Research on the influence of consumers’ Decoy Effect, Positive Emotion and Internet Word-of-Mouth on internet-groups as intervene variable

Abstract

[[abstract]]在日常生活中，身為消費者的我們在購物時，經常會被一些行銷策略所引導我們做出選擇；例如:在買一杯咖啡，有大、中、小三種容量——中杯價格幾乎和大杯差不多因此大多數人會選擇最大杯最貴， 此為「誘餌效應」的認知偏見。 現今網路上更存在商家使用無所不用其極的行銷方式如上述誘餌效應、網路口碑、正向情緒操作方式等來影響消費者網路購買決策，而已有許多學者提出在不同族群間網路行銷影響是有差異的，故本研究加入族群因素做驗證性分析。 本研究暨屬驗證性分析便建立問卷，使用二階段集群分析法將275個樣本分為三群並分別命名，再做迴歸分析找出影響每一集群應變數的顯著相關自變數後做變異數分析找出三群迴歸變數的差異性，如具顯著差異再做Scheffe事後檢定。 本研究結果有下列發現： 1. 三集群間變數具有顯著差異的有三個變數誘餌效應、網路口碑、正向情緒各一個。 2. 三集群間變數不具有顯著差異的有四個變數誘餌效應一、網路口碑一、正向情緒二個。 3. 三集群間變數具有顯著差異的發展差異性網路行銷策略。 4. 三集群間變數不具有顯著差異的發展共同性網路行銷策略。 In our daily life, as consumers, when we are shopping, we are often guided by some marketing strategies to make choices; for example, when buying a cup of coffee, there are three sizes: large, medium, and small—the price of a medium cup is almost the same as that of a large cup. The cup is almost the same, so most people choose the largest cup the most expensive. This is the cognitive bias of the " decoy effect". Nowadays, there are businesses on the Internet that use ubiquitous marketing methods, such as the above-mentioned decoy effect, Internet word-of-mouth, and positive emotional operation methods to influence consumers’ online purchasing decisions. Many scholars have proposed to network between different ethnic groups. Marketing influences are different, so this study adds ethnic factors for confirmatory analysis. In this study and a confirmatory analysis, a questionnaire was established. The two-stage cluster analysis method was used to divide 275 samples into three groups and named separately, and then regression analysis was performed to find the significant correlation independent variable that affects the strain number of each cluster, and then the variance was calculated. Analyze and find the difference of the regression variables of the three groups, if there is a significant difference, do the Scheffe post-test. The results of this study have the following findings: 1. There are three variables that have significant differences between the three clusters: decoy effect, Internet word-of-mouth, and positive sentiment. 2. There are four variables that have no significant difference between the three clusters. There are one decoy effects. one. Internet word of mouth. two. Positive sentiment. 3. Development of differentiated Internet marketing strategies with significant differences in variables among the three clusters. 4. The development of common network marketing strategies with no significant difference in variables among the three clusters