| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === “Brand name-quality schema” and “Price-quality schema” are two major reasons that lead to consumer heuristic. The information of price and brand name are very important factors to judge quality. Although both schemas reduce the judgment power of quality, they are still provided with the confidence of judgment. However, the display of merchandise is very essential to convey the information of merchandise, because the display of merchandise will at their first mind while choosing products. Thus, the display of merchandise will influence the judgment of consumers. As a result, the purpose of this study want to explore how display of merchandise will influence consumers’ heuristic to merchandise quality, the influence of display structure and display precedence, display and similarities and dissimilarities of price to consumers’ heuristic will also be included.
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