| Summary: | 碩士 === 臺中技術學院 === 事業經營研究所 === 97 === The Variety-seeking behavior is one of the key issues in the domain of consumer psychology. Many studies have explored the causes of the variety-seeking behavior and its moderating factors. The topic of goal-orientation（promotion-focused vs. prevention-focused）has become an important issue in psychology and extended to the domain of consumer psychology. However, most studies regarding variety-seeking behaviors failed to address the influences of goal-orientation. Therefore, the present research used two experiments to explore the influences of decision task and goal orientation on variety-seeking behavior. The difference between experiment 1 and 2 was manipulation or measurement in goal orientation. Given the task of sequential choices/sequential consumption（the consumer buys one item at a time, just before each consumption occasion）, the extent of variety-seeking for a promotion-focused consumer is greater than that for a prevention-focused consumer. Given a decision-task of simultaneous choices/sequential consumption（the consumer buys several items on one shopping trip and consumes the items over several consumption occasions）, the extent of variety-seeking for a prevention-focused consumer is greater than that for a promotion-focused consumer. In addition, experiment 3 also demonstrated the interaction effect of decision task and risk propensity（risk taking behavior vs. risk aversive behavior） on variety seeking behavior. The present research also discussed the theoretical and practical implications derived from the research results.
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