| 摘要: | 許多訂房網站為吸引消費者盡快訂房或是提高消費者態度，利用色彩、評論以及心 理壓力等因素，影響消費者的購買態度。本研究目的為探討不同自我建構(獨立/相依) 的消費者受到網站背景色彩(冷色/暖色)、住宿照片色彩(冷色/暖色)、消費者購買目 的(休閒度假/商務旅行)、正反評論順序(先正後反/先反後正)與心理壓力(有提醒/ 無提醒)的影響下，對於消費者購買態度是否有顯著差異，並以三個實驗設計探討其主 效果與交互作用，其主要研究結果如下:
1. 不同自我建構、網站背景冷暖色、不同消費者購買目的、正反評論順序以及是否具心 理壓力對於消費者購買態度具有顯著影響;而住宿照片冷暖色對於消費者購買態度 不具有顯著影響，並且與網站背景冷暖色下的消費者購買態度沒有顯著交互作用。
2. 在獨立自我建構之下，不同網站背景色彩的消費者購買態度沒有顯著差異;在相依 自我建構之下，會對於冷色網站背景產生較高消費者購買態度。
3. 在獨立自我建構下，對於不同購買目的間的消費者購買態度沒有顯著影響;在相依 自我建構下，對於購買目的為商務旅行有較高消費者購買態度。
4. 在網站背景為冷色下，消費者購買目的為商務旅行有較高的消費者購買態度;在網 站背景為暖色下，消費者購買目的為休閒度假有較高的消費者購買態度。
5. 在獨立自我建構下，正反評論順序的消費者購買態度沒有顯著影響;在相依自我建 構下，評論順序為先反後正有較高的消費者購買態度。
6. 在獨立自我建構下，對於心理壓力與否的消費者購買態度無顯著影響;在相依自我 建構下，在具心理壓力下相較於無心理壓力有較低的消費者態度。
7. 在不具心理壓力下，對於不同正反評論順序的消費者購買態度沒有顯著影響;在具 心理壓力下，評論順序為先正後反有較高的消費者態度。
8. 網站背景色彩與消費者購買目的與自我建構不具有三因子交互作用，並且自我建構 與正反評論順序與心理壓力不具有三因子交互作用。
;To attracting people to make reservations as soon as possible or to improve consumer attitudes, many booking websites influence consumers′ purchasing attitudes by using factors such as colors, comments and psychological stress. The purpose of this study is to investigate how the consumer purchasing attitudes of different self-constructed (independent / interdependent) consumers would be significant influenced by factors like the background colors of the website (cold color / warm color), the colors of the accommodation photos (cold color / warm color), the purpose that consumer would like to purchase (for leisure vacation / for business trip), the messages order of positive reviews or negative reviews and the factor of psychological stress (with reminder/no reminder). Besides, the discussion was made with three experimental designs and the results will be shown as below.
1. Independence and interdependent self-construal, the background colors of the website, the
purposes that consumer would like to purchase, the messages order of positive reviews or negative reviews and the factor of psychological stress have significant effects on consumer buying attitudes ; However, the colors of the accommodation photos has no significant effects on consumer buying attitudes and it does not have a significant effect on two-way factor interaction with the background colors of the website.
2. There is no significant difference in consumer purchasing attitudes of different website background colors when consumers are independent self-construal, and there will be a higher consumer purchasing attitude for cool color website background when consumers are interdependent self-construal.
3. There is no significant effect on the attitude of consumers purchasing between different purchase purposes when consumers are independent self-construal, and there is a higher consumer buying attitude for the purpose of purchase of business travel when consumers are interdependent self-construal.
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4. The purpose of the consumer purchase for business travel has a higher consumer purchasing attitude under the cool background color of the website, and the purpose of the consumer purchase for leisure vacation has a higher consumer purchasing attitude under the warm background color of the website.
5. There is no significant effect on the consumer purchasing attitude of the positive or negative messages order when consumers are independent self-construal, and there is a higher consumer buying attitude for the consumers are independent self-construal if the first one of the two reviews is a good comment.
6. There is no significant effect on consumer attitudes toward psychological stress or not when consumers are independent self-construal, and there are lower consumer attitudes under psychological stress compared to no psychological stress when consumers are interdependent self-construal.
7. In case of no psychological stress, there is no significant effect on the attitude of consumers in different message orders, and the message order when first one of the two reviews is a good comment has a higher consumer attitude under the condition of psychological stress.
8. Self-construals do not have a significant effect on three-way factor interaction with the purposes of consumer purchase and background colors of websites. Besides, self-construals do not have a significant effect on three-way factor interaction with different messages order and psychological stress. |
