The outcomes of resolving product incongruity and their influence on product evaluations.

• Main Authors: Yun-chi Chen, 陳韻琦
• Other Authors: 謝依靜
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/36597106085913892512

碩士 === 國立中央大學 === 資訊管理學系 === 101 === Companies introduces new innovative products in order to catch consumer’s eye and make demand, but sometimes the responses of consumers are different than what enterprises think. Consumers are reluctant to use the new product at times. The reason why customers don’t use the new product is that the innovation is too unique that they hardly to know the value of it and have difficulties to control it. It is because that the schema of the new product is different than the schema that customer originally have. We define this difference in cognition as incongruity. Researchers on incongruity in the past put their emphases on how to eliminate the incongruity of the product or which level of incongruity does customers prefer. Seldom discussed the outcome of customer understand the incongruity product. In this paper we discuss the route that customers take when comprehend the incongruent product. We argue that the resolution will trigger experiential emotion response and change customers’ self-efficacy. Our research explains how the product form influence the route of resolution and does the emotion and self-efficacy have effect on product evaluation. Our result shows that customer will have diverse emotions when resolve different type of incongruent product. After the resolution of incongruent products, the hedonic incongruent products will trigger more positive emotions than the utilitarian incongruent products. There is no difference in self-efficacy between hedonic and utilitarian incongruent products. Although the product type has no effect on self-efficacy, but the experiential emotion and self-efficacy still affect the evaluation of incongruent product.