To Switch or to Stick:The Impact of Choosing Publicly or Privately On Choices and Satisfaction

• Main Authors: Chih-Ling Yu, 余芷菱
• Other Authors: 謝依靜
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kzg9a8

碩士 === 國立中央大學 === 資訊管理學系 === 103 === This research aims to verify whether self-awareness affect consumers shopping online, and to find effective manipulation of self-awareness under online shopping contexts. Self- awareness can be distinguished as public and public self-awareness, the previous one leads people behave more accordingly with publicly approved norms; while another let people make decisions based on own standards or preferences. Hence the main topic of this research is to verify whether private and public self-awareness make consumers to switch from own preferences, or to stick to own preferences. We also investigate other possible moderating effects, such as self-consciousness (individual difference in focusing on oneself) and the presence of time pressure, and to reveal whether consumers feel satisfied with own final choices which are affected by self-awareness. Results showed that public self-awareness significantly increase participants switching tendency, while private self-awareness effects didn’t reach significance. The present research also found significant interactions of self-awareness x self-consciousness on switching-tendency and post-choice satisfaction. In addition, time pressure have been proved to effectively enhance public self-aware participants switching tendency, while private self-awareness effects cannot be enhanced.