長期以來，展望理論下的框架效應顯示，人有一致性的決策行為。後來，有學者認為決策行為可能跟個別差異有關，但甚少探討其中之關聯。因此，本研究欲探討決策行為中個別差異的問題。本研究目的在了解不同決策風格者大學生與框架效應之間的關聯及差異情形，研究方法為實驗法，以臺灣國內大學生464人為研究對象，使用「決策風格量表」與「決策框架問卷」作為研究工具，以描述統計及卡方檢定統計方法進行處理。研究結果發現如下：一、綜觀整體受試者，在正框架下傾向風險趨避，在負框架下傾向風險追求；二、兩性別在正框架下有一致的決策行為；女性在不同框架下皆傾向風險趨避；男性在負框架下傾向風險追求；三、在正框架下，理性型、逃避型及依賴型決策風格者皆傾向風險趨避的行為，而直覺型、衝動型決策風格者則皆傾向風險追求的行為；在負框架下，直覺型、衝動型、逃避型及依賴型決策風格者皆傾向風險追求的行為，理性型決策風格者傾向風險態度趨避的行為。本研究的發現除了延展框架效應主題的研究，也對個別差異在個體決策行為的影響提供了實證參考依據。最後，根據本研究的結果與分析，提出未來相關研究方向的展望建議，提供給相關領域實務工作者規劃有效策略的參考依據。

For a long time, the framing effect under the prospect theory has had shown that people have consistent decision-making behavior. Later, some scholars believed that decision-making behavior might be related to individual differences, but little study explored the relationship between the two. Therefore, this study intended to explore the issue of individual differences in decision-making behavior. This study aimed to understand the combined effect of the role of framing effect and decision-making style on risk decision preference. The study group consisted of 464 university students in Taiwan. An experimental method was designed and conducted. The “General Decision-Making Style Inventory” and “Decision-framing Questionnaire” were used for data collection. The data were analyzed by descriptive statistics and chi-square test statistical methods. The main results were as follows: (1) People tended to be risk-averse under positive frames, and risk-seeking under negative frames. (2) Both genders had consistent decision-making behaviors under the positive frame; female tended to be risk-averse under different frames; male tended to be risk-seeking under the negative frame. (3) Under the positive frame, people with either rational, avoidant, or dependent decision-making styles all tended to show risk-avoiding behavior, while those with intuitive or impulsive decision-making styles all show risk-seeking behavior. Under the negative frame, people with either intuitive, impulsive, avoidant, or dependent decision-making styles all tended to show risk-seeking behavior, but only rational decision-making style tended to show risk-avoiding behavior. The findings of this study not only extend the research scope on the topic of the framing effect, but also provide empirical evidence for the influence of individual differences in decision-making behaviors. Finally, based on the findings of this study, they can be used as references for future research and in developing effective strategies for practitioners in related fields.

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