根據知覺負荷量理論探討知覺多樣性對選擇超載的影響

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题名:	根據知覺負荷量理論探討知覺多樣性對選擇超載的影響 Exploring the Influence of Perceived Variety on Choice Overload According to Perceived Load Theory
作者:	鄒紹雯
贡献者:	行銷碩士學位學程碩士班
关键词:	知覺負荷量理論知覺多樣性選擇超載眼動儀購買決策 Perceived Load Theory Perceived Variety Choice Overload eye-tracking purchase decision
日期:	2022
上传时间:	2023-03-08 11:04:49 (UTC+8)
摘要:	在資訊快速發展的時代中，資訊的供給已經超出需求，如何吸引人們的注意力一直都是持續在探討的議題，而注意力變成業者們最珍貴的資源。在提供商品的選擇中，為了滿足消費者的喜好和需求，增加了產品的選擇，或者擴大商品在貨架上的陳列面積，目的是吸引人們目光且影響對事物的興趣。可是當選擇過多超出認知負荷時形成消費者無法做出決策的現象，儘管達成吸引注意力的目的，行為結果卻不如預期。本研究根據知覺負荷量理論，從注意力的角度出發去探討消費者透過外部環境的刺激所產生的知覺多樣性，當處於高知覺負荷的條件下，視覺瀏覽行為的增加對購買決策行為的影響。另外，欲討論商品數量不一致，商品稀缺性的特徵成為人們在購買決策上重要的視覺線索，且會減少選擇超載的行為發生。本研究執行實驗設計，操弄商品種類的數量和在貨架上陳列的面積，利用眼動儀進行實驗。總共有3 項實驗，共募集326名受試者參與實驗，研究結果發現當兩個品牌擁有相同貨架空間時，商品種類多相較於商品種類少的增加較多的視覺注視時間及次數。另外，當品牌提供過多的商品選擇時，雖然視覺瀏覽行為增加，滿足尋求多樣性的需求，卻使購買決策產生困難而有延遲購買的行為。 Nowadays, the amount of information is growing rapidly. The supply of information has exceeded the demand. Attention becomes the most precious resource for retailers. To meet the preferences and needs of consumers, the choice of products is increased, or expanding the position of shelf facings is to attract people’s attention and affect their interest in goods. But consumers couldn’t make a decision when offer too many choices due to cognitive load. Although attracting attention is achieved, the behavior results are not as expected. According to perceived load theory, the research discusses consumers through the stimulation of the external environment have perceived variety. Under high perceived load, increasing visual browsing behavior has an impact on purchase decision-making behavior. In addition, the features of commodity scarcity become important visual clues in people’s purchase decision-making and reduce choice overload. The study carried out an experienced design to manipulate the product the quantity of assortment and the position of shelf facings. We have 3 experiments with eye-tracking, recruit 326 valid subjects. The result of the research indicated that when two brands have the same space on the shelf, providing a lot of product assortment has increased more observation count and length than less product assortment. Moreover, although too many options satisfied variety-seeking demand and increased visual browsing behavior making the purchase decision was difficult and procrastination purchase.
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