Effects of Technological Terminology on Consumers’ Evaluation of Products: The Moderating Roles of Regulatory Focus and Brand Credibility
碩士 === 臺灣大學 === 商學研究所 === 96 === Based on the usage of technological terminology, this research investigates whether regulatory focus and brand credibility moderate consumers’ evaluations toward new product with technological terminologies. Empirically examining three main topics: (a) When consumers...
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| Format: | Others |
| Language: | en_US |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/91063072930511894491 |