溫度與觸摸需求對尋求多樣化行為之影響

The Effects of Temperature and Need for Touch on Variety-Seeking Behavior

消費者為滿足內在對新奇與新穎事物的渴望，趨使其展現出多樣化的選擇行為。在選購產品前，消費者經常會使用雙手觸摸產品，檢視產品的觸覺屬性（材質、重量、硬度、溫度），正當其身體經驗到這些屬性時，可能因此影響其尋求多樣化的行為。本研究根據內具認知的觀點，探討溫度對尋求多樣化行為的效果。本研究採實驗法，實驗一結果顯示，無論溫度感知是來自於產品或是環境，低溫會導致較高的多樣化選擇行為。實驗二結果進一步指出，產品溫度與觸摸需求程度具有交互作用，對於高觸摸需求者而言，低溫產品導致他們有較高的多樣化行為，而對於低觸摸需求者而言，產品溫度對尋求多樣化行為並無顯著影響。

Consumers are inherently eager for novelty or change, and thus exhibit variety-seeking in their choice behavior. Consumers often use their hands to touch products and inspect haptic attributes (i.e., texture, weight, hardness, and temperature) prior to purchase. These physical experiences affect consumers’ variety-seeking behavior. Based on the perspective of embodied cognition, this study explores the effect of temperature on variety-seeking behavior. Two experimental studies were conducted to test the proposed hypotheses. Study 1 showed that low temperature led subjects to display greater variety seeking regardless of whether the temperature originated from the product or the indoor climate. The findings of Study 2 indicated that the effect of product temperature was moderated by individual differences in need for touch (NFT), because variety seeking was only affected by holding low-temperature products in individuals with a high NFT compared to those with a low NFT.