| 摘要: | 近年來物價持續上漲，一般消費者皆可以感受到買東西需要花費越來越多金錢，廠商也同樣面臨成本上漲需要調漲產品的命運，但常常當廠商公告漲價以後引來消費者的反感及抵制。本研究想要探討廠商該如何透過發言人向消費者公告漲價激發起消費者同理心，進而對廠商漲價行為感同身受並增加接受程度。本研究透過消費者角度之內團體及來源可信度挑選四個廠商發言人:顧客、專家、員工、執行長，我們推論顧客作為發言人為消費者之內團體成員會激發最高程度同理心，消費者對其公告漲價有最高接受程度。以及推論透過來源可信度之專業度及可信任度，由專家、員工、執行長向消費者公告漲價時同理心激發程度及消費者接受程度依序為專家、員工、執行長。然而實驗結果與推論皆不相符，四個角色作為發言人時公告漲價消息對於消費者的接受程度皆沒有顯著差異。
In recent days, consumers can clearly feel that it costs more to purchase anything. It may cost the firms more to produce products, too. This is when the firms need to raise the price of their products. But when the firms announce price increase to consumers, it may evoke their negative impressions, or even lead them to boycott the firm. This study is about how the firm announce their price increase with a spokesperson that may evoke consumers’ empathy, which gives them the ability to put themselves into the firms’ shoes and may be easier for them to accept the price increase. Based on the ingroup theory and source credibility, we’ve chosen four characters as our spokesperson, a typical customer, an expert, the CEO, and an employee. We hypothesis that a typical customer as a spokesperson will evoke the highest level of consumers’ empathy that leads to the highest level of acceptance to the price increase due to they are ingroup members to them. And we also hypothesis that in comparison of the remaining three characters, an expert will evoke the highest level of empathy, then an employee comes at second, the least will be the CEO. After an experiment, both of our hypotheses didn’t stand. The results show no significant evidence that one of them as spokesperson will gain higher acceptance to the price increase from customers. |
