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研究生： 曾韻慈
Yun Tzu, Tseng
論文名稱： 對比效果之偏誤修正研究
The Study of Contrastive Bias Correction
指導教授： 蕭中強
Hsiao, Chung-Chiang
學位類別： 碩士
Master
系所名稱： 管理研究所
Graduate Institute of Management
論文出版年： 2014
畢業學年度： 102
語文別： 中文
論文頁數： 44
中文關鍵詞： 對比效果 、偏誤修正 、彈性修正模型
英文關鍵詞： Contrast Effect, Bias Correction, Flexible Correction Model
論文種類： 學術論文
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    • 修正行為（Correction Behavior）的相關研究一直都是社會心理學者所重視的議題之一，過去關於修正行為的研究也大多著重在社會心理學的領域。本篇論文將修正行為應用至消費者行為研究領域範圍，並且進一步探討若偏誤為對比效果（Contrast Effect）時，進行偏誤修正之後態度的變化。
    本研究假設當受測者擁有偏誤的相關知識時，其會依據自我所察覺到的偏誤程度將可能的偏誤予以排除，而且此修正行為只存在於涉入程度高的受測者中。除此之外，在涉入程度高的情境之下，是否提供受測者偏誤修正提示對其之偏誤修正行為亦有差異。而在涉入程度低或者無給予偏誤修正提示的受測者，即不產生偏誤修正行為，僅有因為對比效果所產生的態度方向改變。
    為驗證假設，實驗採組內設計。每位受測者都需要接受兩階段三個部分的問卷，衡量其對目標態度評價的改變。

    The research related to Correction Behavior has always been concerned by one of the topics in social psychology. In the past, the research about correction behavior has also mostly emphasis on social psychology. In this study, we focus on correction behavior in consumer behavior’s domain.
    In this experiment, we exert an article about Contrast Effect to participants either high or low involvement. For people with high involvement of bias awareness and high accuracy motivation would view article as a bias to correct. However, people with either high ability of bias awareness or high accuracy motivation would to correct their judgment toward target product because of either the low motive to make a correct evaluation as a bias.

    中文摘要 ............................................................................................................. II ABSTRACT ...................................................................................................... III 第一章 緒論 ....................................................................................................... 1 第一節 研究動機 ....................................................................................... 1 第二節 研究目的 ....................................................................................... 2 第三節 本研究的特殊性 ........................................................................... 3 第二章 文獻探討 ............................................................................................... 4 第一節 情境脈絡效果（Context Effect） ................................................ 4 第二節 修正理論（Correction Model） ................................................... 5 一、 設定/再設模型（Set/Reset Model） ........................................ 5 二、 涵蓋/排除模型（Inclusion/Exclusion Model） ....................... 7 三、 彈性修正模型（Flexible Correction Model） ......................... 8 第三章 研究架構與假設 ................................................................................... 9 第一節 研究架構 ....................................................................................... 9 第二節 研究假設 ..................................................................................... 11 第四章 實驗設計 ............................................................................................. 12 第一節 STUDY 1－給定方向性的偏誤修正提示 ................................. 12 一、 實驗設計與受測者 .................................................................. 12 二、 實驗程序 .................................................................................. 12 三、 自變數 ...................................................................................... 15 四、 依變數 ...................................................................................... 16 五、 操弄檢定 .................................................................................. 17 第二節 STUDY2－不給定方向性的偏誤修正提示 .............................. 18 一、 實驗設計與受測者 .................................................................. 18 二、 實驗程序 .................................................................................. 19 三、 自變數 ...................................................................................... 21 四、 依變數 ...................................................................................... 23 五、 操弄檢定 .................................................................................. 24 第五章 研究結果 ............................................................................................. 25 STUDY 1－給定方向性的偏誤修正提示 ...................................................... 25 第一節 操弄檢定 ..................................................................................... 25 一、 涉入程度檢定 .......................................................................... 25 二、 偏誤修正提示檢定 .................................................................. 25 第二節 依變數檢定與假設驗證 ............................................................. 26 STUDY 2－不給定方向性的偏誤修正提示 .................................................. 32 第一節 操弄檢定 ..................................................................................... 32 一、 涉入程度檢定 .......................................................................... 33 二、 偏誤修正提示檢定 .................................................................. 33 第二節 依變數檢定與假設驗證 ............................................................. 34 第六章 結論與建議 ......................................................................................... 39 第一節 研究結論 ..................................................................................... 39 第二節 學術貢獻與行銷意涵 ................................................................. 40 一、 學術貢獻 .................................................................................. 40 二、 行銷義涵 .................................................................................. 40 第三節 研究限制 ..................................................................................... 41 第四節 未來研究方向 ............................................................................. 42 Reference .......................................................................................................... 43

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