消費者自信心對特定交易滿意度影響之研究－以產品形態為干擾變項

The Effect of Consumer Self-Confidence on Transaction-Specific Satisfaction: Using Product Style as Moderator

紀夙娟(Su-Chuan Chi)

消費者自信心 ； 特定交易滿意度 ； 產品型態 ； consumer self-confidence ； transaction-specific satisfaction ； product type

企業管理學報

78期（2008 / 09 / 01）

57 - 83

繁體中文

消費者自信心源自於對於產品的知識以及過去購買的經驗，所累積出來的心理特質，對於消費者的購買決策有深入的影響效果。本研究在討論消費者自信心對於特定交易滿意度的影響。結果發現消費者自信心對於特定交易滿意度有顯著的影響效果，但是產品型態屬於功能性或享樂性，卻對消費者自信心與滿意度的關係無法產生干擾的效果。但意外發現在功能性產品中，掌握資訊能力的自信心、組合的能力與社會決策的結果仍會對滿意度產生顯著的影響效果，但是在享樂性產品中，僅有掌握資訊的能力可以對特定交易滿意度產生顯著的影響效果。

The consumer self-confidence is the psychological factor which will affect the consumer's purchasing behavior. The results have the following implications. Consumer self-confidence had significant effect on transaction-specific satisfaction. There is no moderate effect on the relationship between consumer self-confidence and transaction-specific satisfaction, no matter the product type is functional product or hedonic product. If we investigated the sub-structure in consumer self-confidence, we found information acquisition, considerate set and social outcome would have significant effect on functional product and information acquisition would have significant effect on the hedonic product.

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