| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 96 === The main goal of this study was to find out the effect of self-regulatory focus, temporal distance and product attributes on preference and choice of product upgrades. On the one hand, the importance of “product upgrades” is increasing to the firms recently. On the other hand, the concepts of “self-regulatory focus” and “temporal distance” are often quoted to explain consumer behaviors nowadays. Also, different “product attributes” usually provoke different needs and preference. Based on above points, this study examined three main topics: (a) Discuss how “regulatory focus” affects consumers’ preference and choice on different ways of “product upgrades”. (b) Discuss how “temporal distance” affects consumers’ preference and choice on different ways of “product upgrades”. (c) Discuss how “product attributes” affects consumers’ preference and choice on different ways of “product upgrades”. This research took experiments with 2 (regulatory focus: promotion focus versus prevention focus) x 2 (temporal distance: distant future versus near future) x 2 (product attributes: hedonic attributes versus utilitarian attributes) between-subjects design.
The conclusions of this study are as follows:
1. Consumers with promotion focus prefer nonalignable enhancement while consumers with prevention focus prefer alignable enhancement.
2. With longer temporal distance, consumers prefer nonalignable enhancement.
3. Consumers facing hedonic attributes prefer nonalignable enhancement and focus enhancement while consumers facing utilitarian attributes prefer alignable enhancement and general enhancement.
Above all, this study found that firms can take self-regulatory focus, temporal distance and product attributes into account when choosing the most appropriate type of product upgrades.
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