本研究以實驗設計的研究方法，以某一茶包品牌作為本實驗的產品，藉由操弄不同的訊息內容來源，分別提供「科學的證據及訊息」以及「包裝及代言人的訊息」，觸發並形成不同的信念類型，測量受測者對於接收到資訊所產生的信念之相信程度，並實際讓受測者試喝產品，衡量受測者對於不同信念所產生之期望與滿意度間的關係。;With the vigorous development of online information in recent years, consumers will receive lots of information before consumption, which will have a practical impact on triggering and shaping consumers’ beliefs. The products or services provided by enterprises affect consumers’ attitudes, they will have expectations for the product or service.
The past research on consumer expectations indicated that when to increase consumers′ expectations, they will have the placebo effect and the disconfirmation effect. But there is no comprehensive discussion on the difference between the placebo effect and the disconfirmation effect. Meanwhile, prior research has not comprehensively assessed the effects of expectations, under which situation expectations have a positive impact on satisfaction, reflecting the placebo effect; under which situation expectations have a negative impact on satisfaction, reflecting the disconfirmation effect.
We conduct an experiment using a tea bag brand as the experimental product. We manipulate different sources of information content, providing “scientific evidence and information” and “packing and brand ambassador information”. Then measure the preoccupation and conviction of consumers’ beliefs to distinguish different types of beliefs. At the end of the experiment, participants were asked to drink the product, and measure the relationship between their expectations and satisfaction.
