| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 106 === Everyone's consumption choice, sometimes consistent, sometimes different. Consumers sometimes prefer to repeat their past choices; at other times the same consumer prefers to try something new. Re-validating the consumer's current situational outlook that is, local optimism or pessimism about an imminent outcome, can systematically affect the sequential consistency of consumer choices. Specifically, local optimism increases sequential choice consistency, whereas local pessimism increases sequential variety seeking. This study uses university students to conduct a test of an experimental paradigm to illustrate the validation of the current situation.
The study of optimism and pessimism has been for decades, However, a comprehensive review of the past scholars at home and abroad, optimistic about the time and then pessimistic influence on consumer behavior change is not much, Therefore, in addition to the main purpose of this study is to discuss the local optimism motivates consistency and local pessimism motivates variety, We also explore the moderating effect of self-construal and gender. The subject of this research are Tatung University students uses. It adopts a 2(The current situation: local optimistic/local pessimistic)x2(self construal: independence/interdependence) x2 (gender: male / female) between-subject experimental design 129 valid subjects.
The results showed：(1) At that time, optimism would motivate consumers to increase their self-continuity, so that subsequent selection consistency and then pessimism would motivate consumers to reduce self-continuity and make diversified choices follow. (2) Self-Construal in local optimism motivates consistency or local pessimism motivates variety has no moderating effect,(3) Gender in local optimism motivates consistency or local pessimism motivates variety has no moderating effect.
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