| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 105 === The research proposes three main issues. Firstly, consumers’ attitude confidence can be manipulated by their own confidence level. Second, consumers’ attitude confidence will affect bias correction magnitude toward product attitude. Third, attitude confidence plays the role as a mediator to show the effect of confidence level on bias correction magnitude. Besides, when consumers are aware of bias factor and in the condition of high involvement on judging products, they will correct their product attitude in reverse direction.
The study manipulates consumers’ confidence level successfully by asking consumers to recall the past on conditions, high confidence or low confidence memory. Consumers manipulated under higher confidence memory will get higher confidence level, and their attitude confidence on their product attitude will be higher. Reversely, consumers manipulated under lower confidence memory will get lower confidence level, and their attitude confidence on their product attitude will be lower. The results validated when consumers are aware of bias factor and they do correction. Bias correction magnitude is the amount difference between second product attitude and first product attitude. The more confident on consumers’ attitude confidence, the less bias correction magnitude are made by consumers. The less confident on consumers’ attitude confidence, the less bias correction magnitude are made by consumers. In addition, when three variables inclusive of consumers’ confidence level, attitude confidence, and bias correction magnitude are analyzed together, consumers’ confidence level will affect bias correction magnitude through attitude confidence.
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