The Study on Consumer Decision-Making Styles, Product Preference, Altruism, for Affecting the Effect of CRM

• Main Authors: Yu-tien Li, 李育典
• Other Authors: Tung-chen Yang
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/11563923515193340645

碩士 === 義守大學 === 管理研究所碩士班 === 93 === This study surveyed literatures regarding Sproles and Kendall (1986) classify two of eight consumer’s decision-making styles, and regarding Bettman, Luce, and Payne, (1998) classify the concept of product preference, and plus the helping behavior (Boston, 1987) to affect the consumer’s cognition. This study uses the laboratory design to manipulate independent and dependent variables. Independent variables will be affected the dependent variables (the intention of purchase), use statistic analysis to test what this study manipulates right or false. This study finds that consumer decision-making styles don’t have significantly on the intention of purchase. About the Mean, the perfectionistic buying behavior is higher than impulse buying behavior. This study also finds that donation behavior doesn’t have significantly on donation behavior. About the average, 50% donation behavior is higher than 0% and 100% donation behavior. Regarding altruism, different altruism has significantly difference on the intention of purchase. About the average, high altruism is significant higher than low altruism. Different product preference has significantly difference on the intention of purchase. About the average, high product preference is significant higher than low product preference. Base on the results of analysis; this study submits the conclusion and suggestions for academic and empirical.