知覺經濟向上流動性對消費者未來時間焦點之影響

Perceived Upward Economic Mobility Affects Consumers' Future Temporal Focus

透過六個實驗，本研究探討消費者的知覺經濟階級向上流動性是否會影響其未來時間焦點及後續行為意圖。本研究主張並發現高知覺向上流動性消費者會有較高未來時間焦點，公正世界信念中介此一效果（實驗一與實驗四），且此效果不能歸因於情緒因素與樂觀感受（實驗一）。而透過未來時間焦點中介，知覺向上流動性會影響多種消費者的立即獎酬偏好行為（實驗二至四）。但消費者的知覺向上流動性情境若搭配對應的訊息時間框架，則可提高行銷溝通的說服力，使消費者更加願意購買對自我有利的健康食品（實驗五）或從事對社會有益的捐款行為（實驗六）。本研究為相關學術研究發展做出進一步貢獻，且提供實務工作者具體可行的行銷建議。

Through six experiments, this research examines the effects of consumers' perceived upward economic mobility (PUEM) on future temporal focus and downstream consequences. The results show that consumers with high PUEM have stronger future temporal focus than those with low PUEM, and this effect is mediated by just-world belief (Study 1 and Study 4). Moreover, this effect could not be attributed to the influence of affective state and optimism. This research also demonstrates the effects of PUEM on several downstream delayed gratification behaviors (Studies 2-4). However, practitioners could enhance marketing messages' persuasiveness by matching their temporal framing with consumers' PUEM. Such PUEM-temporal framing fit could encourage consumers to buy health products (Study 5) and donate to charity (Study 6). This research contributes to the literature and offers insights for marketing practices.