Study of Product Trivial Attributes, InvolvementLevel and Consumer Behavior Relationship

• Main Authors: Yang Shu-Chun, 楊淑君
• Other Authors: 王又鵬
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/72787131975690337943

碩士 === 實踐大學 === 企業管理研究所 === 87 === Traditionally, as suppliers apply product differentiation policy, they mainly rely on the concern and related product trivial 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 a recognition demand variable to explain the influence result of trivial attributes on consumers’ assuming judgment. This study mainly is through the number of brands available for selection and whether trivial attributes are available, to manage to moderate the discrepancy of this journal result, by further providing the consumer involvement level variable, to explain the influence effect of consumers on the assuming judgment of trivial attributes and evaluation on their purchase decision. This research, selecting 238 students of Shih Chien University as sample, in adopting convenient sampling, with effective questionnaire of 217 people. The data analysis method is single main entity percentage reasoning. This study conclusions are as follows: 1. The consumers with high involvement while encountering the brand selection of 2 similar new product types, they would not produce negative evaluation about the brands with trivial attributes. 2. The consumers with low involvement while encountering the brand selection of 2 similar new product types, they would produce positive evaluation about the brands with trivial attributes. 3. The consumers with high involvement while encountering the brand selection of 3 similar new product types, they would produce positive evaluation about the brands with trivial attributes. 4. The consumers with low involvement while encountering the brand selection of 3 similar new product types, they would produce positive evaluation about the brands with trivial attributes. 5. The consumers with high involvement while encountering the brand selection of 2 similar new product types, they would produce high analysis about the brands with trivial attributes. 6. The consumers with low involvement while encountering the brand selection of 2 similar new product types, they would not produce low analysis about the brands with trivial attributes. 7. The consumers with high involvement while encountering the brand selection of 3 similar new product types, they would produce high analysis about the brands with trivial attributes. 8. The consumers with low involvement while encountering the brand selection of 3 similar new product types, they would not produce low analysis about the brands with trivial attributes. 9. Consumers producing negative evaluation concerning the brands with trivial attributes, would not produce lower purchase possibility concerning the brands with trivial attributes. 10. Consumers producing positive evaluation concerning the brands with trivial attributes, would produce higher purchase possibility concerning the brands with trivial attributes.