該追求當下享樂嗎? 時間焦點與建構層級對平替商品購買決策的影響

Abstract

近年來，「平替產品（dupe products）」的興起逐漸改變消費市場格局。平替產品指的是價格較親民、但在功能與外觀上與高端或奢侈品牌相似的替代品，因而受到消費者的青睞，然而，現有研究主要聚焦於消費者購買仿冒品的動機，對於平替產品的消費心理機制探討仍較為有限，為填補此研究缺口，本研究以時間焦點（temporal focus）核心變數，探討其對消費者購買平替產品意願的影響，並進一步檢驗享樂導向（hedonic orientation）與卓越導向（eudaimonic orientation）的中介作用，以及心理表徵層次（construal level）的調節作用。 本研究透過兩項實驗進行驗證，研究1探討時間焦點對消費者購買平替產品意願的影響，並分析享樂導向與幸福導向的中介作用，預期結果顯示，與未來導向的消費者相比，當下導向的消費者更傾向購買平替產品，而這種影響將透過享樂導向來發揮作用；研究2進一步引入心理表徵作為調節變數，以探討其對時間焦點與享樂導向、幸福導向關係的影響，預期結果顯示，當消費者採用低建構層級思維時，當下焦點與享樂導向之間的正向關係將更強烈，也較願意購買平替商品；相反地，採用高建構層級思維的消費者，未來焦點與幸福導向之間的正向關係將更強烈，較不願意購買平替商品。 本研究不僅深化了對於平替產品消費心理機制的理解，也為品牌行銷提供寶貴的策略性洞見。In recent years, the rise of"dupe products" has gradually transformed the consumer market landscape. Dupe products refer to more affordable alternatives that resemble high-end or luxury brands in terms of functionality and appearance, making them highly appealing to consumers. However, existing research has primarily focused on the motivations behind counterfeit product purchases, leaving the psychological mechanisms of dupe consumption relatively unexplored. To address this research gap, this study examines temporal focusas a key variable, investigating its impact on consumers' willingness to purchase dupe products. Furthermore, it explores the mediating role of hedonic orientation and eudaimonic orientation and the moderating effects of construal level. This study was validated through two experiments. Study 1 examined the impact of temporal focus on consumers’willingness to purchase dupe products and analyzed the mediating roles of hedonic and eudaimonic orientations. The expected results indicated that present-focused consumers, compared to those with a future focus, are more inclined to purchase dupes, and this effect is mediated by a stronger hedonic orientation. Study 2 further introduced construal level as a moderating variable to explore its influence on the relationships between temporal focus and motivational orientations. The anticipated findings suggest that when consumers adopt a lowlevel construal mindset, the positive relationship between present focus and hedonic orientation becomes stronger, leading to a higher willingness to purchase dupe products. Conversely, consumers with a high-level construal mindset demonstrate a stronger positive link between future focus and eudaimonic orientation, resulting in a lower willingness to purchase dupes. This research not only deepens the understanding of the psychological mechanisms behind dupe consumption but also offers valuable strategic insights for brand marketing.