| 摘要: | 人們時常在節日中藉由禮物表達對他人的情感，近年來更有許多節日被商人賦予「購物節」的意義，讓消費者得到一個犒賞自己的理由。根據資策會(2017)指出，網路購物的頻率已逐漸逼近實體通路，在贈禮的情境下，更有五成的消費者透過網路購買禮物（資策會，2015）。而網路購物與實體賣場的差別在於，消費者在網路下單後，需等待一定時間才收到商品，等待的時間則因賣家倉庫管理的方式及其他可能因素而異。過去已有研究以解釋水平理論探討送禮者與收禮者之間的心理距離，將如何影響送禮者的解釋水平及後續選購禮物之行為。本研究著重在探討賣家出貨時間（時間距離），和不同的贈禮對象（社交距離），將如何影響消費者評估主要特徵（高解釋水平）及次要特徵（低解釋水平）的產品訊息。
本研究採用實驗室實驗法，操弄出貨時間、贈禮對象與產品特徵資訊。研究結果顯示，在自我贈禮的情況下，時間距離近時，比起主要特徵的產品資訊，消費者更偏好次要特徵的產品資訊；時間距離遠時，主要特徵與次要特徵的產品資訊則無顯著差異。在人際贈禮的情況下，不管時間距離近或遠，比起次要特徵的產品資訊，消費者皆偏好主要特徵的產品資訊。本研究將提供網購業者，根據消費者購物情境撰寫產品文案的實務建議。
People are often expression of feeling toward others at the festivals. In the past few years, many festivals have been given the meaning of "shopping festival" by businessman. And give consumer a reason for reward themselves. According to Institute for Information Industry (III, 2017), the frequency of shopping on the Internet has gradually approached the physical channel. In the context of gift-giving, 50% of consumers buy gifts through the Internet (III, 2015). The difference between online shopping and physical channel is that consumers have to wait for a while to receive products after placing an order online, which varies depending on the way the seller's warehouse is managed and other possible factors. A number of study have been used construal level theory to explore how the psychological distance between the giver and recipient effects the giver's construal level and selective gift. This study focuses on how product delivery date (temporal distance), and different person of the receiver (social distance), will affect consumer evaluation of primary features (high-level construal) and secondary attributes (low-level construal) product information.
In this study, laboratory experiments were used to manipulate the time of deliver (temporal distance), gift's receiver (social distance) and product features information (construal level) to measure the impact on consumer evaluation. A total of 236 participants participated in the experiment. The results indicate that, primary features will generate more favorable product evaluation then secondary features when self-gifts and near future. Primary features and secondary features are no significant effects when self-gifts and distance future. In terms of interpersonal gifts, no matter temporal distance is close or far, secondary features will generate more favorable product evaluation then primary features. The results of this research can provide practical advice to write copy for an online shopping platform. |
