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研究生： 施瑞西
Rangapillai, Suresh
論文名稱： “Do You Like Familiar or Bizarre Experience?”: The Effect of Proximal vs. Far Cultural Psychological Distance on Brand Preference
“Do You Like Familiar or Bizarre Experience?”: The Effect of Proximal vs. Far Cultural Psychological Distance on Brand Preference
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 83
外文關鍵詞： Construal level theory, Cultural distance, Cosmopolitanism, Nostalgia
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    Goal construal theory has it that special distance, time distance, and psychological distance influence individuals’ decision in that they relying on high versus low level of knowledge in decision making. None of the study has applied the construal theory in cross-cultural consumption study.Based on the notion of goal construal level theory, this study examines the effect of psychological distance in a cross-cultural context, proximal versus far cultural distant, on the consumption pattern of Taiwanese and Indian consumers. This study also investigates the moderating effect of cosmopolitanism and nostalgia in brand choice. This study finds that people of far cultural distant are influenced by high construal level product knowledge. Their attitudes, personal skills, knowledge towards other culture are more related to abstract value. These people generally relying only on high level construal values, i.e. hedonic values, to make decision. On the other hand, people of proximal cultural distant are influenced by both high construal level knowledge and low construal level knowledge, which includes details and fact related information, in their decision making. This study also finds that cosmopolitanism influences consumers choice, but it does not moderate the relationship of knowledge construal’s influence on brand choice. Also, contrarily to previous studies, nostalgia is found to have no effect in consumption choice.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VIII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.2 Research Motivation. 2 1.3 Research Gap. 4 1.4 Research Objectives. 5 1.5 Research Structure. 6 CHAPTER TWO LITERATURE REVIEW 7 2.1 Goal Construal Theory. 7 2.1.1 Level of Construal. 8 2.2 Different Mode of Psychological Distance. 9 2.2.1 Temporal Distance. 9 2.2.2 Spatial Distance. 11 2.2.3 Social Distance. 12 2.2.4 Hypothetical Distance. 13 2.2.5 Cultural Distance. 14 2.3 Consumer Knowledge Structure. 15 2.4 Hypotheses Development. 17 2.4.1 Cultural Distance. 17 2.4.2 Moderating Effect of Cosmopolitanism between Cultural Distance and Brand Evaluations. 18 2.4.3 The Moderating Effect of Nostalgia between Cultural Distance and Brand Evaluations. 19 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20 3.1 Conceptual Model. 20 3.2 Definition of Variables. 21 3.3 Summary of Research Hypotheses. 22 3.4 Construct Measurement. 23 3.4.1 Product Knowledge Structures. 23 3.4.2 Cosmopolitanism. 23 3.4.3 Nostalgia. 24 3.4.4 Brand Preference. 24 3.5 Research Design. 24 3.5.1 Study One. 25 3.5.2 Study Two. 26 3.6 Mode of Analysis. 26 3.6.1 Descriptive Statistics. 27 3.6.2 Reliability Test (Cronbach’s Alpha). 27 CHAPTER FOUR DATA ANALYSIS RESULTS 28 4.1 Descriptive Analysis. 28 4.1.1 Data Collection. 28 4.1.2 Characteristics of Respondents. 28 4.1.3 Measurement Results for Research Variables. 30 4.2 Variable Measurement. 32 4.2.1 Dependent Variable Measurement. 32 4.2.2 Independent Variable: Cultural Distance 32 4.2.3 Mediator Measurement High Construal Knowledge vs. Low Construal Knowledge. 33 4.2.4 Moderator Measurement: Cosmopolitanism. 35 4.2.5 Moderator Measurement: Nostalgia. 35 4.3 Testing Hypotheses 1 (Study One). 35 4.3.1 Testing Hypothesis 1a. 35 4.3.2 Testing Hypothesis 1b. 36 4.4 Testing Hypotheses 2 (Study One). 38 4.4.1 Testing Hypothesis 2a and 2b. 38 4.5 Testing Hypotheses 3 (Study One). 41 4.5.1 Testing Hypothesis 3a and 3b. 42 4.6 Testing Hypotheses 1 (Study Two). 47 4.6.1 Testing Hypothesis 1a. 47 4.6.2 Testing Hypothesis 1b 48 4.7 Testing Hypotheses 2 (Study Two). 50 4.7.1 Testing Hypothesis 2a. 50 4.7.2 Testing Hypothesis 2b. 52 4.8 Testing Hypotheses 3 (Study Two). 52 4.8.1 Testing Hypothesis 3a. 52 4.8.2 Testing Hypothesis 3b. 54 CHAPTER FIVE CONCLUSION 55 5.1 Research Conclusion. 55 5.2 Theoretical Implementation. 57 5.3 Managerial Implementation. 58 5.4 Limitation and Recommendation. 58 RFERENCES 60 APPENDICES 64 Appendix 1: Reason for Taiwan brand like list gathered and collected 64 Appendix 2: Reason for Taiwan brand dislike list gathered and collected 64 Appendix 3: Reason for like the brand grouped into 5 categories by judge 1 65 Appendix 4: Reason for like the brand grouped into 3 categories by judge 2 65 Appendix 5: Reason for like the brand grouped into 4 categories by judge 3 66 Appendix 6: Reason for like the brand grouped into 3 categories by judge 4 66 Appendix 7: Final list for like the brand grouped into 5 categories 67 Appendix 8: Reason for dislike the brand grouped into 5 categories by judge 1 67 Appendix 9: Reason for dislike the brand grouped into 5 categories by judge 2 68 Appendix 10: Reason for dislike the brand grouped into 3 categories by judge 3 69 Appendix 11: Final list for dislike the brand grouped into 5 categories 69 Appendix 12: Reason for Taiwanese like Indian tea list gathered and collected 70 Appendix 13: Reason for Taiwanese dislike list Indian tea gathered and collected 70 Appendix 14: Final list for like brand grouped into 4 categories by judge 1 70 Appendix 15: Final list dislike the brand grouped into 4 categories by judge 1 71 Appendix 16: Research Questionnaire (Study One) 71 Appendix 17: Research Questionnaire (Study Two) 77

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