Research on Consumers' Need for Uniqueness and Risk Preference

• Main Author: 朱芷葦
• Other Authors: 林鴻銘
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/25284632131308436169

碩士 === 明新科技大學 === 企業管理研究所 === 95 === 　　The purpose of this research was to explore the effect of consumers’ need for uniqueness (NFU) on the risk preference. In addition, the two variables, problems framing and history outcomes, were considered to examine the moderating effect between the NFU and the risk preference. The quasi-experimental method was employed throughout three experiments in this research. 　　The one-way analysis of variance was conducted in Study 1. The independent variable was NFU (high vs. low) whiles the dependent variable was risk preference. The results indicated that participants with high NFU showed higher risk taking than participants with low NFU. 　　In Study 2, a 2 (NFU: high vs. low) × 2 (Problem Framing: positive vs. negative) factional design was utilized. The results illustrated that the participants with high NFU preferred higher risk taking than those with low NFU in the condition of positive framing. However, in the condition of negative framing, there was no significance difference in risk preference between participants with high NFU and low NFU. 　　A 2 (NFU: high vs. low) × 2 (Outcome History: successful vs. unsuccessful), factonial design was employed in the Study 3. The results showed that participants with high NFU preferred higher risk taking than those of the low NFU in condition of successful outcome history. However, in condition of unsuccessful outcome history, there was no significance difference between participants with high NFU and low NFU.