The Effects of Trivial Attributes on Product Evaluation：The Moderating Effect of Believes, Brand Awareness, Follow Strategy and Trial

• Main Authors: Ying-Lin Lai, 賴盈霖
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/16813205297837807076

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 93 === Departing from the perspective of value inference and equity exchange theory, this study discusses the effect of trivial attributes on product evaluation (Experiment I) and further examines the moderating effect of believes, brand awareness, follow strategy and trial experience (Experiment II). In the experiment I, trivial attributes are classified in two trivial attributes and non-trivial attributes and between-subjects design is used. Within-subjects design is adopted to discover trivial information and the degree of believe is classified through the average of believing degree. In the experiment II, this study used experimental design of 2Ｘ2Ｘ2 and had three parts, including brand awareness(high, low), follow strategy(well-known brand, unwell- known brand) and trial experience(yes, no), totally eight groups. The same with experiment I, within-subjects design and taxonomy of believing degree are also used. 410 questionnaires are sent out. After deleting non-responsive and incomplete questionnaires, 281 valid questionnaires are analyzed in order to test hypotheses. The results and finding of this study are shown as below: first, through the classification of believing degree, it is proven that customers distinguish trivial attributes into “added benefit of trivial attributes” and “self benefit of trivial attributes”. Second, no matter the extent to which customers believe the value of trivial attributes, the negative diluting effect comes out after disclosure. Third, brand awareness has no influence on the diluting effect between product evaluation and disclosure. Forth, whereas follow strategy of well-known brand enhances product evaluation and enlarges the diluting effect after disclosure, follow strategy of unwell-know has the no significant difference before disclosure, but effectively reduces the diluting effect of product evaluation after disclosure. Final, customers with trial experience has expectation before trial, thus the product evaluation displays lower than the groups without trial experience. But, the trial experience effectively reduces the diluting degree after disclosure.