決策任務及目標導向對多樣化蒐尋行為的影響

多樣化蒐尋行為是消費心理研究領域中一個主要的研究議題，過去已有許多研究探討多樣化蒐尋行為發生的原因及干擾多樣化蒐尋行為的因素，而目標導向（提昇導向vs. 防護導向）在心理學領域亦是近年來一個重要的研究議題，並且已經延伸到消費心理領域，然而在多樣化蒐尋行為的相關研究中並未考慮目標導向的影響，因此，本研究設計實驗一與實驗二，分別以模擬人物情境（A、B）及透過調節焦點量表來衡量受測者目標導向之類型，論證決策任務及目標導向將交互影響多樣化蒐尋行為，在循序選擇、循序使用的任務下（每天僅購買每天所需之商品），提昇導向消費者的多樣化蒐尋程度將大於防護導向的消費者，而在同時選擇、循序使用的任務下（未來多天的消費一起購買），防護導向消費者的多樣化蒐尋程度將大於提昇導向的消費者；而在實驗三為推論受測者對於不同風險傾向（風險愛好者 vs. 風險規避者）的消費心理特性與不同目標導向（提昇導向vs. 防護導向）特性相同，皆是對損失與獲取之敏感度，故以風險傾向量表方式來衡量受測者，論證決策任務及風險傾向也將交互影響多樣化蒐尋行為。本研究根據研究結果討論相關意涵，並提供後續研究建議。

The Variety-seeking behavior is one of the key issues in the domain of consumer psychology. Many studies have explored the causes of the variety-seeking behavior and its moderating factors. The topic of goal-orientation（promotion-focused vs. prevention-focused）has become an important issue in psychology and extended to the domain of consumer psychology. However, most studies regarding variety-seeking behaviors failed to address the influences of goal-orientation. Therefore, the present research used two experiments to explore the influences of decision task and goal orientation on variety-seeking behavior. The difference between experiment 1 and 2 was manipulation or measurement in goal orientation. Given the task of sequential choices/sequential consumption（the consumer buys one item at a time, just before each consumption occasion）, the extent of variety-seeking for a promotion-focused consumer is greater than that for a prevention-focused consumer. Given a decision-task of simultaneous choices/sequential consumption（the consumer buys several items on one shopping trip and consumes the items over several consumption occasions）, the extent of variety-seeking for a prevention-focused consumer is greater than that for a promotion-focused consumer. In addition, experiment 3 also demonstrated the interaction effect of decision task and risk propensity（risk taking behavior vs. risk aversive behavior） on variety seeking behavior. The present research also discussed the theoretical and practical implications derived from the research results.