| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === For many people, Queue represent a negative consumer experience. Spend many times for service waiting in the process will lead to negative emotion easily. However, the process of waiting might produce expectation sometime, and then lead to more emotional response. Prior research shows that different position in the queue might make consumers generate different social comparison Psychology. In the other hand, some researches have pointed out that Product Attributes might influence customers’ perception of waiting and psychological costs. Therefore, the study tried to explore the phenomenon of queuing and the affection of different product attributes and psychological factors in queue to consumers’ emotional response.
This study is based on Zhou and Soman’s research to explore the theoretical construct，and used Social Comparison Theory to investigate consumers’ emotional response for different position in queue. The result showed that when different products and expectation were obtained, the expecting gap would change the attitude on queue position,thereby changed the original emotions.
Experiment 2 and Experiment 3 discussed the affection of product category to queuing process. The results appeared during the queuing process, product category and queuing position existed interaction effects. When consumers were at the end of the line, the emotional reaction for those who bought hedonistic products will be superior to those who bought practical products, and consumers purchased customized products will be superior to those who bought popular products. For subject’s product evaluations among queue, we found the evaluation to hedonic products will be greater than practical products at the end of the line. When purchased customized products, there was no difference between the front line position and back line position in product evaluations. The above showed that different product categories might cause different effect to consumers though they were at the same position during queue. It proved social comparison psychology in queue will be affected by product category.
Based on the results, this study suggested that different product categories might affect social comparison psychology in queue, further changed consumers’ attitude. Therefore, if we can design proper queuing strategy fit with product attributes, we can not only improved the negative reaction process in queue, but also increased product evaluation.
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