| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 87 === Traditionally, as suppliers apply product differentiation strategies, they mainly rely on the important and related product attributes in progress. However, sometimes suppliers may also engage in differentiation by means proposing trivial attributes, also with considerable result. However, the existing journals concerning the consumers influence on the brands with trivial attributes, demonstrate different positive and negative empirical results. This study attempts to, through experiment design method, submit need for cognition variable to explain the influence result of trivial attributes on consumers’ behavior.
This research, selecting 280 people of the sophomores of SHIH CHIEN University as sample, in adopting convenient sampling, with effective questionnaire of 175 people. The data analysis method is Binomial, Chi-square , ANOVA analysis and Discriminant analysis.
This study, through analysis of empirical result, with the following discoveries:
1. While consumers with high need for cognition encounter the selection of 2 or 3 brands, they tend to produce high elaboration about the brands with trivial attributes.
2. While consumers with low need for cognition encounter the selection of 2 or 3 brands, they tend to produce high elaboration about the brands with trivial attributes.
3. While consumers with high need for cognition encounter the selection of 2 or 3 brands, they tend to produce higher evaluation about the brands with trivial attributes.
4. While consumers with low need for cognition encounter the selection of 2 or 3 brands, they tend to produce higher evaluation about the brands with trivial attributes.
5. On the selection of the brands with trivial attributes, in case consumers have low elaboration about the analysis for the said brand, yet with higher evaluation, then the possibility of selecting the said brand is higher.
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