，商家也会采用各种各样的方式去传递对于产品的主观建议，无论是聘请明星还是权威专家表达自己对产品的喜爱。针对于此，研究偏好型决策情境下的消费者建议采纳行为显得更加迫切。 基于此，本文运用实验法探讨消费者在不同决策情境下（事实型/偏好型）的建议采纳行为差异，去研究在不同情境下，消费者对于不同信息来源（相似个人建议/权威个人建议）的偏好，同时为了使研究本土化，本文还探讨了“集体主义-个人主义”文化价值观对于建议采纳行为的影响，关注不同文化价值观个体在建议采纳行为上的差异。 结果表明：（1）在事实型决策情境下，相对于相似建议者的建议，评判者赋予权威建议者的建议更大的比重，而在偏好型决策情境下，评判者赋予相似建议者的建议更大的比重。（2）在事实型决策情境下，集体主义者更倾向于采纳权威建议者的建议，个人主义者更倾向于采纳相似建议者的建议，而在偏好型决策情境下，不管是集体主义者还是个人主义者，都没有对权威建议者或者相似建议者的建议有明显的偏好。
英文摘要：	Nowadays the way that people search daily information has changed enormously, and companies can provide consumer advice to consumers through a variety of channels. However, actually consumers are also bombarded with information every day, so consumer remain skeptical attitude towards all the advice. According to this facts, companies need to study consumers' advice taking . Based on this, this paper introduces the mature concept of “advice taking” from social psychology perspective to consumer research area, and investigate the mechanisms of the advice taking behavior. Currently the researchers divided the advice taking into two types, one advice taking is to judge “a matter of fact”, the other one is to judge “a matter of taste”(Yaniv,2004).In the fact-based situation, the judge listen to some advice that is fact based such as the history of a picture, and the problem exists objectively correct answer. But in the taste-based situation，the advice that the advisors provide is just personal preference, and the problem doesn't exists correct answer. Now most current research focuses on the former situation, the research most focus on the factors affecting the advice taking behavior such as the effect of the confidence, expertise level. Moreover, some research also involve financial incentives, task difficulty , similarity of advisors, and some scholars have also proposed a variety of theoretical models to explain the advice taking. However, each theory is fragmented, some partial results did not reach a unified conclusion. In fact, the taste-based situations are very common in the consumption, the consumer always hear others' subjective evaluations of the products before making their choice. The companies also try to provide a variety of subjective recommendations to the consumers such as hiring a celebrity spokesperson or experts to express their love for the product. In light of this,this research of the taste-based situations are very urgent. Based on this, this paper explore the difference of advice taking between fact-based situation and taste-based situation. Moreover, this paper research the judge's attitude towards the advice provided by expertise and the advice provided by similar individual under different situations. Thirdly, in order to make the study more localized, this paper also discusses the “collectivism - individualism” cultural effect on advice taking . The results showed that:(1)in the fact-based situation, people prefer the advice of expertise compared to the advice of similar individual , and in taste-based situation, people prefer the advice of similar individual more.(2)in the fact-based situation, the collectivists are more inclined to advice of expertise, but individualists are more inclined to advice of similar individual; in the taste-based situation, their preference to any resource is not obvious.
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