購買類型、消費者評論、人格特質及產品熟悉度對改變選項可能性之影響

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：32

、訪客IP：3.15.10.137

姓名

陳敬霓(Ching-Ni Chen) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

購買類型、消費者評論、人格特質及產品熟悉度對改變選項可能性之影響
(The effect of purchase type, consumer reviews, personality traits, and product familiarity on the probability of changing options)

相關論文

★ 網頁背景圖片對消費者產品偏好的影響	★ 組合商品的定價模式對消費者的滿意度與價值知覺
★ KTV消費型態與消費者類型之關聯	★ 蘋果沉浸度研究
★ 女性業務人員的配飾、妝容、上衣對業務職能特質知覺之影響	★ 男性業務人員服飾配件對職能特質知覺之影響
★ 個人辦公桌擺設對員工工作投入與專業職能知覺之影響	★ 飯店房間內擺設對消費者知覺與金錢價值之影響 --- 以人格特質為干擾變數
★ 療癒著色本對情緒轉換與風險偏好的影響	★ 名片設計對業務人員的職能特質與工作績效之知覺影響
★ 美語補習班的創新服務	★ 台灣工具機製造商之策略構面、組織構面及財務績效之關係研究：五大廠商之個案分析
★ 服務花朵的創新與競爭優勢:以五家牙科診所的個案分析	★ 反向策略之廣告效果研究
★ 不同性刺激形式所引發的性幻想程度對廣告效果之影響	★ 情緒在消費者決策行為中的影響

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 (2026-12-19以後開放)

摘要(中)

隨著網際網路、社群媒體與評論網站的興起，使得現今口碑傳播形式更加多元化，口碑傳遞不再侷限於面對面的方式，消費者的購物習慣也逐漸地改變，人們傾向在購買產品之前搜尋線上評論，以幫助他們做出較佳的決策，因此瞭解消費者在做出各種購買決策對這一項資訊來源的依賴程度也變得相當重要。
本研究共計四個實驗，採用2 × 2 × 2的實驗設計，欲探討在自變數：購買類型(體驗式/物質式)、消費者評論(高品質/低品質)及干擾變數：信任傾向、模糊容忍度、從眾行為、產品熟悉度(高/低)之下，消費者對改變選項可能性的差異。本研究結果如下：
1.購買類型對改變選項可能性具有顯著的主效果。
2.消費者評論對改變選項可能性具有顯著的主效果。
3.購買類型與消費者評論對改變選項可能性產生交互作用。
4.購買類型、消費者評論與信任傾向對改變選項可能性產生三因子交互作用。
5.消費者評論與模糊容忍度對改變選項可能性產生交互作用。
6.購買類型、消費者評論與模糊容忍度對改變選項可能性產生三因子交互作用。
7.購買類型、消費者評論與從眾行為對改變選項可能性產生三因子交互作用。
8.購買類型、消費者評論與產品熟悉度對改變選項可能性產生三因子交互作用。

摘要(英)

With the rise of the internet, social media, and review websites, today′s word-of-mouth communication has become more diversified. Word-of-mouth transmission is no longer confined to face-to-face method, and consumer shopping habits have gradually changed. People are inclined to search for online reviews before purchasing products to aid in making better decisions. Therefore, understanding the extent to which consumers rely on this source of information in making various purchasing decisions has become quite important.
This study comprises four experiments and employs a 2 × 2 × 2 experimental design. It aims to explore the differences in the probability of consumers changing their options under the independent variables: purchase type (experiential/material), consumer reviews (high-quality/low-quality), and moderating variables: propensity to trust, tolerance for ambiguity, conformity, and product familiarity (high/low). The results are as follows:
1.Purchase type has a significant main effect on the probability of changing options.
2.Consumer reviews have a significant main effect on the probability of changing options.
3.Purchase type and consumer reviews have an interaction effect on the probability of changing options.
4.Purchase type, consumer reviews, and propensity to trust have a three-way interaction effect on the probability of changing options.
5.Consumer reviews and tolerance for ambiguity have an interaction effect on the probability of changing options.
6.Purchase type, consumer reviews, and tolerance for ambiguity have a three-way interaction effect on the probability of changing options.
7.Purchase type, consumer reviews, and conformity have a three-way interaction effect on the probability of changing options.
8.Purchase type, consumer reviews, and product familiarity have a three-way interaction effect on the probability of changing options.

關鍵字(中)

★ 體驗式購買
★ 物質式購買
★ 線上消費者評論
★ 信任傾向
★ 模糊容忍度
★ 從眾行為
★ 產品熟悉度
★ 改變選項可能性

關鍵字(英)

★ experiential purchases
★ material purchases
★ online consumer reviews
★ propensity to trust
★ tolerance for ambiguity
★ conformity
★ product familiarity
★ the probability of changing options

論文目次

摘要 i
Abstract ii
誌謝 iv
目錄 v
圖目錄 viii
表目錄 ix
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究問題 3
1-4 研究流程 4
第二章文獻探討 5
2-1 改變選項可能性 5
2-2 體驗式購買及物質式購買 5
2-2-1 體驗式購買及物質式購買定義 5
2-2-2 購買類型重要性 6
2-3 線上消費者評論 7
2-3-1 線上消費者評論發展及定義 7
2-3-2 傳統口碑與電子口碑差異 8
2-4 購買類型對消費者改變選項可能性的影響 9
2-5 消費者評論對消費者改變選項可能性的影響 9
2-6 購買類型、消費者評論對消費者改變選項可能性的影響 10
2-7 信任傾向 11
2-7-1 信任傾向定義 11
2-7-2 信任傾向重要性 12
2-8 模糊容忍度 14
2-8-1 模糊容忍度定義 14
2-9 從眾行為 16
2-9-1 從眾行為定義 16
2-9-2 從眾行為相關研究 16
2-10 產品熟悉度 19
2-10-1 產品熟悉度定義 19
2-10-2 產品熟悉度重要性 19
第三章研究方法 22
3-1 研究架構 22
3-1-1 實驗一研究架構 22
3-1-2 實驗二研究架構 23
3-1-3 實驗三研究架構 23
3-1-4 實驗四研究架構 24
3-2 變數的操作性定義及衡量方式 25
3-2-1 自變數的定義 25
3-2-2 應變數的定義與衡量方式 26
3-2-3 干擾變數的定義與衡量方式 26
3-3 實驗設計與研究對象 30
3-4 問卷設計與實驗流程 30
3-5 前測實驗 33
3-5-1 購買類型-體驗式購買vs.物質式購買 33
3-5-2 體驗式購買消費者評論-高品質vs.低品質 34
3-5-3 物質式購買消費者評論-高品質vs.低品質 35
3-6 統計分析方法 36
3-6-1 敘述性統計(Descriptive Statistics Analysis) 36
3-6-2 單一樣本T檢定(One-Sample T Test) 37
3-6-3 信度分析(Reliability Analysis) 37
3-6-4 變異數分析(Analysis of Variance, ANOVA) 37
第四章研究結果 38
4-1 敘述性統計與樣本數量 38
4-1-1 敘述性統計 38
4-1-2 樣本數量統計 40
4-2 信度分析 40
4-3 操弄檢定 41
4-3-1 購買類型操弄檢定 41
4-3-2 消費者評論操弄檢定 41
4-4 實驗一研究結果 43
4-4-1 實驗一樣本結構 43
4-4-2 購買類型、消費者評論、信任傾向對改變選項可能性之影響 43
4-5 實驗二研究結果 49
4-5-1 實驗二樣本結構 49
4-5-2 購買類型、消費者評論、模糊容忍度對改變選項可能性之影響 49
4-6 實驗三研究結果 56
4-6-1 實驗三樣本結構 56
4-6-2 購買類型、消費者評論、從眾行為對改變選項可能性之影響 56
4-7 實驗四研究結果 62
4-7-1 實驗四樣本結構 62
4-7-2 購買類型、消費者評論、產品熟悉度對改變選項可能性之影響 62
第五章研究結論與建議 68
5-1 研究假設驗證結果之彙整 68
5-2 研究結論 71
5-2-1 購買類型對改變選項可能性之影響 71
5-2-2 消費者評論對改變選項可能性之影響 71
5-2-3 購買類型與消費者評論對改變選項可能性之影響 72
5-2-4 購買類型、消費者評論與信任傾向對改變選項可能性之影響 72
5-2-5 購買類型、消費者評論與模糊容忍度對改變選項可能性之影響 73
5-2-6 購買類型、消費者評論與從眾行為對改變選項可能性之影響 74
5-2-7 購買類型、消費者評論與產品熟悉度對改變選項可能性之影響 75
5-3 研究貢獻 76
5-3-1 學術貢獻 76
5-3-2 實務貢獻 76
5-4 研究限制 78
5-5 後續研究建議 79
5-5-1 消費者評論 79
5-5-2 購買類型 80
5-5-3 人格特質 80
5-5-4 探討其他影響消費者改變選項可能性之因素 80
參考文獻 81
附錄一購買類型前測問卷 87
附錄二消費者評論前測問卷-調香課程 88
附錄三消費者評論前測問卷-除濕機 91
附錄四正式問卷1-體驗式購買、低品質消費者評論 94
附錄五正式問卷2-體驗式購買、高品質消費者評論 99
附錄六正式問卷3-物質式購買、低品質消費者評論 104
附錄七正式問卷4-物質式購買、高品質消費者評論 109

參考文獻

〔1〕Chen, Y., & Xie, J. (2008). “Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix.” Management Science, 54(3), 477-491.
〔2〕Yayli, A., & Bayram, M. (2012). “E-WOM: The Effects of Online Consumer Reviews on Purchasing Decisions.” International Journal of Internet Marketing and Advertising, 7(1), 51-64.
〔3〕Chevalier, J. A., & Mayzlin, D. (2006). “The Effect of Word of Mouth on Sales: Online Book Reviews.” Journal of Marketing Research, 43(3), 345-354.
〔4〕Ye, Q., Law, R., & Gu, B. (2009). “The Impact of Online User Reviews on Hotel Room Sales.” International Journal of Hospitality Management, 28(1), 180-182.
〔5〕Dai, H., Chan, C., & Mogilner, C. (2020). “People Rely Less on Consumer Reviews for Experiential than Material Purchases.” Journal of Consumer Research, 46(6), 1052-1075.
〔6〕Paget, S. (2023, February 7). “Local Consumer Review Survey 2023.” BrightLocal.
https://www.brightlocal.com/research/local-consumer-review-survey/
〔7〕Ruiz-Mafe, C., Chatzipanagiotou, K., & Curras-Perez, R. (2018). “The Role of Emotion and Conflicting Online Reviews on Consumers′ Purchase Intentions.” Journal of Business Research, 89, 336-344.
〔8〕Tata, S. V., Prashar, S., & Gupta, S. (2020). “An Examination of the Role of Review Valence and Review Source in Varying Consumption Contexts on Purchase Decision.” Journal of Retailing and Consumer Services, 52, 101734.
〔9〕Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). “The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis.” Information Systems Frontiers, 22(5), 1203-1226.
〔10〕Howarth, J. (2023, January 9). “81 Online Review Statistics (New 2023 Data).” Exploding Topics. https://explodingtopics.com/blog/online-review-stats
〔11〕Mudambi, S. M., & Schuff, D. (2010). “What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com.” MIS Quarterly, 34(1), 185-200.
〔12〕Rietsche, R., Frei, D., Stöckli, E., & Söllner, M. (2019, June 8-14). “Not All Reviews are Equal-a Literature Review on Online Review Helpfulness.” In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden. https://aisel.aisnet.org/ecis2019_rp/58
〔13〕Brucks, M. (1985). “The Effects of Product Class Knowledge on Information Search Behavior.” Journal of Consumer Research, 12(1), 1-16.
〔14〕Alba, J. W., & Hutchinson, J. W. (1987). “Dimensions of Consumer Expertise.” Journal of Consumer Research, 13(4), 411-454.
〔15〕Mandel, N., & Johnson, E. J. (2002). “When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices.” Journal of Consumer Research, 29(2), 235-245.
〔16〕Yaniv, I., Choshen-Hillel, S., & Milyavsky, M. (2011). “Receiving Advice on Matters of Taste: Similarity, Majority Influence, and Taste Discrimination.” Organizational Behavior and Human Decision Processes, 115(1), 111-120.
〔17〕Kotler, P., & Keller, K. L. (2005). “Marketing Management (12th ed.).” Pearson Prentice Hall.
〔18〕Van Boven, L., & Gilovich, T. (2003). “To Do or to Have? That Is the Question.”Journal of Personality and Social Psychology, 85(6), 1193-1202.
〔19〕Carter, T. J., & Gilovich, T. (2010). “The Relative Relativity of Material and Experiential Purchases.” Journal of Personality and Social Psychology, 98(1), 146-159.
〔20〕Pelletier, M. J., & Collier, J. E. (2018). “Experiential Purchase Quality: Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases.” Journal of Service Research, 21(4), 456-473.
〔21〕Gilovich, T., Kumar, A., & Jampol, L. (2015). “A Wonderful Life: Experiential Consumption and the Pursuit of Happiness.” Journal of Consumer Psychology, 25(1), 152-165.
〔22〕Rosenzweig, E., & Gilovich, T. (2012). “Buyer′s Remorse or Missed Opportunity? Differential Regrets for Material and Experiential Purchases.” Journal of Personality and Social Psychology, 102(2), 215-223.
〔23〕Kumar, A., & Gilovich, T. (2015). “Some “Thing” to Talk About? Differential Story Utility from Experiential and Material Purchases.”Personality and Social Psychology Bulletin, 41(10), 1320-1331.
〔24〕Mittal, S., Kapitan, S., & Silvera, D. H. (2019). “Go Big or Go Home: Risk Seeking for Experiential choices.” Journal of Consumer Behaviour, 18(2), 97-108.
〔25〕Arndt, J. (1967). “Role of Product-Related Conversations in the Diffusion of a New Product.” Journal of Marketing Research, 4(3), 291-295.
〔26〕Stern, B. B. (1994). “A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient.” Journal of Advertising, 23(2), 5–15.
〔27〕Harrison-Walker, L. J. (2001). “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents.” Journal of Service Research, 4(1), 60-75.
〔28〕Buttle, F. A. (1998). “Word of Mouth: Understanding and Managing Referral Marketing.” Journal of Strategic Marketing, 6(3), 241-254.
〔29〕Avery, C., Resnick, P., & Zeckhauser, R. (1999). “The Market for Evaluations.” American Economic Review, 89(3), 564-584.
〔30〕Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18(1), 38-52.
〔31〕Ismagilova, E., Dwivedi, Y.K., Slade, E., & Williams, M.D. (2017). “Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions.” Springer International Publishing.
〔32〕López, M., & Sicilia, M. (2014). “eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making.” Journal of Interactive Advertising, 14(2), 86-97.
〔33〕Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). “Online Word-of-Mouth Antecedents, Attitude and Intention-to-Purchase Electronic Products in Pakistan.” Telematics and Informatics, 33(2), 388-400.
〔34〕Vimaladevi, K., & Dhanabhakaym, M. (2012). “A Study on the Effects of Online Consumer Reviews on Purchasing Decision.” Prestige International Journal of Management & IT-Sanchayan, 1(1), 91.
〔35〕Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). “Measuring the Impact of Online Reviews on Consumer Purchase Decisions–A Scale Development Study.” Journal of Retailing and Consumer Services, 68, 103066.
〔36〕Chevalier, J. A., & Mayzlin, D. (2006). “The Effect of Word of Mouth on Sales: Online Book Reviews.” Journal of Marketing Research, 43(3), 345-354.
〔37〕Zhu, F., & Zhang, X. (2010). “Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics.” Journal of Marketing, 74(2), 133–148.
〔38〕Cui, G., Lui, H. K., & Guo, X. (2012). “The Effect of Online Consumer Reviews on New Product Sales.” International Journal of Electronic Commerce, 17(1), 39-58.
〔39〕Cheung, C. M. K., & Thadani, D. R. (2012). “The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model.” Decision Support Systems, 54(1), 461-470.
〔40〕Rani, A., & Shivaprasad, H. N. (2019). “Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model.” In N. Ray (Ed.), Managing Diversity, Innovation, and Infrastructure in Digital Business (pp. 41-63). IGI Global. https://doi.org/10.4018/978-1-5225-5993-1.ch003
〔41〕Zeithaml, V. A. (1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing, 52(3), 2-22.
〔42〕Tirole, J. (1988). “The Theory of Industrial Organization.” MIT Press.
〔43〕Spiller, S. A., & Belogolova, L. (2017). “On Consumer Beliefs about Quality and Taste.” Journal of Consumer Research, 43(6), 970-991.
〔44〕Anderson, S. P., De Palma, A., & Thisse, J. F. (1992). “Discrete Choice Theory of Product Differentiation.” MIT Press.
〔45〕Holbrook, M. B., & Hirschman, E. C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.” Journal of Consumer Research, 9(2), 132-140.
〔46〕Chatterjee, P. (2001). “Online Reviews: Do Consumers Use Them?” Advances in Consumer Research, 28, 129-134.
〔47〕Park, D. H., Lee, J., & Han, I. (2007). “The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement.” International Journal of Electronic Commerce, 11(4), 125-148.
〔48〕Simonson, I., & Rosen, E. (2014). “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.” Harper Collins.
〔49〕McKnight, D. H., & Chervany, N. L. (2001). “What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology.” International Journal of Electronic Commerce, 6(2), 35-59.
〔50〕Colquitt, J. A., Scott, B. A., & LePine, J. A. (2007). “Trust, Trustworthiness, and Trust Propensity: A Meta-Analytic Test of Their Unique Relationships with Risk Taking and Job Performance.” Journal of Applied Psychology, 92(4), 909-927.
〔51〕Rotter, J. B. (1967). “A New Scale for the Measurement of Interpersonal Trust.” Journal of Personality, 35(4), 651-665.
〔52〕Farris, G. F., Senner, E. E., & Butterfield, D. A. (1973). “Trust, culture, and Organizational Behavior.” Industrial Relations: A Journal of Economy and Society, 12(2), 144-157.
〔53〕Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). “An Integrative Model of Organizational Trust.” Academy of Management Review, 20(3), 709-734.
〔54〕Hofstede, G. (1980). “Motivation, Leadership, and Organization: Do American Theories Apply Abroad?” Organizational Dynamics, 9(1), 42-63.
〔55〕Frazier, M. L., Johnson, P. D., & Fainshmidt, S. (2013). “Development and Validation of a Propensity to Trust Scale.” Journal of Trust Research, 3(2), 76-97.
〔56〕Gefen, D. (2000). “E-Commerce: the Role of Familiarity and Trust.” Omega, 28(6), 725-737.
〔57〕McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). “Initial Trust Formation in New Organizational Relationships.” Academy of Management Review, 23(3), 473-490.
〔58〕Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). “A Trust-Based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents.” Decision Support Systems, 44(2), 544-564.
〔59〕Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). “Not so Different after All: A Cross-Discipline View of Trust.” Academy of Management Review, 23(3), 393-404.
〔60〕Frenkel-Brunswik, E. (1948). “Tolerance toward Ambiguity as a Personality Variable.” American Psychologist, 3(268), 385-401.
〔61〕Budner, S. (1962). “Intolerance of Ambiguity as a Personality Variable.” Journal of Personality, 30(1), 29-50.
〔62〕McLain, D. L. (1993). “The MSTAT-I: A New Measure of an Individual′s Tolerance for Ambiguity.” Educational and Psychological Measurement, 53(1), 183-189.
〔63〕Frenkel-Brunswik, E. (1949). “Intolerance of Ambiguity as an Emotional and Perceptual Personality Variable.” Journal of Personality, 18(1), 108-143.
〔64〕Lauriola, M., Levin, I. P., & Hart, S. S. (2007). “Common and Distinct Factors in Decision Making under Ambiguity and Risk: A Psychometric Study of Individual Differences.” Organizational Behavior and Human Decision Processes, 104(2), 130-149.
〔65〕McLain, D. L. (2009). “Evidence of the Properties of an Ambiguity Tolerance Measure: The Multiple Stimulus Types Ambiguity Tolerance Scale–II (MSTAT–II).” Psychological Reports, 105(3), 975-988.
〔66〕Furnham, A., & Marks, J. (2013). “Tolerance of Ambiguity: A Review of the Recent Literature.” Psychology, 4(09), 717-728.
〔67〕MacDonald, A. P. (1970). “Revised Scale for Ambiguity Tolerance: Reliability and Validity.” Psychological Reports, 26(3), 791–798.
〔68〕Furnham, A., & Ribchester, T. (1995). “Tolerance of Ambiguity: A Review of the Concept, Its Measurement and Applications.” Current Psychology, 14, 179-199.
〔69〕Teoh, H. Y., & Foo, S. L. (1997). “Moderating Effects of Tolerance for Ambiguity and Risktaking Propensity on the Role Conflict-Perceived Performance Relationship: Evidence from Singaporean Entrepreneurs.” Journal of Business Venturing, 12(1), 67-81.
〔70〕Asch, S. E. (1951). “Effects of Group Pressure upon the Modification and Distortion of Judgments.” In H. Guetzkow (Ed.), Groups, Leadership and Men; Research in Human Relations (pp. 177–190). Carnegie Press.
〔71〕Allen, V. L. (1965). “Situational Factors in Conformity.” Advances in Experimental Social Psychology, 2, 133-175.
〔72〕Cialdini, R. B., & Goldstein, N. J. (2004). “Social Influence: Compliance and Conformity.” Annu. Rev. Psychol., 55, 591-621.
〔73〕Burnkrant, R. E., & Cousineau, A. (1975). “Informational and Normative Social Influence in Buyer Behavior.” Journal of Consumer Research, 2(3), 206-215.
〔74〕Lascu, D. N., & Zinkhan, G. (1999). “Consumer Conformity: Review and Applications for Marketing Theory and Practice.” Journal of Marketing Theory and Practice, 7(3), 1-12.
〔75〕Deutsch, M., & Gerard, H. B. (1955). “A Study of Normative and Informational Social Influences upon Individual Judgment.” Journal of Abnormal and Social Psychology, 51(3), 629-636.
〔76〕Park, C. W., & Lessig, V. P. (1981). “Familiarity and Its Impact on Consumer Decision Biases and Heuristics.” Journal of Consumer Research, 8(2), 223-230.
〔77〕Jacoby, J., Troutman, T., Kuss, A., & Mazursky, D. (1986). “Experience and Expertise in Complex Decision Making.” Advances in Consumer Research, 13, 469-472.
〔78〕Johnson, E. J., & Russo, J. E. (1984). “Product Familiarity and Learning New Information.” Journal of Consumer Research, 11(1), 542-550.
〔79〕Choo, H., Chung, J., & Thorndike Pysarchik, D. (2004). “Antecedents to New Food Product Purchasing Behavior among Innovator Groups in India.” European Journal of Marketing, 38(5/6), 608-625.
〔80〕Huhmann, B. A., & Limbu, Y. B. (2020). “Creative Advertising Executions Encourage the Processing Advantages of Product Familiarity.” Journal of Current Issues & Research in Advertising, 41(2), 206-228.
〔81〕Nunnally, J. C. (1978). “Psychometric Theory (2nd ed.).” McGrawHill
〔82〕Aydin, A. E. (2014). “Consumer Information Search Behavior for Experiential and Material Purchases.” Journal of Economics and Behavioral Studies, 6(3), 194-201.

指導教授

林建煌(Chien-Huang Lin)

審核日期

2023-12-29

推文