數量配適對多樣化搜尋行為的影響

多樣化搜尋行為持續受到行銷及消費者心理領域的研究者關注，並成為一項主要的研究議題，以往已有許多研究探討形成多樣化搜尋行為的原因及干擾多樣化搜尋行為的因素。數量配適（Quantity-matching）係指消費者欲購買數量與選擇集方案數量兩者數量相符，過去雖有研究探討數量配適對品牌選擇的影響，但並無數量配適對多樣化搜尋影響的相關研究。本研究經由實驗一驗證數量配適對消費者多樣化搜尋行為具有顯著影響，結果顯示消費者在數量配適的多樣化搜尋行為的程度較高於選擇集方案數量大於欲購買數量的非數量配適；此外，在認知需求差異的干擾下，消費者面對數量配適時的選擇差異，實驗二結果顯示高認知需求者的多樣化搜尋行為的程度較高於低認知需求者。

The variety-seeking behavior continuously draws attention by marketing and consumer psychology researchers, and becomes one of the key issues. Many studies have explored the causes of the variety-seeking behavior and its moderating factors. Quantity-matching refers to the quantity of the choice set is equal to the quantity that consumers want to purchase. Previous studies have discussed the impact of quantity-matching on brand choices, but few have discussed the impact of quantity-matching on variety-seeking behavior. Study 1 demonstrates the influences of quantity-matching on variety-seeking behavior. Results indicate that the extent of variety-seeking is higher for quantity-matching than for non-quantity-matching. Furthermore, this research also examines the moderating effect of need for cognition in the condition of quantity-matching. Study 2 demonstrates the extent of variety-seeking in the condition of high need for cognition is higher than in the condition of low need for cognition.