訊息呈現方式對選擇行為反應之影響：選擇集大小與時間壓力調節視覺捷思效果的探討

Investigating the Impacts of Presentation Styles of Information on Reactions of Choice Behavior: The Moderating Visual Heuristic Effect of Choice Set Size and Time Pressure

關復勇(Fu-Yung Kuan)；林雍盛(Yung-Sheng Lin)

訊息呈現方式 ； 選擇行為反應 ； 選擇集大小 ； 時間壓力 ； 捷思 ； presentation format ； choice behavior ； size of choice set ； time pressure ； heuristic

行銷評論

14卷1期（2017 / 03 / 01）

75 - 105

繁體中文

消費者捷思偏好圖像呈現，但當面臨決策時，圖像會增加知覺複雜性，易陷入抉擇難題，應如何解決呢？本研究探討圖像、文字呈現對選擇行為反應（知覺多樣性、複雜性）之影響，實驗一採二因子（訊息呈現、選擇集）實驗設計，實驗二納入時間壓力（高、中度）以檢證其中尚未被探討的調節效果。結果顯示不論選擇集大小，視覺捷思皆可具現，且除複雜性外，更可見在多樣性上的變化，而時間壓力下，雖讓多樣性與複雜性提高，但調節效果未獲得證實。據此，本研究建議業者應有效掌握視覺捷思，先以圖像吸引消費者，並輔以文字減少知覺複雜性，而若現場有時間壓力時，則以較小的選擇集來減少捷思所產生的知覺複雜性，俾做出較佳購物決策。

Consumers prefer visual depiction. Yet when they face to make decision, perceived complexity may be higher. This research discusses the effect of visual and verbal depiction on choice behavior (perceived variety, perceived complexity). In study 1 randomly assigns respondents to a 2(presentation format: visual vs. verbal) by 2(size of choice set: big vs. small) design. Study 2 adds time pressure (high vs. moderate) to examine the un-investigated moderating effect. According to the results, regardless of the size of choice set, respondents prefer visual depiction. Instead of complexity, we can see the changes of variety. Under time pressure, though variety and complexity are higher, the moderating effect doesn’t be proved. Accordingly, we suggest a brand should have visual heuristic in hand, to attract consumers with visual depiction. Then with the help of verbal to reduce perceived complexity. If under time pressure, a brand can use smaller choice set to reduce perceived complexity with heuristic and to let consumers make the best decision.

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