餐旅競賽獎品延遲消費影響因素之研究－－象徵效用觀點

The Influencing Factors of the Delayed Consumption on Hospitality Contest Prizes - Symbolic Utility Perspective

本研究主要從象徵效用觀點探討餐旅競賽獎品延遲消費的影響因素，研究一探討努力大小對延遲消費的影響是否受到努力結果得獎與否以及努力方式是團隊或個人的干擾，研究二則分析努力結果是否達成預期目標對延遲消費的影響，並探討設定目標是否明確與困難程度的干擾效果。研究透過兩個受測者間的實驗設計，以大學餐旅系學生為對象，採便利抽樣，共蒐集743份有效問卷。結果發現，得獎有助於提高延遲消費，以及團隊努力方式將降低其延遲消費。此外，在努力大的情況下，目標設定明確度高，目標達成與否的延遲消費將具有顯著差異，而目標設定不明確者，兩者的關係並不顯著。相同的情形，目標設定越困難者，若達成目標其延遲消費將更顯著。

This research attempts to explore the influencing factors of delayed consumption on hospitality contest prizes from the symbolic utility perspective. Study 1 examines the moderating effects of effort performance (award-prize) and effort types (team and individual) on the relationship between the degree of effort and delayed consumption regarding contest prizes. Study 2 examines the impact of goal achievement on delayed consumption, moderated by goal specificity and goal difficulty under a higher degree of effort situation. Two between-subjects experimental designs in each study were utilized to test the hypotheses. University students were recruited as research subject via convenience sampling which resulted in 743 valid samples. The results indicate that delayed consumption is higher when the consumer wins the award. However, team efforts vs. the individual weaken the impact of effort on delayed consumption. Finally, the relationship between goal achievement and delayed consumption is positive, and the moderating effects of goal specificity and goal difficulty are significant. Consumer delayed consumption will be extended further when they there is more specific and difficult goal setting.