購物目的與訊息來源之結合對消費者態度的影響

Congruency Effects of Recommender Source and Purchase Goal of Benefit on Consumers’ Attitudes

楊維倫(Wei-Lun Yang)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.00670

摘要

無資料

關鍵字

購物目的

並列摘要

Endorsers play an important role in the marketing. In our daily life, consumers often hesitate to make purchase decisions because consumers have too much information to digest. Prior research focused too much on physical attractiveness and the product types. In our study, we have considered the consumers’ attitudes toward the products combining with the purchase goal of benefit and the image or concept of the endorsers.
This study is a 2 (recommender source) x 2 (purchase goal of benefit) between subject experimental design. Two purchase goal of benefit are manipulated as utilitarian and hedonic purchase goals; while two recommender sources are including cognitive-based and affective-based. This study examines how recommender sources affect consumers’ evaluations, attractiveness and attitudes toward the products and the confidence in the recommenders based on different purchase goals.
The result shows all recommender sources are not equally influential in each purchase goal of benefit. When the consumers’ goal is utilitarian, they will have more favorable attitudes toward the brand recommended by a cognitive spokesperson than an affective spokesperson, and vice versa. The results also show that recommenders influence consumers’ attitudes which is moderated by the type of the cognitive in- formation in utilitarian goal and the affective information in hedonic goal.
This study has also some implications for retailers. If the firms could distinguish purchase goals of consumers at first, they could use the suitable endorsers who match to influence consumers’ attitudes. The firms could even try to manipulate suitable scenarios or advertisements for its products.

並列關鍵字

recommender source ； purchase goal ； hedonic

參考文獻

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