資訊管理學報
蔡佳靜;李啟彰;
頁: 79-110
日期: 2020/01
摘要: 本研究採實驗法，實驗一與實驗三探討網路促銷方式（數量促銷／混合式促銷）與時間壓力強度（高度／低度）對未行動後悔的影響。實驗二與實驗四探討反事實思考方向（向上／向下）與時間壓力強度（高度／低度）對未行動後悔的影響，皆為2X2的因子設計。實驗一與實驗三結果顯示：（1）數量促銷的未行動後悔顯著大於混合式促銷。（2）高度時間壓力產生的未行動後悔顯著大於低度時間壓力。（3）時間壓力強度與網路促銷方式對未行動後悔有顯著交互作用。但只有在高度時間壓力下，數量促銷的未行動後悔顯著大於混合式促銷。實驗二與實驗四結果顯示：（1）時間壓力強度與反事實思考方向對未行動後悔有顯著交互作用。但只有在高度時間壓力下，向下反事實思考的未行動後悔顯著大於向上反事實思考。
關鍵字: 網路促銷;時間壓力;反事實思考;未行動的後悔;
Abstract: Purpose-The study aims to investigate the effect of types of internet promotion and time pressure levels on regret of inaction, and the effect of directions of counterfactual thinking and time pressure levels on regret of inaction. Design/methodology/approach-the study conducted two 2×2 factorial designs to investigate the effect of types of internet promotion (extra-product promotion /mixed promotion) and time pressure levels (high/low) on regret of inaction in Study 1 and Study 3, and the effect of directions of counterfactual thinking (upward/downward) and time pressure levels (high/low) on regret of inaction in Study 2 and Study 4. Findings-The results of Study 1 and Study 3 reveal that (1) extra-product promotion causes significantly more regret of inaction than mixed promotion. (2) The high time pressure level makes significantly higher regret of inaction than the low time pressure level. (3) The interaction between the time pressure levels and the types of internet promotion on regret of inaction is significant. Only under the high time pressure level, extra-product promotion causes significantly more regret of inaction than mixed promotion. The results of Study 2 and Study 4 reveal that (1) The interaction between the time pressure levels and the directions of counterfactual thinking on regret of inaction is significant. Only under the high time pressure level, the downward counterfactual thinking makes significantly higher regret of inaction than the upward counterfactual thinking. Research limitations/implications-The participants are tested by means of a flat copy of scenario. However, the participant might feel it is different from the real situation. Practical implications-Practitioners are suggested to put time pressure on consumers in internet promotion, and use extra-product promotion during time-limited sales promotions. Besides, practitioners should display other companies' sale price which is more expensive during time-limited sales promotions. Originality/value-Different from the literature, this study focuses on regret of inaction. The main contributions are twofold: it investigate simultaneously the effect of types of internet promotion and time pressure levelson regret of inaction and further look into the impact of directions of counterfactual thinking on regret of inactionduring time-limited sales promotions.
Keywords: internet promotion;time pressure;counterfactual thinking;inactionregret;
瀏覽次數: 8617 下載次數: 204
引用 導入Endnote
頁: 79-110
日期: 2020/01
摘要: 本研究採實驗法，實驗一與實驗三探討網路促銷方式（數量促銷／混合式促銷）與時間壓力強度（高度／低度）對未行動後悔的影響。實驗二與實驗四探討反事實思考方向（向上／向下）與時間壓力強度（高度／低度）對未行動後悔的影響，皆為2X2的因子設計。實驗一與實驗三結果顯示：（1）數量促銷的未行動後悔顯著大於混合式促銷。（2）高度時間壓力產生的未行動後悔顯著大於低度時間壓力。（3）時間壓力強度與網路促銷方式對未行動後悔有顯著交互作用。但只有在高度時間壓力下，數量促銷的未行動後悔顯著大於混合式促銷。實驗二與實驗四結果顯示：（1）時間壓力強度與反事實思考方向對未行動後悔有顯著交互作用。但只有在高度時間壓力下，向下反事實思考的未行動後悔顯著大於向上反事實思考。
關鍵字: 網路促銷;時間壓力;反事實思考;未行動的後悔;
To Let You Feel If You Don't Buy, You Would Be Regret: The Effect of Ways of Internet Promotion, Time Pressure Levels and Directions of Counterfactual Thinking on Regret
Abstract: Purpose-The study aims to investigate the effect of types of internet promotion and time pressure levels on regret of inaction, and the effect of directions of counterfactual thinking and time pressure levels on regret of inaction. Design/methodology/approach-the study conducted two 2×2 factorial designs to investigate the effect of types of internet promotion (extra-product promotion /mixed promotion) and time pressure levels (high/low) on regret of inaction in Study 1 and Study 3, and the effect of directions of counterfactual thinking (upward/downward) and time pressure levels (high/low) on regret of inaction in Study 2 and Study 4. Findings-The results of Study 1 and Study 3 reveal that (1) extra-product promotion causes significantly more regret of inaction than mixed promotion. (2) The high time pressure level makes significantly higher regret of inaction than the low time pressure level. (3) The interaction between the time pressure levels and the types of internet promotion on regret of inaction is significant. Only under the high time pressure level, extra-product promotion causes significantly more regret of inaction than mixed promotion. The results of Study 2 and Study 4 reveal that (1) The interaction between the time pressure levels and the directions of counterfactual thinking on regret of inaction is significant. Only under the high time pressure level, the downward counterfactual thinking makes significantly higher regret of inaction than the upward counterfactual thinking. Research limitations/implications-The participants are tested by means of a flat copy of scenario. However, the participant might feel it is different from the real situation. Practical implications-Practitioners are suggested to put time pressure on consumers in internet promotion, and use extra-product promotion during time-limited sales promotions. Besides, practitioners should display other companies' sale price which is more expensive during time-limited sales promotions. Originality/value-Different from the literature, this study focuses on regret of inaction. The main contributions are twofold: it investigate simultaneously the effect of types of internet promotion and time pressure levelson regret of inaction and further look into the impact of directions of counterfactual thinking on regret of inactionduring time-limited sales promotions.
Keywords: internet promotion;time pressure;counterfactual thinking;inactionregret;
瀏覽次數: 8617 下載次數: 204
引用 導入Endnote