The Impacts of Product Aesthetics Incongruity on Post-Purchase Disposal Behavior: Perspectives of Consumption Schema and Possession Attachment Endowment Effects

[[abstract]]所謂「實用誠可貴，美感價更高」，針對消費者反應，透過基模以形成對產品的評價，乃為常有，而產品中若增添美感則對消費基模產生重大影響甚至影響到未來購後行為包括（退貨、額外購買、保留、汰舊換新），人們在消費環境與審美失衡的情境決策下，從行為學的角度來看，額外購買與保留似乎是為了容納物品朝內心一致性添購，從心理學的角度來看，捨棄物品是難以處理的事；反之，退貨與汰舊換新似乎不斷判定是否為需要的物品，如果沒有，通常是很願意處理掉的，故本研究乃探討產品美感失衡對購後處置行為之影響。 本研究用實驗設計法進行三個實驗，受試者分別為：60人、120人與160人，經採隨機分派至各情境中，討論產品美感（高v s 低）與消費者擁有物依附稟賦上的差異（高v s 低），這兩者為自變數，以及情感反應（以後悔為主v s 以挫折為主）為調節變數。 實驗一探討產品美感對購後處置行為之反應，結果指出，產品美感高者相對於低者，會偏向產生額外購買。實驗二加入情感反應後續探討之，結果顯示，在低美感且為後悔情感時，偏向較多的退貨。實驗三則仍以分析產品美感為主，但納入擁有物依附稟賦，且將後悔與挫折情感反應稱之為「悔挫反應」併同為購後處置行為探討之，結果發現，產品美感與擁有物依附稟賦兩者，皆在退貨、額外購買、保留、汰舊換新等購後行為上達顯著交互效果。 據此，本研究建議業者應鼓勵善用適合消費者的購後處理管道，應以消費者自我更新的思量方式，喚起個人的意識，有助於產品使用者在處理家中物品上激起漣漪，預防消費者轉換品牌意圖，進而提高重複購買。[[abstract]]The so-called " Utility is dear Aesthetic is dearer " in relation to consumer response through consumer schema to form the evaluation of the products It commonly seemed that consumption schema has great influence on products involved with aesthetics and this would even affect the future purchasing behaviors This include somthing like returning extra purchase reservation and tading in As people in consumption environment face unaesthetic situation under decision making circumstances from the perspective of psychology discarding goods seems like a difficult matter to handle with In other words the return and tading in seems to determine whether the goods are needed constantly or not If not the consequence would usually be willing to get rid of them Thus this study aims to explore the influences of product unaesthetics on post-purchase disposal behaviors In this study we use the three 2x2 factorial experimental design The samples were 60 120 and 160 for each study They were randomly assigned to each situation; and to discuss the difference between product aesthetics (high vs low) and consumer possession attachment endowment (high vs low) both of which as the independent variables and affective responses (regret vs frustration) as the moderators Experiment 1 discuss which product aesthetics’reaction on post-purchase disposal behaviors the results indicate that people with higher product aesthetics perception would generate additional purchases Experiment 2 add affective responses for further discussion the result shows that in low aesthetics and regret affect circumstances would prone to more return Experiment 3 is still based on analyzing product aesthetics but incorporating possession attachment endowment and also combine regret and frustration affect to be named "Regret-Frustration Affect Responses" then to discuss post-purchase disposal behaviors In return both product aesthetics and possession attachment endowment have significantly interactive effects on post-purchase behaviors such as returning extral purchases reservation and tading in Accordingly this study suggests that marketers should be encouraged to make good use of suitable post-purchase disposal ways for consumers and should be using consumers self-renewing thinking way to awake individual consciousness This help the users who deal with their products at home that would probably make a ripple on a tranquil surface of water At last to prevent consumer intention on brand switching and thus to increase repeat purchase