構念層次理論在運動消費研究之應用

The application of construal level theory in sport consumer research

近年來，國外由認知心理學領域發展出構念層次理論，探討心理距離對個體行為表現影響的研究，已應用於各不同研究領域。本研究經由文獻回顧，闡述構念層次理論之源起及概念發展，並提出此理論在國內運動休閒領域消費者行為應用的可行性。結果顯示，該理論的抽象、具體思維及心理距離的四個面向，可豐富本領域中對於無形及有形產品的消費者行為研究應用議題，並增進對運動休閒消費者消費歷程的瞭解，亦可做為日後相關運動休閒領域實務管理依循。

Construal level theory is developed from cognition psychology that discusses the person behavior and effects of psychology distance. It is widely spread to different research domains, especially in consumer behavior. The purpose of this study was to use document analysis to explain the origin of this theory and concepts of psychology distance, and characterize future study ideas for sport and leisure consumer behavior studies. According to the results, the abstract and concrete construal and four dimensions of psychology distance can expansion the diverse of sport and leisure consumer behavior in both visible (ex. Sports goods) and invisible (ex. Sport events). It provides different perspective for consumer behavior process and feasibility to apply psychology distance in sport and leisure consumer behavior.