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URN etd-0831113-043152 Statistics This thesis had been viewed 2684 times. Download 1891 times. Author Meng-chun Chiang Author's Email Address No Public. Department Management Business Administration Year 2012 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 53 Title THE EFFECTS OF SOCIAL AND TEMPORAL DISTANCE ON CONSUMER EVALUATIONTAKING EMOTION AS A MODERATOR Keyword Social Distance Construal Level Theory Emotion Emotion Construal Level Theory Social Distance Abstract This study, in exploring the psychological level of consumers, adopted social
distance, temporal distance and construal level theory to evaluate their influence on consumer evaluation. Our research contributes to the construal level theory（CLT）literature by illuminating an interaction effect of the two important psychological distance dimensions－social and temporal, on consumer emotion evaluations.
Comprehensive literature review found that emotion involvement is an important
factor affecting the consumer evaluation. Therefore, this study selected movie and ShuXiu two emotion respectively represent high and low involvement degree of
emotion. Examine the involvement of different emotion whether there are differences on consumer evaluation. Finally, using the ANOVA to analyze the effects of temporal distance, social distance, construal level theory and emotion on the consumer evaluation.
In this study, under different emotional levels, the motivation for this study.The results are as the following:
When the positive emotion involvement comes to high-involvement（movie）,the high-level interpretation has greater impact than the low-level interpretation
regardless of the distance of the social distance or time distance. It represents that the consumer evaluation focus on "why"buy.When the negative emotion involvement comes to low-involvement（ShuXiu）,the low-level interpretation has greater impact than the high-level interpretation regardless of the distance of the social distance or time distance. It represents that the consumer evaluation focus on "how" buy.
Keywords:Emotion、Construal Level Theory、Social Distance、Temporal Distance
Advisor Committee Ming-Chuan Pan - advisor
Nan-Hong Lin - co-chair
Files Date of Defense 2013-07-30 Date of Submission 2013-08-31