| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 104 === Food issue is a common topic in local and international media; in modern society, food safety also has been getting more and more attention among consumers. Consumers tend to hold a negative view toward those reported dishonest food manufacturers and reduce their purchase intentions as well as their loyalty. Vendors or manufacturers often use various promotion strategies to restore consumers’ confidence and trust and add decoys to raise consumers’ purchase motivations and intentions. In this study, how purchase motivations, from the aspects of the decoy effect and negative emotions, may influence purchase intentions and brand loyalty is examined.
A field experiment was conducted with the consumers of Uni-President Rui-Sui Fresh Milk in Hualien. Among a total of 247 copies of questionnaires collected, 200 were valid; the valid rate was 80.97%. The questionnaire came with 4 different situations, and there were 50 copies for each situation among the total valid questionnaires. Results indicated that: (1) consumers showed difference in their purchase motivations when given or not a decoy; (2) consumers with different purchase motivations showed difference in their purchase intentions; (3) consumer with different purchase intentions showed difference in their loyalty. In addition, it also proved that (4) consumers with or without negative emotions showed no difference in their purchase intentions, and (5) emotions did not significantly moderate the positive correlation between purchase motivation and purchase intention. In other words, when consumers are primed with negative emotions, the original correlation between their purchase motivations, purchase intentions, and loyalty will not be affected by their emotions. Therefore, when a loss of profits occurs due to negative incidents or information, vendors or manufacturers may use decoy marketing for promotion through strengthening decoy effects and reducing consumers’ rational thinking induced by negative emotions so as to positively influence the decision-making of consumers in purchasing.
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