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研究生： 范瓊秋
Pham, Thu Quynh
論文名稱： The Effects of Psychological Distance and Self-Construal on Consumer Responses
The Effects of Psychological Distance and Self-Construal on Consumer Responses
指導教授： 王鈿
Wang, Tien
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 59
外文關鍵詞： Psychological distance, Self-construal, Regulatory focus, Purchase intention, Customers’ choice, Genders differences, Social distance
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    • Customers have significantly different reactions when they are exposed to different shopping situation. By separating the self and the others in a shopping context, a customer will activate different inner self-view orientations in congruent to their psychological distance. Previous researches showed when the social bond between two people in a context has been altered and closely examined, people tend to do some trade-offs to make the most appropriate outcomes. This research puts social distance and self-construal together and investigates the interactions between these two constructs. Also, the current research aims to take closer look at gender differences and regulatory focus under the different social distance situation and expect the distinct reactions between males versus females and promotion and prevention focus orientations toward self-construals. The results of this research provide meaningful insights into the importance of how customers perceive the differences between the self and the others, which can affect the purchase decision of the buyers.

    TABLE OF CONTENTS ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VI LIST OF FIGURES VII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Contribution and Objectives. 3 1.3 Research Procedure. 4 CHAPTER TWO LITERATURE REVIEW 5 2.1 Psychological Distance. 5 2.2 Self-Construals. 8 2.3 Gender Differences in Self-Construals. 13 2.4 Regulatory Focus. 16 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19 3.1 Research Framework. 19 3.2 Data Collection Method. 20 3.3 Definition of Variables. 21 3.3.1 Social Distance. 21 3.3.2 Self-Construal. 21 3.3.3 Regulatory Focus. 21 3.3.4 Purchase Intentions. 22 3.4 Experiment Design. 22 3.4.1 Pretest. 23 3.4.2 Study 1. 23 3.4.3 Study 2. 23 3.5 Control Variables. 25 3.6 Methodology. 26 3.6.1 Descriptive Statistics. 26 3.6.2 Factor Analysis. 26 3.6.3 Analysis of Variance (ANOVA). 26 3.6.4 Chi-Square Test. 26 CHAPTER FOUR RESEARCH RESULTS 27 4.1 Pretest Results. 27 4.2 Study 1 Results. 27 4.2.1 Social Distance Manipulation Check. 28 4.2.2 Hypothesis 1 Testing. 28 4.2.3 Hypothesis 2 Testing. 31 4.3 Study 2 Results. 33 4.3.1 Social Distance Manipulation Check. 33 4.3.2 Self-Construal Manipulation Check. 34 4.3.3 Regulatory Focus Manipulation Check. 36 4.3.4 Regulatory Focus as Moderator. 36 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 41 5.1 General Discussion. 41 5.1.1 Psychological Distance. 41 5.1.2 Psychological Distance and Self-construal. 42 5.1.3 Social Distance and Self-construal with Genders as Moderator. 43 5.1.4 Social Distance and Self-construal with Regulatory Focus as Moderator. 43 5.2 Implications. 44 5.2.1 Theoretical Implications. 44 5.2.2 Managerial Implications. 45 5.3 Limitations and Future Research. 46 5.3.1 Limitations. 46 5.3.2 Future Research Suggestions. 47 REFERENCES 49 APPENDICES 53 Appendix 1: Pretest Questionnaire 53 Appendix 2: Advertisements for Study 1 54 Appendix 3: Word Puzzle for Study 2 55 Appendix 4: Advertisement for Study 2 56 Appendix 5: Manipulation Check for Social Distance 58 Appendix 6: Manipulation Check for Self-construal 58 Appendix 7: Manipulation Check for Regulatory Focus 58 Appendix 8: Purchase Intention Question 59

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