| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 89 === In this research, I define independent variable as product information, product knowledge of the consumer as moderate variable, and consumer behavior as dependent variable. Consumer behavior includes consumer demands, purchasing intention, perceived risk, and evaluated principle. The purpose of the market research is to investigate how product information and knowledge influence consumers’ behavior.
The product we selected for market research is digital camera. I selected the samples from undergraduate students in the Department of Applied Arts, the Department of Landscape Architecture, the Department of Advertising, and the Department of Public Relations in FuJen Catholic University. After two phases of survey, 172 effective samples have been adopted for the market research.
The major conclusions are listed as following:
1.Compared to the customers having the less product information, the customers having more product information normally have the higher demand and less perceived risk.
2.There is no obvious difference for the different information type to influence the customer''s behavior.
3.The customer having less product information will have more change than the ones having more product information in demand, perceived risk, and evaluation principle.
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