The Influence of Product Display Completeness/Incompleteness and Involvement on Consumers Approaching Behaviors: A Perspective of Consumers'' Heuristics

• Main Authors: Jing-ying You, 尤瀞瑩
• Other Authors: Fu-yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48845512906303435844

碩士 === 國立高雄第一科技大學 === 服務科學管理研究所 === 101 === Based on the viewpoints of consumer heuristics, we intent to explore the influences of product display on consumers approaching behaviors. By using the more rigorous and scientific consideration, we otherwise add the involvement as moderator into the scenario in the experimental design. In order to avoid the interference comes from other external factors, the two factors between-subjects design were used, and conducted as 2 (product display: completeness/incompleteness) × 2 (involvement: high and low). Which display completeness and display incompleteness as between-subjects factor, involvement within subjects factor, a total of eight experimental conditions. There are 120 subjects to attend the experiment. The results of research indicated that： When display incompleteness, then the approaching behaviors are somehow higher than display completeness. When consumers happen display precedence than they are easily to demonstrate heuristics cue. This study also confirmed the involvement does affect the reaction to the product. When involvement is high, then consumers will have the information easily to carry out a carefully in-depth analysis. To the contrary, when involvement is low, subjects will be noted that promotion of the spread of surroundings message. In other word “Elaboration Likelihood Model” is easily to change consumer behavior, also the best opportunity for manufacturers to interfere with the behaviors of consumer.