流暢性與共鳴感對綠色消費的影響：以維持現況觀點探討

Abstract

本論文旨在探討綠色消費行為下的現狀偏誤行為，並著重於過程流暢性和擷取流暢性在消費者綠色消費決策中的影響，以及共鳴感在其中的調節效果。現存文獻強調資訊處理和動機對現狀偏誤的重要作用，然而，尚未有研究將其與資訊處裡的流暢性做連結。因此，本文提出兩個可能的原因來解釋它。第一，高流暢性可能會增加消費者維持現狀的傾向，低流暢性可能會增加消費者改變現狀的傾向。第二，共鳴感可能會增強或削弱流暢性對現狀偏誤的影響，其調節了消費者綠色消費決策的影響。因此，本研究設計了兩個實驗來檢驗這些假設。實驗結果表明，在綠色消費決策下，高流暢性的消費者更傾向於選擇維持現狀，而低流暢性的消費者更傾向於採取行動。此外，共鳴感在流暢性與現狀偏誤之間扮演調節角色，使流暢性對現狀偏誤的影響有所變化。綜上所述，這些研究結果為我們深入了解綠色消費行為下的現狀偏誤行為，這對於擴大綠色消費市場、推動更多消費者產生綠色消費行為有重大貢獻。未來在理論和行銷中可以應用這些結果，利用不同流暢性及高共鳴感的資訊內容引導既有及潛在的消費者持續使用或向綠色產品轉變。

This paper aims to investigate the status quo bias in green consumer behavior, with a particular emphasis on the impact of processing fluency and retrieval fluency on consumers' green consumption decisions, along with the moderating effect of resonance. Existing literature underscores the significance of information processing and motivation in relation to status quo bias; however, a link between these factors and the fluency of information processing remains unexplored. Thus, this study proposes two potential explanations. Firstly, high fluency might increase consumers' inclination to maintain the status quo, whereas low fluency could enhance their tendency to enactchange. Secondly, resonance may amplify or attenuate the influence of fluency on status quo bias, thereby moderating the impact of consumers' green consumption decisions. Consequently, two experiments were designed to examine these hypotheses.

The experimental findings indicate that in the context of green consumption decisions, consumers with high fluency are more inclined to maintain the status quo, whereas those with low fluency are more inclined to take action. Furthermore, resonance plays a moderating role between fluency and status quo bias, leading to variations in the impact of fluency on status quo bias. To summarize, these research outcomes make a significant contribution to a deeper understanding of status quo bias in the realm of green consumer behavior. This contribution holds substantial potential for expanding the green consumption market and fostering more green consumer behavior. In the future, the application of these findings in both theoretical and marketing contexts can facilitate more effective utilization of diverse levels of fluency and high resonance content to guide both existing and potential consumers towards sustained usage or transitioning to green products.