The Influence of Common and Unique Positive/Negative Features on Consumers' Choice under Two-option Choice Conditions

本研究探討雙方案選擇情境下，二方案之共向與特殊正、負屬性的搭配如何影響消費者對方案的評估與選擇。主要假設是：(1)消費者評估選擇方案困難度及對所選擇方案不滿意程度，以特殊負面屬性配對最高，特殊立面屬性配對最低、因此在可以不做決定的情形下，以特殊負面屬性配對的不做決定比率最高，特殊正面屬性配對時最低；(2)在A、B雙方案選擇情境下，加入新方案使方案A產生特殊正面屬性與共同負面屬性，而使B產生共同正面屬性與特殊負面屬性，則A相對B的偏好提高，但A評價之提高主要是來自於B的負面屬性被特殊化，而不一定是來自A的正面屬性被特殊化。研究採實驗設計，研究結果支持本研究之假設，最後提出結論與未來研究方向。This research aims at exploring how common and unique positive or negative features influence consumers evaluative and choice. behaviors when facing two-option. choice, The hypotheses include: (1) Consumers encounter, greatest difficulties and: dissatisfaction for making choice and evaluation between pans of options with unique negative and common positive features, and have lowest difficulties and dissatisfaction for choice. between pairs of two options with unique positive and common negative features; Therefore, if consumers can make a no-choice decision, they show greatest preference for no-choice when choosing between unique-negative-common-positive pairs (as comparing to unique-positive-common- negative pairs), and have greatest tendency to switch to other options when facing a third option afterwards (2) By introducing an option to make option A's positive features unique and negative features common will significantly increase consumers' preference toward option A. (3) By introducing a new option to make option B's negative features unique will result in significant increase in consumers' preference toward the other option A, but will not lead to significant increase in their preference toward A: when this flew option make option' A's positive features unique. The research employs an experimental. design, and results form data analysis show supports for proposed hypotheses