The Relationships of Product Attribute, Information Search and Product Knowledge An Empirical study of Women Underwear Market

• Main Authors: Ko, Zhi-Yin, 柯芷吟
• Other Authors: Lin, Shih-Chi
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/93910427391319134298

碩士 === 南台科技大學 === 國際企業系 === 92 === Recognition and related knowledge upon the product dominates the consumers to decide if the purchases are undertaken. As an apriority, collecting and processing available data of competitive products constitute product knowledge. Product knowledge is determined by a wide variety of factors, such as personal preference, product attribute, information search sources and comparison with rivals. To some extent, the customers are surrounded by mandatory advertisements and induced atmosphere. They reluctantly, more often than not, are somehow forced to perceive the commercial product information, and thus subject to arousing themselves to pay too much attention or even emphasis on specific products. The relationship between product attribute, mostly spread by advertisers, and product knowledge of customers is naturally established. Besides, consumers’ ability of information search would affect the product knowledge, so we are likely to studying the relationship of information source and product knowledge. This report is conducted by surveying 463 women living in local vicinity of Kaohsiung, with age of 15 or above, so that the relationship of product attribute, information search and product knowledge can be unveiled under scientifically quantitative analysis. The research concludes the following results： Different consumer characteristics in demographic variable and lifestyle exist different product attribute, information source and product knowledge. Product attribute and information source have a close relation to the degree of realize in consumer’s product knowledge. The result of this study from consumer’s view point provides some conclusions and suggestions that can give researchers some inspirations and references within this field.