Consumers Dilemma? The Temporal and Social Distance on Decision-making

• Main Authors: CHEN, RUEI-JHEN, 陳叡臻
• Other Authors: FANG, WEN-CHANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5c2rj4

碩士 === 國立臺北大學 === 企業管理學系 === 106 === People often make ideas and behaviors based on their past experiences when making decisions. If people must make decisions for people and things that have not had experiences before, will there be any difference in people’s psychology and behavior than experienced people? When marketing these intangible services, whether the construal level theory is still the same as the conclusion of tangible goods, so that intangible service commodity personnel can also follow the construal level theory of interpretation to make sales easier and more successful. In Taiwan, where the current demographic structure is changing towards the elderly, the country’s rapid development, finding a place where you can make yourself or have a senior retirement life around their relatives and friends become an important part. Therefore, when oneself or the surrounding friends and relatives need to choose a longevity institution that meets expectations, the difference between the occurrence time and the anticipated time (the time distance) and the degree of the relationship between themselves and others (social distance) different decisions and attitudes. According to the time distance and social distance of the Construal Level Theory, this study understands the subject's attitude and decision making in selecting the long-term care industry. This study allows the subjects to perform 2*2 experiments with differences in the distances from near to far in temporal distance to near and far in social distance, allowing the subjects to make choices that are biased towards concrete services or abstractions in Long-term care units of service properties. The results of the study show that the subjects will make decisions that are like the interpretation of Construal Level Theory because of the choice of the time distance difference and the choice of the social distance difference.