青少年對速食消費之理解層級：基模知識與涉入的干擾效果

Adolescents' Comprehension Hierarchy of Fast Food Consumption: The Moderating Effects of Schema Knowledge and Involvement

本研究旨在探討青少年對速食消費之理解，以及基模知識與涉入如何影響理解層級。研究一發掘如何以概念構圖來建構消費者之基模知識，研究二驗證方法目的鏈的「屬性－利益－價值」理解層級關係，探究利益所具有的中介效果，以及基模與涉入的調節效果，透過階層迴歸分析釐清中介與調節二種效果。結果顯示，概念構圖法可有效推砌出青少年消費者之基模知識，並藉由操作化區分出專家與生手。而青少年對速食消費的理解顯示，利益在屬性與價值間具有中介效果，屬性只能透過利益對價值理解產生間接影響。此外，基模知識的調節效果作用於屬性對利益的理解上，而涉入的調節效果則發揮在利益對價值聯結時較為抽象的理解層級上。本研究並提出若干實務管理建議。

The purpose of this article is to explore how schema and involvement influence consumers' comprehension. Study 1 is a pilot study. The concept mapping method has been proven to be a useful measurement of schema knowledge about fast food consumption. Study 2 postulates a hierarchical relationship of comprehension and examines the moderating effects of schema knowledge and involvement. This research relies on hierarchical regression to explore the difference between the mediator and moderator variables. The results show that the concept mapping method is a valid measurement of the consumer's schema knowledge. The findings also reveal that adolescents comprehend more attributes than consequences, and more consequences than values, and the effect of attribute on value must be mediated by consequence. This demonstrates that comprehension of McDonald consumption is composed of the proposed ”attribute consequence value” hierarchy. On the other hand, schema knowledge is the moderator between attribute and consequence. Involvement is the moderator between consequence and value. Thus, schema knowledge influences comprehension of attribute and consequence to some extent because of the level of schema knowledge. Involvement influences the comprehension of consequence and value to some extent because the degree of involvement is different. The authors also discuss managerial implications and suggestions for future research.